The Perfect Influencer Brief: Templates That Drive 3x Better Performance
Bad briefs kill campaign performance. Great briefs unlock creativity and conversions. Learn exactly what to include in your influencer creative brief.
Two Briefs, Same Influencer
Bad Brief:
"Create a post about our skincare product. Make it engaging. Due Friday."
Result: Generic post, 2K likes, 5 sales, influencer confused about what you wanted
Good Brief:
"Show your morning skincare routine featuring our serum at step 3. Focus on the texture and how it absorbs. Target audience: women 25-35 with dry skin. Key message: 'lightweight but deeply hydrating.' Include before/after if possible. We trust your creative approach—just ensure these elements are covered."
Result: Authentic, on-brand post, 8K likes, 43 sales, influencer felt empowered
Same influencer. Same product. 8.6x more sales. The only difference? The brief.
The Briefing Framework
1. Campaign Overview
Include:
- • Campaign name: Internal reference
- • Launch date: When content should go live
- • Campaign goal: Awareness? Sales? Launches?
- • Other creators involved: Who else is in the campaign (builds FOMO/credibility)
2. Product Details
Include:
- • Product name & description: What is it?
- • Key features: What makes it special?
- • Benefits: What problems does it solve?
- • Price point: They need to know to set expectations
- • Where to buy: URL, promo code if applicable
- • What's included in package: So they can show everything
3. Target Audience
Help them speak to YOUR customer, not their general audience.
Example:
Who we're targeting: Women 25-40, urban professionals, interested in clean beauty, willing to invest in skincare ($50-100 range), care about ingredients and sustainability.
Their pain points: Don't have time for 10-step routines, want results without harsh chemicals, skeptical of "miracle" products.
4. Key Messages
2-3 specific points you want communicated. Not a script—just guardrails.
- "This serum is lightweight—absorbs in seconds"
- "Clean ingredients—no fragrance, parabens, or sulfates"
- "Works for sensitive skin—dermatologist tested"
5. Content Guidelines
Specify:
- • Content format: Reel? Static post? Story series? YouTube video?
- • Length: (if video) Ideal duration
- • Aesthetic preferences: Bright and clean? Moody? Natural lighting?
- • Must-show elements: Product packaging, texture close-up, application, etc.
- • Suggested hooks: (optional) Conversation starters
6. Do's and Don'ts
✓ Do:
- • Be authentic and use your voice
- • Show real usage in your routine
- • Share honest opinion
- • Tag us @brandname
- • Include #ad or #sponsored
✗ Don't:
- • Make medical claims
- • Compare to competitors directly
- • Show other brands in frame
- • Use content from past partnerships
7. Logistics
- • Draft deadline: When to submit for approval
- • Revisions: How many rounds included
- • Post date: When to publish (exact date or window)
- • Usage rights: What you're allowed to do with content
- • Payment terms: When they'll receive payment
- • Point of contact: Who to reach with questions
Creative Freedom vs Control
The sweet spot: clear guidelines + creative freedom
The Rule
Define WHAT to communicate (key messages, product benefits), but let them decide HOW (format, style, specific words). They know their audience better than you do.
Micromanagement kills authenticity. Audiences can smell scripted content from miles away. Trust the creator's expertise.
Brief Template
=== INFLUENCER CAMPAIGN BRIEF ===
CAMPAIGN OVERVIEW
Campaign Name: [Name]
Launch Date: [Date]
Goal: [Awareness/Sales/Launch]
PRODUCT
Product: [Name & Description]
Key Features: [List 3-5]
Benefits: [What problems it solves]
Price: $[XX] | Link: [URL] | Code: [if applicable]
TARGET AUDIENCE
Who: [Demographics + psychographics]
Pain Points: [What they struggle with]
KEY MESSAGES
1. [Message 1]
2. [Message 2]
3. [Message 3]
CONTENT REQUIREMENTS
Format: [Reel/Post/Story/Video]
Must Include: [Specific elements to show]
Aesthetic: [Style guidelines]
DO'S & DON'TS
✓ Be authentic
✗ Make medical claims
[Add more as needed]
LOGISTICS
Draft Due: [Date]
Post Date: [Date]
Payment: [Terms]
Contact: [Name & Email]
Common Brief Mistakes
1. Too Vague
"Make something cool about our product." → Leads to confusion, revisions, mediocre content.
2. Too Controlling
Providing exact scripts, requiring specific poses, demanding 5+ revision rounds → Kills authenticity, frustrates creators.
3. Missing Context
Not explaining WHY certain elements matter. Share the strategy so creators can make informed creative decisions.
4. No Examples
Include 2-3 example posts (from past campaigns or inspiration) to show style/tone. Visuals clarify expectations.
How to Deliver the Brief
- Written brief first: Email PDF or Google Doc
- Kickoff call: 15-30 min to discuss, answer questions, build rapport
- Send inspiration: Links to example content that captures the vibe
- Availability: Make yourself available for questions during creation
The Bottom Line
A great brief is clear, specific, and empowering. It tells creators what success looks like while respecting their creative expertise.
Invest 1-2 hours crafting a solid brief. It will save you days of revisions and dramatically improve campaign results.
Find creators who get your vision
Vyrex helps you identify influencers whose content style naturally aligns with your brand—making briefs easier and results better.
Find Your Match