Ever worked with an influencer and felt like the results weren’t quite what you expected? You thought everything would go smoothly, but things just didn’t click. Well, one big reason for this could be a lack of clarity on the scope of work (SOW) in your influencer marketing campaign.
Imagine this: you run a skincare brand and are about to try influencer marketing for the first time. You choose an influencer to promote your products on Instagram, but there’s no clear understanding of how much content they need to make, whether they need to post stories, or even how many followers you’re hoping to reach. In the end, the results don’t match your expectations, but it turns out the influencer did exactly what they thought was needed, just without the proper guidelines.
This is exactly why having a clear scope of work is so important in influencer marketing. It’s all about making sure everyone knows exactly what’s expected. Whether you’re a first-timer or a seasoned pro at influencer marketing, understanding and setting a proper SOW is key. So, what’s the deal with it? Let’s dive in.
What’s a Scope of Work?
So, what exactly is a scope of work in influencer marketing? Simply put, it’s a document or agreement that outlines all the tasks the influencer needs to complete during the campaign. The SOW typically includes specific duties, deadlines, expected results, and other important details that help both parties understand what needs to be done. It’s basically a roadmap that helps guide the collaboration and sets expectations.
For example, your scope of work might cover things like:
- The number of posts the influencer needs to make (e.g., 2 Instagram posts and 3 stories).
- The type of content (e.g., photos, videos, or reviews).
- Deadlines for each piece of content.
- Specific product features to mention (e.g., using a branded hashtag or highlighting the main benefits of the product).
- The platform(s) used (e.g., Instagram, YouTube, TikTok).
Without a clear scope of work, you might feel like the influencer didn’t meet your expectations, when in reality, they may have done exactly what they thought they should do. That’s why creating a solid SOW is essential for smooth and successful influencer collaborations.
Why is Scope of Work Important?
- Clarity of Expectations for Both Parties
When you have a scope of work, both you and the influencer are clear on what’s expected from each side. For instance, if your goal is to raise awareness for a particular product, the SOW will specify how much content needs to be produced, what type of content is required, and whether the influencer needs to include specific actions like tagging or sharing a link to purchase. This ensures both sides are on the same page. - Prevents Miscommunication
Misunderstandings can happen if the expectations aren’t clear. With a detailed SOW, the influencer knows exactly what to do, and so do you. This prevents the chance of miscommunication and sets the stage for a successful campaign. - Helps You Stick to Budget and Time
When you define the tasks and deadlines in advance, you can manage your budget and timeline better. The influencer will know how much content they need to create, when it’s due, and how much time they need to allocate to complete it. And you’ll have a clear picture of what’s needed to get the best results within your budget. - Ensures Fair Payment
Payment usually depends on the deliverables set in the SOW. If the SOW outlines that the influencer must post three times in a week, you’ll know exactly when to release payments based on those deliverables. This makes the payment process smoother and ensures that both parties are fairly compensated.
What Should You Include in a Scope of Work?
If you want to create a solid scope of work, here are some essential elements to include. These will help both you and the influencer stay aligned and make the collaboration smoother.
1. Campaign Goals
Be clear about the purpose of the campaign. Are you aiming to build brand awareness or push sales? The influencer will tailor their content to these objectives. If you want to drive traffic to a specific product page, they’ll know to include a direct link or call-to-action (CTA) in their content.
2. Content Details
Specify the number and type of content you want the influencer to create. Whether it’s posts on Instagram, TikTok videos, YouTube reviews, or IG Stories, let them know how many pieces they should create and the format (photos, videos, etc.).
3. Timeline and Deadlines
Include clear timelines for the campaign. When should each piece of content be posted? For instance, maybe you want the first post to go live a week after the contract is signed, with the second post following a few days later. A timeline helps you stay organized and ensures the campaign runs smoothly.
4. Hashtags and CTAs
If there are any specific hashtags you want the influencer to use or if there are any key product features you want highlighted, make sure to include those in the SOW. You might also want to tell them what type of CTA (call-to-action) to include, such as “link in bio” or “swipe up to shop.”
5. Review and Revisions
Sometimes, influencers may need to get approval from you before they post. Specify whether content needs to be reviewed and approved before publishing. And if revisions are needed, be clear about how many rounds of edits are allowed.
6. Payment Terms
Include details about payment in your SOW. How much will the influencer be paid? Is the payment based on a per-post basis or on performance (e.g., clicks or sales)? Also, include payment methods and timelines, so both sides are clear on when and how payment will be made.
How Does Scope of Work Affect Campaign Results?
When you have a scope of work in place, it helps both you and the influencer stay focused on what needs to be done. The influencer will know exactly what’s expected of them, while you’ll be able to monitor whether the campaign is on track. This makes the results more measurable and easier to evaluate.
Real-World Example
Let’s say you’re collaborating with an influencer to promote a new skincare line. In your SOW, you specify that the influencer will post 2 Instagram photos, 1 video tutorial, and 1 IG story over the course of 2 weeks. At the end of the campaign, you can assess whether the results meet your goals—how many people saw the content, how many clicked the link in the bio, and how many sales were generated.
With a clear SOW, you can compare the results against your expectations and determine whether the campaign was successful.
Conclusion
Overall, a scope of work is an essential tool in influencer marketing that ensures everyone is on the same page. It helps both brands and influencers understand their roles and responsibilities, leading to smoother collaborations and better results. Clear communication and well-defined expectations are key to the success of any campaign.
Ready to kick off your next influencer campaign? Don’t forget to establish a clear scope of work to set you up for success. With the right SOW in place, your influencer marketing campaigns will run like a dream.
Want to know more about how to get your influencer marketing campaigns right? Head over to Mezink at Mezink Website for tips, tools, and influencers who can help you nail your marketing strategy with a clear scope of work!