Influencer Agency RFP Template: Questions That Reveal Real Capability

Ask for agency background, founding story, team size, senior leadership profiles, and who would actually work on the account. Request category experience and client references with similar objectives. Avoid agencies that only send a credentials deck without naming the account team.

Ask how the agency would approach your specific objective: audience definition, platform selection, creator tier mix, content strategy, paid amplification plan and KPI framework. Request a high-level campaign architecture, not just a list of creators.

Ask for the creator discovery process, vetting criteria, fake-follower checks, audience quality tools, negotiation approach and how they handle creator no-shows or underperformance. Request a sample shortlist with rationale.

Ask how briefs are written, how feedback is managed, who owns revisions, how brand safety is enforced, and what the content approval workflow looks like. Clarify whether production is in-house or outsourced.

Ask for sample reports, attribution methodology, optimisation cadence, tools used and how results are communicated to leadership. Request a clear link between activity and business outcomes.

Ask for a detailed fee structure, pass-through costs, payment terms, termination clauses, IP ownership and liability. Request a transparent breakdown of agency fee versus creator spend versus media spend.

Score proposals across strategy quality, operational detail, team strength, reporting depth, cultural fit, transparency and price realism. Weight the categories by what matters most to your brand. Avoid letting price alone decide — the cheapest proposal often becomes the most expensive project.