Types of influencer deal

Three deal types cover almost every SMB campaign. Pick the one that fits the goal you set in Strategy — and feel free to combine them.

The structure decides your risk and your upside; the wrong one over- or under-pays for what you actually need.

• One-off (flat fee) — predictable and controllable; best for content and reach.
• Product seeding — free product, least control; best for tight budgets and volume.
• Affiliate / ambassador — pay for performance; best for sales and recurring partners.

Most programs layer these: seed widely, pay proven performers a flat fee, and put an affiliate code on everyone to track revenue.

• Primary structure chosen
• Affiliate codes layered for tracking
• Structure matches the goal

• Defaulting to flat fees when performance deals fit.
• Skipping codes, so you can't attribute sales.

Next, the lever most SMBs leave on the table: usage rights.