Social Media Sponsorship Agreement

Today, social media is part of our daily lives, both personally and professionally. As a brand, it can sometimes be difficult to know how much an influencer should be paid. Fortunately, you can ask the influencer for his media kit, where he usually has this information, but you can also use an influential marketing platform to analyze this measurement in advance. In this way, brands can get an idea of their budget share that should stay on that part. This is one of the main components of each contract. As a brand, you need to define the goals and type of campaign content you want to see on social networks. Here you have to indicate how your brand is seen by the influencer audience. In a conversation with the influencer, expect them to have their own ability to share content and communicate with their subscribers, so let them have some freedom when they create it. In this section, you should include the following: The other points that need to be indicated in this agreement are the exclusivity issue mentioned above and the specified visibility of brands and products. So if a company or brand instinctively made a strong deal with a traditional marketer, why is it different to hire a social media influencer (SMI)? Some of the above points may also apply to the following agreements. In addition, influencer agreements must now address unique issues ranging from compliance with legislation to a large number of content and related production and ownership rights.

Non-exclusive sponsorship means that there is no restriction for the SMI to hire other sponsors, even with competitors. This is usually the case when sponsors pay a small fee or provide only products for the event. Also check to see if the distributor wants to become a homeowner. For one-time social security contributions, a wide-use license may be acceptable (and is increasingly becoming an industrial standard). However, in the case of a broader production campaign, asset ownership may be more critical. Don`t assume that today`s influencers will agree to work for the hire. It`s easier than ever for distributors and their agencies to get locked in the whirlwind of social media. However, it is essential that all parties involved take a step backwards and understand the legal framework at stake, as well as the importance of robust contractual procedures. Michael Lasky is a senior partner at the law firm of Davis and Gilbert, where he heads the public relations group and co-chair of the trial department. He can be reached at

Paavana Kumar, a Davis-Gilbert partner specializing in social media and marketing law, helped with this article. She can be contacted by The scope of this agreement is limited and the relationship is seen instead as that of an independent contractor. This is an agreement that should be reached when a brand sponsors an event organized by an SMI. From a brand perspective, the most important point is whether the relationship is exclusive, exclusive within a particular sector or not exclusive. An exclusive sponsor means that no other brand names will be mentioned in promotions or during the sponsored activity. Give as much detail as possible about the content the influencer will create, including format and length, and how the influencer should promote it. Public relations agencies that enter into these agreements on behalf of a distributor should ensure that influencers are provided with detailed brand guidance or a program mandate to define important messaging requirements for content.

Other typical points in sponsorship agreements are the definition of brand use, payment and product display specifications, as well as party advertising obligations, such as social media campaigns and other cross-promotion activities. First, it should be noted that the agreement itself does not specify whether an SMI is considered a salaried worker or an independent contractor.