How Do I Write an Influencer Brief?
Write an influencer brief that includes: campaign goal, deliverables (exact format and count), key messaging points (3-5 max), what to avoid, posting timeline, usage rights, FTC disclosure requirement, and payment terms. Keep it under one page. Trust the creator on style.
The eight-section template
(1) Campaign goal in one sentence - what success looks like. (2) Deliverables - exact format (1 Reel + 2 Stories), length, and posting platform. (3) Key messages - 3-5 bullets the creator should weave in naturally. (4) What to avoid - 2-3 things (don't mention competitor X, don't show alcohol if you sell to kids). (5) Timeline - when content is due, when it goes live. (6) Usage rights - what you can repost and for how long. (7) FTC disclosure - required language. (8) Payment - amount and timing.
Keep it under one page. Long briefs are red flags for creators - they signal that the brand doesn't trust them.
What to leave out
Don't script the post word-for-word. The whole reason you hired a creator is their voice. Don't dictate exact filters, music, or shot lists unless brand guidelines require it. Don't list 15 hashtags - 3-5 is plenty. Don't demand approval over multiple rounds; one round of comments is fair.
Key facts
- ▸Briefs under one page outperform multi-page briefs in creator satisfaction and content quality (Influencer Marketing Hub, 2024).
- ▸Scripted content underperforms authentic content by 4-10x.
- ▸Allowing one revision round is industry standard; more is friction.
- ▸Most creators want 7-14 days from brief to post.
- ▸Briefs without FTC disclosure language put both creator and brand at legal risk.
Step-by-step
- 01Write the goal in one sentence.
- 02List exact deliverables - format, count, length, platform.
- 03Add 3-5 key messages.
- 04Note 2-3 things to avoid.
- 05Specify timeline, usage rights, FTC disclosure, and payment.
Common mistakes
- ×Writing a brief longer than one page.
- ×Scripting the content word-for-word.
- ×Demanding multiple revision rounds.
- ×Skipping FTC disclosure language.
Tools and resources
FTC-compliant brief templates built in. Customize for each creator.
Share briefs with comment access for back-and-forth.
Record a 60-second video brief - higher response rates than written briefs.
Related questions
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