5 Influencer Deliverables to Know While Writing Your Campaign Brief
Updated: Jul 20, 2020
Running a successful influencer marketing campaign is not an easy feat. When you are collaborating with influencers, you need to clearly spell out what you expect from them.
In February 2020, the Canadian Competition Bureau officially warned 100 brands and ad agencies to ensure that they comply with the law. In the past, the US and the UK watchdogs have also issued similar warnings.
It’s evident that to maintain your brand’s reputation, transparency is key in influencer marketing. You should clearly set your expectations before you begin your marketing campaign to avoid getting on the wrong side of the law.
That’s not all.
If there is a communication gap, your brand could be stuck in a dispute later on. Or either of the parties involved may feel like they are getting the short end of the stick.
To steer clear of any friction, it’s a good idea to provide your influencers with a strategy and campaign brief before you collaborate. Think of it as an influencer agreement or contract that outlines all of the requirements.
Your influencer marketing brief can also include details about compensation and key performance indicators.
In this article, let’s talk about influencer deliverables for your influencer marketing campaigns.
What are Influencer Deliverables?
Influencer deliverables refer to the key products (tangible or intangible) that brands expect influencers to produce as a part of an influencer marketing campaign. As the name suggests, it is what you expect the influencer to deliver.
Along with deliverables, it’s also a good idea for brands to include mandatory requirements in the influencer marketing brief to clarify the overall expectations of the influencer.
You should include details about your influencer marketing goals and strategies along with other deliverables you’re expecting from your expert content creators.
The number and type of influencer deliverables will differ for each brand and influencer marketing campaign. Before you finalize your brand’s campaign brief, you should always discuss the deliverables with the influencer you’re collaborating with.
Influencer Marketing Essentials: Influencer Deliverables To Include in Your Contract/Agreement
The influencer deliverables and the expectations you mention in your influencer contract/agreement will set the tone for the kind of relationship you have with the influencer.
It will define the level of creative freedom that an influencer will have. At the same time, it will also ensure that the content delivered aligns with your brand’s content guidelines and your influencer marketing strategy. It will also make sure that both the parties involved are on the same page.
If you’re going to work on a marketing brief soon, here are the key influencer deliverables you should touch upon:
1. What is the Scope of Work?
Your influencer agreement should outline exactly what you need from the influencer. They need to understand the scope of work and what the partnership entails. You should be as specific as possible. Instead of mentioning generic phrases like, “publish photos” and “post a blog post,” get into the details.
For example, if you want them to publish a video, you could write “one 30-second Instagram video with 2 branded hashtags.”
Also, specify what kind of call-to-action you want them to include. Additionally, mention if you want them to include tags, links, and hashtags in the posts. If you’re planning a series of posts, mention the CTAs and exact requirements for each post.
Whether you want them to run a contest or giveaway, publish a live video or a social media post, it’s best to spell out all influencer deliverables clearly. Don’t leave any space for confusion or disagreement in your influencer marketing contract.
2. What Will Be the Content Delivery Format?
The more details you specify for your influencer deliverables, the better it will be for your influencer marketing campaign. Along with the scope of work, you also need to mention the exact format in which you want your content.
Suppose, you want the influencer to publish a video along with a promotional caption for your influencer marketing campaign.
Do you want an MP4 file or an AVI file?
Similarly, for written content, do you want a Google Doc or a simple email message?
Write your influencer deliverables in such a detailed manner that the influencer has no questions about the delivery of content. Ideally, after they read out the agreement, they should be clear on all aspects of the marketing campaign.
3. What Will Be the Review and Approval Process?
Before the influencer publishes the content, do you want to take a look at it?
If you are confident about their content, you can tell them to directly post it without any approval process in place.
But what if you’re working with an influencer for the first time and not sure about the content they might publish?
Don’t take any chances.
In such a scenario, it’s best to clearly mention that an approval or content review is required before publishing.
Also, mention due dates along with each influencer deliverable. Suppose, you want to review the content two days before it is published. Include that timeframe in your influencer contract.
For easy communication, your brand can leverage tools like Slack, Trello, Skype, and Zoom. They are free to use and can make it easy for you to collaborate for multiple influencer marketing programs.
4. How Should the Influencer Include Disclosures?
Whether you’re working on a big-budget influencer marketing campaign or a small one, you don’t want to get on the wrong side of the law.
Influencers may already be aware of the FTC disclosure guidelines regarding sponsored social media content. However, that doesn’t mean you don’t need to mention it.
It’s a good idea to include the FTC guidelines in your agreement. As a part of your influencer deliverables, clearly spell it out that the influencer needs to disclose the sponsorship. Make sure they use words like “ad” or “sponsored” in their social media posts.
For instance, in the screenshot below, Jolene Goring has clearly disclosed her paid partnership with energy drink brand, Bing Beverage. She added the hashtag #ad in the caption for additional clarity.
Image via Instagram
Before you write down this influencer deliverable, make sure you clearly read the FTC disclosure guidelines for online influencers.
The new guide titled, “Disclosures 101 for Social Media Influencers,” clearly explains how influencers should make disclosures for each type of content.
Image via FTC
Not sure if you’re following all the rules for your influencer marketing campaign?
Let an expert guide you for your influencer marketing strategy.
Fourstarzz can assure you that you’re complying with the FTC guidelines by writing a clear campaign brief on your behalf. They can also negotiate with influencers on your behalf to ensure you get the best deal.
5. How Will the Content Be Distributed?
This influencer deliverable may not apply to all kinds of marketing campaigns. If you want influencers to publish sponsored content on multiple social media platforms, then you need to talk about content distribution.
Suppose, you want an influencer to publish a sponsored Instagram post and include that in another sponsored blog post.
In this case, you want them to distribute your content via two different channels. To set clear expectations, it’s important to list each channel and what is expected of the influencer for each channel.
Other Important Details You Should Include in Your Influencer Contract
Influencer deliverables mainly cover what the brand expects from the influencer. But if you want to run a successful marketing campaign, you need to spell out what they can expect from you as well.
Here are some important details you should touch upon in your influencer agreement or contract, along with influencer deliverables:
● Timeline: It’s a good idea to mention the start and completion dates of your influencer marketing campaign. Also, mention due dates for drafts (if necessary) and publishing.
● Compensation: Whether you’re collaborating on a commission basis or paying them per post, mention all compensation details.
● Publishing rights: Do you own the content that they create for your marketing campaign? Can they re-use it on their own channels after a set amount of time? Can you repurpose the content they create? Clearly mention the publishing rights.
● KPIs: How will you measure the success of the campaign? Are you going to track the campaign reach, engagement, hashtag performance, or referral traffic? Whichever KPI is your top priority, let the influencer know.
● Mood board: To help influencers understand your requirements better, provide them with a mood board. It can include examples of the posts or captions that you like. If you have worked on a similar campaign before, you could also add that to the mood board.
The idea is to let them know what type of sponsored blog posts or social media posts you want in terms of content, tone, and style.
Clarity of expectations and open communication are at the core of a successful influencer marketing strategy. If you want to make sure there are no hiccups in your campaign, it is best to outline all influencer deliverables in your contract. If both sides know what is required and expected, it makes the process smoother.
Don’t have time to find the right influencers and work on a detailed agreement for your campaign? From ideation to execution, let Fourstarzz do the work for your marketing campaign. Get in touch with us now.