Today, influencer marketing is key for many successful campaigns. Whether you're a brand with the goal of tapping into influencer partnerships, or an influencer marketing agency managing multiple clients, creating a well-crafted influencer marketing proposal is essential. A proposal lays out your strategy and convinces clients of the value that influencers can bring to their brand.
But how do you create an influencer marketing proposal that will stand out and align with all parties involved? If you're new to creating proposals or want a fresh approach, this guide is for you. Download our free influencer marketing proposal template and customize it for your next campaign, or follow the tips in this article to ensure you don't miss any critical components when drafting your proposal!
An influencer marketing proposal is a document that outlines the strategy, goals, and expected outcomes of a collaboration between a brand and an influencer or influencer marketing agency. It provides a clear roadmap for how influencer marketing will be executed to achieve the brand’s objectives, whether that be increasing brand awareness, driving sales, or building social media engagement.
The proposal typically includes details such as the types of influencers to be used, key performance indicators (KPIs) to measure success, and a timeline for campaign execution. It's essentially the blueprint for the collaboration, helping stakeholders align on expectations and ensuring a clear path forward.
An influencer marketing proposal and an influencer contract may seem similar, but they serve distinct purposes. A proposal is a strategic document that outlines the campaign’s vision, objectives, and execution plan. It helps brands, agencies, and influencers align on campaign goals before formalizing an agreement. It typically includes details such as the campaign scope, target audience, influencer selection criteria, KPIs, and expected outcomes.
An influencer contract, on the other hand, is a legally binding agreement that comes after the proposal has been approved. It defines the specific terms of the collaboration, including payment details, content deliverables, exclusivity clauses, FTC compliance, and intellectual property rights. While a proposal is designed to secure buy-in and set expectations, a contract ensures that both parties are legally protected throughout the partnership.
When crafting an influencer marketing proposal, it’s important to include all the necessary elements that will ensure the success of the campaign and align both the brand and influencers on clear expectations. A well-structured proposal typically includes the following key components:
Including these elements in your influencer marketing proposal will not only help clarify the campaign details but also build trust with influencers and stakeholders by showing that you’ve thoroughly planned the campaign for optimal success.
Writing an influencer marketing proposal requires a clear understanding of both your client's needs and how influencers will help meet those needs. Here’s how to structure your proposal to ensure you hit all the right points:
The first part of any influencer marketing proposal should clearly define the campaign.
Ask yourself these questions:
This section sets the tone for the rest of your proposal. Be specific and focus on how influencer marketing can drive results for the brand.
Takeaway: Clearly define the campaign’s purpose and target audience to set the tone for the entire proposal, ensuring that influencer marketing strategies align with the brand’s goals and audience preferences.
In this section, you’ll define what you want to achieve through influencer marketing. It’s important to set clear and measurable Key Performance Indicators (KPIs) that will guide the campaign and help track progress. Common KPIs to consider include:
Make sure these KPIs align with your overall campaign goals. If your client is focused on boosting website traffic or growing their social media following, your objectives should reflect those specific outcomes.
Takeaway: Set clear, measurable KPIs that tie directly to campaign goals, helping to measure the success of the influencer marketing efforts and ensuring that both clients and influencers are aligned on expected outcomes.
Here, you’ll articulate how influencers will support the campaign goals.
Be as detailed as possible. Share examples of past collaborations or influencer profiles that would be a great fit for the campaign. The more information you include, the better your clients can visualize the campaign’s success.
Takeaway: Articulate how the influencers will contribute to achieving campaign goals by specifying the type of influencers, content deliverables, and how their unique qualities align with the brand’s objectives.
Don't just suggest influencers—demonstrate why they are a great fit for your campaign. Here’s what to include:
Takeaway: Provide detailed profiles of selected influencers, showcasing their past successes and how their personal brand and audience fit with the campaign’s objectives to build trust and ensure alignment with the brand’s values.
Legal and advertising compliance are crucial when drafting an influencer marketing proposal. Ensure that the proposal highlights important compliance aspects, such as:
At Influencer Hero, we understand how time-consuming it can be to create a solid proposal from scratch. That’s why we’ve designed a free influencer marketing proposal template to simplify the process. You can download the template and customize it according to your campaign’s specific needs.
Note that while our templates can serve as a great starting point, always ensure the final proposal reflects your brand’s unique goals and expectations. Consulting a professional or legal expert is recommended to ensure compliance and clarity.
Template 1:
Hi {{Firstname}},
I hope you're doing well! My name is [Your Name], and I’m with [Your Company]. I’ve been following your content for a while now, and I absolutely love how you engage with your audience. Your recent post about [mention something specific they did] really stood out!
We’re launching a new campaign for [Product Name] and believe that your style and vibe align perfectly with what we’re looking for. We’d love to collaborate with you and have you help us promote the product in a way that feels authentic to your audience.
Here’s a quick overview of the campaign:
I’d love to hear your thoughts and see if this sounds like something you’d be interested in!
Looking forward to chatting more.
Best,
[Your Name]
Template 2:
Hi {{Firstname}},
I hope you’re doing great! I’m [Your Name] from [Your Company], and I’ve been following your content for a while now. We love how your personality and style really connect with your audience, and we’d love to discuss a potential collaboration with you!
We’re currently launching a campaign for [Product Name] and believe it would be a great fit for your brand. Here’s a quick overview of the project:
We’re happy to provide you with more details on how we can make this collaboration work for you. Would you be open to discussing further?
Looking forward to hearing from you soon!
Best,
Writing a compelling influencer marketing proposal is key to ensuring that both your team and your client are aligned on campaign expectations, goals, and deliverables. By carefully defining the campaign strategy, objectives, and influencer roles, you will set the stage for a successful partnership. Don’t forget to include legal compliance and usage rights to protect both parties.
With the right proposal, you can confidently present the value of influencer marketing and set the foundation for a highly successful campaign!
A good proposal should include campaign objectives, influencer profiles, key performance indicators, content guidelines, legal considerations, compensation terms, and timelines. This ensures that both parties are aligned and ready to execute the campaign.
Negotiating a proposal involves setting clear expectations with influencers and clients, such as content deliverables, compensation, and any exclusivity clauses. Ensure that both parties are comfortable with the terms and align on KPIs.
Track success through KPIs like engagement rate, conversion rate, reach, and impressions. Share these metrics with clients at the end of the campaign to demonstrate its impact.
Yes, even for simpler campaigns, a proposal helps clarify roles, responsibilities, and objectives. It’s an essential tool for aligning both brands and influencers.
It’s recommended to submit your proposal at least 2-4 weeks before the campaign launch. This gives both parties enough time to review, negotiate, and finalize details, ensuring the campaign can be executed smoothly and effectively.
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