Influencer agreement template
An influencer agreement sets out what a content creator will post for a brand, when, how it will be labelled as an advert, what the brand pays or gives, and how the brand may reuse the content. A brand or its agency completes one for each campaign and creator, with the posts, dates, fee and permitted uses changing each time.
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What changes each time
31 values. Everything else is your wording, kept exactly.
The parties
- Date
- Brand company, address and number
- Agency name, if acting for the brand
- Influencer legal name, channel and address
- Talent agency and contact, if represented
The campaign
- Campaign name and brief
- Campaign period
- Brief date
- Key messages
- Things the influencer must not say
Content
- Platform
- Format
- Draft due date and go-live date
- How long the post stays up
- Tag, link or discount code
Approval and disclosure
- Brand contact for drafts
- Working days to approve
- Rounds of changes included
- Brand's own disclosure rules
Payment
- Fee
- VAT position of the influencer
- Payment schedule
- Products given and approximate value
- Invoice address and days to pay
Reuse and exclusivity
- Permitted reuse and period
- Extra fee for paid amplification or advertising use
- Competing products or competitors
- Exclusivity dates
Ending and liability
- Days to put a serious breach right
- Liability cap
- Signatories, positions and dates
The rules it usually needs
Written in plain English when the template is set up.
- Only when…
“Include the agency line if an agency acts for the brand.”
The party details name the agency.
- Only when…
“Include the representative if the influencer is represented.”
A talent agency signs for the influencer.
- Once for each item
“Add a row for each post.”
The content table lists each platform, format, draft date, go-live date and how long it stays up.
- Only when…
“Include extra advertising rules for alcohol, gambling, high fat, salt or sugar food and drink, a financial product, a medicine or a cosmetic with performance claims.”
Clause 4.5 notes the extra rules and that the brand will brief the influencer.
- One of several wordings
“The campaign is paid, or the influencer is gifted products.”
Clause 5 shows either a fee and payment schedule, or the products given and that no fee is payable.
- One of several wordings
“The fee is plus VAT if the influencer is VAT registered, or the influencer is not VAT registered.”
Clause 5.1 shows which.
- Once for each item
“Add a row for each permitted reuse of the content.”
The reuse table has a tick box and period for each use.
- Only when…
“Include paid amplification if it is paid for.”
A row lets the brand boost or run the post as an ad for an extra fee.
- Only when…
“Include use in the brand's own paid advertising if paid for.”
A row sets the period and extra fee.
- One of several wordings
“There is exclusivity, or there is none.”
Clause 7 names competitors and dates, or says there is none.
- One of several wordings
“Liability is limited to the fee or a stated amount.”
Clause 10.3 shows which.
Questions people ask
What goes in an influencer agreement?
The campaign, the posts to be delivered and their dates, how each will be labelled as an advert, approval of drafts, payment, how the brand may reuse the content, and whether the influencer can work with competitors.
Does the content have to be labelled as an advert?
This agreement treats every post as an advert and requires clear labelling in line with the rules set out by the ASA and CMA. It lists unclear labels not to rely on alone.
What if the influencer is paid in products?
The agreement has a gifted option listing the products and approximate value, with no fee payable. Check separately whether the content still needs to be labelled.
Can the brand reuse the posts?
Only in the ways ticked in the reuse table, for the periods stated. Paid amplification and use in the brand's own advertising are optional rows with an extra fee.
Are there special rules for some products?
Some sectors, such as alcohol, gambling, financial products and medicines, have extra advertising rules. The agreement has an optional clause noting this, and the brand briefs the influencer.
Use this template
It opens in DocuWeave as a template you can check, change and publish. Nothing is used until you do.