The short answer is quite a lot most of the time.
Negotiating terms with an influencer is getting easier.
You can agree a brief before hand, sharing your expectations and communication guidelines.
This offers an avenue to reject the content if these conditions are not meet.
Often influencers will share their content with you before posting it in order to secure their payment – a way of minimising the risk for both parties.
To use the content on your own channels or in future marketing, it is best to get this agreed at the briefing stage.
It is handy to have a short, one or two-page document with the dos and don’ts of referring to your brand/app/product ready to send to your influencers once they are selected.
Something that is easy for a layperson to understand that determines the tone of content you are looking for.
A good way to make sure the content you’re paying for is at the standard you expect is to ask for pre-approval.
This is when the influencer shares the content with the brand before it is published live for their audience.
Usually it is done the day before. The brand can either then approve the content as meeting the brief, or ask for small changes to be made to the version that goes live.
It is now the generally accepted way to collaborate with influencers.
If they are reluctant and you have the means, you can negotiate pre-approval by offering to pay between the time you have approved the content and it going live.
Be aware that some influencers will refuse on principle, but this can be established when briefing them so you do not waste too much time.
While the content is public and can be shared, liked or commented on by the brand, to use the content in future advertising should be agreed with the influencer.
This would include, for instance, using a photo the influencer has taken or game-footage shot by the influencer.
A simple contract can be drawn up, or the agreement could be made via email, over what extent the image or footage can be used by the brand.
In showcasing the influencers work, you can introduce more people to them and thus benefit the influencer. However, it would need to be clearly credited.
Additional fees for usage rights might also need to be negotiated.
Some of the biggest influencers will not accept a brief or contract that subjects their content to pre-approval for the simple reason they don’t have to.
Other influencers, including some big to mid-size influencers will refuse to make edits to their content at the pre-approval stage or only make edits that do not require any re-shooting.
It is worth agreeing to what extent the influencer is prepared to make final edits to the content at the briefing stage of the process.
If you are having a difficult time negotiating pre-approval or edits, and you are thinking of building your influencer marketing channel, then the possibility of a longer term or recurring contract with the influencer might spur them into being a bit more cooperative.
The benefits of long-term influencer sponsorships can be read in this article.