How to Write the Perfect Influencer Brief

Influencers today hold immense power in shaping consumer perceptions and driving brand engagement. When utilised effectively, they can be incredibly powerful. Crafting a compelling influencer brief is the cornerstone of a successful partnership, ensuring both parties are aligned on content creation goals and expectations. In this guide, we'll explore best practices for briefing an influencer and provide you with a template to streamline the process.

What is an influence brief? 

An influencer brief is a comprehensive document that outlines the details and expectations of a collaboration between a brand and an influencer. It serves as a roadmap for both parties, clarifying campaign objectives, content requirements, posting schedules, and other crucial elements. A well-crafted influencer brief is vital to ensuring that your influencer marketing campaign runs smoothly and delivers the desired results.

Why create an influencer brief? 

Understandably, your schedule might be packed, and drafting an influencer brief may not be at the top of your to-do list right now. However, if you aim to establish a sustainable influencer marketing strategy and execute multiple campaigns effectively, investing time in crafting a brief is indispensable.

Creating an influencer brief offers several benefits:

How to write an effective influencer brief 

An influencer brief typically consists of several sections, each designed to provide clarity and guidance to the influencer. Now, let's break down what should be included in your influencer brief:

Company Overview

Begin your influencer brief with a warm and engaging introduction. Thank the influencer for their interest and briefly introduce your brand and campaign. 

Campaign objectives

Clearly outline the goals and objectives of your influencer campaign. Whether it's increasing brand awareness, driving sales, or promoting a new product, aligning on goals is crucial for both parties.

Specify Deliverables

Specify the content deliverables expected from the influencer. This may include the number of posts, types of content (e.g., static posts, videos, stories), and any specific themes or messages to convey.

Content Guidelines

Detail the creative direction and content guidelines. Provide information on your brand's aesthetic, tone, and any specific hashtags or mentions to include. Share examples of content you admire to give the influencer a clear vision.


Provide a timeline for the campaign, including key dates for content creation, approval, and publication.

Compensation and Payment Terms

Clearly state the compensation terms, including payment amounts and methods. If the influencer is receiving products or services as part of the collaboration, specify the details.

FTC Compliance

Highlight the importance of FTC compliance and disclosure guidelines. Ensure the influencer is aware of their responsibility to disclose the partnership transparently to their audience.

Usage Rights and Exclusivity

Clarify usage rights for the content created during the collaboration. Specify if you require exclusivity or if the influencer can repost the content on their social channels.

Reporting and Analytics

If relevant, outline the reporting and analytics expectations. This can include tracking metrics like engagement, reach, and conversions.

Contact Information

Provide contact information and establish communication channels for the influencer to reach out with any questions or concerns.

What does an influencer brief look like?

To help you kickstart your influencer collaborations, we've created a comprehensive influencer brief template. Feel free to customise it based on your specific campaign requirements. 

All you need to do is pop in your brand details and you’re good to go. When you’re done, simply download your brief as a presentation or PDF. 

Click here to access the influencer brief template.

Things to remember!

When crafting your influencer brief, keep the following tips in mind:

Get visual

Visual elements such as mood boards, sample images, or examples of past successful campaigns can help convey your vision effectively to the influencer.

Allow creativity

While providing guidance is essential, don't stifle creativity. Allow influencers the freedom to interpret the brief in their own unique way, fostering authenticity and engagement.

Be clear but allow for conversation

Be clear and specific in your instructions, but also encourage open communication. Collaboration is key to a successful influencer partnership, so be open to feedback and suggestions from the influencer.

By following these guidelines and utilising our influencer brief template, you can streamline your influencer marketing efforts and create impactful campaigns that resonate with your audience.

Remember, effective communication and collaboration are the foundations of a successful influencer partnership. So, invest time and effort into crafting a comprehensive influencer brief, and watch your brand's influence soar!

If you're struggling to know where to start with your influencer marketing campaigns, the The Influence Room can help. Our platform streamlines the process from A to Z. This includes finding and selecting the right influencers, briefing and communicating your needs and finally receiving and reporting on the content delivered. Get in touch with our team of experts to see how we can help you take your influencer campaigns to a new level.