How to write an influencer campaign brief
A useful brief makes proposals comparable and helps the brand, agency and creator work toward the same expectations. Before asking for profiles, define what you want to achieve and how you will evaluate it.
1. Define a decision and one primary objective
Introducing a product is different from generating sign-ups. Choose a primary objective and explain the decision the results will inform: expanding the campaign, changing formats or working with a creator again. Add the market, language and publication period.
- Primary objective and intended audience action.
- Audience: country, language, interests and product-use context.
- Indicative budget, timing and brand restrictions.
2. Specify deliverables, not the entire script
List the channels, formats and number of pieces. Separate requirements —product, message and call to action— from elements creators can adapt to their style. Clarify drafts, revision rounds and who approves the content.
Publication on a creator’s profile, reuse on brand channels and paid distribution are different uses. Specify what you need so the proposal covers the right scope.
3. Request comparable metrics
For awareness, agree reach and views; for response, interactions or clicks; for acquisition, conversions when tracking is available. Define each metric’s source, period and denominator. Do not compare seven days of organic performance with a lifetime total including paid distribution.
A screenshot of views does not demonstrate sales. Separate observed results from commercial attribution and document tracking limitations.
4. Ready to send
Summarize the objective, audience, markets, budget, dates, pieces, required messages, approvals, content uses and metrics. Label unresolved decisions as pending so each proposal can state its assumptions.