Influencer deliverables: examples, a template, and how to check them
Deliverables are what a paid creator owes you: which videos, on which platform, by when, saying what. Spelling them out is what separates a sponsorship from a gift. Here’s what to include, examples you can copy, and how to check they arrived.
What influencer deliverables are
Influencer deliverables are the specific pieces of content a creator agrees to make in exchange for a fee, commission or other payment. A good list answers six questions: how many, what format, on which platform, by when, what has to be in it, and how it’s disclosed. Anything left vague becomes a disagreement later.
What to include
| Item | What to write | Why |
|---|---|---|
| Number and format | “2 TikTok videos, 30–60 seconds” | The thing you’re paying for, counted the way you’ll check it. |
| Platform and account | The exact handle each video goes on | Creators often run several accounts. |
| Posting window | “Within 21 days of receiving the product”, or set dates | A deadline you can actually measure. |
| What’s shown | The product on screen, in use, for a few seconds | A product that only appears in the caption isn’t much of a sponsorship. |
| Tag, code, link | Your @handle in the caption, a discount code | Credit for you, and a way to count sales. |
| Disclosure | “#ad” or the platform’s paid partnership label at the start | A paid creator can’t just say it was a gift. |
| Review | Whether you see a draft first, and how many changes | Saves a reshoot. |
| Usage rights | Whether you can reuse or run the video as an ad, and for how long | Priced separately by most creators. |
| How long it stays up | “Not deleted for at least 90 days” | Some posts quietly disappear. |
Influencer deliverables examples
- Micro creator, one product launch: 1 TikTok video (30–60 s) showing the product in use, posted within 14 days of delivery, tagging @brand, with the paid partnership label on.
- Mid-size creator, campaign: 2 Instagram Reels and 1 TikTok, the first within 7 days of launch day, draft shared 48 hours before posting, one round of changes, with “#ad” in the first line.
- YouTube creator: 2 YouTube Shorts, one unboxing and one a week later, with the discount code said out loud and in the caption.
- Ambassador: 2 posts a month on TikTok or Reels, any format, for six months, with the code in the caption. See how to run a brand ambassador program.
- Event or launch: 1 video from the event and 1 using the product within 10 days after, tagging @brand.
A deliverables template
Paste this into your brief or agreement and fill in the brackets. It’s a starting point, not legal advice; your contract should be checked by someone qualified where you are.
Deliverables for [creator name, @handle] Content - [Number] [TikTok videos / Instagram Reels / YouTube Shorts] on [@handle] - Length: [e.g. 30–60 seconds] - The [product] shown on screen and in use, and named out loud Timing - First video posted by [date], or within [number] days of receiving the product - [Second video posted by date] - Draft shared [number] hours before posting, with [number] round(s) of changes In every post - Tag @[brand] in the caption - Discount code [CODE] in the caption [and said out loud] - Disclosure at the start of the caption: “#ad” or “Sponsored”, and the platform’s paid partnership label turned on After posting - Videos stay up for at least [number] days - [Brand] may reuse the videos on [channels] for [period]; paid ads with them [are / are not] included Payment - [Fee] [plus commission of X% on code sales], paid [when]
If you send product first, pair this with a short brief: our influencer brief template has one to copy.
How to check deliverables were delivered
Most teams check by hand: scroll each creator’s accounts on the deadline, paste links into a sheet, count. It misses posts on the second account, posts without the tag, and the disclosure that went to the bottom of the caption. Pozto does this part for TikTok, Instagram Reels and YouTube Shorts:
- Mark the deal Paid deal, with how many videos you expect, the days they have to post (1 to 365) and the fee. Pozto watches the creator until all the videos are up, and they show Due, then Late, against that deadline, like “2 of 3 posted”.
- The video counts when your product is in it, tagged or not: the video check finds it on screen or said out loud, or the caption tags or names it.
- Disclosure is graded for a paid deal: “Ad”, “Sponsored” or the platform’s label is clear; “gifted by @brand” is weak, because the creator was paid.
- Cost per video comes from the fee plus the cost of the product sent, on Starter and up, next to views and EMV.
- A deleted video is marked once TikTok or YouTube stops showing it, during the video’s first 30 days.
Limits: Pozto only sees public posts, so Instagram Stories and private accounts aren’t checked, and it can’t tell whether a creator turned on Instagram’s label in every case. It doesn’t check usage rights or draft approval. Read more about influencer tracking.
Questions
What are deliverables in influencer marketing?
The content a creator agrees to make for a brand in return for payment: the number of posts, their format and platform, the deadline, what each must show and say, and how it’s disclosed.
What should an influencer deliverables list include?
Number and format of posts, the account they go on, a posting window, what has to be shown, tags and codes, the disclosure, draft review, usage rights, and how long the posts stay up.
Is “gifted” enough disclosure on a paid deal?
No. The FTC’s FAQ says a creator who’s paid as well can’t just say the product was free. A paid post should say “Ad” or “Sponsored”, or use the platform’s paid partnership label.
How do I track influencer deliverables?
Write each deal down with the number of videos and the deadline, then check the creator’s accounts against it. Pozto watches their public TikTok, Instagram Reels and YouTube Shorts until the videos you expect are up, and marks them Late if they aren’t.
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