Sneha Jasrasaria Quick answer
A good influencer brief explains the goal, the product, the key messages, what must and must not be said, the content format, timeline, approval process, tracking links or codes, usage rights and payment terms. Keep it short and leave space for the creator’s own style.
Key takeaways
- A clear brief prevents rework and off-brand content
- Share key messages, not a full script
- Spell out do’s and don’ts, including disclosure
- Agree usage rights and timelines in writing
Influencer brief template
1. About the brand
Two lines on who you are.
2. Campaign goal
Awareness, sales, app installs, store visits.
3. Product or offer
What it is, price, where to buy, any discount.
4. Key messages (three maximum)
– Message one
– Message two
– Message three
5. Must include
– Product shown clearly within the first few seconds
– Tag @brand and use #hashtag
– Paid partnership label
– Link or code
6. Please avoid
– Competitor brands in frame
– Claims we cannot support
– Sensitive topics
7. Format
One reel (15 to 45 seconds) plus two stories with link sticker.
8. Timeline
Product delivery, draft date, feedback window, posting date.
9. Approval
Draft shared for a quick check of facts and brand points.
10. Tracking
Unique link or code per creator.
11. Usage rights
Whether you can reuse the content in ads, and for how long.
12. Payment
Amount, schedule and invoice details.
Tips
- Show examples of content you like.
- Let creators keep their tone.
- Give enough time for good content.
- Send products early.
After the campaign
Collect insights: reach, views, saves, link clicks, code sales. Reuse the best content as ads.
Example key messages
For a cafe launch:
- New cafe in [area] with live music on weekends.
- Signature dishes: [names].
- Launch offer for the first two weeks.
Keep messages short so creators can weave them into their own style.
Feedback etiquette
- Review drafts within the agreed window.
- Give clear, specific feedback.
- Focus on facts and brand rules, not personal taste.
- Respect the creator’s voice.
Creators who enjoy working with you will go the extra mile next time.
Related
Finding the right influencers and UGC creator vs influencer.