Instagram Collab Contract: 10 Clauses to Put in Writing

An Instagram collab contract should put ten things in writing: who the parties are, what gets posted, when, the paid partnership label, approval, payment, usage rights, exclusivity, reporting and how it ends. Instagram's Help Center says it is up to you to discuss the terms of branded content with your brand partner, including payment, the content to create and the date to post, so this list is a set of topics to settle, not Instagram's wording.

What counts as branded content

Instagram's Help Center defines branded content as content for which the creator has been compensated, with money or something else of value, by a brand or business partner. It says this may include products and services gifted for free. So, in our view, a contract for a gifted-product collab needs the same clauses as a paid one.

The 10 clauses

1. Parties and accounts. Name both businesses or people and the exact Instagram handles that will post.
2. Deliverables. Say how many Reels, posts or Stories, in which format, and which account publishes. If you use a Collab post, name the account that publishes it. Our guide to Instagram's Collab feature shows how the invite works.
3. Post date and time online. Give the posting date, or the date range, and how long the post stays up.
4. Paid partnership label. Instagram says all branded content must be disclosed using the paid partnership label, and that you must add it every time you post branded content. Write down who adds it.
5. Approval. Say whether the brand sees a draft first, how many rounds of changes are included and how many days each side has to answer.
6. Payment. State the amount, the due date and the method, or the gifted product and its value.
7. Usage rights. Say whether the brand may reuse the content, where, and for how long, including whether the brand may run the post as an ad.
8. Exclusivity. Say whether you can work with competing brands during the campaign and for how long afterwards.
9. Reporting. Say which numbers you will share, such as views, reach and saves from Insights, and by which date.
10. Changes and ending. Say what happens if a deadline is missed, if the post must be edited, or if either side wants to end the deal, including whether the post stays up.

Disclosure rules beyond the label

Instagram's paid partnership label is not the only disclosure rule that can apply. Our summary of the FTC rules for Instagram influencers covers the US side, and the branded content policy region guide covers other markets.

Sources, read 9 November 2026: Instagram Help Center, "Get started with branded content on Instagram" (definition, paid partnership label, terms between creator and brand).