A retainer is a monthly fee for ongoing work. Done well, it gives you a team that learns your business over time. Done badly, it is a recurring payment for activity that nobody can connect to results. The difference is almost always visible in the paperwork before you start.
What a good retainer spells out
- Scope in plain words. Which channels, how many pieces of what kind, how often, and who does the work.
- The outcome it is aimed at. Not a promise, since nobody controls the outcome, but a stated goal that the work and the reporting are built around.
- How reporting works. What you will receive, how often, and which number sits at the top. See our note on what belongs at the top of a social media report.
- Who owns what. The accounts, the ad account, the content and the data.
- How to leave. The minimum commitment, the notice period, and what happens at the end.
Questions to ask before you sign
- Who will actually do the work, and are they employees or subcontractors?
- What would you need from me each month, and what happens if I am slow to provide it?
- How is ad spend handled? Is it paid directly to the platform from my account?
- What do you report on, and can I see an example of a report with the client details removed?
- What does the first month look like?
Red flags
- Guaranteed followers, reach or viral results. No honest provider can guarantee these.
- Accounts set up in the agency's name, or an unwillingness to give you admin access.
- Reports built around impressions and follower counts, with nothing about sales, enquiries or sign-ups.
- A markup on ad spend that is not disclosed, or ad budget paid to the agency rather than to the platform.
- A long lock-in with no way out if the work is not delivering.
- Vague scope: "social media management" with no list of what you actually get.
The exit terms matter most
It is easy to focus on what you will get and overlook how you leave. Look for a sensible minimum term that gives the work time to show results, a clear notice period after that, and a handover of access, assets and history at the end. Our own cancellation and refund terms are written down in full so you can read them before talking to us.
Judge the first conversation too
How a provider talks before you pay is the best preview you will get of how they will talk afterwards. If they ask about your numbers, tell you what they would not do, and are comfortable putting terms in writing, that is a good sign. If every answer is a reassurance and no answer is specific, treat that as information.