Aug 22, 2025
7 MIN READ
Communication
Communication
How to Create an Influencer Brief in 2025 (Free Template Included)
How to Create an Influencer Brief in 2025 (Free Template Included)
How to Create an Influencer Brief in 2025 (Free Template Included)
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Blog in Short ⏱️
Blog in Short ⏱️
A quick glance at the highlights—perfect for when you're short on time.
A quick glance at the highlights—perfect for when you're short on time.
An influencer brief is your campaign’s playbook, giving creators clarity and direction. Without it, even talented influencers can miss the mark, leading to inconsistent content and wasted budgets. A strong influencer campaign brief should include:
Brand Info & Values – Who you are and what you stand for
Campaign Goals & Key Messages – What you want to achieve
Content Deliverables – Formats, channels, and timelines
Do’s & Don’ts – Creative guidelines and examples
Payment & Legal Details – Compensation, rights, and disclosure requirements
Use a free influencer brief template [inside] to save time, stay professional, and maintain consistent messaging.
Once I was part of a play in school. We had a talented cast, a great stage, and an eager audience, but no proper script. Everyone forgot lines, scenes overlapped, and the show turned into chaos.
Influencer campaigns often fail the same way. And the reason is more or less the same: there’s no clear script!
Without clarity, even the best creators get lost. They don’t know what tone to use, which brand values to highlight, or what key message to focus on. Some may over-promote, while others miss the main point entirely.
What happens at the end? Content that looks inconsistent, diluted messaging, and confused audiences. For a brand, that’s more than just messy; it means wasted budget, missed opportunities, and a campaign that doesn’t build trust.
But all this can easily be avoided by creating a simple and clear Influencer campaign brief. Let’s learn how to make one.
What is an Influencer Brief?
An influencer brief is the playbook for your campaign. It gives creators the clarity they need to deliver content that feels on-brand and hits your goals. Without one, even the most talented influencers can head in the wrong direction, leaving you with mismatched content and wasted effort.
For example, imagine you want influencers to highlight your product’s eco-friendly features. Without a brief, they might focus only on the design or price, missing the core message your brand wants to push.
So if you create an influencer campaign brief, you also:
Keep your brand message clear and consistent
Save time (less back-and-forth clarifications)
Help creators deliver content that actually works
Look professional and easy to work with
What to Include in an Influencer Brief?
So now that you know what an influencer briefing is, let’s talk about what goes inside it:
1. Brand Information, Purpose, and Values:
Start by telling creators who you are and what you stand for. Keep it short and clear. For example, Lush always highlights its cruelty-free and handmade promise. If that’s important to your brand, make sure the influencer knows this and they include that in the content.
2. Campaign Overview and Objectives (including hashtags)
What is this campaign all about, and what do you want from it? More awareness? More app downloads? Example: Nike’s #JustDoIt campaigns are always centered on motivation, not just selling shoes. Being upfront with objectives helps creators stay aligned with your vision.
3. Campaign Messaging
Define the one idea you want every post to carry. It could be as simple as: “Affordable skincare that works.” This message should be clear enough that your audience remembers it even after scrolling past.
4. Channels and Deliverables
Don’t leave this vague. Spell it out: “One Instagram Reel, two TikTok videos, and three Instagram Stories.” Creators juggle multiple projects, so clarity here saves both sides from confusion.
5. Content Do’s, Don’ts, and Examples
This part is a lifesaver. Share what fits your brand voice and what doesn’t. Example: Apple keeps its product showcases minimal, clean, and focused on design. If your brand wants that kind of polished look, say so and drop a few reference links.
6. Content Process Review
Be open about how you work. Do you want to see drafts first, or do you trust the creator to post directly? For instance, some brands like Sephora prefer content approvals before going live to keep messaging consistent.
7. Payment Process
Money talk can be awkward, but clarity here avoids future headaches.
Clearly state when and how payment will be made. Example: “50% upfront, 50% within 10 days of posting.” Creators appreciate transparency, and it makes you look professional.
P.S. If you are unsure about how much to pay, try impulze.ai’s pricing calculator for free.
8. Copyright and Legal Guidelines
This is non-negotiable. Clearly outline who owns the content once it’s created: does the brand get full rights to reuse it in ads, or is it only for social posts?
Mention disclosure requirements (like FTC guidelines for #ad or #sponsored), usage of music, third-party images, or logos.
Example: Many beauty brands specify that influencers must disclose partnerships to stay compliant and protect both sides from legal issue.
Free Influencer Brief Template to Use in 2025
Finally, here is a simple and free influencer brief template you can use for your next campaign:
Influencer Brief – [Brand Name]
1. Campaign Overview
Campaign Name: [e.g., Summer Glow Launch]
Objective: [Increase brand awareness / drive sales / boost engagement]
Timeline: [Start Date – End Date]
Key Message: [One-liner about what you want creators to highlight]
2. Deliverables
Content Formats: [Instagram Reel, TikTok video, Story, YouTube Short, etc.]
Number of Posts: [e.g., 2 Reels + 3 Stories]
Mandatory Hashtags: [#BrandName #CampaignHashtag]
Mentions & Tags: [@brandhandle]
Call-to-Action: [e.g., “Shop now via link in bio”]
3. Brand Guidelines
Tone of Voice: [Friendly, fun, trustworthy]
Visual Style: [Bright, natural lighting, focus on product use]
Do’s: [Show product in use, highlight key benefit]
Don’ts: [Avoid competitors, no misleading claims]
Examples/References: [Add reels or videos or posts to show how content should look]
4. Legal & Usage
Disclosure: Must include “#ad” or “Paid Partnership with [Brand]”
Rights: [Specify if brand can reuse content on ads, website, etc.]Exclusivity: [Any restrictions on promoting competitors during the campaign]
5. Reporting & Deadlines
Draft Submission: [Date]
Final Post Date: [Date]
Performance Reporting: Share analytics within [X days] of posting
6. Payment Details
Fee / Compensation: [Amount + currency]
Payment Schedule: ☐ 50% upfront / ☐ Net-[X] days / ☐ Product + fee / ☐ Other: [Specify]
Payment Method: [Bank transfer, PayPal, UPI, etc.]
Invoice To: [Name, Email, Address]
Bonuses (Optional): [e.g., Performance-based, milestone-based]
7. Contact Information
Campaign Manager: [Name]
Email: [Email address]
Phone/WhatsApp: [Optional]
If you want a more detailed and ready-to-use influencer brief template for free, download it here.
Download Here
Mistakes to Avoid When You Create an Influencer Brief
An influencer brief, when written well, saves time, reduces confusion, and gets everyone on the same page. Done poorly, it can slow things down or even derail the campaign. Here are a few mistakes you’ll want to avoid:
Not being clear enough
If your goals, brand voice, or audience aren’t clear, influencers will end up guessing. That usually means off-brand content and rework.Overloading with rules
Yes, structure matters, but if your brief feels like a checklist of do’s and don’ts, it kills creativity. Influencers know their audience best, so let them bring that personal touch.Skipping the legal stuff
Things like disclosures (#ad), content rights, and usage permissions are easy to miss but critical to include. They protect both you and the influencer.Treating it as one-and-done
A brief isn’t carved in stone. Collect feedback, tweak, and improve it over time. It only gets better with each campaign.
What Next?
So, you’ve sent the brief, great. But what happens after?
This is usually where things get messy: one email here, one WhatsApp message there, and a Google Doc buried somewhere you can’t find.
That’s why impulze.ai gives you a free influencer content calendar to keep it all neat. Imagine being able to see at a glance: “Okay, this reel is going live on Friday, that story draft is due tomorrow.”
And wait, here’s where things get even better. If you want to track conversations, update campaign progress, and even keep all those legal docs in one place, we also have an influencer relationship management feature. Watch this video to see what we mean.
Or simply create a free account today to experience the features
Once I was part of a play in school. We had a talented cast, a great stage, and an eager audience, but no proper script. Everyone forgot lines, scenes overlapped, and the show turned into chaos.
Influencer campaigns often fail the same way. And the reason is more or less the same: there’s no clear script!
Without clarity, even the best creators get lost. They don’t know what tone to use, which brand values to highlight, or what key message to focus on. Some may over-promote, while others miss the main point entirely.
What happens at the end? Content that looks inconsistent, diluted messaging, and confused audiences. For a brand, that’s more than just messy; it means wasted budget, missed opportunities, and a campaign that doesn’t build trust.
But all this can easily be avoided by creating a simple and clear Influencer campaign brief. Let’s learn how to make one.
What is an Influencer Brief?
An influencer brief is the playbook for your campaign. It gives creators the clarity they need to deliver content that feels on-brand and hits your goals. Without one, even the most talented influencers can head in the wrong direction, leaving you with mismatched content and wasted effort.
For example, imagine you want influencers to highlight your product’s eco-friendly features. Without a brief, they might focus only on the design or price, missing the core message your brand wants to push.
So if you create an influencer campaign brief, you also:
Keep your brand message clear and consistent
Save time (less back-and-forth clarifications)
Help creators deliver content that actually works
Look professional and easy to work with
What to Include in an Influencer Brief?
So now that you know what an influencer briefing is, let’s talk about what goes inside it:
1. Brand Information, Purpose, and Values:
Start by telling creators who you are and what you stand for. Keep it short and clear. For example, Lush always highlights its cruelty-free and handmade promise. If that’s important to your brand, make sure the influencer knows this and they include that in the content.
2. Campaign Overview and Objectives (including hashtags)
What is this campaign all about, and what do you want from it? More awareness? More app downloads? Example: Nike’s #JustDoIt campaigns are always centered on motivation, not just selling shoes. Being upfront with objectives helps creators stay aligned with your vision.
3. Campaign Messaging
Define the one idea you want every post to carry. It could be as simple as: “Affordable skincare that works.” This message should be clear enough that your audience remembers it even after scrolling past.
4. Channels and Deliverables
Don’t leave this vague. Spell it out: “One Instagram Reel, two TikTok videos, and three Instagram Stories.” Creators juggle multiple projects, so clarity here saves both sides from confusion.
5. Content Do’s, Don’ts, and Examples
This part is a lifesaver. Share what fits your brand voice and what doesn’t. Example: Apple keeps its product showcases minimal, clean, and focused on design. If your brand wants that kind of polished look, say so and drop a few reference links.
6. Content Process Review
Be open about how you work. Do you want to see drafts first, or do you trust the creator to post directly? For instance, some brands like Sephora prefer content approvals before going live to keep messaging consistent.
7. Payment Process
Money talk can be awkward, but clarity here avoids future headaches.
Clearly state when and how payment will be made. Example: “50% upfront, 50% within 10 days of posting.” Creators appreciate transparency, and it makes you look professional.
P.S. If you are unsure about how much to pay, try impulze.ai’s pricing calculator for free.
8. Copyright and Legal Guidelines
This is non-negotiable. Clearly outline who owns the content once it’s created: does the brand get full rights to reuse it in ads, or is it only for social posts?
Mention disclosure requirements (like FTC guidelines for #ad or #sponsored), usage of music, third-party images, or logos.
Example: Many beauty brands specify that influencers must disclose partnerships to stay compliant and protect both sides from legal issue.
Free Influencer Brief Template to Use in 2025
Finally, here is a simple and free influencer brief template you can use for your next campaign:
Influencer Brief – [Brand Name]
1. Campaign Overview
Campaign Name: [e.g., Summer Glow Launch]
Objective: [Increase brand awareness / drive sales / boost engagement]
Timeline: [Start Date – End Date]
Key Message: [One-liner about what you want creators to highlight]
2. Deliverables
Content Formats: [Instagram Reel, TikTok video, Story, YouTube Short, etc.]
Number of Posts: [e.g., 2 Reels + 3 Stories]
Mandatory Hashtags: [#BrandName #CampaignHashtag]
Mentions & Tags: [@brandhandle]
Call-to-Action: [e.g., “Shop now via link in bio”]
3. Brand Guidelines
Tone of Voice: [Friendly, fun, trustworthy]
Visual Style: [Bright, natural lighting, focus on product use]
Do’s: [Show product in use, highlight key benefit]
Don’ts: [Avoid competitors, no misleading claims]
Examples/References: [Add reels or videos or posts to show how content should look]
4. Legal & Usage
Disclosure: Must include “#ad” or “Paid Partnership with [Brand]”
Rights: [Specify if brand can reuse content on ads, website, etc.]Exclusivity: [Any restrictions on promoting competitors during the campaign]
5. Reporting & Deadlines
Draft Submission: [Date]
Final Post Date: [Date]
Performance Reporting: Share analytics within [X days] of posting
6. Payment Details
Fee / Compensation: [Amount + currency]
Payment Schedule: ☐ 50% upfront / ☐ Net-[X] days / ☐ Product + fee / ☐ Other: [Specify]
Payment Method: [Bank transfer, PayPal, UPI, etc.]
Invoice To: [Name, Email, Address]
Bonuses (Optional): [e.g., Performance-based, milestone-based]
7. Contact Information
Campaign Manager: [Name]
Email: [Email address]
Phone/WhatsApp: [Optional]
If you want a more detailed and ready-to-use influencer brief template for free, download it here.
Download Here
Mistakes to Avoid When You Create an Influencer Brief
An influencer brief, when written well, saves time, reduces confusion, and gets everyone on the same page. Done poorly, it can slow things down or even derail the campaign. Here are a few mistakes you’ll want to avoid:
Not being clear enough
If your goals, brand voice, or audience aren’t clear, influencers will end up guessing. That usually means off-brand content and rework.Overloading with rules
Yes, structure matters, but if your brief feels like a checklist of do’s and don’ts, it kills creativity. Influencers know their audience best, so let them bring that personal touch.Skipping the legal stuff
Things like disclosures (#ad), content rights, and usage permissions are easy to miss but critical to include. They protect both you and the influencer.Treating it as one-and-done
A brief isn’t carved in stone. Collect feedback, tweak, and improve it over time. It only gets better with each campaign.
What Next?
So, you’ve sent the brief, great. But what happens after?
This is usually where things get messy: one email here, one WhatsApp message there, and a Google Doc buried somewhere you can’t find.
That’s why impulze.ai gives you a free influencer content calendar to keep it all neat. Imagine being able to see at a glance: “Okay, this reel is going live on Friday, that story draft is due tomorrow.”
And wait, here’s where things get even better. If you want to track conversations, update campaign progress, and even keep all those legal docs in one place, we also have an influencer relationship management feature. Watch this video to see what we mean.
Or simply create a free account today to experience the features
Frequently Asked Questions
Should I allow influencers creative freedom?
Should I allow influencers creative freedom?
Should I allow influencers creative freedom?
How do I measure the success of an influencer campaign?
How do I measure the success of an influencer campaign?
How do I measure the success of an influencer campaign?
What should I do if an influencer's content doesn’t match the brief?
What should I do if an influencer's content doesn’t match the brief?
What should I do if an influencer's content doesn’t match the brief?
Is it necessary to have an influencer contract?
Is it necessary to have an influencer contract?
Is it necessary to have an influencer contract?
How do I handle influencer payments?
How do I handle influencer payments?
How do I handle influencer payments?
When should I send the influencer brief?
When should I send the influencer brief?
When should I send the influencer brief?
Can I reuse an influencer brief template for multiple campaigns?
Can I reuse an influencer brief template for multiple campaigns?
Can I reuse an influencer brief template for multiple campaigns?
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Join over 30,000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
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Join over 30,000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
30K+ Active Users
May be Later
Join over 30,000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
30K+ Active Users
May be Later