How to Structure a Brief for Influencers

Why a Good Influencer Brief Matters

Influencer marketing is booming, but miscommunication is still a major roadblock. According to industry surveys, over 80% of influencers say unclear briefs hurt campaign results. Many brands still send vague one-paragraph emails, expecting creators to "figure it out."

A well-structured brief sets expectations, clarifies goals, and gives creators the information they need to deliver content that performs. It protects both sides and saves time.

Without a strong brief, even the most talented influencers may miss the mark. That can mean wasted budget, off-brand messaging, and lost opportunities to engage the right audience.

Strong briefs also improve long-term relationships between creators and brands. When expectations are met consistently, both parties are more likely to work together again, leading to a streamlined process and better outcomes in future collaborations.

What to Include in an Influencer Brief

Here’s a breakdown of the essential sections every influencer brief should include:

1. Campaign Overview

• What’s the campaign about?

• What product or service is being promoted?

• Why is this campaign happening now?

Provide enough context to inspire the creator while helping them understand your brand’s unique angle or competitive edge.

This is your opportunity to pitch the idea behind the campaign and build excitement. Influencers are more likely to deliver impactful content when they feel emotionally connected to your vision.

2. Goals & KPIs

• Are you aiming for brand awareness, engagement, or conversions?

• What metrics will define success?

Specify KPIs like views, likes, link clicks, saves, or affiliate conversions to help creators align their content and calls to action accordingly.

Include a benchmark if available, such as "Our last campaign saw an average engagement rate of 3.5%, we're aiming to match or exceed that."

3. Deliverables

• Number of posts/stories/videos

• Platforms (Instagram, TikTok, YouTube, etc.)

• Posting schedule or deadlines

Be clear and realistic about expectations. Provide specific content formats (e.g., 1 TikTok video + 3 Instagram Stories).

Also mention content dimensions, aspect ratios, and any preferred time-of-day posting if relevant. Influencers appreciate specificity that helps optimize engagement.

4. Brand Voice & Messaging

• How should the brand be positioned?

• Include key talking points or value propositions

• Tone (fun, professional, bold, etc.)

Clarify the tone of voice and preferred phrasing. Is your brand playful? Empowering? Educational? Make it easy for the creator to adapt.

Provide 2–3 sample slogans or previous messaging that performed well. This helps creators craft content that resonates with your audience while staying authentic.

5. Do’s and Don’ts

• Words or phrases to avoid

• Mandatory disclosures (e.g., #ad)

• Creative direction or restrictions

List clear guardrails without stifling creativity. Allow for flexibility, but highlight must-haves or red flags.

For example, if you're a wellness brand, you might want to avoid certain health claims or unverified data. Be upfront about legal sensitivities.

6. Visual Guidelines & Inspiration

• Example posts that reflect your brand style

• Reference imagery or mood boards

Link to existing branded content or competitor inspiration. This helps creators match your visual aesthetic without guessing.

You can also share visual do’s and don’ts, like "Avoid overly filtered images" or "Highlight our signature color palette."

7. Compensation & Payment Terms

• Flat fee, affiliate commissions, gifted products

• When and how payments will be made

Detail deliverables tied to payment and include invoice instructions if needed. Transparency up front avoids confusion later.

Mention whether content ownership is shared, and if there are any bonuses tied to performance (e.g., extra pay if a post exceeds 100,000 views).

8. Review & Approval Process

• Pre-approval needed?

• Who to contact for edits or feedback?

Clarify the review process, revision limits, and who is responsible for sign-off.

Outline timelines for submission, feedback, and approval. For example, "Submit content 72 hours in advance. We'll provide feedback within 24 hours."

9. Usage Rights & Licensing

• Where and how can the brand use the content?

• For how long?

Specify if the brand will repurpose content in ads, on their website, or in emails. Mention whether content rights are exclusive, limited, or royalty-free.

Including this up front prevents legal issues and ensures fair use of creator content.

Common Mistakes to Avoid

• Being too vague (“make it go viral” is not a brief)

• Micromanaging the creative process

• Skipping over usage rights or payment terms

• Ignoring FTC disclosure rules

• Using generic briefs across very different influencers

A poor brief leads to delays, misaligned content, or lost trust. Even worse, it can damage long-term relationships.

Avoid assuming the influencer understands your brand without context. Also, don’t skip tailoring the brief, each creator brings different strengths and audiences.

Actionable Checklist

Before you hit send, make sure your brief includes:

• ✅ Campaign overview

• ✅ Goals and KPIs

• ✅ Deliverables and deadlines

• ✅ Brand messaging and tone

• ✅ Creative do’s and don’ts

• ✅ Visual references

• ✅ Payment terms

• ✅ Contact info and approval process

• ✅ Usage rights and disclosure instructions

Keep this checklist handy to ensure consistency across all influencer collaborations.

TL;DR Recap

• Clear briefs lead to better influencer content and smoother campaigns

• Include campaign goals, deliverables, tone, and payment terms

• Avoid vague instructions or excessive control

• Add usage rights, visual inspiration, and KPIs to align expectations

• Use our checklist to build your next brief fast

• Set up transparent payment and approval processes

• Tailor your brief for each influencer’s unique voice and audience

Streamline Your Campaigns

Want to simplify the way you work with influencers? Use the CreatorsJet Campaign Manager to track deliverables, and manage every campaign in one place.

With built-in collaboration tools and scheduling features, you’ll never lose track of an influencer's deliverables again.

Conclusion

Whether you're a brand working with influencers or a creator partnering with sponsors, a solid brief sets the tone for success. Start with clarity, give room for creativity, and use our checklist to make collaboration easy.

With the right structure, you’ll save time, strengthen relationships, and get better results from every campaign.

Take the time to invest in your brief, and your influencer partnerships will reward you with authentic, high-performing content that drives results.