Influencer contract template
A plain-language agreement for a creator posting about your product on their own account: what they post and when, what you pay, how it’s disclosed, and what you may do with the posts. A short version for gifts is below it.
INFLUENCER AGREEMENT This agreement is between [Brand legal name] (“Brand”) and [Creator full name, @handle] (“Creator”), dated [date]. 1. POSTS Creator will publish on their own account: - [number] [TikTok video / Instagram Reel / YouTube Short / Story frames] about [product] - Length: [e.g. 20–60 seconds] - Must show or say: [the product on screen, the product name, one or two points from the brief] - Must not: [show competitors / make claims not in the brief / use [words]] - Link or code: [link in bio for [days] / discount code [CODE]] 2. TIMING - Product shipped by: [date] - Draft for review: [yes, by [date] / no] - Posting window: between [date] and [date] - Posts stay up for at least: [30 / 90 days / permanently] 3. REVIEW If a draft is agreed, Brand may ask for [1] round of changes within [2] business days, limited to facts about the product, the brief’s must-haves and the disclosure. Brand won’t rewrite Creator’s voice. 4. FEE AND PAYMENT - Fee: [amount], plus the product (retail value [amount]) - [Affiliate commission: [x]% of sales through Creator’s link or code, approved after a [30]-day return window] - Payment: [e.g. 100% within [14] days of the post going live], by [method] 5. DISCLOSURE Creator will make the relationship clear in every post: the platform’s paid partnership label where there is one, and “#ad” or “[gifted / paid partnership with @brand]” at the start of the caption and, in a video, said or shown in the video itself. Disclosure must be in the language of the post. 6. USAGE Brand may [share or repost the posts on its own organic accounts, credited to Creator]. Paid ads using the posts, or ads from Creator’s account (Spark Ads, partnership ads): [not included / included for [period] for [fee]]. 7. EXCLUSIVITY (if agreed) For [period] from the first post, Creator won’t post paid content for [named competitors / category]. Fee: [amount / included]. 8. RESULTS Within [7] days after posting, Creator will send screenshots of each post’s views, reach and [link clicks / code uses] from their insights. 9. CREATOR’S PROMISES - The posts are Creator’s own work, with permission from anyone in them. - Music is licensed for this use, or the post uses the platform’s licensed library. - Creator won’t make claims about the product that Brand hasn’t approved. 10. CANCELLATION Either party may cancel in writing before the post goes live. Brand pays [e.g. 50% of the fee] if a draft was already delivered. Creator returns or keeps the product: [choose]. 11. SIGNATURES Brand: ______________________ Name, title: __________ Date: ______ Creator: ____________________ Name: _______________ Date: ______
How to fill it in
- Posts. Name the platform and format of each post, not just “content”. One Reel and three Story frames are four deliverables, and each needs its own date.
- Must show or say. Keep it to two or three things. A creator who reads a script word for word gets fewer views than one who says it their way.
- Posting window. A window of a week or two is easier to keep than one exact day, and still lets you line posts up with a launch.
- Fee or commission. Flat fee, product only, a commission on sales, or a mix. If you pay a commission, say how sales are counted and when they’re approved, so returns don’t become an argument.
- Disclosure. Put it in the contract even for gifts. Most countries’ rules, not just the US FTC’s, need it at the start of the caption and in the video. See disclosure rules by country.
- Usage. Reposting on your own accounts is usually fine with credit. Paid ads with the creator’s posts, or Spark Ads from their account, are worth more; price them now, not after the post does well.
- Results. Ask for screenshots of insights in the contract. Views are public, but reach, saves and link clicks are only in the creator’s app.
Short gifting agreement
For a gift with no fee, the full agreement is too much. This short one sets out the two things that matter even when nothing is owed: how the gift is disclosed and what you may do with the post.
GIFTING AGREEMENT (short) [Brand] will send [Creator, @handle] [product], free of charge, to [address] by [date]. - There is no obligation to post. If Creator posts about it, they’ll make clear it was a gift (“gifted by @brand”, “#gifted” or the platform’s label), at the start of the caption and in the video. - Creator won’t make claims about the product that [Brand] hasn’t made itself (for example health or results claims). - [Brand] may share Creator’s post on its own accounts, credited. Using it in ads needs Creator’s written OK first. Agreed: [Brand name, date] / [Creator name, date]
Which template to use
| Deal | Use |
|---|---|
| Product only, posting is optional | The short gifting agreement |
| Fee or commission for posts on the creator’s account | This influencer agreement |
| Videos for your own ads and site, not posted by the creator | The UGC contract template |
| An ongoing ambassador or affiliate program | This agreement, with section 4 as a commission, plus your program terms |
Before you send it
- 01
Agree the price
Work out a fair fee from the creator’s typical views with the influencer rate calculator.
- 02
Write the brief
The contract says what’s owed; the brief says what the post is for. Use the influencer brief template, and list the deliverables the same way in both.
- 03
Track what happens
Once it’s signed, record the deal so you know when the post is due and whether it went live with the disclosure.
Questions
What should an influencer contract include?
The posts (platform, format, number), the posting window, any review, the fee or commission and when it’s paid, how the post is disclosed, what you may do with it afterwards, and exclusivity if you pay for it.
Do I need a contract to gift a product?
Not legally, but a short written agreement avoids the two usual misunderstandings: whether the creator has to post (they don’t, for a gift) and whether you may use their post in ads (only with their permission).
Who owns the post?
The creator, unless the contract says otherwise. The template lets you share it on your own accounts with credit; ads need a separate license.
How is an influencer contract different from a UGC contract?
An influencer contract is about posts on the creator’s own account, to their audience. A UGC contract is about videos you buy to use on your own channels and in ads, often never posted by the creator.
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