“Over the past couple of months, Jamie Lieberman, founder of law firm Hashtag Legal, has also seen an influx of contracts that want influencers for longer periods of time, usually six months to a year as compared to a one-time post or a few posts.”
Long-term contracts for influencers has been a huge topic of discussion within the influencer marketing space for the past few months. It only makes sense that as influencer marketing grows, it evolves, and many brands are ramping up their influencer budgets and contracts. We’re now seeing influencer contracts becoming much “more in line with traditional talent contracts.”
Contracts between the influencer and brand or the influencer and the agency are now becoming much more standard. The contract will “now often include the length of a post, the period of paid amplification, the specific type of content – whether it’s a video, Instagram Story, or Boomerang, for example – the amount of content, exclusivity rights, confidentiality agreements and payment terms.”
Brands, agencies, and influencers alike are seeing that in order to fully gain the trust of an audience, an influencer must post about the brand or a longer period of time, “usually six months to a year as compared to a one-time post or a few posts.” In addition, contracts “now refer to influencers more as brand spokespeople than influencers, request more in-person appearances and in some cases, even include morality causes that give the company permission to use content in case of death.”
What is not yet appearing in influencer contracts are brands’ expected KPIs. WhoSay CMO Paul Kontonis says brands have been discussing “their intention of
measuring cost per impressions, cost per views and cost per engagements with the influencer content,” however, stresses that he leaves this out of influencer contracts because it’s not the influencer’s job to achieve those KPIs, it’s the agency’s.
From the influencer’s point of view, when so many algorithms come in to play on a particular post, it’s hard to agree to a campaign goal that they cannot 100% guarantee. Jamie Lieberman, the founder of law firm Hashtag Legal, stresses the importance for an influencer to understand a brand’s KPI’s, “especially for negotiations and deciding which content might benefit a brand more.” Most influencers don’t ask, and Lieberman says “it’s the first piece of advice she gives her influencer clients – to know exactly what the brand is looking for.”