An influencer brief is a document that explains the goals, requirements, deliverables, and guidelines for a creator partnership.
A brief can include campaign context, key messages, product details, usage rights, deadlines, hashtags, disclosure language, and approval steps.
The best briefs give creators enough direction while still leaving room for content that feels natural to their audience.
A good influencer brief avoids scripting every line and instead explains the goal, must-have details, creative boundaries, deliverables, and success criteria.
Campaign context and goal, key messages, must-mention details, deliverables and deadlines, disclosure requirements, usage rights, creative boundaries, and how approval will work.
One or two pages. Long briefs bury what matters, and creators juggling many partnerships will skim. Lead with the goal and the non-negotiables.
No. Scripted creator content underperforms because it stops sounding like the creator. Give direction on goals and boundaries, then trust the creator to translate it for their audience.