How to Prepare Influencer Scope of Work Content Deliverables
As you become more experienced in working with brands and reading campaign briefs, you’ll understand there’s an art to setting our content deliverables in a quote or influencer scope of work.
This skill isn’t just about the nitty-gritty details, it’s also about improving your negotiation skills, spotting opportunities to upsell and increase your campaign earnings, or looking ways to add value to your brand relationships with value-add offerings.
Learning to define content deliverables is an important skill, which might feel unfamiliar at first. With practice and persistence, you’ll be able to manage this task with confidence.
This blog will step you through different content types and done-for-you wording to copy/ paste into your campaign quote or scope of work, or use as the foundation to define your content deliverables.
Be sure to check the extra resources and freebies linked throughout the content to support your learning.
Content Types
Content Creators work across many platforms. You may be a TikToker, a Blogger, YouTuber, Pinner, Instagrammer, or an influencer across multiple channels. When setting out your content deliverables, you first want to understand what platforms you have to offer a brand.
For example, a brand may have found you on TikTok but doesn’t know you also send a weekly newsletter. Think about ways you can incorporate content across various platforms where you have a presence when setting out your content deliverables. You can look for opportunities to upsell a brand on channels where you have strong audience engagement and consider offering value-add, or free content, on platforms where your audience is smaller or perhaps less engaged.
As we work through the different content types, I’m going to give you suggested wording to use. As always, there are variables to the wording you use for each scope of work, but this will be a useful starting point for you to develop your own wording or adjust to meet the specifics of any campaign brief.
It may be that the Brand has already supplied a brief for you, and you can use the brief as reference to ensure all elements of the description, style, engagement, disclosure and other requirements are clearly set-out.
And, as a final point before we get started in specific wording, be mindful that algorithms are always changing. As a creator, you’re probably already staying up to date with algorithm trends, so you’ll need to adjust your content descriptions to reflect platform changes.
Setting out Content Deliverables for Instagram In-Feed Posts
Description: 1 x Carousel Post (up to 10 high-res images) featuring the product/service [insert a more specific description relevant to the brand here]..
Style: Use of appropriate lighting and styling, ensuring the product is clearly visible, and consistent with the aesthetic displayed on Talent Channel. This type of description can be used with various content types, eg Instagram Stories and Reels and for TikTok.
Caption: Inclusion of a caption of 50-150 words, incorporating brand-specific hashtags, a clear call to action (CTA), and tagging the brand’s account.
Engagement: Respond to comments and queries on the post for minimum 5 days post-publication.
Disclosure: Compliance with all disclosure requirements, including the use of suitable hashtag (eg #ad, #sponsored or #paidpartnership) and platform-specific disclosure tools, eg Paid Partnership tool). Your Disclosure provision needs to be included for all types of content!
Setting out Content Deliverables for Instagram Stories
Description: 1 x Story Set of maximum 3 frames showcasing the product/service in use [insert a more specific description relevant to the brand here].
Format: Mix of photo and short video (up to 15 seconds per frame) with interactive elements like polls, swipe-up links (if available), or question stickers.
Style: Use of appropriate lighting and styling, ensuring the product is clearly visible, and consistent with the aesthetic displayed on Talent Channel.
Branding: Incorporate Brand logo or specific campaign tag subtly in each frame.
CTA: Final frame to include a direct call to action, such as Swipe up to learn more or Visit @brand for details
Engagement: Respond to comments and queries via DM for minimum 5 days post-publication.
Disclosure: Compliance with all disclosure requirements, including the use of suitable hashtag (eg #ad, #sponsored or #paidpartnership) and platform-specific disclosure tools, eg Paid Partnership tool)
Setting out Content Deliverables for Instagram Reels
Description: 1 x Reel (maximum duration of 45 seconds) featuring creative use or demonstration of the product/service [insert a more specific description relevant to the brand here].
Style: Content to align with current Instagram Reel trends and/ or Talent Aesthetic while keeping the brand’s message clear.
Music: Use of royalty-free music or tracks available within Instagram’s library, aligning with the mood of the content.
CTA: Inclusion of a call to action in the caption, such as Check out the link in bio or Follow @brand for more
Engagement: Respond to comments and queries on the post for minimum 5 days post-publication.
Disclosure: Compliance with all disclosure requirements, including the use of suitable hashtag (eg #ad, #sponsored or #paidpartnership) and platform-specific disclosure tools, eg Paid Partnership tool)
Setting out Content Deliverables for TikTok Content
Description: 2 x TikTok videos (maximum duration of 60 seconds each) highlighting the product/service [insert a more specific description relevant to the brand here].
Style: Content to align with current TikTok Reel trends, Challenges and Talent Aesthetic while keeping the brand’s message clear.
CTA: Incorporate a verbal or text-based call to action in the video, like Visit the link in my bio for more info or Tag @brand to show how you use the product
Engagement: Respond to comments and queries on the post for minimum 5 days post-publication.
Disclosure: Compliance with all disclosure requirements, including the use of suitable hashtag (eg #ad, #sponsored or #paidpartnership) and platform-specific disclosure tools, eg Paid Partnership tool)
Setting out Content Deliverables for YouTube
Description: 1 x Video of 5-10 minutes duration (ideal for viewer engagement and algorithm favorability).
Format: High-definition video (at least 1080p resolution) with clear, crisp audio quality and minimal background noise.
Inclusions:
- Editing, including transitions, text overlays, and brand logos where appropriate.
- Use of appropriate lighting and styling and consistent with the aesthetic displayed on Talent Channel.
- Mention of the brand within the first 30 seconds and a more detailed discussion or demonstration in the video’s main body, per agreed brief.
- Maximum 2 x brand CTAs in video.
- Caption creation with SEO-optimised keywords incorporating brand-specific hashtags, a clear call to action (CTA), tagging and URL linking the brand’s account, with inclusion of any relevant tags to improve searchability.
- Thumbnail: creation of thumbnail that includes reference to brand.
Engagement: Respond to comments and queries on the post for minimum 5 days post-publication.
Disclosure: Compliance with all disclosure requirements, including the use of suitable hashtag (eg #ad, #sponsored or #paidpartnership) and platform-specific disclosure tools, eg Paid Partnership tool)
Setting out Content Deliverables for Blog Content
Description: Creation of unique blog post of between 800-1200 words.
Inclusions: Hyperlinks – a minimum of one follow link to a brand-nominated URL. This could be to a product page, a promotional landing page, or the brand’s homepage. [Usually, the brand will nominate this URL.]
Images: 4-6 high-quality static images, optimised for web with alt-tags and SEO naming convention.
SEO and Formatting: Use of H2 headers to structure the content effectively, making it easier for readers to navigate and for search engines to understand the content.
Google’s Helpful Content Guidelines: to ensure the post is informative, user-focused, and provides value to the reader (if you are a blogger, you should already be familiar with Google’s Helpful Content Guidelines, if not exclude this reference).
Brand Mention and Product Placement: the brand will be mentioned naturally in the content, including in the introduction and conclusion with information on features, benefits, specific CTAs and/ or personal experience or opinion in an authentic manner.
Post Placement: standard blog post placement. [you can use a featured post as an upsell opportunity]
Engagement: Publish and Respond to comments and queries on the post for minimum 5 days post-publication [if you have comments enabled on your blog]
Disclosure: Compliance with all disclosure requirements, including the use of suitable wording (eg Ad, Sponsored or Paid Partnership).
Setting out Content Deliverables for Newsletters
This wording is prepared on the assumption that the sponsored content is an inclusion in your regular newsletter, rather than a newsletter dedicated specifically to the brand content. That style of newsletter is a great upsell where you can incorporate brand messaging in the subject and preview lines, as well as exclusive newsletter content.
Description: 1 x newsletter inclusion
Format: Maximum 120 words with one image asset (supplied by brand or Talent, per brief).
CTA: Inclusion of 1 x CTA in the copy, such as link to brand-nominated URL.
Disclosure: Compliance with all disclosure requirements, including the use of suitable wording (eg Ad, Sponsored or Paid Partnership).
Further Resources for How to Prepare Influencer Scope of Work Content Deliverables
We’ve covered off a lot of information today! Here’s some extra resources, including the FREEBIES:
- If you want to discuss this with me and other creators, join us in the Facebook Group: MOOTS Build Your Career as a Professional Influencer
- FREEBIE: Influencer Checklist for Preparing a Scope of Work
- FREEBIE: 50 Campaign Upsells
- The Business Of Influence Podcast Ep 25: Influencer Scope of Work – Setting Out Content Deliverables for expanded discussion on this topic
