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How to write an influencer brief that works (+ free template!)

Download a free influencer brief template and simply add your campaign objectives, expectations, guidelines, and expected deliverables from influencers.

Natali Morad
February 28, 2020

At its core, influencer marketing is about building relationships with individuals that can share your brand with their audience. And the best way to build long-term, productive relationships is by setting and managing expectations.

This is where an influencer marketing brief comes in.

What is an Influencer Marketing Brief?

An influencer marketing brief clearly outlines campaign objectives, expectations, guidelines and deliverables to any potential influencers you’ll be working with. It’s one of the best ways to ensure that your influencer and brand goals are aligned and that your influencer marketing campaigns are a success.

To make your life easier, we outlined all the elements of an awesome influencer marketing brief below. Plus, we created a handy Influencer Brief Example that you can download and use for your next campaign!

Influencer Marketing Brief Template 2019

Why Create an Influencer Marketing Brief?

We know you’re busy and that writing an influencer brief probably doesn’t seem like a priority right now. We get it.

However, if you’re looking to develop a long-term influencer marketing strategy and run more than one campaign, then creating a brief is critical.

Writing a brief will help you:

  • Clarify your influencer marketing goals, objectives, strategy and KPIs which will make it easier to communicate your plan and results to your team and management
  • Streamline and improve your influencer marketing by creating a standard document and process for influencer marketer relationships and campaigns (which will save you tons of time and energy down the road!)
  • Attract and cultivate better relationships with the right influencers by clearly setting and managing expectations around campaign guidelines and deliverables
  • Gain peace of mind that content will align with brand vision and goals

Ultimately, developing an effective influencer marketing brief will help you achieve better long term results.

How to Write an Effective Influencer Brief

Part 1: Campaign Basics

These are the ‘ground rules’ of your influencer marketing campaign. They tell the potential influencer who you are, what you hope to accomplish and how.

Company Overview

  • About the company: 2-3 sentences explaining what your company does + logo
  • Provide examples of past campaigns so that influencers can get a feel for your brand and how your product/service is used

For more details, check out our Influencer Marketing Brief Template: 

Influencer Marketing Brief for 2019 [Template]

Campaign Brief

  1. Campaign goal – 1-2 sentences describing the influencer marketing campaign you’re launching and what you hope to accomplish
  2. Campaign message – Specific information that the influencer should include in post captions
  3. Key objectives – Describe what you’re hoping to achieve (brand awareness, engagement, etc.) so that influencers know what to optimize for
  4. Channels – Which channels will be used in the campaign
  5. Deliverables & Timeline – What content do you want posted and when
  6. Target audience – Who is the campaign for?
  7. Budget (if applicable) – Are you providing any additional budget for traveling/going out?
  8. Deadlines – When is the campaign expected to go live?
  9. Campaign reporting requirements – How will you measure results?
  10. Content review process (if applicable) – Describe your content review process
  11. Payment information – How will you handle payment?

Part 2: Campaign Deliverables

Part 2 focuses on the deliverables, specifically the creative content to be produced and your guidelines. Before we dive in, it’s important to think about what kind of relationship you want to have with influencers in terms of creative freedom.

One of the reasons influencer marketing is so effective is because you’re working with real people, who are also expert content creators, who have an audience that trusts the content they produce. For this to work, authenticity is key. Therefore, it’s important to respect an influencer’s creative freedom.

On the other hand, you have a brand to maintain and it’s important that an influencers’ content is aligned with your brand. Therefore, it’s a good idea to set guidelines around the content theme and style that both allow creative expression AND ensure that what is delivered is aligned with your brand.

Campaign Deliverables:

  1. Deliverable 1: Describe the first deliverable (i.e. IG Story)
  2. Deadlines: What are the deadlines, both for the content & the content review (if applicable)
  3. Deliverable description: Specific guidelines for your creative
  4. Inspiration: Some tips to inspire more creativity
  5. Post caption description:
    • Key messages you want to include
    • Branded tag & hashtags to use
    • Links to use
  6. Mood board: Provide examples of images that you’re looking for in terms of style, tone, resolution, etc.

For more details, check out our Influencer Marketing Brief Template.  

Since influencer marketing is about building relationships, we suggest you share this brief with some of your current influencers to gather feedback. In addition, for new partnerships, it’s a good idea to review the brief together, especially to get some content ideas from the influencers themselves.

Campaign do’s and don’ts

These are critical to include when briefing influencers since they highlight specific guidelines:


  • Include the campaign messages in the post captions (as specified above)
  • Submit your content for review on the date indicated
  • Position the logo/product according to brand guidelines
  • Include the #ad/#sponsored hashtag in your post


  • Don’t include pictures/references to alcohol or drugs
  • Don’t use profanity or criticize Brand X
  • Don’t compare Brand X to any competitors
  • Don’t incorporate any other sponsored posts

To get the best results from your influencer marketing campaigns, make sure to send your influencer marketing brief to every influencer you plan on working with and get written confirmation that they have read and agree to the document.

Influencer Brief Example

There you have it. Everything you need to create an awesome brief, plus this handy influencer brief template.

Remember, this brief isn’t set in stone. While the core of the brief (your company’s mission and goals) will remain the same, it’s important to consistently incorporate learnings, feedback and content ideas from your influencers themselves.

Want to learn more about influencer marketing?