How to Build an Influencer Brief That Actually Gets Followed

Why Most Briefs Fail

68% of creators say brand briefs are either too restrictive or too vague. The result: content that misses the mark, revision cycles that burn goodwill, and campaigns that underperform.

The One-Page Brief Framework

The best briefs fit on one page. Here's the structure:

Section 1: The One Thing (2 sentences max)

What is the single message you want the audience to take away? Not three messages. Not five key points. One thing.

Example: "People should feel like [Product] makes their morning routine faster without sacrificing quality."

Section 2: Must-Haves (Bullet list, max 5)

These are non-negotiables. Keep them to 5 or fewer.

• Show product in use (not just holding it)
• Mention [key feature] naturally
• Include discount code in caption
• Tag @brand
• Disclose partnership (#ad or #partner)

Section 3: Avoid List (Bullet list, max 3)

What should they NOT do?

• Don't mention competitors by name
• Don't make health/medical claims
• Don't film in a cluttered space

Section 4: Creative Inspiration

Share 2-3 examples of content that hit the right tone. These can be from other creators, other brands, or even their own past content that you loved.

Section 5: Logistics

• Deadline for draft: [Date]
• Posting window: [Date range]
• Approval process: [Who reviews, turnaround time]
• Payment terms: [When and how]

What to Leave Out

• Scripts — If you want a scripted ad, hire an actor
• Exact word counts — Let them be natural
• Outfit requirements — Unless it's a fashion brief
• Camera angles — Trust their expertise

The Feedback Framework

When reviewing drafts, use this structure:

1. What works: Lead with what you like (specific)
2. What to adjust: One clear change (not five)
3. Why: Brief rationale so they understand the brand perspective

Pro Tip

Send the brief during your discovery call, not after. Walk through it together so you can answer questions in real-time and gauge their creative instincts before committing.