Running your campaign

You will need to agree on terms with your influencers. Having set this out in your initial approach, there may well be some negotiation in terms of compensation from you and deliverables from the influencer.

This is the time to ensure the exact details of those deliverables are agreed in writing.

Make sure to include:

• Exact specifics of influencer output
• What content they’re expected to post
• Any specific topics or things they must cover, e.g. a specific product shot in a video, the way they talk about a product range in their podcast, etc.
• Technical format requirements, e.g. aspect ratio, titles, word count
• Timings – when you’d like them to post or provide you with content

Likewise, you need to be clear about your obligations, these include:

• Compensation in the form of money, store credit, product or other provisions
• Media value in your ad or editorial inventory
• Inclusion in press materials, packaging or other collateral

In the next activity, you’ll have a go at writing an example email to an influencer yourself.