Influencer Campaign Brief

Influencer Campaign Brief

When to Use This Skill

Use this skill when you need to:

• Create a professional brief to send to influencer partners
• Define deliverables, timelines, and messaging guidelines for a collaboration
• Establish content approval workflows and usage rights
• Plan influencer campaigns with clear expectations and KPIs

DO NOT use this skill for finding influencers, negotiating rates, or managing ongoing influencer relationships. This is specifically for creating the campaign brief document.

Core Principle

A CLEAR BRIEF PROTECTS BOTH SIDES — THE INFLUENCER KNOWS EXACTLY WHAT TO DELIVER AND THE BRAND GETS CONTENT THAT HITS THE MARK WITHOUT ENDLESS REVISIONS.

Phase 1: Campaign Inputs

Required Inputs

GATE: Do not proceed until brand, goal, and platform are confirmed.

Phase 2: Brief Structure

Build the comprehensive brief document.

Campaign Overview Section

## Campaign Brief: [Campaign Name]

**Brand:** [Brand name]
**Product:** [Specific product/service]
**Campaign dates:** [Start] — [End]
**Content go-live window:** [Date range for posting]

### Campaign Objective
[1-2 sentences describing the goal and what success looks like]

### Target Audience
[Who the influencer's content should reach — demographics, interests, pain points]

Deliverables Section

### Deliverables

| # | Content Type | Platform | Specs | Due Date |
|---|-------------|----------|-------|----------|
| 1 | [Feed post / Reel / Story / Video] | [Platform] | [Length, ratio, format] | [Date] |
| 2 | [Type] | [Platform] | [Specs] | [Date] |

### Content Specifications
- Video length: [X-X seconds]
- Aspect ratio: [9:16 / 1:1 / 16:9]
- Must include: [Product visible, brand mention, CTA]
- Caption requirements: [Tag @brand, include #hashtag, disclosure #ad]

Messaging Guidelines

### Key Messages (Pick 1-2, do not script)

1. [Core message — benefit-focused, natural language]
2. [Secondary message]

### Talking Points
- [Point 1 — specific benefit or feature to highlight]
- [Point 2]
- [Point 3]

### Do NOT Mention
- [Competitor names]
- [Unapproved health/financial claims]
- [Anything off-brand]

### Tone
[How the content should feel — authentic, educational, enthusiastic, understated]
The creator should use their own voice. Do not read from a script.

Phase 3: Logistics

Approval Workflow

### Content Approval Process

1. **Draft submission:** Creator submits draft content by [date]
   - Submit via: [Email / shared folder / platform DM]
   - Include: Raw footage + proposed caption
2. **Brand review:** Brand provides feedback within [48 hours]
   - Maximum 2 rounds of revisions
3. **Final approval:** Brand confirms approval in writing
4. **Go-live:** Creator posts within the approved window

### Revision Policy
- Revisions limited to messaging accuracy and brand guidelines
- Brand will NOT request changes to creator's style, editing, or personality
- If revisions exceed 2 rounds, additional compensation applies

Compensation and Rights

### Compensation
- Fee: $[amount] per [deliverable / campaign]
- Payment terms: [50% upfront, 50% on delivery / Net 30]
- Payment method: [Invoice, PayPal, wire]
- Affiliate/commission: [X% on tracked sales, if applicable]
- Bonus: [$X per X conversions, if applicable]

### Usage Rights
- Organic repost by brand: [Yes/No, duration]
- Paid amplification (whitelisting/Spark Ads): [Yes/No, duration, additional fee]
- Website/email use: [Yes/No]
- Rights duration: [X months from go-live]
- Exclusivity: [Category exclusivity for X days/months]

Phase 4: Finalize

Tracking and Reporting

### Tracking
- Unique discount code: [CODE]
- Tracking URL: [URL with UTM parameters]
- Affiliate link: [If applicable]

### KPIs We Will Track
| Metric | Target |
|--------|--------|
| Reach | [X impressions] |
| Engagement rate | [>X%] |
| Link clicks | [X] |
| Conversions/sales | [X] |
| Cost per acquisition | [<$X] |

### Reporting
Creator to share analytics screenshot [X days] after posting.

Product Shipment (if physical)

### Product Details
- Product(s) being sent: [List]
- Shipping address: [Collected separately]
- Ship date: [Date — allow X days before content deadline]
- Product value: $[amount] (creator keeps product)

Example: DTC Skincare Brand x Micro-Influencer

Deliverables: 1 Instagram Reel (30-60s) + 3 Instagram Stories Key message: "My morning routine just got simpler — [Product] replaced 3 steps." Do NOT mention: Medical claims, cure/treatment language, competitor brands Compensation: $800 + free product + 15% affiliate commission Usage rights: Brand can repost organically for 6 months, paid amplification for 3 months at additional $300

Anti-Patterns

• Over-scripting the creator — prescribing exact dialogue kills authenticity. Provide talking points, not a teleprompter script.
• No approval process — without a clear workflow, revisions drag on and both sides get frustrated.
• Vague deliverables — "a few posts" is not a deliverable. Specify quantity, format, platform, and deadline.
• Ignoring FTC disclosure — every paid partnership must include #ad or #sponsored. Include this requirement in the brief.
• No usage rights clause — if you plan to run the content as paid ads, state it upfront with compensation.

Recovery

• Influencer wants creative freedom: Loosen messaging to talking points only. Provide 2-3 examples of content styles you like, not scripts.
• Budget too low for deliverable count: Reduce deliverables or shift to nano-influencers who accept product-only compensation.
• No product to ship: Provide digital access, a service trial, or a gift card. The creator needs to experience the product.
• Tight timeline: Flag rush fees upfront. Most creators need 2-3 weeks minimum from brief to go-live.