Blogs and different social media platforms have existed for over a decade now and made influencer marketing a prominent and effective way of marketing products and services to the public. It has even been stated that not being visible on social media platforms will eventually mean that these products and services will not succeed. Many companies have indeed figured this out – several studies show that a remarkable share of companies will increase their influencer marketing budgets for the years to come.
Where the influencer marketing is increasing in importance, also the contractual backbone behind those successful deals must be even more scrutinized. At this point, the influencer marketing contracts vary a lot in comparison to the ‘traditional’ way of contracting on marketing campaigns. First of all, the vast majority of influencers (micro and nano influencers included) do not have a contract template of their own. Especially smaller influencers might not even have the understanding on contracting in general. Secondly, the number of influencers that are represented by talent agencies is also fairly low in Finland.