From Instagram to TikTok: How to Navigate Influencer Marketing

Specify the number of videos and photos the company would like as part of the collaboration. Indicate how many videos you want to be posted as an Instagram Story, Reel, YouTube Short, or TikTok, and how many will be permanently on their channels. Otherwise, some or all might eventually get deleted from their feeds.

Request that the influencer send you all finished content and indicate that the company would like full usage rights to repurpose it on their own channels. Depending on the number of followers and level of fame, an additional fee may be required.

Getting descriptive in the terms section does not suggest things will get too corporate, or create distrust. Miscommunications or misunderstandings can happen even with a best friend, so it's best to be clear from the start and avoid issues.

If you are running an awareness campaign, it should cost less than a conversion campaign aimed at generating sales within hours or days. The cost will depend heavily on whether you are working with a nano, micro, or macro influencer. If the deal is worth $100,000 or more, request information on the sales they generated for other brands from their posts and add milestones in the contract.

Influencer categories by number of followers

• Nano: 1K-10K Followers

• Micro: 10K-100K Followers

• Macro: over 100K Followers

For instance, the influencer gets $25,000 upon signing, another $25,000 after the 4th post, and the rest when the company receives at least a 5X return on investment within 2 months of their second social media post.

As a baseline, businesses can generate $6.50 for every $1 they invest in influencer marketing.