A great influencer campaign starts with a great brief. When done right, it sets expectations, outlines deliverables, and gives creators the context they need to create content that performs.

Whether you're working with niche nano creators or celebrities, clarity is key. Here's how to write an influencer campaign brief that gets results.

Start With Your Objective

Before anything else, get clear on the purpose and structure of your campaign:

• Define your campaign goal: brand awareness, product education, or driving sales.  
• Identify what stage of the marketing funnel this campaign supports and how you’ll measure success. 
• Determine the type of creator you need—someone who can create aesthetic, ad-worthy content or someone with strong influence to drive conversions.  
• Decide if this is a one-off activation or a long-term partnership.

Knowing your intention from the start helps with payment negotiations, content planning, and a smoother collaboration overall.

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What’s Being Promoted and What’s Provided

Specify the product (or product line) being promoted. Clarify if the creator will be selecting from a product assortment or if a specific item is being highlighted.

Include what will be provided—product, payment, affiliate perks, etc.—and its value. For higher-ticket items like vehicles or couches, some creators may consider longer-term work or lower base rates in exchange for the product.

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Timeline and Deliverables

Timing matters. Outline key dates for:

• Product delivery  
• Content submission for review  
• Posting schedule  
• Any blackout or launch dates  
• Payment timeline  

This is a two-way street—both the brand and the creator need to stay accountable. Creators often manage multiple campaigns, and brands are frequently working toward launches or promotional windows. Clear timelines protect both sides.

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Content Requirements

Be specific about:

• Posting platform - Consider that the same creator may have different audiences on YouTube versus Instagram or LinkedIn
• Content format (e.g. long form, short form or live)
• Quantity of posts or deliverables  
• Consider the creator’s typical content style— if you’re asking for higher production value or something outside their norm (e.g. stylized shoot vs. talk-to-camera in the car), be mindful of the extra effort involved and adjust timelines or comp to match the lift.

Being clear here avoids confusion and sets a scope for production.

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Usage Rights

Specify if the content will be:

• Posted only to the creator’s feed  
• Used in paid ads or promoted by the brand  
• Repurposed for email, web, or social

Different usage rights can impact rates, so set expectations early.

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Revisions Policy

Define how many rounds of revisions are allowed, and what kind:

• Caption tweaks only  
• Voiceover adjustments  
• Full reshoots

This minimizes surprises and helps creators plan production time.

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Talking Points & Call to Action 

Let creators speak in their own voice—it’s part of their value. However, include:

• Key messaging or product features to mention  
• Clear call to action (e.g. use this code, click the link in bio, follow this account)

Keep in mind the creator’s usual content style and production level. A casual chat-to-camera may require less effort than a full recipe or tutorial. And content type may influence visibility or engagement.

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Hashtags, Tags & Promo Codes

List any:

• Required hashtags or @mentions  
• Promo codes for tracking  
• Campaign-specific language

If the creator is better equipped to judge what works for their audience, you can allow them flexibility—just be clear.

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Sponsorship Disclosure

It’s important to include sponsorship language in the content. The FTC encourages transparency in paid partnerships, so creators should include disclosures in a way that feels natural to their tone and platform norms.

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Affiliate & Commission Terms

If the campaign includes affiliate links or commission, outline:

• Commission structure  
• Tracking method  
• Timeline for payout

Get on the same page before links go live.

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Product Specs & FAQs

Help creators handle community engagement by giving them:

• Product highlights and specs  
• FAQs (shipping, sizing, availability, etc.)  
• Guidance on whether and how they should respond to comments or DMs
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Exclusivity Terms

Clarify if the creator is allowed to work with competing brands during or after your campaign. If exclusivity is required, note:

• Which categories or brands are restricted  
• Time period of exclusivity
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Brand Guidelines

To reduce the need for revisions, share clear brand do’s and don’ts:

• Tone and visual style  
• Clothing and setting preferences  
• Phrases or claims to avoid  
• Any legal disclaimers  
• Mentions of competitors
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Final Thoughts

A strong influencer brief is about clarity and collaboration. When both parties understand the expectations, creators can do their best work and brands can hit their goals.

Need help streamlining your influencer campaigns? At Xrossworld, we handle everything from creator curation to final reporting—so your team can stay strategic while we handle the mess.