A good influencer brief tells the creator what you need and leaves the how to them. It covers the goal of the campaign, who the audience is, the product and no more than three key messages, the must-haves (links, codes, disclosure), the deliverables and timeline, and how approval, usage rights and payment work. Everything else, the hook, the script, the setting, is the creator's job: that is what you are paying for.
Below is what to include, what to leave out, and a template you can copy.
Why briefs go wrong
Most weak creator content comes from one of two briefs:
- The script: every line written by the brand. The result sounds like an ad read by someone else, and the audience scrolls past.
- The vibe: "just do your thing!" The result is lovely content that forgets the product, the link and the disclosure.
A good brief sits between them: firm on the facts, open on the creative.
What to include
1. The goal, in one sentence
"Get people who have never heard of us to try the starter kit with code ADA15." One goal per campaign. If you want awareness and sales, you will get a muddle of both.
2. Who you want to reach
Describe your customer in a few lines. The creator knows their own audience better than you do; this tells them which part of it you care about.
3. The product and up to three key messages
What it is, what it costs, and the three things that matter most to your customer. Not ten features. Give the creator the product early enough to use it for real: honest first-hand experience is both more convincing and, in many countries, required.
4. Must-haves
The non-negotiables, written as a short list:
- The disclosure (for example "#ad" at the start of the caption and said in the video). See FTC disclosure rules.
- The tracked link and the discount code.
- Brand name spelled correctly, any tag or handle.
- Claims you cannot make (for example health claims your product is not approved for).
5. Dos and don'ts
Short and specific: competitors not to mention, topics to avoid, how the product should not be shown.
6. Deliverables
Exactly what you are buying: number of posts, format (Reel, TikTok, story frames, YouTube integration), approximate length, and whether you need raw footage.
7. Timeline and approval
Draft date, how many rounds of feedback, and go-live date. Keep feedback to facts and must-haves, not taste.
8. Usage rights and payment
Where and for how long you may use the content (organic reposts, ads, website), whether you will run it as ads from their account (whitelisting), the fee and the payment date.
What to leave to the creator
The hook, the format of the story, the setting, the humour, the script. Ask for their idea in a sentence or two before they shoot, rather than writing it for them.
The template
Copy this into a document and fill in the brackets.
CAMPAIGN BRIEF: [Brand] x [Creator]
Goal
[One sentence: what should happen because of this content?]
Audience
[Who we want to reach, in two or three lines.]
The product
[Name, price, what it does, link to the product page.]
Key messages (max 3)
1. [ ]
2. [ ]
3. [ ]
Must-haves
- Disclosure: [e.g. "#ad" at the start of the caption and said aloud in the first seconds]
- Link: [tracked link]
- Code: [discount code and what it gives]
- Tag: [@brand]
- Claims we cannot make: [ ]
Dos and don'ts
- Do: [ ]
- Don't: [ ]
Deliverables
- [Number] x [format], about [length]
- Raw footage: [yes/no]
Timeline
- Product arrives: [date]
- Your idea (2 to 3 sentences): [date]
- Draft: [date]
- Feedback: [one round, within 2 working days]
- Live: [date]
Usage rights
- Organic reposts on our channels: [yes/no, for how long]
- Paid ads: [yes/no, which platforms, for how long, from your account or ours]
Payment
- Fee: [amount]
- Paid on: [date or "within X days of going live"]
Contact
[Name, email, phone]
Frequently asked questions
How long should a brief be? One to two pages. If it is longer, the creator will miss the parts that matter.
Should I send examples? Yes, two or three posts you like, from them or others, with a note on what you like about each. Examples communicate tone better than adjectives.
Do I need a contract as well as a brief? Yes. The brief explains the work; the contract makes the deliverables, usage rights, payment terms and exclusivity binding.
We write briefs, handle contracts and pay creators on time for every campaign. Book a call if you would rather not do it yourself.