What Should Be Included in an Influencer Brief? 

Even the best creator can’t save a bad brief. 

Many influencer campaigns underperform not because the creator was wrong for the campaign, but because expectations, objectives, and deliverables weren’t clearly communicated from the beginning. 

You’ve found the perfect creator. The contract is signed. The posting date is on the calendar. Now it’s time to share the information they need to bring the campaign to life!  

A good influencer brief gives creators the information they need to create great brand content while still leaving room for what made you want to work with them in the first place. It acts as a roadmap for the campaign, outlining key details like objectives, deliverables, timelines and expectations while still giving creators the freedom to do what they do best. A bad brief, on the other hand, can lead to confusion, endless revisions, frustrated creators and content that feels about as convincing as a Love Island contestant saying, “I’m here to find a genuine connection.” 

Whether you’re working with one creator or managing a larger influencer campaign, a clear brief can make the entire process smoother for everyone involved. To help you get started, here’s our guide to what should be included in an influencer brief. 

Why Do Influencer Briefs Matter? 

Before we give you the checklist, let’s talk about why briefs are so important. 

Creators aren’t mind readers. 

Even the most experienced influencer can’t understand your goals, audience, brand voice and expectations unless you tell them. A good brief creates alignment from the start, reduces unnecessary back-and-forth, and helps everyone feel confident about what success looks like. 

It’s also one of the main documents creators will refer back to throughout the campaign. From brainstorming concepts to submitting analytics, the brief should clearly outline what the brand needs and what is required to meet expectations. 

A good brief gives creators the context they need to create content that actually works. When creators understand the purpose of a campaign and have a clear understanding of what’s expected of them, they’re better equipped to create content that feels natural to their audience while still supporting the campaign goals. 

1. Campaign Overview 

Start with the basics. 

Give creators a high-level understanding of your company, product, service or campaign. Remember that they probably don’t know your brand as well as you do. 

Include: 

• A short company overview 
• What you’re promoting 
• Why the campaign is happening 
• Any relevant background information 

This is the movie trailer version of your campaign. You don’t need to explain every detail, but creators should understand the big picture. 

2. Campaign Objectives 

One of the biggest mistakes brands make is jumping straight into deliverables without explaining the goal. 

What are you actually trying to achieve? 

Possible objectives might include: 

• Brand awareness 
• Website traffic 
• Product sales 
• App downloads 
• Event attendance 
• Lead generation 
• Tourism visitation 

A creator who understands the objective can make smarter creative decisions. 

For example, content designed to drive awareness looks very different from content designed to drive conversions. If a tourism board is promoting a city’s winter festival, an awareness-focused campaign might feature the atmosphere, entertainment, food and overall experience. If the goal is ticket sales, the creator would spend more time explaining event details, dates, pricing and reasons to buy tickets now. 

3. Deliverables 

Deliverables should be one of the first things creators see in a brief. Knowing what’s required upfront allows them to assess timelines, plan their content, and determine how best to approach the campaign. 

This section should remove any ambiguity. 

Clearly outline: 

• Content types 
• Number of pieces required 
• Platforms 
• Usage requirements  
• Posting dates 
• Tagging requirements 
• Hashtags 
• Links 
• Ad disclosure requirements  
• Call-to-action requirements  

For example: 

• 1 Instagram Reel 
• 3 Instagram Stories 
• Brand tagged in all content 
• #ad #BrandPartner included in all captions  
• 30-days Paid Usage 

The more specific you are here, the fewer surprises you’ll encounter later. 
 

A Note on Usage Rights  

If content will be used beyond the creator’s original post, such as paid advertising, website content, email marketing or organic reposting, include that information here so expectations are clear from the beginning. 

The specific terms, timelines and compensation for usage rights should be finalized during the negotiation and contracting stage. This section simply serves as a reminder of how the brand intends to use the content so that all relevant information is in one place.  

4. Analytics & Reporting Requirements 

If you require performance metrics from creators, outline those expectations in the brief. 

Many brands need analytics for campaign reporting, and setting expectations early helps ensure the right information is collected and submitted on time. 

Include details such as: 

• Which metrics should be provided 
• How analytics should be submitted 
• When analytics are due 
• Whether screenshots are required 
• Any reporting templates or forms that must be used 

Examples: 

• Instagram Story analytics submitted within 24 hours of posting 
• Screenshots emailed directly to the campaign manager 
• Metrics submitted through a Google Form 
• Analytics uploaded through a creator management platform 

Common Metrics to Request 

Depending on the campaign, brands may ask for: 

• Reach 
• Impressions 
• Views 
• Engagements 
• Link clicks 
• Saves 
• Shares 
• Profile visits 
• Swipe-ups 

Why This Matters 

From a marketing standpoint, nothing slows down campaign reporting more than chasing creators for analytics after a campaign ends. Including reporting requirements in the brief ensures creators know exactly what information needs to be collected and when it should be submitted. 

5. Target Audience 

Who are you trying to reach? 

Creators don’t need a 10-page audience persona, but they do need some context about who you’re trying to reach. 

Helpful information to include: 

• The primary audience for the campaign 
• Any key audience characteristics 
• What action you want people to take 
• Any audiences that should be prioritized 

For example: 

We’re trying to reach millennials who are planning a summer getaway and may not have considered visiting our destination before. 

Or: 

We’re targeting small business owners who are looking for accounting software that’s easy to use and affordable. 

This gives creators enough information to shape their content without overwhelming them with unnecessary details. The more creators understand who they’re speaking to, the easier it is to create content that feels relevant and resonates with the right people. 

6. Creative Direction 

This is often the trickiest part of an influencer brief. 

Brands want consistency. Creators want creative freedom. 

The sweet spot is providing direction without micromanaging. 

Helpful things to include: 

• Campaign theme 
• Desired tone 
• Visual inspiration 
• Examples of content you like 

• Things to avoid 

Less helpful things to include: 

• A word-for-word script 
• Shot-by-shot instructions 
• Demands that completely change the creator’s style 

Remember: you hired the creator because they’re good at creating content. Let them do that. 

Authenticity remains one of the biggest drivers of influencer marketing success. According to Influencer Marketing Hub’s annual Influencer Marketing Benchmark Report, marketers continue to prioritize authentic creator content because it helps build trust and connection with audiences. That’s why it’s important to provide creators with direction while still allowing them to communicate in a way that feels natural to their audience. 

Nobody follows a creator because they want to hear a corporate communications team speaking through them. 

7. Key Messages 

This is where you identify the points that absolutely need to come across in the content. 

Include: 

• Main campaign message 
• Product benefits 
• Differentiators 
• Required talking points 

Keep this section concise. 

The goal isn’t to hand creators a script. The goal is to provide guardrails that help ensure important information isn’t missed. 

If your key messages take up three pages, it’s probably time to simplify. 

8. Brand Guidelines 

If there are important brand requirements, include them. 

Examples include: 

• Brand terminology 
• Visual standards 
• Logo usage 
• Language preferences 
• Compliance requirements 

This section helps maintain brand consistency while avoiding awkward situations where content needs major revisions because a simple guideline wasn’t communicated. 

9. Approval Process 

Creators appreciate knowing what happens after content is submitted. 

Include: 

• Whether content requires approval 
• How many revision rounds are included 
• Who provides feedback 
• Approval timelines 

A clear process helps avoid situations where content sits in approval limbo for two weeks while everyone wonders what’s happening. 

10. Timeline and Deadlines 

Provide a clear project timeline. 

Include: 

• Content submission dates 
• Review periods 
• Revision deadlines 
• Posting dates 
• Campaign launch dates 

Nobody enjoys last-minute surprises. 

A timeline helps creators plan their production schedules and keeps campaigns running smoothly. 

Common Influencer Brief Mistakes 

Even experienced brands make mistakes. Some of the most common include: 

Being Too Vague 

If creators don’t know the objective, audience, or expectations, they’re left guessing. 

Being Too Restrictive 

Overly scripted content rarely performs well because it doesn’t sound like the creator. 

Information Overload 

A brief shouldn’t feel like required reading for a university exam. 

Focus on what creators actually need to know. 

What Great Influencer Briefs Have in Common 

The strongest influencer briefs are: 

• Clear 
• Concise 
• Strategic 
• Easy to follow 
• Focused on outcomes 
• Flexible enough to allow creativity 

Most importantly, they treat creators like partners rather than production vendors. 

The best influencer campaigns happen when brands provide direction and creators are able to bring their expertise and creativity to the table. 

Key Takeaways 

If you’re creating an influencer brief, make sure it includes: 

• Campaign overview 
• Objectives 
• Target audience 
• Key messages 
• Deliverables 
• Creative direction 
• Brand guidelines 
• Approval process 
• Timeline 

A well-written brief gives creators a roadmap for the campaign without getting in the way of their creativity. The result is usually better content, a smoother approval process, and a better experience for everyone involved. 

Because at the end of the day, the best influencer content doesn’t feel like advertising—it feels like a trusted recommendation from someone people already choose to follow. 

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