Questions to ask before any money changes hands

Most influencer partnerships fall apart because the money moved before the thinking stopped. You need a short conversation — uncomfortable questions included — that tells you whether this person will actually deliver or simply disappear after the deposit clears.

The questions below aren't meant to be hostile. Think of them as a checklist you work through together, ideally over WhatsApp or a call. A trustworthy influencer will answer them clearly and fast. Someone who hedges, changes the subject or promises to "send details later" is signalling risk.

Questions about what actually happens

Start with the work itself. Ask: "What exactly are you going to create for me, and when?" A clear answer names the deliverables — a reel, three feed posts, Stories over two weeks, whatever — with specific dates. Vague answers like "I'll post about your brand a few times" are worthless.

Next: "Can you send me examples of similar work you've done?" This isn't about aesthetic taste; it's about proving they've done this before. Look at the quality and the comments. Are people engaging or scrolling past? Have they worked with businesses like yours? If they can't or won't show examples, they haven't done this work.

Then ask: "How will you disclose the partnership?" They should know this already. South Africa doesn't have a unified influencer disclosure law, but the AANA Code of Ethics (which many platforms reference) expects clear, upfront disclosure — usually "#ad" or "#sponsored" at the start of the caption, not buried. If they seem unsure or resistant, that's a bad sign. Undisclosed partnerships damage your brand's reputation and theirs.

Ask about measurement: "How will we track whether this worked?" Not every partnership needs complex analytics, but they should have *some* way to show you engagement — swipe-ups, link clicks, discount code usage, or at least the reach and engagement numbers on each post. If they say "trust me" or "you'll just see sales", you have no way to evaluate their performance or pay fairly next time.

Questions about terms and money

Be direct: "What's your fee, and what does it include?" Lock in the total cost and confirm exactly what happens for that price. Does it include revisions? How many? What if you hate the first draft? Are there extra costs for rush turnaround or changes after posting? Write this down.

Ask: "If the post underperforms or something goes wrong, what's your commitment?" This isn't about threatening refunds; it's about establishing whether they take responsibility or treat it as your problem. A professional will have a standard policy — perhaps a repost or extra content if metrics fall short, or clear limits on what they can guarantee. Someone who gives no answer is unprepared.

Then ask: "When do you need payment, and when do you deliver?" Never pay upfront for work that hasn't happened. Standard practice is a deposit (often 25–50%) to secure the date, with the balance due on delivery or shortly after content goes live. If someone demands full payment before work begins, walk away. If they want payment after the work is posted but won't commit to a timeline, that's also risky.

Finally: "Can you put this in writing — even just a WhatsApp message or email?" This isn't legal overkill. A simple confirmation from them — "You're paying R___ for [deliverables] by [date], posted [when]" — protects you both. It stops misremembering.

These questions do one job: they separate professionals from chancers. A good influencer will answer them without defensiveness. They're used to it. Someone who stalls, minimises or promises to clarify later is telling you something important — usually that they're not organised enough to deliver reliably.

When you've found someone whose answers are clear and specific, and you've written it down, *then* you move the money. Strove can help you find verified influencers and agencies whose track record you can review before that conversation even starts.