Influencer Marketing Contract: Why 30 Days Beats Perpetuity

Delaney Hensen, Head of Brand Social and Influencer Talent Marketing at Oura (previously Peloton), breaks down exactly what belongs in an influencer marketing contract before any deal gets signed. Her core argument is that cross-functional deliverables must be written in from the start, specifically language that covers both paid usage and organic channels, because growth and PR teams often need that content even if no one has confirmed a paid campaign yet.

Hensen recommends including a standard 30-day paid usage window in every contract, with organic usage granted in perpetuity so creators never have to delete content from their own channels. On exclusivity, she is direct: always include it, even knowing it will get negotiated down. What starts as a request for 90 or 180 days often lands at 7 to 14 days, and she considers that an acceptable outcome. Longer exclusivity and longer usage windows both affect pricing, so understanding that tradeoff matters.

Watch to see how Hensen thinks through the negotiation dynamics so you can set your own contract standards with confidence.