In­flu­en­cer Agree­ment in Prac­tice

In today's di­git­al age, in­flu­en­cer mar­ket­ing has become one of the most power­ful tools for brands to con­nect with their target audi­ence. However, as the in­flu­en­cer in­dustry grows, so do the com­plex­it­ies of man­aging these part­ner­ships.

An in­flu­en­cer agree­ment is a formal con­tract between a busi­ness or brand and an in­flu­en­cer (usu­ally a person with a sig­ni­fic­ant online pres­ence or social media fol­low­ing).

The agree­ment out­lines the terms and con­di­tions under which the in­flu­en­cer will pro­mote the brand's products or ser­vices when doing col­lab­or­a­tion with the com­pany.

What is an In­flu­en­cer?

An in­flu­en­cer is a person who has built a sig­ni­fic­ant fol­low­ing on social media or di­git­al plat­forms and has the abil­ity to sway the opin­ions, be­ha­viours, or pur­chas­ing de­cisions of their audi­ence through their con­tent and re­com­mend­a­tions.

In­flu­en­cers often es­tab­lish them­selves as au­thor­it­ies or ex­perts in spe­cif­ic niches—such as beauty, fash­ion, fit­ness, or tech­no­logy—and lever­age their cred­ib­il­ity and per­son­al con­nec­tion with fol­low­ers to part­ner with brands and pro­mote products or ser­vices.

Key char­ac­ter­ist­ics of in­flu­en­cers in­clude a strong online pres­ence, high en­gage­ment rates with their audi­ence, and the abil­ity to create re­lat­able and im­pact­ful con­tent that res­on­ates with their fol­low­ers.

In­flu­en­cers are widely re­cog­nised for their role in in­flu­en­cer mar­ket­ing, a strategy where brands col­lab­or­ate with them to expand reach, drive brand aware­ness, and in­crease con­sumer trust and loy­alty through au­then­t­ic en­dorse­ments.

In­flu­en­cer Mar­ket­ing Grow­ing Rap­idly

In­flu­en­cer mar­ket­ing con­tin­ues to grow rap­idly, with the in­dustry pro­jec­ted to reach £24.6-£27.88 bil­lion in 2024. This growth is largely driven by the in­creas­ing pop­ular­ity of plat­forms like In­s­tagram, TikTok, and You­Tube, which are among the most-used chan­nels for in­flu­en­cer mar­ket­ing.

Spend­ing on in­flu­en­cer mar­ket­ing is also rising, with US brands ex­pec­ted to al­loc­ate £5.85 bil­lion to it by 2024. Mar­keters con­tin­ue to in­crease budgets as they see strong re­turns, in­clud­ing an es­tim­ated £7.87 earned in media value for every £1 spent (source: Statista).

These stat­ist­ics demon­strate that in­flu­en­cer mar­ket­ing is a power­ful tool for brands, of­fer­ing high en­gage­ment and return on in­vest­ment across a vari­ety of plat­forms.

Reas­ons to Create In­flu­en­cer Agree­ment

An In­flu­en­cer Agree­ment is es­sen­tial for en­sur­ing that both the brand and the in­flu­en­cer are aligned on ex­pect­a­tions, de­liv­er­ables, and legal ob­lig­a­tions.

An In­flu­en­cer Agree­ment out­lines

• The spe­cif­ic tasks the in­flu­en­cer is ex­pec­ted to per­form, such as the number of posts, con­tent type, and plat­forms to be used.
• Who owns the cre­ated con­tent and how it can be used, pro­tect­ing your brand's in­tel­lec­tu­al prop­erty and en­sur­ing com­pli­ance with copy­right laws.
• Brands must ensure com­pli­ance with ad­vert­ising stand­ards. A writ­ten agree­ment helps both parties un­der­stand their legal ob­lig­a­tions, pro­tect­ing against po­ten­tial fines or repu­ta­tion­al damage.
• The agree­ment can clearly define pay­ment terms, in­clud­ing the amount, pay­ment sched­ule, and any con­di­tions for re­ceiv­ing pay­ment.

What Does an In­flu­en­cer Agree­ment In­clude?

An in­flu­en­cer agree­ment in­cludes de­tails like the scope of work (con­tent cre­ation), com­pens­a­tion, timelines, con­tent guidelines, ex­clus­iv­ity clauses, usage rights, legal dis­clos­ure re­quire­ments, and ter­min­a­tion con­di­tions.

• Scope of work: De­tails of the con­tent the in­flu­en­cer will create, such as posts, stor­ies, videos, etc.
• Com­pens­a­tion: The pay­ment or be­ne­fits the in­flu­en­cer will re­ceive, wheth­er in cash, free products, com­mis­sions, or other in­cent­ives.
• Timeline: The sched­ule for con­tent cre­ation and pub­lish­ing.
• Con­tent guidelines: Re­quire­ments re­gard­ing mes­saging, brand­ing, hasht­ags, or spe­cif­ic calls to action the in­flu­en­cer should in­clude in their posts.
• Ex­clus­iv­ity: Wheth­er the in­flu­en­cer can pro­mote com­pet­ing products or ser­vices during the agree­ment's term.
• Usage rights: Who owns the rights to the con­tent, and wheth­er the brand can reuse or re­pur­pose the in­flu­en­cer’s con­tent.
• Dis­clos­ure re­quire­ments: Com­pli­ance with legal reg­u­la­tions, such as the re­quire­ment to dis­close sponsored con­tent clearly (e.g., using hasht­ags like #ad or #sponsored).
• Ter­min­a­tion: Terms under which the agree­ment can be ended by either party.

In­flu­en­cer Agree­ment Tem­plate

A basic In­flu­en­cer Agree­ment Tem­plate that you can cus­tom­ise for your spe­cif­ic needs:

IN­FLU­EN­CER AGREE­MENT

This In­flu­en­cer Agree­ment ("Agree­ment") is entered into on [Date] by and between:

• Brand/Com­pany Name: [Com­pany Name], having its prin­cip­al place of busi­ness at [Ad­dress] ("Com­pany").
• In­flu­en­cer Name: [In­flu­en­cer­'s Full Name], resid­ing at [In­flu­en­cer­'s Ad­dress] ("In­flu­en­cer").

1. Scope of Work

• De­liv­er­ables: The In­flu­en­cer agrees to create and pub­lish the fol­low­ing con­tent:
  • [Number] of In­s­tagram Posts
  • [Number] of In­s­tagram Stor­ies
  • [Number] of Blog Posts
  • [Any other spe­cif­ic con­tent type]
• Plat­form: The con­tent will be shared on the fol­low­ing plat­forms:
  • [e.g., In­s­tagram, TikTok, You­Tube, Blog, etc.]
• Con­tent De­tails: The con­tent should adhere to the fol­low­ing guidelines:
  • Use of spe­cif­ic hasht­ags: [e.g., #Brand­Name, #Ad, #Sponsored]
  • Tags/men­tions: [@Brand­Handle, etc.]
  • Mes­sage/Theme: [Spe­cify key themes, brand mes­sage, product focus, etc.]

2. Com­pens­a­tion

• The In­flu­en­cer will be com­pensated as fol­lows:
  • Fee: £[Amount] (pay­able within [Number] days after com­ple­tion of the cam­paign)
  • Ad­di­tion­al Com­pens­a­tion: [If ap­plic­able, e.g., free products, af­fil­i­ate com­mis­sion, travel ex­penses, etc.]
• Pay­ment Terms: [De­tails of pay­ment method and sched­ule]

3. Timeline

• Cam­paign Start Date: [Date]
• Cam­paign End Date: [Date]
• Sub­mis­sion Dates: Draft con­tent must be sub­mit­ted for ap­prov­al by [Date].

4. Con­tent Ap­prov­al

• All con­tent must be ap­proved by the Com­pany before it is pub­lished. The Com­pany may re­quest changes, and the In­flu­en­cer agrees to revise the con­tent in line with feed­back.
• Con­tent must comply with the Com­pany's brand guidelines, which are at­tached as Ex­hib­it A.

5. Ex­clus­iv­ity

• During the term of this Agree­ment, the In­flu­en­cer shall not pro­mote or engage in any col­lab­or­a­tion with direct com­pet­it­ors of the Com­pany, unless ex­pressly agreed in writ­ing.

6. Dis­clos­ure

• The In­flu­en­cer agrees to clearly dis­close their part­ner­ship with the Com­pany in com­pli­ance with ap­plic­able laws and guidelines, in­clud­ing but not lim­ited to using hasht­ags like #Ad or #Sponsored.

7. Usage Rights

• The Com­pany is gran­ted a per­petu­al, world­wide, non-ex­clus­ive right to use, re­pro­duce, and re­pur­pose the con­tent cre­ated by the In­flu­en­cer for mar­ket­ing and pro­mo­tion­al pur­poses.
• In­flu­en­cer agrees not to remove the con­tent from their plat­forms without prior writ­ten con­sent from the Com­pany.

8. Con­fid­en­ti­al­ity

• The In­flu­en­cer agrees to keep all in­form­a­tion re­gard­ing this col­lab­or­a­tion, in­clud­ing pay­ment de­tails and mar­ket­ing strategies, con­fid­en­tial unless writ­ten per­mis­sion is given by the Com­pany.

9. Ter­min­a­tion

• Either party may ter­min­ate this Agree­ment by provid­ing [Number] days' writ­ten notice.
• The Com­pany may ter­min­ate im­me­di­ately for breach of con­tract, fail­ure to meet agreed-upon dead­lines, or in­ap­pro­pri­ate be­ha­viour that could harm the brand's repu­ta­tion.

10. In­dem­ni­fic­a­tion

• The In­flu­en­cer agrees to in­dem­ni­fy and hold the Com­pany harm­less from any claims, li­ab­il­it­ies, dam­ages, or ex­penses arising out of the In­flu­en­cer­'s per­form­ance of this Agree­ment, in­clud­ing any third-party claims re­lated to in­tel­lec­tu­al prop­erty in­fringe­ment.

11. Gov­ern­ing Law

• This Agree­ment shall be gov­erned by and con­strued in ac­cord­ance with the laws of [Jur­is­dic­tion/Coun­try].

12. Mis­cel­laneous

• Entire Agree­ment: This Agree­ment con­sti­tutes the entire un­der­stand­ing between the parties and su­per­sedes all prior agree­ments or un­der­stand­ings.
• Modi­fic­a­tions: Any modi­fic­a­tions to this Agree­ment must be in writ­ing and signed by both parties.

Sig­na­tures

Brand/Com­pany Rep­res­ent­at­ive:
Sig­na­ture: ____________________
Name: ____________________
Title: ____________________
Date: ____________________

In­flu­en­cer:
Sig­na­ture: ____________________
Name: ____________________
Date: ____________________

💡Do you want to create your doc­u­ments with ease? Aatos will soon launch a ser­vice that allows you to quickly per­son­al­ise and gen­er­ate any agree­ment or letter in just minutes. Be first to enter the new era of doc­u­ment gen­er­a­tion.

Read More

• Tips for Being Self-Em­ployed
• What are the Con­sumer Rights?
• What is an NDA?
• Ef­fect­ive Pay­ment Re­mind­er