An influencer contract template is a ready-made agreement a brand and a creator fill in before any content is made: who the parties are, what gets delivered and when, how the creator is paid, where and for how long the brand can use the content, and what happens if either side wants out. Below is a full template you can copy, clause by clause, for both influencer posts and UGC deals.
Most creator disputes don't come from bad faith. They come from a DM thread where "sounds good!" was the whole agreement. Three months later the brand is running the video as a paid ad, the creator thought it was for one organic post, and nobody can point to what was actually agreed.
The influencer agreement in short
- What it is: a written agreement between a brand and a creator covering deliverables, deadlines, payment, usage rights, exclusivity, disclosure and termination.
- Influencer contract vs UGC contract: an influencer contract includes posting on the creator's own channels. A UGC contract is mostly about the brand getting a video it can use in its own channels and ads. The template below covers both; delete what you don't need.
- The clauses that cause most fights: usage rights (especially paid ads), revisions, and when payment is due.
- Length: two to three pages is enough for a normal deal. Big buyouts and long ambassador deals deserve a lawyer.
This article is general information, not legal advice. Contract law, tax rules and advertising disclosure rules differ by country and state, so treat the template as a starting point and have a lawyer review anything with a large fee, a long term or a full buyout.
Influencer contract or UGC contract: which one do you need?
The words get used interchangeably, but the deals are different, and the contract should reflect which one you're doing.
| Influencer contract | UGC contract | |
|---|---|---|
| Main deliverable | Posts on the creator's own profile | Video files delivered to the brand |
| What the brand pays for | Reach and the creator's audience | The content and the right to use it |
| Posting schedule clause | Essential | Usually not needed |
| Usage rights clause | Needed if the brand reposts or runs ads | The core of the deal |
| FTC disclosure clause | Always | Only if the creator also posts it |
If you're unsure which side of that line your deal sits on, UGC vs influencer walks through the difference in more detail.
The influencer contract template
Copy the block below into a document, replace everything in [brackets], and delete the options that don't apply. Clauses marked "(influencer posts only)" can be removed for a pure UGC deal.
INFLUENCER AND CONTENT CREATOR AGREEMENT
This Agreement is made on [date] between:
1. Parties
1.1 [Brand legal name], [company registration number], [address] ("Brand").
1.2 [Creator legal name or company], [address], operating the accounts [@handle on Instagram], [@handle on TikTok], [@handle on YouTube] ("Creator").
1.3 Creator is an independent contractor. Nothing in this Agreement makes Creator an employee, partner or agent of Brand. Creator is responsible for their own taxes.
2. Campaign and deliverables
2.1 Campaign: [campaign name], promoting [product or products].
2.2 Creator will deliver:
(a) [number] short-form videos, [length] seconds, [9:16] vertical, [with / without] captions;
(b) [number] hook variations per video;
(c) [number] photos, [format];
(d) raw footage: [yes / no];
(e) (influencer posts only) [number] posts on [platform] and [number] Stories on [platform], each tagging [@brand] and using the link or code [code].
2.3 Creator will follow the brief attached as Appendix A. Key talking points: [points]. Creator will not make claims about the product that are not in the brief or that Creator cannot back up from their own use.
2.4 Brand will send product samples to Creator by [date], free of charge. Samples [may be kept / must be returned].
3. Deadlines
3.1 First drafts delivered by [date] via [upload link, email or platform].
3.2 (influencer posts only) Approved content goes live on [date or date range], between [time window and time zone].
3.3 (influencer posts only) Creator keeps each post live for at least [30 / 90] days and does not archive or delete it during that time.
3.4 If Creator cannot meet a deadline, Creator will tell Brand in writing as soon as possible, and at least [48 hours] before the deadline.
4. Review, approval and revisions
4.1 Brand will approve or request changes within [3] business days of receiving a draft. If Brand does not respond in that time, the draft is treated as approved.
4.2 The fee includes [1 / 2] rounds of revisions. A revision is a change within the original brief (cuts, pacing, a reshot line). A new concept, new product or new script is not a revision and is priced separately at [amount].
4.3 Brand may reject content that does not follow the brief or this Agreement. Brand will explain the reason in writing.
5. Payment
Choose one or combine:
5.1 Flat fee: Brand pays [amount and currency] for the deliverables in section 2. [50%] is due on signing and [50%] within [14] days of final approval.
5.2 Commission: Brand pays Creator [percentage]% of net sales (after discounts, refunds and returns, excluding tax and shipping) attributed to Creator's link or code, with a [7]-day attribution window. Commission is calculated [monthly] and paid within [15] days of month end. Orders refunded or returned within [30] days are deducted.
5.3 Retainer: Brand pays [amount] per [month] for [number] deliverables per month, for [number] months starting [date].
5.4 Performance bonus: Brand pays [amount] if [metric, for example a video reaching X attributed sales or X organic views] within [period].
5.5 Payment method: [bank transfer / Stripe / PayPal]. Creator invoices Brand [on delivery / monthly]. Late payments carry [interest or a late fee of X].
5.6 Product samples are not part of the fee unless stated here.
6. Ownership and usage rights
6.1 Creator owns the copyright in the content. Creator grants Brand a [non-exclusive / exclusive] licence to use the content as set out in this section. [Alternative for a full buyout: Creator assigns all rights in the content to Brand on receipt of full payment.]
6.2 Channels: Brand may use the content on [Brand's organic social accounts / website / email / marketplace listings / in-store displays / other].
6.3 Paid advertising: Brand [may / may not] use the content in paid ads from Brand's own ad accounts on [Meta / TikTok / Snapchat / YouTube / other].
6.4 Duration: the licence runs for [30 / 90 / 180 / 365] days from [delivery date / first ad spend]. After that, Brand stops running new paid ads with the content. Organic posts already published by Brand [may stay up / must be removed].
6.5 Territory: [worldwide / named countries].
6.6 Editing: Brand [may / may not] cut, recaption, add text, music or hooks, and combine the content with other footage. Brand will not edit the content in a way that changes what Creator said or misrepresents Creator.
6.7 Name and likeness: Creator allows Brand to use Creator's name, handle and likeness only together with the content and only for the channels and period above.
6.8 Extension: Brand may extend the licence by [period] for [amount], by written notice before it expires.
7. Ads from the Creator's account (whitelisting, partnership ads, Spark Ads)
7.1 [Included / Not included.] If included: Creator will give Brand access to run paid ads from Creator's account through [Meta partnership ads permission / a TikTok Spark Ads authorization code / other] within [3] days of approval.
7.2 The authorization lasts [30 / 60 / 90] days. Brand will not change Creator's caption or run ads from Creator's account beyond the approved content.
7.3 Extending the authorization costs [amount] per [30 days].
7.4 Creator may revoke access if Brand breaches this Agreement.
8. Exclusivity
8.1 [None.] or: For [period] from [date], Creator will not create sponsored content for [named competitors / products in the category: category].
8.2 The exclusivity fee is [amount / included in the fee in section 5].
8.3 This does not stop Creator from posting unpaid, non-promotional content.
9. Disclosure
9.1 On any content Creator publishes about Brand, Creator will clearly disclose the relationship, using words such as "ad", "sponsored" or "paid partnership", placed where viewers will see it without clicking "more", and will use the platform's branded content tool where available.
9.2 Creator will follow the FTC's Endorsement Guides and the equivalent rules in [country or countries where the content is aimed].
9.3 Brand will not ask Creator to hide or weaken a disclosure.
10. Content standards and conduct
10.1 Creator confirms that everyone who appears in the content has agreed to appear in advertising, and that the content does not use music, footage or trademarks Creator has no right to use.
10.2 Creator will not post content that is [hateful, illegal or that would reasonably damage Brand's reputation] during the campaign.
10.3 Brand confirms that the product claims in the brief are accurate and lawful.
11. Confidentiality
11.1 Creator will keep unreleased products, launch dates and the terms of this Agreement confidential until [launch date / always].
12. Termination
12.1 Either party may end this Agreement with [14] days' written notice.
12.2 Either party may end it immediately if the other seriously breaches it and does not fix the breach within [7] days of written notice.
12.3 If Brand ends the Agreement without cause, Brand pays for all deliverables completed or in progress. If Creator ends it without cause, Creator refunds any fee paid for deliverables not delivered.
12.4 Licences for content already paid for continue for the agreed duration after termination, unless termination was due to Brand's breach.
13. Liability
13.1 Each party is responsible for its own breach of this Agreement. Neither party is liable for indirect losses such as lost profits. [Optional: total liability is limited to the fees paid under this Agreement.]
14. Governing law and disputes
14.1 This Agreement is governed by the laws of [state or country].
14.2 The parties will try to resolve any dispute in good faith first. If that fails, disputes go to [the courts of city / arbitration under named rules].
15. General
15.1 This Agreement and its appendices are the whole agreement. Changes must be in writing and accepted by both parties (email is enough).
Signed:
Brand: ____________________ Name, title, date
Creator: ____________________ Name, date
Appendix A: Brief
How to fill in the clauses that matter most
Most of the template is mechanical. These five clauses are where the real negotiation happens.
Payment model: flat fee, commission or retainer
A flat fee is simple and predictable for the creator. Commission ties pay to sales and only works if you can actually attribute sales to each creator, which means a unique link or code per creator and a clear rule for refunds. A retainer suits ongoing content where you want a creator on a steady monthly rhythm. Many brands combine them: a smaller flat fee for the content plus commission on what it sells. The full comparison is in how to pay influencers.
Whatever model you pick, write down three things: what "net sales" means, how long the attribution window is, and when payment is due. Those are the gaps that turn into disputes.
Usage rights: scope, duration and paid ads
This is the clause that moves the price most. A licence for organic posting on the brand's own profile is the narrowest grant. Adding paid ads from the brand's ad account is a big step up, and a longer term costs more. A full buyout is rarely necessary for ecommerce content, which tends to lose steam in ads within months anyway. If you want the background on who owns what, UGC usage rights explains the copyright side.
Whitelisting, partnership ads and Spark Ads
Running ads from the creator's own handle is its own permission and should have its own clause, a fixed duration and a price. On Meta it works through partnership ads, on TikTok through Spark Ads with an authorization code. Both are time-limited on the creator's side, so match the contract period to the authorization period.
Revisions and approval
Define what counts as a revision, how many rounds are included, and how fast the brand must respond. A deemed-approval rule (silence after three business days counts as approval) protects the creator from waiting weeks to get paid, and protects the brand from content going live unreviewed.
Exclusivity
Exclusivity costs the creator income, so it should be narrow and paid for: named competitors or a tight category, a clear period, and a separate fee. "No other beauty brands for a year" for a small flat fee is a clause most experienced creators will strike out.
Payment models at a glance
| Model | Best for | Must be defined in the contract |
|---|---|---|
| Flat fee | One-off videos, clear deliverables | Amount, split (upfront vs on approval), due date |
| Commission | Content that drives direct sales | Rate, net sales definition, attribution window, refunds, payout schedule |
| Retainer | Ongoing monthly content | Monthly amount, deliverables per month, term, notice period |
| Bonus | Rewarding top performers on top of a base | Metric, threshold, measurement source, period |
FTC disclosure: what the contract should require
When a creator posts about a brand they have a material connection with, including free product, the FTC's guidance for influencers says the connection has to be disclosed clearly. The FTC also says not to rely on a platform's built-in disclosure tool alone. Put the disclosure obligation in the contract (clause 9 above), and make it the brand's job not to discourage it. Brands can be held responsible for what their creators post, so this clause protects both sides. Outside the US, local consumer and advertising rules apply, so name the relevant countries in clause 9.2.
Common mistakes in influencer agreements
- "Perpetual, all media, worldwide" by default. It inflates the price and is rarely needed. Pick a term that matches how long you'll actually run the content.
- No definition of net sales. Commission deals without it end in arguments about discounts, shipping and refunds.
- Unlimited revisions. Creators will either refuse or price it in. Two rounds is a common middle ground.
- No mention of ads from the creator's handle. Whitelisting is a separate grant. If it isn't in the contract, it isn't agreed.
- Signing after the content is made. Terms agreed after delivery favour whoever has more leverage at that moment. Sign before filming.
On Attribyte, the terms come with the program
Writing a contract per creator works for five creators. At fifty it becomes the bottleneck. On Attribyte, brands set up a program once with the brief, payment model (commission, flat fee, per lead, retainer or bonus) and usage terms, and creators apply to terms that are already written down. Every approved video gets its own trackable link, sales are attributed across Meta, TikTok and Snapchat against Shopify orders, and creator payouts run automatically. That takes care of the clauses that usually cause the most friction: what was agreed, what the content sold, and when the creator gets paid.
Frequently asked questions
What should an influencer contract include?
The parties, deliverables, deadlines, approval and revision rules, payment model and due dates, usage rights (channels, duration, paid ads, ads from the creator's handle), exclusivity, disclosure obligations, content standards, termination, and governing law. The template above covers each of these.
Is an influencer agreement legally binding?
Generally yes, if both parties agree to clear terms and there is something of value exchanged, such as a fee or product. A signed document is the clearest proof, but in many places an email exchange can also form a contract. Some things, like a transfer of copyright ownership under US law, must be in a signed writing.
What is the difference between a UGC contract and an influencer contract?
An influencer contract pays for posts on the creator's own channels and their audience. A UGC contract pays for content the brand uses on its own channels and in ads, so usage rights are the core of it and a posting schedule usually isn't needed.
Who owns the content in an influencer contract?
By default, the creator. The brand gets a licence to use it as described in the contract. Ownership only moves to the brand through a signed assignment or a valid work-made-for-hire agreement.
Do I need a lawyer for an influencer contract?
For a standard deal with a modest fee, a clear template is often enough. For large fees, long ambassador deals, full buyouts, or deals across several countries, have a lawyer review it. This article is general information, not legal advice.
How long should an influencer contract last?
As long as the deliverables plus the usage period. A single campaign might run 30 to 90 days of usage; ambassador deals often run 3 to 12 months with a notice period. Keep usage duration and the contract term separate so it's clear what survives if the deal ends early.
