An influencer brief is a short document that tells a creator what you want from the collaboration: why you're doing it, who it's for, what to say, what to make and by when. A brief that is too vague gets content that misses the point. A brief that is too strict gets content that sounds like an ad, and the creator's audience scrolls past.
So aim for a brief that is clear on the facts and open on the creative. Here's what goes in it.
1. The goal, in one line
Pick one main goal: a launch, awareness, app installs or sales. Each goal changes the content. An app install campaign needs a clear "download now" moment, while an awareness campaign needs a story people remember. Write three goals and the creator will try to do all three.
2. Who you want to reach
Write down the age, cities, languages and interests of your customers. It helps the creator talk to the right people, and it's the same information used to pick the creators in the first place (see micro vs macro influencers).
3. The product and the one message
Explain the product in plain words: what it does, what makes it different, and the price if it matters. Then choose the one thing you want people to remember. "Cold-pressed, nothing added" is a message. A list of ten features is not.
Give the creator the facts they need to get it right: the correct product name, how to use it, and any claims they must not make. Health, beauty and finance products need extra care. No promises of results you can't back up.
4. What to make: the deliverables
- Platform and format: an Instagram Reel, Story or collab post, or a YouTube integration, dedicated video or Short.
- How many pieces, and roughly how long each one should be.
- Must-haves: the product on screen early, the brand name said out loud, and a link or promo code.
- Tags and labels: your brand handle and a clear paid partnership label. In India, ASCI's guidelines ask creators to disclose paid posts.
5. Dos and don'ts, kept short
Five of each is plenty. Do show the product in real use, keep the brand name clear and speak in your own style. Don't name competitors, read a script word for word or promise results the product can't guarantee. Anything longer and the creator stops reading.
6. Leave room for the creator's style
The creator knows what their audience likes. That's why you're working with them. Give the message and the must-haves, then let them choose the hook, the setting and the humour. A Reel in the creator's own voice feels like a recommendation from someone the viewer already follows, not an advert.
You can see what creator-led content looks like in our case studies, for example Elite and King's Edible Oils.
7. Dates, approvals and payment
- The draft date, the go-live date, and how many rounds of changes are included.
- Who approves the draft on your side, and how fast you'll reply. Slow approvals can push a whole campaign back.
- Payment: how much, when, and on what condition, for example after the post goes live.
8. Usage rights
Want to reuse the Reel in your own ads or on your website? Say so in the brief, with where and for how long. Usage rights must be agreed before the content is made, and they can change the price (our guide to influencer marketing cost in India explains what else does).
A simple brief template
- Brand and product: name, what it does, link.
- Goal: one of launch, awareness, app installs or sales.
- Audience: age, cities, languages, interests.
- Key message: the one thing people should remember.
- Deliverables: platform, format, number of pieces, length.
- Must-haves: product on screen early, brand name, link or code, tags, paid partnership label.
- Dos and don'ts: five of each, at most.
- Dates: draft date, go-live date, rounds of changes.
- Approval: who approves, and how fast.
- Usage rights and payment: where and how long you can reuse the content; amount and payment date.
How FAME HUNGER handles the brief
When you work with us, you don't write the creator brief yourself. It starts with a short conversation about your product, who you want to reach, your goal, your budget and your timeline. Each creator then gets a clear brief from us, the drafts come to you for review, and nothing goes live without your OK. Most campaigns go from brief to live posts in about 10 days. See how it works, step by step.