Requesting an influencer marketing proposal involves more than asking for a price. It starts with clearly defining your campaign objectives, target audience, available budget, and desired outcomes. The clearer these details are, the easier it is for an agency to develop a practical proposal outlining the campaign strategy, deliverables, and expected costs. This guide explains how to prepare an effective brief, define your budget and key performance indicators (KPIs), and evaluate agency proposals to find the right fit for your brand. 

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What does this article cover

What information should be defined before requesting a proposal from an influencer marketing agency 

 How to Choose KPIs and Define How Campaign Results Will Be Measured 

What Should You Specify About Creators, Platforms, and Deliverables 

What Should an Influencer Marketing Agency Proposal Include 

 How to Compare Agency Proposals and Choose the Right Fit for Your Brand 

A Practical Template for Requesting an Influencer Marketing Proposal 

. Common Mistakes That Lead to Inaccurate Proposals and How to Avoid Them 

Quick Checklist Before Sending Your Request 

Contact Gravity Marketing

What information should be defined before requesting a proposal from an influencer marketing agency

 1. Define Your Target Audience and Market

• Identify the audience you want to reach based on its needs, interests, and purchasing behavior.

• Specify the target countries and cities, such as Saudi Arabia, the UAE, or Egypt.

• Define the appropriate language or dialect for communicating with your audience.

• Identify the platforms your audience uses and the types of content that help them discover or evaluate your product.

If your campaign includes user-generated content (UGC), clarify the content's purpose, intended audience, and core message. Our guide to writing a UGC brief that creators can actually follow explains how to communicate content requirements, define the key message and call to action (CTA), and leave creators room to express the brief in their own style.

What readers should prepare: Before contacting an agency, have four essentials ready: your campaign objective, target audience and market, budget range, and initial timeline. You can also provide a brief description of your product or service, where it is available, its price, and the key benefit you want to highlight. If the campaign includes UGC production, outline your core content requirements so the agency can recommend a suitable plan and deliverables. 

Join the Gravity Marketing creator network to explore collaboration opportunities with brands and turn influencer content into versatile marketing assets, helping you make the most of your content across multiple channels throughout the Middle East and North Africa.

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 How to Choose KPIs and Define How Campaign Results Will Be Measured

Choosing key performance indicators (KPIs) before requesting an influencer marketing proposal helps you define what the campaign should achieve and what you expect the agency to measure and report. A proposal that estimates views or engagement is not enough on its own; it should explain how those metrics relate to the campaign’s actual objective.

For example, if your goal is lead generation, clicks alone will not be enough to evaluate success. You will also need to understand how many people submitted their details, whether they match your target customer profile, and how much it cost to acquire them. If the goal is sales, you will need to track the orders and revenue that can be attributed to the campaign.

Before approving a proposal, agree with the agency on which metrics will be tracked, what targets the campaign aims to achieve, which data sources will be used, how results will be attributed, and what reports you will receive.

.1 Match KPIs to Your Primary Campaign Objective

Start by defining the outcome you want to achieve, then choose the metrics that help you evaluate it. You do not need to track dozens of numbers. Select one primary KPI that reflects campaign success, supported by a small number of additional metrics that help you assess the quality of the results.

Campaign objective

What to measure

Brand awareness

Target audience reach, impressions, content views, and brand recall where measurement is available

Engagement

Relevant interactions, shares, saves, and platform-appropriate engagement metrics

Lead generation

Number of leads, conversion rate, cost per lead, and lead quality

Sales

Attributed orders and revenue, conversion rate, and customer acquisition cost

App installs

Number of installs, cost per install, and the proportion of users who register or complete the desired action

Not every campaign requires every metric. The right selection depends on the objective, campaign scope, and available data.

If your primary goal is lead generation, define exactly what counts as a lead. Is it someone who submits a contact form, requests a quote, or meets specific criteria that make them a suitable potential customer? This distinction matters because a higher number of registrations does not necessarily mean more qualified prospects.

For a deeper explanation of which metrics fit each campaign objective, explore Gravity Marketing’s guide to Influencer Marketing KPIs by Campaign Goal: Awareness, Leads, Sales, and App Installs.

.2 Set Targets Before Launch Without Relying on Guesswork

Once the right KPIs have been selected, discuss the numerical targets that will be used to assess performance. For a lead-generation campaign, for example, you may want to define a target number of leads or an acceptable cost range, while accounting for lead quality.

Avoid choosing arbitrary figures simply to make the proposal look specific. If your brand has data from previous campaigns, other marketing channels, or historical conversion rates, share it with the agency so it can establish more realistic targets.

If this is your brand’s first campaign or sufficient data is not available, ask the agency to recommend provisional targets and explain the assumptions and factors that may affect the results.

It is also important to distinguish between a target, an estimate, and a guarantee. Targets and projections in a proposal do not automatically guarantee that the campaign will achieve them. Ask the agency to explain the basis for its projections and any limitations that could affect delivery.

.3 Agree on Tracking and Attribution Before the Campaign Starts

Selecting KPIs is only part of the process. You also need to agree with the agency on how campaign results will be identified and measured. Without a clear tracking method, it may be difficult to distinguish leads or sales generated by influencer activity from results driven by other channels.

Depending on the campaign, tracking methods may include:

• Dedicated tracking links: These help identify traffic from specific links. UTM parameters can be used where appropriate for the analytics setup.

• Unique discount codes: These can help associate certain purchases with a creator or campaign, although not every customer will use a code.

• Dedicated forms and landing pages: These are useful when the goal is to collect leads or contact requests.

• Store data and analytics tools: These can help track orders and conversions, depending on the tools available.

• Platform and creator reports: These provide information about content performance, such as reach, views, and engagement, based on the data the platform makes available.

For lead-generation campaigns, also clarify how leads will be recorded and qualified, and whether the sales team will update their status after follow-up. This allows performance to be evaluated beyond the number of form submissions, including how far leads progress through the sales process.

Agree on the attribution method and measurement period before the campaign begins. Someone may view an influencer’s content today and purchase later through another channel, so the attribution method needs to be clear when results are compared.

.4 Ask the Agency to Include a Measurement Plan in the Proposal

Do not assume that a section titled “KPIs” is sufficient. Check whether the proposal explains how data will be collected, who will monitor it, and how the numbers will be turned into a useful campaign report.

Before approving the proposal, confirm that it addresses:

• Proposed KPIs: Which primary and supporting metrics will be used, and why

• Calculation methods: How is each metric defined, and which data is included in the calculation

• Data sources: Will the agency use platform analytics, tracking links, store data, or a combination

• Tracking responsibilities: Which data will the agency collect, and what must the brand provide

• Reporting schedule: Will you receive updates during the campaign and a final report afterward

• Lead quality: If the objective is lead generation, how will the agency assess lead quality alongside volume and cost

• Measurement limitations: Which outcomes can be clearly attributed to the campaign, and which may be difficult to attribute directly

If the plan includes paid advertising alongside influencer content, ask the agency to explain how organic content results will be distinguished from paid media results where the available data allows it. Gravity’s guide to Performance Marketing can provide further context on evaluating paid campaign performance and advertising spend.

.5 Do Not Evaluate Campaign Success Using Just One Metric

A metric may appear positive in isolation without telling the whole story. A campaign that generates many leads at a low cost is not necessarily successful if most of those leads are unsuitable for the service. Similarly, high video views alone do not prove that a campaign generated sales or increased brand awareness.

Ask the agency to connect the primary KPI with supporting metrics that show result quality. In lead-generation campaigns, these may include the number of qualified leads and the cost of acquiring them. For sales campaigns, you may need to consider orders, revenue, and costs rather than clicks alone.

It is also useful to agree on the measurement period before launch, particularly when customers need time to make a purchase decision. This helps prevent premature conclusions and makes campaign comparisons more meaningful.

Before Approving the Proposal, Agree on Five Things

1. Primary objective: What outcome are you trying to achieve

2. KPIs: What will determine whether the campaign is successful

3. Numerical targets: What are the targets, and what data or assumptions support them

4. Tracking and reporting: How will results be collected, who is responsible, and when will they be reported

5. Result quality: How will you determine whether the results support your business needs, rather than simply producing large numbers

With these points agreed in advance, you will be evaluating more than a list of metrics. You will have a measurement plan connected to your objectives, budget, and desired business outcomes. 

Join the Gravity Marketing creator network to explore collaboration opportunities with brands and turn influencer content into versatile marketing assets, helping you make the most of your content across multiple channels throughout the Middle East and North Africa.

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What Should You Specify About Creators, Platforms, and Deliverables

When requesting an influencer marketing proposal, it is not enough to specify how many creators you want to work with or which platforms you are considering. The agency also needs to understand your creator selection criteria, required content formats, publishing arrangements, and usage rights so it can recommend an appropriate plan and define the scope and costs clearly.

You do not have to select every creator yourself or determine every creative detail in advance. Your role is to explain your brand’s requirements and leave room for the agency to recommend suitable options while clearly identifying any non-negotiable requirements.

.1 Define the Type of Creators You Need

Rather than relying solely on follower count, explain what kind of creators can reach your target audience and communicate your message effectively.

When preparing your request, specify:

• Target audience: Do you need creators whose audiences are concentrated in a particular country or city, or who reach specific age groups or interest segments

• Content niche: Are you looking for creators in beauty, fashion, technology, lifestyle, or multiple categories

• Language and communication style: Does the campaign require Egyptian Arabic, Saudi Arabic, or another language suited to your market

• Content style: Do you need personal experiences, detailed reviews, product demonstrations, or educational content

• Brand fit: Do the creator’s content, communication style, and previous partnerships align with your brand identity

• Performance data: Do you need recent audience insights, views, engagement data, and examples of previous sponsored content

If you have preferred creators in mind, share their names as candidates for evaluation. If you do not have a shortlist, explain your selection criteria and ask the agency to recommend creators, including the rationale behind each recommendation.

For further guidance on evaluating audiences and matching creators with platforms and target markets, explore Gravity Marketing’s guide to choosing the right social platform for an influencer campaign in MENA.

.2 Specify the Platforms and the Role of Each One

Platform selection should reflect your campaign objectives and target audience, not simply the popularity of a particular channel. Explain which platforms you prefer and whether you are open to alternatives recommended by the agency.

Your request may cover:

• Target platforms, such as TikTok, Instagram, YouTube, and Snapchat.

• Whether the campaign will focus on one platform or several.

• The content formats suitable for each platform.

• The role of each platform in the customer journey, such as introducing a product, explaining it, or encouraging an action.

• Whether content should appear only on creators’ accounts or also on the brand’s own channels.

If you choose multiple platforms, ask the agency to explain the role of each one rather than distributing identical content across all channels without a clear reason. A campaign may benefit from short-form content to capture attention, a more detailed review to help audiences understand the product, and additional content directing interested viewers to a product page.

If you are unsure which platforms are suitable, define your audience and objective and ask the agency to recommend options, explaining why each platform fits the content, campaign goals, and available resources.

.3 Describe the Required Deliverables Instead of Only Naming a Number of Creators

One of the most important details for accurate proposal planning is a clear description of the expected deliverables. Working with five creators, for example, does not tell the agency how many videos or posts you need, whether creators must publish the content on their own accounts, or whether the brand needs to receive assets for its own channels.

Where possible, specify:

• Content type: Short-form videos, Reels, Stories, posts, reviews, or other formats.

• Number of deliverables: The number of content pieces required from each creator, if already established.

• Content specifications: Approximate video duration, aspect ratio, or essential technical requirements.

• Publishing arrangement: Will creators publish on their own accounts, produce assets for the brand, or do both

• Additional assets: Do you need original footage, alternative short edits, still images, or other files

• Deadlines: Draft delivery dates, publishing dates, and any launch-related deadlines.

• Review and approval: Who will approve the content, and how will feedback and revisions be handled

You do not need to finalize every deliverable if you expect the agency to recommend the appropriate plan. State your core needs and ask it to explain the proposed number of assets and the role each one plays in the campaign.

If your goal is to produce UGC, distinguish between producing content and publishing it on a creator’s account. Your brand may need videos for product pages, social media accounts, or paid ads without requiring the creator to publish them. This distinction affects the scope of work and the usage rights that need to be agreed upon.

For more guidance, read Gravity’s guide to preparing a UGC brief creators can actually follow.

.4 Clarify Content Requirements While Leaving Room for Creativity

The agency and creators need to understand the brand’s message, but that does not mean you must prescribe a detailed script before receiving the proposal.

Explain the essential content requirements, including:

• The core message or product benefit to highlight.

• The product demonstration or information that must be included.

• The call to action (CTA), where applicable.

• Brand guidelines and restrictions on claims or marketing promises.

• Relevant advertising disclosure requirements for the applicable market and platform.

At the same time, give the agency room to recommend creative ideas and formats that suit the creators and audience. If you have a reference video, explain which element you like rather than asking for an identical version.

This approach protects the brand’s essential requirements without limiting the agency’s ability to develop new and suitable campaign ideas.

.5 Define Content Usage Rights and Exclusivity Before Approving the Proposal

Clarifying how content may be used after production is essential. An agreement to publish a video on a creator’s account does not automatically grant the brand permission to use it in ads or republish it across other channels.

Before approving the proposal, specify your requirements for:

• Usage channels: Will the content appear only on the creator’s account, or also on the brand’s website and social channels

• Paid advertising: Do you intend to use the content in paid campaigns

• Usage period and territory: How long may the content be used, and in which markets

• Content editing: Do you need to recut, shorten, translate, or create different versions of the contentOriginal files: Do you need the original production files for future use under the agreed terms

• Exclusivity: Must the creator refrain from working with competitors for a defined period or within a specific category

If exclusivity is required, define its category, duration, and scope rather than requesting unrestricted exclusivity. If you intend to use content in paid advertising, ask the agency to clarify the required licenses and permissions, along with any relevant restrictions.

Ask the agency to specify which usage rights are included in the proposal and which may incur additional costs. This makes proposals easier to compare and reduces the risk of discovering that your intended use is not covered by the initial agreement.

.6 Ask for Clear Details About Each Creator and Deliverable

Once you have defined your requirements, the proposal should explain how the agency will translate them into an actionable campaign plan. A list of creator names and a total price alone may not provide enough information to evaluate the offer.

Depending on the campaign scope, ask the agency to clarify:

• The proposed creators and the reasons for selecting them.

• Audience and performance data relevant to your target market.

• The platform and the role of each creator in the campaign.

• The content format and number of deliverables.

• Publishing arrangements and expected dates.

• Usage rights and exclusivity, where applicable.

• Assumptions or additional requirements that could affect execution.

If certain details are still open to discussion, ask the agency to explain the available options rather than relying on unwritten assumptions. You may also request alternative deliverable packages or content formats if you need to compare different scenarios.

Before Sending Your Request to the Agency

Make sure you have clarified the type of creators you need, the platforms through which you want to reach your audience, the deliverables you expect, and the usage rights required. If not every detail has been finalized, distinguish between essential requirements and areas where you welcome agency recommendations.

This gives the agency a clearer basis for proposing creators, deliverables, and scope of work—and makes it easier to compare proposals than relying on creator count or the final price alone. 

Join the Gravity Marketing creator network to explore collaboration opportunities with brands and turn influencer content into versatile marketing assets, helping you make the most of your content across multiple channels throughout the Middle East and North Africa.

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What Should an Influencer Marketing Agency Proposal Include

An influencer marketing proposal should be more than a list of creator names and collaboration fees. It should explain how the brand’s objectives will be translated into an actionable plan, what the agency will deliver, and how the campaign will be managed and evaluated.

When reviewing a proposal, check whether it addresses your actual requirements, explains the rationale behind its recommendations, and clearly defines the scope, costs, rights, and responsibilities. This makes it easier to assess whether the proposal fits your brand and compare it with other offers.

.1 Campaign Summary and Recommended Strategy

Start by reviewing how the agency has interpreted your brand’s needs. The proposal should reflect the primary objective, target audience, market, budget, and timeline outlined in your brief.

It should then explain the recommended strategy and how it supports the intended outcome, including:

• Primary campaign objective: What result is the plan designed to achieve

• Audience and market: Who will the campaign target, and in which markets

• Platform selection: Which platforms are recommended, and why do they fit the audience and objective

• Creator roles: How will the selected creators contribute to the strategy

• Strategic rationale: Why does the agency believe this approach suits the brand’s needs

A proposal should not simply recommend TikTok or Instagram or specify a certain number of influencers without explaining how those choices support the campaign objective.

If the agency offers multiple execution options, ask it to explain how they differ in strategy, deliverables, costs, and intended outcomes so you can compare them against your needs.

.2 Proposed Creators and the Rationale Behind Their Selection

The proposal should identify the creators being considered and explain why each one is suitable for the campaign. Follower count alone is not enough; audience fit, target-market alignment, content style, and relevant performance data also help you evaluate the recommendations.

Ask the agency to provide relevant information, such as:

• Creator names or account handles and the platforms they use.

• The fit between each creator’s audience and your target market, including geographic distribution where relevant.

• Examples of previous content related to your product or industry.

• Recent, relevant performance data where available.

• Each creator’s role and proposed deliverables.

• Collaboration fees and any content usage rights included.

Ask what informed each selection: audience fit, content style, previous performance, or the ability to produce a particular type of content.

If the final shortlist is not yet available, the proposal should say so and clarify how creators will be shortlisted, approved, and replaced if necessary.

.3 Execution Plan, Deliverables, and Timeline

The proposal should show how the campaign will move from planning to production and publishing, what the brand will receive, and when each stage is expected to take place.

Check whether it specifies:

• Content formats and the number of deliverables.

• Publishing platforms and whether posting is included in the agreement.

• Content production, review, approval, and publishing stages.

• Expected dates for each stage, aligned with the campaign launch.

• How feedback and revisions will be handled and who gives final approval.

• Additional assets, such as raw footage or edited variations, where included.

If some details remain unresolved, the proposal should identify what needs to be confirmed before execution. If the brand intends to reuse content in paid ads or on product pages, that requirement should be included in the agreed scope rather than left to an unclear follow-up discussion.

.4 Itemized Costs and What the Proposal Includes

Do not evaluate the proposal based on the total price alone. You should be able to understand the cost components, which services are included, and what additional costs might arise if the scope changes.

Depending on the project, the proposal may need to clarify:

• Creator fees.

• Agency fees and campaign management.

• Production, filming, and editing costs, where applicable.

• Paid media budgets, if included.

• Content usage or exclusivity fees, if priced separately.

• Additional expenses or excluded services.

Check whether the price covers all requested deliverables and which changes might affect the cost, such as adding videos, extending usage rights, or adding platforms.

If the agency presents multiple options, compare what is included in each one rather than comparing the numbers alone. Proposals may differ because one includes broader usage rights, more deliverables, or a different level of management.

.5 Usage Rights, Exclusivity, and Essential Terms

The proposal should define the content usage rights included in the collaboration, particularly when the brand plans to use content beyond the creator’s account.

Check that the following are clear:

• Where the content may be used, including brand accounts, websites, and product pages.

• Whether paid advertising is permitted and which permissions are required.

• Usage duration, geographic territory, and covered platforms.

• Whether raw files will be delivered or editing is permitted, where required.

• Any exclusivity that limits collaborations with competitors, including its scope and duration.

• Responsibilities relating to content review, approval, and advertising disclosure.

• Terms covering delays, cancellations, or scope changes, as agreed.

Do not assume these rights are automatically included in a creator’s fee. Ask the agency to specify what is covered and what requires a separate agreement or additional cost.

.6 KPIs and Reporting Plan

The proposal should explain how campaign performance will be monitored, who is responsible for collecting data, and what reports the brand will receive. The objective is not to list every possible metric, but to ensure that the proposed KPIs match the campaign’s agreed goal.

Check whether the proposal specifies:

• The primary performance indicators.

• Proposed targets or estimates and the basis for them.

• Tracking methods and data sources.

• The agency’s and brand’s responsibilities for providing and monitoring data.

• Reporting timing and content, during and after the campaign.

• How result quality will be assessed, especially when lead generation or sales are the primary objectives.

If numerical targets have not been finalized, ask the agency to clarify its assumptions before approving them. For further guidance, see Gravity’s guide to Influencer Marketing KPIs by Campaign Goal.

.7 Project Management, Responsibilities, and Next Steps

Even a sound strategy and clear budget can be undermined if responsibilities and approval stages are vague. Review the project management section and make sure you understand what happens after approving the proposal.

The proposal should ideally clarify:

• The agency contact responsible for communication and campaign management.

• Information and materials the brand must provide before execution.

• Each party’s responsibilities for content production, review, and approval.

• The timeline for major milestones.

• How changes, delays, and feedback will be handled.

• The next steps for approving the proposal, confirming creators, and starting work.

A good proposal should also identify outstanding information and assumptions. Rather than concealing uncertainty, it should specify what needs to be confirmed before committing to the plan and its cost.

To learn more about the stages involved in managing projects—from understanding client objectives and planning to content creation and performance monitoring—read Gravity Marketing’s story and working methodology.

Proposal Approval Checklist

Before approving the offer, make sure you can answer these questions:

What to review

What should be clear?

Strategy

Does the plan address the primary objective and target audience

Creators

Is there a clear rationale and relevant information supporting their selection?

Deliverables

Are the content types, quantities, and deadlines specified

Costs

Is the price itemized, with inclusions and exclusions explained

Usage rights

Are duration, platforms, paid media, and exclusivity clear

Measurement

Are KPIs, data sources, and reporting defined

Responsibilities

Does each party understand its role and the next steps

If any answers are unclear, ask for written clarification before approving the proposal, especially when the uncertainty concerns costs, usage rights, or deliverables. If the agency offers several options, compare them against a defined scope rather than relying on the total price alone.  

Join the Gravity Marketing creator network to explore collaboration opportunities with brands and turn influencer content into versatile marketing assets, helping you make the most of your content across multiple channels throughout the Middle East and North Africa.

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 How to Compare Agency Proposals and Choose the Right Fit for Your Brand

After receiving influencer marketing proposals, you may find that each agency recommends a different mix of creators, content formats, costs, and measurement methods. The right choice is not necessarily the lowest price or the largest number of influencers. It is the proposal that best meets your brand’s requirements, fits your budget, and clearly explains what you will receive in return for your investment.

To compare proposals fairly, assess each one against consistent criteria, including strategy, creator suitability, deliverables, costs, usage rights, and performance measurement. Understand the differences between offers before making a decision, particularly when one quote includes campaign management and content usage rights while another excludes them.

.1 Compare Proposals Against the Same Criteria

Start with the requirements in your campaign brief and use them to review every proposal. This will help you determine whether each agency has addressed your actual needs or recommended a plan that does not fully match your brief.

Comparison criterion

What to review

Strategy

Does the plan clearly address your campaign objective and target audience?

Creators

Is there a clear rationale for the selections, and does their audience fit your target market?

Platforms

Are the proposed platforms suitable for the objective, audience, and content?

Deliverables

Are the content quantity, formats, and deadlines specified?

Costs

Is pricing itemized, with inclusions and exclusions clearly stated?

Usage rights

Are the usage term, platforms, paid advertising, and exclusivity defined?

Performance measurement

Do KPIs, tracking, and reporting align with the campaign objective?

Execution and management

Are the timeline and responsibilities of the agency and brand clear?

Flexibility and communication

Does the agency explain how revisions, delays, and scope changes will be handled?

Proposals do not have to follow the same structure, but you should be able to find the essential information in each one. If a proposal omits important details, request clarification before making your final comparison.

.2 Evaluate Strategic Fit and Creator Selection, Not Just Numbers

One agency may recommend more influencers, while another suggests fewer creators with a different content and distribution strategy. That difference alone does not determine which proposal is more suitable. The value of each plan depends on how well it supports your campaign objective and target audience.

When reviewing the strategy, ask yourself:

• Were creators selected based on audience, market, and campaign objectives, or mainly on follower count

• Is recent, relevant data available to support the selections, such as audience geography and content performance

• Does the agency explain the expected role of each creator

• Do the proposed content formats fit the product, platform, and customer journey

• Does the proposal explain why it recommends one platform or a combination of platforms

If your campaign targets a specific market, such as Saudi Arabia or Egypt, assess whether creators actually reach people in that market rather than relying only on where they live or their general popularity.

For additional guidance, explore Gravity Marketing’s guide to choosing the right social platform for an influencer campaign in MENA.

.3 Compare Costs Based on the Same Scope of Work

A proposal with a lower price does not necessarily offer better value. One quote may include content production and advertising usage rights, while another may cover publishing on creators’ accounts only.

Compare the scope of each offer by asking:

• Do the prices cover the same number and types of deliverables

• Are agency fees and creator fees explained separately, or is only a total providedAre production, filming, and editing included

• Are content reuse and paid advertising rights included or charged separately

• Does the budget include paid media spend, or is that separate from agency fees

• Are there additional charges for shipping, products, revisions, or extended usage

• Which services or expenses are excluded

If the scope differs, ask agencies to align the items you want to compare or provide alternatives that show the cost of adding missing deliverables or rights.

Example: If one proposal includes video production, publishing, and advertising usage rights while another includes publishing only, do not compare the prices directly. Request the production and rights costs for the second proposal or compare both offers based on the scope they have in common.

This approach helps you understand the actual cost of the work you need and reduces the risk of choosing a seemingly cheaper proposal that excludes essential services.

.4 Assess How Performance Will Be Measured

An agency’s projected views or engagement are not enough on their own. The proposal should explain how performance will be evaluated against your campaign objective.

If your goal is lead generation, check whether the agency explains how leads will be tracked and how their quality and cost will be assessed. If your objective is sales, look for a suitable method of measuring orders and revenue that can be attributed to the campaign.

Compare the proposals by reviewing:

• Are the proposed KPIs relevant to the primary objective

• Are numerical projections supported by data or clearly stated assumptions

• Is there a way to track traffic, leads, or sales

• Are data collection and reporting responsibilities defined

• Does the agency explain measurement limitations and factors that could affect results

Do not treat projections as guaranteed outcomes. If one agency forecasts better results than another, ask what evidence supports those estimates before treating them as an advantage.

For further guidance, see Gravity’s Influencer Marketing KPIs by Campaign Goal, and use it to assess whether each agency has proposed metrics suited to your objectives.

.5 Watch for Warning Signs in Agency Proposals

A proposal may look polished without providing enough information for an informed decision. Pay attention to the following:

• Generic strategy: Recommendations do not clearly relate to your brand’s objective or audience.

• Unexplained creator selections: The proposal lists names without explaining why they are suitable.

• Unitemized pricing: You cannot tell which services, deliverables, and rights are included.

• Unsupported promises: The agency forecasts guaranteed outcomes without explaining the data or assumptions behind them.

• No clear measurement plan: KPIs, data sources, or tracking methods are missing.

• Unclear rights or responsibilities: Usage terms, approval processes, or additional costs have not been defined.

An unclear item does not automatically mean you should reject the agency. It may simply need clarification. What matters is whether the agency can explain the details and revise its proposal when necessary.

.6 Request Specific Clarifications Before Making Your Final Decision

If you find differences or missing information, avoid simply asking an agency to “send a better proposal.” Identify exactly what needs to be clarified so that you can compare the answers fairly.

For example, ask the agency to:

• Explain why it selected the proposed creators and how their audiences fit your target market.

• Itemize content production, usage rights, and paid advertising costs.

• Specify the deliverables and their production and publishing deadlines.

• Explain the KPIs, tracking methods, and assumptions behind its projections.

• Provide an alternative that fits your budget and explains changes to the scope and deliverables.

Request written clarifications and revisions so you can refer to them during comparison and approval. If your budget, objective, or deliverables change, update the brief and send it to every agency still under consideration. Changing requirements may make previous proposals and prices no longer directly comparable.

.7 Use a Comparison Matrix to Support Your Decision

After reviewing the proposals and requesting clarifications, organize the findings in one table. You can score each criterion from 1 to 5, provided you define the scoring rules in advance and apply the same criteria to every agency. Do not rely on the total score alone: essential requirements, such as budget limits or necessary usage rights, may not be offset by high scores elsewhere.

Evaluation criterion

Agency 1

Agency 2

Agency 3

Strategy aligns with the objective

Creator and audience fit

Clear deliverables and timeline

Transparent pricing

Suitable usage rights

Clear measurement and reporting

Fits the available budget

Clear responsibilities and communication

Once the table is complete, review the reasons behind each score, not just the numbers. An agency may score highly across most areas but still lack something essential to your campaign. Another proposal may offer fewer creators yet align more closely with your objectives and budget.

Before Choosing an Agency

Ask yourself: Has the agency understood my objective? Is its plan suitable for my audience and market? Do I know exactly what I will receive for the budget? Are usage rights, measurement methods, and execution responsibilities clear

When the answers are clear and the proposal meets your essential requirements, you have a stronger basis for making an informed decision. If important issues remain unresolved, request clarification before approving the proposal or signing a contract.  

Join the Gravity Marketing creator network to explore collaboration opportunities with brands and turn influencer content into versatile marketing assets, helping you make the most of your content across multiple channels throughout the Middle East and North Africa.

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A Practical Template for Requesting an Influencer Marketing Proposal

Once you have defined your campaign objectives, budget, KPIs, and deliverables, you can bring the information together in a concise request and send it to an agency. The aim is not to develop the entire campaign strategy yourself, but to provide enough detail for the agency to understand your needs, recommend a suitable plan, and estimate costs clearly.

Use the following template as a starting point and adapt it to your brand and campaign requirements.

8.1 Influencer Marketing Proposal Request Template

Copy the template and complete the information you have available before contacting an agency.

First: Brand and Campaign Information

Brand name: [Company or brand name]

Website: [Website or online store URL]

Product or service: [Brief description of what you want to promote]

Target market: [Saudi Arabia, UAE, Egypt, or another market]

Primary campaign objective: [Brand awareness, lead generation, sales, product launch, or UGC production]

Desired outcome: [What should the audience do, or what business outcome are you trying to achieve?]

Second: Audience and Creators

Target audience: [Age range, interests, needs, and relevant customer characteristics]

Language or dialect: [Arabic, Egyptian Arabic, Saudi Arabic, English, or another language]

Preferred platforms: [TikTok, Instagram, YouTube, Snapchat, or others]

Creator type: [Influencers who publish on their own accounts, UGC creators, or both]

Selection criteria: [Audience fit, content niche, geographic market, presentation style, or other requirements]

Preferred creator candidates, if any: [Account names or profile links]

Third: Budget, Deliverables, and Timeline

Budget range: [Minimum, maximum, and currency]

What does the budget include? [Creator fees, agency fees, production, paid media, usage rights, or other costs]

Required deliverables: [Number of videos, posts, Stories, or other content assets]

Usage rights: [Organic publishing, website, product pages, paid advertising, and usage period]

Preferred campaign start date: [Target date or timeframe]

Campaign duration: [Expected duration, if known]

Fourth: Measurement and Additional Requirements

Key performance indicators (KPIs): [Metrics you want to track or the outcome that will define success]

Tracking method: [Dedicated links, discount codes, lead forms, store analytics, or other methods, if known]

Previous campaign data: [Available reports or results, or indicate that this is your first campaign]

Creative requirements: [Key messages, brand guidelines, and essential do’s and don’ts]

Additional information: [Fixed deadlines, operational restrictions, internal approval requirements, or other details]

Note: You do not need to finalize every field before contacting the agency. Provide what you know and identify areas where you need the agency’s recommendation or estimate instead of leaving them ambiguous.

.2 A Ready-to-Send Email Template

If you prefer to email the agency rather than use a detailed template, adapt the following message to your project.

Subject: Request for an Influencer Marketing Proposal – [Brand Name]

Hello [Agency Name] Team,

We would like to request a proposal for an influencer marketing campaign for our brand, [Brand Name]. Our primary objective is [campaign objective], and our target audience and market are [target audience and market].

We are planning to run the campaign during [timeframe], with an initial budget range of [minimum] to [maximum]. We are interested in a plan that includes [required content or deliverables] across [target platforms].

Please include the recommended strategy, proposed creators and the rationale behind their selection, deliverables and timeline, itemized costs, content usage rights, KPIs, and the approach to measuring results.

We are also open to your recommendations on platforms, creator selection, and budget allocation. Please let us know what additional information you need to prepare a proposal suited to our requirements.

Thank you,

[Name] [Job Title] [Brand Name] [Contact Information]

.3 What Should You Ask the Agency to Include After You Send the Template?

After submitting your information, do not settle for a total price or a list of creator names. Request a proposal that explains how the agency will use your brief to develop a plan that can be implemented and evaluated.

Make sure the proposal covers:

• The recommended strategy and how it supports your objective.

• Proposed creators and platforms, with reasons for each selection.

• Deliverables, quantities, and production and publishing deadlines.

• Itemized costs, inclusions, and exclusions.

• Usage rights, exclusivity, and any related costs.

• KPIs, tracking methods, and reporting.

• Outstanding information that must be confirmed before the plan is approved.

If some details remain unresolved, ask the agency to explain the available options and assumptions. If multiple plans are offered, compare them against the same scope of work so you can assess differences in cost, deliverables, and rights.

.4 Submit Your Campaign Brief to Gravity Marketing

If you are preparing to launch an influencer marketing campaign, use the Start Your Campaign form at Gravity Marketing to share your brand details, campaign objectives, target audience, preferred creators, budget, deliverables, and timeline. The form also includes fields for usage rights and additional requirements, helping you submit a more structured request than a general email asking for a quote. 

Join the Gravity Marketing creator network to explore collaboration opportunities with brands and turn influencer content into versatile marketing assets, helping you make the most of your content across multiple channels throughout the Middle East and North Africa.

Join the Gravity Marketing Creator Network

 Common Mistakes That Lead to Inaccurate Proposals and How to Avoid Them

You may receive proposals from several influencer marketing agencies and still struggle to determine which one fits your brand. The reason is often that essential details are missing, or each agency has made different assumptions. This can lead to proposals that are difficult to compare, unexpected costs, or plans that do not match the campaign's actual objective.

To avoid these issues, review the following mistakes before submitting your request and while evaluating the proposals you receive.

.1 Requesting a Quote Without Defining the Campaign Objective

A common mistake is contacting an agency with a general request for influencer marketing prices without explaining what the campaign needs to achieve. Each agency may then recommend a different approach, such as awareness, sales, or content production.

How to avoid it: Define the primary objective, target audience, and desired outcome. If you need help selecting a strategy, explain that and ask the agency to present suitable options with the rationale behind each one.

.2 Leaving the Budget and Scope of Work Unclear

When the budget and required deliverables are unspecified, agencies may make different assumptions when estimating costs. A low quote may exclude production, content usage rights, or paid media that your campaign actually needs.

How to avoid it: Provide an initial budget range and clarify whether it includes agency fees, creator fees, production, and paid advertising. If the final budget is not set, request alternative packages that explain the cost and included services for each option.

.3 Specifying the Number of Creators Without Defining Their Deliverables

The number of creators alone does not define the full scope of a campaign. Costs can vary depending on content formats, quantities, publishing arrangements, and usage rights.

How to avoid it: Specify the types of deliverables you need, such as short-form videos, Stories, or product reviews. Clarify whether creators will publish the content on their own accounts, produce assets for the brand, or do both. If you are unsure about the right quantity, ask the agency to recommend a plan with clearly defined deliverables.

.4 Overlooking the Target Market and Audience Fit

An agency may recommend creators with large followings whose audiences do not closely match your target market. High views or engagement do not necessarily mean the campaign is reaching the right people.

How to avoid it: Define your target countries or cities and the appropriate language or dialect. Ask for relevant audience geography and performance data, and assess whether the audience fits your product and campaign objective rather than relying only on follower count or creator location.

.5 Requesting KPI Targets Without a Clear Basis

Setting numerical targets for views or leads without historical data or explicit assumptions can produce projections that are difficult to assess.

How to avoid it: Select KPIs that match your campaign objective and share previous campaign data where available. If this is your first campaign, ask the agency to recommend provisional targets, explain its assumptions, and clarify how results will be measured and reviewed.

For lead generation, for example, do not focus only on the number of form submissions. Also consider how you will evaluate whether the leads are relevant to your target customer profile.

See Gravity's guide to Influencer Marketing KPIs by Campaign Goal for further guidance.

.6 Failing to Define Content Usage Rights Before Requesting Pricing

A brand may assume that video production fees include future use in paid advertising, product pages, or brand-owned social accounts. These uses may instead require separate permissions or costs.

How to avoid it: Specify where the content will be used, the usage period, relevant markets and platforms, and whether you need raw files, editing permissions, or paid advertising rights. If exclusivity is required, define its scope and duration. Ask the agency to clarify which rights are included and which incur additional costs.

.7 Changing Campaign Requirements Without Updating the Brief

Budgets, deadlines, or deliverables may change during discussions. If the underlying brief is not updated, you may end up comparing proposals based on different requirements.

How to avoid it: When the campaign objective, budget, or scope changes materially, update the brief and send the same revised version to all agencies still under consideration. Ask them to clarify how the changes affect pricing, deliverables, and timelines.

.8 Choosing the Lowest-Priced Proposal Without Reviewing Its Scope

A lower price may represent good value, but price alone cannot determine the quality or suitability of a proposal. Offers may differ in deliverable quantities, campaign management, usage rights, and reporting.

How to avoid it: Compare proposals against the same scope of work. Review inclusions and exclusions, and assess whether the strategy, creator selection, and measurement plan suit your brand. If a proposal is significantly cheaper, ask what explains the difference and confirm that all essential items are included.

.9 Approving a Proposal Despite Unresolved Details

A proposal may contain a suitable strategy while leaving important questions unanswered, such as who approves the content, when deliverables are due, or what data will appear in the final report. These gaps may lead to disagreements during execution.

How to avoid it: Before approving the proposal, ask the agency for written clarification on any terms that affect scope, costs, rights, deadlines, or responsibilities. Ensure the agreed changes are reflected in the final proposal and contract.

Quick Checklist Before Sending Your Request

Use the checklist above to confirm that your key requirements are ready. The clearer and more complete your brief is, the easier it will be for agencies to prepare proposals that reflect your needs—and for you to compare strategy, deliverables, costs, and expected outcomes rather than price alone. 

1. Does requesting an influencer marketing proposal commit you to hiring the agency

No. Requesting a proposal does not necessarily commit you to working with the agency. It allows you to assess its approach and suitability before making a decision. However, ask in advance whether proposal preparation involves fees or specific terms.

2. Do influencer marketing agencies charge for preparing proposals

Policies vary by agency. Some may provide an initial proposal at no charge, while detailed planning or strategic work may require a paid engagement. Ask about potential fees and what is included before work begins.

3. How many influencer marketing agencies should you contact before making a decision

There is no fixed number that suits every project. Consider a shortlist of agencies whose services and experience align with your needs, then assess their responses against the same requirements. The relevance and quality of the proposals matter more than collecting as many quotes as possible.

4. How can you verify the credibility of an agency’s case studies

Check whether each case study explains the campaign objective, target market, time period, and measurement method. Ask what role the agency played, how results were attributed to the campaign, and whether other factors influenced the outcome. Avoid evaluating headline figures without understanding their context.

5. Does an influencer marketing agency need experience in your exact industry

Industry experience can help an agency understand your audience, product, and marketing challenges, but it is not the only consideration. Also assess its experience in your target market, access to relevant creators, and ability to explain a strategy that fits your objectives—even if not all its previous work was in your industry  

Join the Gravity Marketing creator network to explore collaboration opportunities with brands and turn influencer content into versatile marketing assets, helping you make the most of your content across multiple channels throughout the Middle East and North Africa.

Join the Gravity Marketing Creator Network

Contact Gravity Marketing

Planning an influencer marketing campaign and looking for a proposal that aligns with your brand’s goals and budget? Defining your campaign requirements, target audience, deliverables, and KPIs helps clarify your needs before execution begins. Contact Gravity Marketing to discuss your campaign objectives, explore suitable solutions, and plan the next steps for your brand.

Contact us:

• Phone: +20 101 492 2711

• Phone: +20 155 512 3155