Why Deliverables Need to Be Specific
The deliverables section of an influencer agreement is where expectations become commitments. Vague language like "the influencer will promote the product on social media" leaves too much room for interpretation and frequently leads to disappointment on both sides.
A well-defined deliverables section tells the influencer exactly what to create, where to post it, when to publish it, and what standards it must meet. It also tells the brand exactly what they are paying for, making it easier to evaluate whether the influencer fulfilled their obligations.
Anatomy of a Strong Deliverables Clause
Content Types
Specify the exact format of each piece of content. Different content types require different levels of effort and produce different results.
Common content types include:
- Static feed posts: Single-image posts on Instagram, Facebook, or LinkedIn
- Carousel posts: Multi-image posts that audiences can swipe through
- Stories: Ephemeral content on Instagram or Facebook (typically 15-second segments)
- Reels or short-form videos: Vertical videos for Instagram Reels, TikTok, or YouTube Shorts
- Long-form videos: YouTube videos, typically 3 to 15 minutes
- Blog posts: Written content on the influencer's blog or website
- Live streams: Real-time broadcasts on Instagram, TikTok, YouTube, or Twitch
- Podcast mentions: Verbal endorsements or dedicated segments in podcast episodes
Quantity Per Content Type
Be explicit about numbers. "Multiple Instagram stories" could mean two or twenty. A clear deliverables table eliminates ambiguity:
| Content Type | Platform | Quantity |
|---|---|---|
| Feed post (carousel) | 2 | |
| Stories | 5 frames | |
| Reel | 1 | |
| Short-form video | TikTok | 1 |
Platform Specifications
If content should be posted on specific platforms, list them. Also address whether the influencer should cross-post content to multiple platforms or create unique content for each.
Each social media platform has different optimal specs for content. Specify technical requirements like aspect ratios, minimum resolution, and video length in your agreement or in a creative brief attached as an exhibit.
Content Requirements
Beyond the format and quantity, your agreement should address the substance of the content.
Key Messaging
Identify the core messages or talking points the influencer must include. Keep this focused. Three to five key messages are usually sufficient. Too many required talking points make content feel scripted and inauthentic.
Required Elements
Specify any elements that must appear in the content:
- Product visibility: Should the product be shown in use? Unboxed? Displayed prominently?
- Brand mentions: Should the brand be tagged? Mentioned by name? Both?
- Links: Include a link in bio, swipe-up link, or link sticker?
- Discount codes: If applicable, what code should be mentioned and displayed?
- Hashtags: Any campaign-specific or branded hashtags?
- FTC disclosure: Specify the exact disclosure language and placement.
Content Restrictions
Equally important is defining what the influencer should not include:
- Competitor products visible in frame
- Controversial or political statements
- Claims about the product that are not substantiated
- Specific language or promises the brand cannot support
- Content in locations or contexts that conflict with brand values
Quality Standards
Defining quality expectations in writing prevents the awkward situation where the brand receives content it considers subpar but the influencer considers complete.
Production Value
Set minimum quality standards for visual and audio elements. This might include:
- Minimum resolution or image quality
- Adequate lighting and sound
- No visible watermarks from editing tools
- Professional-grade editing for video content
Authenticity and Tone
While maintaining quality standards, allow room for the influencer's authentic voice. Overly prescriptive requirements produce content that feels forced, which audiences can detect. Strike a balance between brand alignment and creative freedom.
Attach a creative brief to your agreement rather than embedding detailed creative direction in the contract itself. This keeps the legal document focused on obligations while giving the influencer practical guidance in a more accessible format.
Timeline and Scheduling
Content Submission Deadlines
Specify when draft content must be submitted for review. Build in enough lead time for the brand's review process, typically three to seven business days before the planned publication date.
Review and Revision Windows
Define how long the brand has to review submitted content and how many rounds of revisions are included. Common terms include:
- Brand has 48 to 72 hours to review each submission
- Two rounds of revisions are included in the base fee
- Additional revisions beyond the included rounds are available at an additional fee
Publication Schedule
Set specific publication dates or windows. If timing matters (such as aligning with a product launch or sales event), include exact dates. If timing is flexible, provide a date range.
Content Lifespan
Address how long the content must remain live on the influencer's profile. Some agreements require content to stay up for a minimum period (such as 90 days or permanently), while others allow the influencer to archive or remove content after a certain time.
Handling Content That Does Not Meet Standards
Right to Reject
Include the brand's right to reject content that does not meet the agreed-upon standards. Specify what happens when content is rejected:
- Does the influencer get additional attempts to meet the standard?
- Is there a limit on the number of rejections before either party can terminate?
- Who bears the cost of reshooting or recreating content?
Objective Criteria
Base rejection rights on objective criteria rather than subjective preferences. "The brand may reject content that does not include the required disclosure language" is enforceable. "The brand may reject content it does not like" is problematic.
Additional Content Considerations
Raw Files and Assets
If the brand wants access to raw photos, unedited video footage, or editable design files, include this in the deliverables section. Many influencers consider raw files separate from finished content and may charge accordingly.
Behind-the-Scenes Content
Some campaigns benefit from BTS content showing the influencer using the product in real life. If you want this type of content, include it as a separate deliverable with its own specifications.
Reposts and Engagement
If you expect the influencer to engage with comments on their sponsored posts, repost brand content, or participate in comment exchanges with the brand's account, these expectations should be documented.
Content Calendar
For ongoing partnerships with multiple deliverables, attach a content calendar to the agreement. This provides a visual overview of the entire campaign timeline and makes it easy for both parties to track progress.
A comprehensive deliverables section takes more effort to draft, but it pays dividends throughout the partnership by ensuring both parties share the same expectations from day one. Every hour spent defining deliverables upfront saves multiple hours of renegotiation and dispute resolution later.