Wie gestaltet man Influencer-Verträge?

Building win-win influencer agreements takes care like crafting a friendship bracelet. Outline objectives, responsibilities, timelines, assets needed, compensation and legal terms. But leave room for customization based on the relationship. Make expectations clear yet approachable. Weave in genuine appreciation and partnership. With thought to benefits for both and positively knotted, your bond will strengthen through each campaign and weather any social media tangles. Now pick your colors and let's tie this influencer bow!

I agree that crafting influencer contracts is crucial for successful influencer marketing. It's essential to emphasize that these contracts should not only focus on what influencers will do but also recognize the value they bring as individuals. Getting paid for who you are, along with what you do, ensures a mutually beneficial partnership and authenticity in influencer collaborations.

Crafting contracts is like building a house: you need a solid foundation and a clear blueprint. Start by setting the stage and defining the campaign goals, deliverables, and compensation. Then, use plain language to cover all the bases, including the scope of work, intellectual property rights, confidentiality, and termination. Once you have agreed on all the terms, get it in writing.

The SMART framework is a phenomenal tools for measuring project or marketing campaign outcomes. It gives you a step by step guidelines on what needs to be done. Another thing to have in mind is what is the ultimate goal for the campaign? Brand marketing vs increased revenues?

Your influencer contracts should set clear expectations for the following deliverables: 1. Content Format (e.g. image, video, story, etc.) 2. Sponsorship Type (e.g. brand shoutout, mid-roll, post-roll, dedicated post) 3. Creative Control - Does the brand get editorial input or final signoff? 4. Ownership & Usage - Can the brand use the influencer content on its O&O channels or in paid campaigns? 5. Exclusivity Window - Is the creator restricted from working with competitors for a certain period of time? 6. Delivery Date - When will the post go live? 7. Disclosures - What regulatory requirements need to be met? 8. Payment Terms - How does the creator get paid (e.g. CPM, CPV, CPE, pay to post)? When will the creator receive payment?

All brands/agencies should have a standard template that you can tweak per campaign and partner. Make sure everything is clear and included! Things to include: Contact info Payment / Payment terms (upon project completion + x days) Description of service (what deliverables, guidelines followed, FTC, review policy, links, etc.) Exclusivity Reporting Paid media/whitelisting/usage ownership rights etc.

Always, always, always have your legal team approve the contract before signing—especially if it comes from the influencer and not the company itself (though it should come from the company!).

Other considerations that warrant attention include confidentiality, exclusivity, the definition of collaboration with competitors, content review procedures, alignment with brand standards, the establishment of performance metrics, setting criteria for measurable success, addressing potential unforeseen impacts, specifying termination conditions, resolving disputes, detailing methods for conflict resolution, clarifying responsibility through indemnification, determining governing law, and establishing contract jurisdiction.

Something that I find important to include in the contract and also very useful to know anyway, in order to capitalize on the content created through the partnership is clarify who owns the content created and how it can be used in the future. Perhaps another advise ( which it’s more an appendix than part of a contract) is to be cautious of fake influencers who artificially inflate their follower count. Last but not least, consider alternative compensations strategies if high influencers fees are a concern. Options including free product in exchange of promo for a limited and short time of period, revenue share, or an hybrid set up. A different approach needs to be taken when dealing with Virtual influencers.