Glossary / Brands

Internet speak

Brand deal

A brand deal is a paid partnership where a brand pays a creator or artist to make and post content about its product.

Also called: brand collab, sponsorship, paid collab, brand partnership

By Aulto · Last reviewed

What does a brand deal usually include?

The deliverables (for example one reel and three stories), dates, what the brand must approve, payment terms, and any usage rights or exclusivity. Get it in writing, even for small deals.

How do brands find creators?

Through DMs and email, agencies, and creator marketplaces. A clear media kit and rate card make it easy for a brand to say yes.

What do creators often miss?

Extras that should be paid for separately: the brand running your reel as an ad, long exclusivity, endless revisions. And the post still needs a clear disclosure, like Instagram's paid partnership label.

Example

A Goa travel creator signs a deal with a hotel chain for two reels, with a separate fee for the brand to use one of them in ads for three months.

  • Rate card

    A rate card is a creator's price list for brand work, with a price for each format, like a reel, story or post, plus extras like usage rights.

  • Media kit

    A media kit is a creator's one- or two-page summary for brands: who they are, their audience, their reach and engagement, and past collaborations.

  • Affiliate link

    An affiliate link is a tracked link to a product that pays the creator a commission when someone buys through it.

  • Barter collab

    A barter collab is a creator collaboration paid in products or services instead of money: the brand sends something, and the creator posts about it.

  • D2C

    D2C (direct to consumer) is a brand that sells straight to customers, usually through its own website and social media, instead of through shops or marketplaces.

  • EPK

    An EPK (electronic press kit) is an artist's digital press pack: bio, photos, music, videos, press quotes and contacts in one place for media, promoters and brands.

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