Where is it used?

Deliverables are used across all stages of an influencer marketing campaign, and are formally documented in:

• The influencer brief (campaign plan and instructions)

• The influencer agreement (legal contract outlining obligations)

• They apply to content on platforms like Instagram, YouTube, TikTok, blogs, LinkedIn, etc.

When to use it?

Deliverables should be defined before the influencer begins creating content. This ensures:

• Clear expectations

• Aligned goals

• Streamlined approval and posting process

They’re used during the campaign planning and onboarding phases.

How to use it?

Brands should clearly outline deliverables in the brief and contract, including:

• Type of content (e.g., Instagram Reel, YouTube video, blog post)

• Number of posts

• Platform-specific details

• Key messaging and calls to action (CTAs)

• Required hashtags, mentions, or tagged accounts

• Deadlines for submission and publication

• Approval process before posting

• Content usage rights (who owns and can reuse the content)

Why do we need it?

• Ensures clarity and alignment between brand and influencer

• Helps prevent misunderstandings

• Allows brands to track campaign success against measurable outputs

• Provides a legal framework for accountability

• Maintains brand consistency by guiding how the brand is represented

• Ensures that content supports campaign objectives like engagement, awareness, or conversions