Free Influencer Brief Template

Element #1: Brand Introduction

Take time to introduce creators to your brand, history and context for this specific campaign.

Element #2: Campaign Overview

This will give creators a good understanding of many key things, such as what the brand is all about, the product’s or service’s description, the target audience and what the brand wants to achieve. Include key products or services to feature and any other specific campaign features and details.

Element #3: Campaign Objectives

It’s good practice to dive deeper into your objectives in order for the content creators to understand the reasons behind your campaign, and how they can help you achieve them. You should also know what metrics you are tracking and how. If the creator needs to include a tracking code that needs to be made clear.

Element #4: Ideal Creator Type

By stating what types of creators you want to work with, you help foster the right fit from the start. This will save precious time from having to reject creators who are in a different niche than the one you’re looking for.

Element #5: Content Style and Channels

Deciding which social media platforms to go for will play a vital role in your campaign’s outcomes and the influencer content you leverage, no matter what content format you decide is suitable for your campaign.

Element #6: Key Campaign Messages

Clarify the 3-5 key messages you want your creators to get across to their audiences.

Element #7: Content Requirements

Technical, photo/video, and copy requirements are all about details that creators should be aware of when making a piece of content for a brand. We recommend specifying these requirements up front in an influencer brief to save time for both you and the creators from making content that doesn't work for you. Example: Within the first 10 seconds of a video  “Sponsored by” language must be included.

Element #8: Do’s and Don’ts

Expressing what your ideal campaign should look like is important for both you and the creators. You need to be details and specific when stating what creators should do and what they should avoid when creating content for you.

Element #9: Timeline and Process

Every brief should include a clear timeline. This means letting creators know about deadlines for the deliverables, so you can be proactive and have enough time to make any revisions, if needed. You should also define your processes for receiving and reviewing content, and any content expiration dates.

Element #10: Call-to-action

Including a CTA in your brief will not only drive better results for your campaign, but will also make your objectives more clear to creators.