Deliverables

What are Deliverables?

Deliverables are the specific outputs or pieces of content that an influencer is expected to produce for a campaign. Outlined in campaign briefs and formal contracts, these deliverables often include precise details such as the number and type of posts, the platform where they will be shared, and deadlines. Deliverables ensure that both the brand and influencer have a mutual understanding of the campaign’s goals, helping establish a structured approach to content creation and enabling measurable results.

Typically, deliverables are organized by platform and content type, such as Instagram posts, TikTok videos, or YouTube content, and may specify particular requirements such as captions, hashtags, or key messages to include. For example, a deliverable might outline “three Instagram carousel posts showcasing the product, each including #BrandName and a call-to-action.” By setting clear deliverables, brands can more effectively track campaign success and make sure their message reaches the desired audience.

Why are Deliverables Important?

Deliverables play a vital role in influencer marketing by formalizing expectations and keeping both brands and influencers aligned on campaign objectives. This section of a campaign brief or contract:

• Provides Clarity: Clearly defined deliverables outline what content is needed and when to post it, helping avoid misunderstandings or misaligned expectations.

• Enables Measurable Outcomes: By specifying metrics (e.g., number of posts or engagement targets), brands can more easily track success, engagement, and ROI.

• Facilitates Accountability: When deliverables are set in a contract, they become a legally binding agreement, reducing the risk of incomplete work or unmet expectations.

Setting clear deliverables enables both parties to assess campaign performance and make adjustments for future collaborations.

What Does an Influencer Deliverable Typically Include?

The nature of deliverables varies by campaign, platform, and brand goals, but generally, they cover the following components:

• Content Type and Quantity:

  • Number of posts, stories, reels, or videos per platform.

  • Requirements for different content types, such as images, carousels, or live streams.

• Platform and Format Specifications:

  • Details specific to each platform (Instagram, TikTok, YouTube, etc.).

  • Format requirements like landscape or square aspect ratios.

• Content Details:

  • Key messages, product mentions, and brand guidelines.

  • Hashtags, @mentions, and any specific calls-to-action (CTAs).

  • Style or tone preferences (e.g., casual, informative, humorous).

• Timeline and Frequency:

  • Posting schedule with deadlines, including specific dates and times for each content piece.

  • Frequency guidelines, like weekly or daily posts.

• Engagement Requirements:

  • Expectations for responding to comments, engaging with followers, and other interactions.

  • Any live sessions, such as Q&As or product demonstrations, that may be expected.

• Usage Rights and Ownership:

  • Specifications on ownership rights (whether the brand can repurpose content).

  • Duration of usage rights (e.g., three months for paid ads).

Each of these components helps influencers create content that meets brand standards while preserving their own creative voice.

How Deliverables Benefit Influencers and Brands

Clear deliverables offer important benefits for both influencers and brands:

• Consistency: Well-defined deliverables help maintain a cohesive brand message across various platforms.

• Maximized Engagement: With specific posting requirements, influencers can plan content around optimal engagement times, which can lead to higher views and interactions.

• Improved Campaign Tracking: Precise deliverables enable brands to track each content piece against campaign goals to evaluate success.

• Professional Relationships: Clearly defined deliverables set professional boundaries and expectations, helping to establish a smooth and respectful working relationship.

Common Mistakes to Avoid with Deliverables

Some common mistakes can hinder the success of influencer campaigns. Here are a few to avoid:

• Vague Instructions: Without specific guidelines, influencers might create content that doesn’t align with the brand’s vision, potentially affecting campaign results.

• Overloading Deliverables: Requiring too much content within a short period can lead to influencer burnout and reduce the overall quality of posts.

• Ignoring Platform Norms: Different platforms have unique content formats that appeal to their audiences. Deliverables should account for these differences to maximize engagement.

• Lack of Flexibility: While guidelines are essential, it’s also important to allow influencers creative freedom to keep content authentic and engaging.

Examples of Deliverables in Use

To give a clearer picture of how deliverables work in real campaigns, here are a few examples:

1. Skincare Brand on Instagram: An influencer is tasked with creating three Instagram posts and two Stories for a skincare campaign. Each post should highlight a different product benefit, include #SkinGlow, and tag the brand’s account. Stories should feature a skincare routine and include a swipe-up link to the brand’s website.

2. Tech Product Launch on YouTube: A tech influencer is required to produce an unboxing video and a follow-up review for a new gadget. The video must include key talking points about product features, a call-to-action for subscribers, and the brand name in the video title.

3. Fashion Campaign on TikTok: For a clothing brand, an influencer must create four TikTok videos over two weeks. Each video should showcase different outfits, include trending sounds, and use specific hashtags (#FallFashion2024) that encourage viewers to visit the brand’s TikTok page.

Conclusion

Deliverables are a foundation for successful influencer campaigns, setting clear expectations and establishing a structured approach to content creation. By defining the exact content requirements, deliverables help brands communicate their message effectively while allowing influencers to express their creativity. With well-thought-out deliverables, both brands and influencers can create campaigns that resonate with audiences and achieve measurable results.