Creating an Influencer Brief That Drives Results

So, you’ve secured an influencer partnership—congratulations! It’s exciting to see all that outreach pay off. But what comes next? Send the influencer your product and wait to see what they create? Technically, yes, you could… but that’s not the best approach. To ensure your campaign is successful and meets your expectations, it’s essential to create an influencer brief.

So, what is an influencer brief, and how do you craft one that drives results? Let’s break it down.

What Is an Influencer Brief?

An influencer brief is a document that sets clear expectations between a brand and an influencer. It aligns both parties on deliverables, timelines, and goals to ensure everyone is on the same page.

Think of it as a roadmap—the clearer the directions, the smoother the journey. Here are the critical components to include in an effective influencer brief:

1. Channels

Start by specifying where you expect the content to be posted. Is the agreement for a single platform, such as Instagram Reels? Or will the influencer share the content across multiple channels, including TikTok, YouTube, and Facebook?

Be explicit about this in your brief to avoid misunderstandings. Knowing the intended channels also helps you gauge the scope and potential reach of the campaign.

2. Format

The format of the content is just as important as the channel. Do you envision a 15-second product feature, a long-form YouTube video, or a static image post? By defining this upfront, you eliminate surprises—like getting a fleeting five-second mention when you were expecting a detailed product review.

Let previous campaign performance guide your expectations. For example, if carousel posts have performed well in the past, suggest that format to your influencer.

3. Number of Posts

Clarify the quantity of content you expect. Is this collaboration for a single, standout video, or do you need a series of three posts? Outlining this ensures both parties understand the scale of the project.

4. Timeline

Nothing derails a campaign like delayed content. Be specific about when you want the posts to go live. Set clear deadlines for draft reviews, final submissions, and publication dates. This helps avoid the dreaded “just checking in” follow-up emails and ensures the campaign aligns with your marketing calendar.

5. Content Style

Specify the type of content you’re looking for. Should it be funny, informational, or aspirational? Are you hoping for a lifestyle photo or an in-depth product review? Providing examples can be incredibly helpful here. Share sample posts from your own brand, other influencers, or even competing brands to give them a clear idea of your vision.

6. Captions

Outline what the influencer needs to include in the caption. Do you want them to highlight specific product features, mention a discount code, or reference a new launch? Captions are an extension of the content, so make sure they align with the campaign’s messaging.

7. Hashtags

If you have branded or campaign-specific hashtags, include them in the brief. Hashtags not only enhance discoverability but also create a cohesive thread across all campaign posts.

A Few Key Notes

1. A Brief Is Not a Contract While an influencer brief sets creative expectations, it does not replace a formal agreement. Always use a contract to cover legalities like payment terms, exclusivity clauses, and intellectual property rights.
2. Make It Collaborative Your influencer is the content expert. While it’s important to outline your goals, leave room for their creativity. The best campaigns often come from blending brand direction with influencer authenticity.
3. Keep It Clear and Concise Avoid overwhelming your influencer with too much information. A well-structured brief is direct, actionable, and easy to follow.

Final Thoughts

An influencer brief is your best tool for aligning expectations and ensuring a successful campaign. By covering channels, formats, timelines, and other key details, you set the stage for creative content that drives results. Remember, clear communication fosters stronger partnerships—and stronger partnerships lead to impactful campaigns.

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