Use this template to give creators clear direction without writing their content for them.
It covers the campaign goal, audience, deliverables, key message, creative guardrails, timeline, review process, and disclosure needs. Start with the blank version. Then review the fictional example to see how the fields work together.
Need help deciding what belongs in each field? Read the guide on how to write an influencer brief.
Download the influencer brief template in Word
Download the free editable Word (.docx) blank template using the button above. To download the filled example, select Filled example in the preview and choose Download Word example. No sign-up is required.
Open the file in Microsoft Word, replace the placeholders, and remove fields that do not fit your campaign. You can also upload the .docx to Google Docs or use the copy button. The example is fictional and should be adapted before sharing.
How to fill the template
A useful brief makes three things clear:
- What the creator must deliver.
- Where the creator has room to make choices.
- What could create a factual, legal, safety, or brand problem.
Before sending the brief, check these six areas.
Choose one main goal
Pick the result that matters most for this campaign.
A single post should not be expected to drive awareness, sales, education, community growth, and market research at the same time.
Define every deliverable
For each asset, state:
- Platform
- Format
- Quantity
- Length or size
- Publishing location
- Due date
- Required tags, links, or codes
- Raw-file needs
“Create one Reel” is not enough if the creator still has to guess the length, date, link, or approval process.
Keep the key message short
Write one sentence the audience should remember.
Supporting points can add detail. They should not compete with the main message.
Use Required, Flexible, and Avoid
Do not place every instruction in one long list.
Required covers the items that must be present.
Examples:
- Agreed deliverables
- Accurate product facts
- Clear sponsorship disclosure
- Required tags or tracked links
- Legal or safety restrictions
Flexible covers choices the creator may adapt.
Examples:
- Opening hook
- Filming location
- Personal story
- Visual style
- Natural wording
- Order of optional talking points
Avoid covers content that creates real risk.
Examples:
- Unsupported claims
- Absolute promises
- Unsafe product use
- Private campaign information
- Copying another creator's work
If everything is required, the creator has little room to create.
Build a realistic timeline
Allow time for the creator to receive and use the product.
Include dates for questions, drafts, feedback, approval, publishing, raw files, and reporting. Add the time zone.
Match the signed agreement
The brief should summarize the working terms. It should not replace the contract.
Check that payment, cancellation, usage, editing, exclusivity, and publishing terms match the signed agreement.
Good brief direction vs weak brief direction
| Weak direction | Better direction |
|---|---|
| Make it go viral. | Open with a real problem your audience knows. Show how you used the product and explain one useful feature. |
| Make the product look premium. | Use clear natural light. Show the packaging once, then show the product in use. |
| Mention all product benefits. | Focus on the locking lid. Add one other feature only if it fits your real experience. |
| Send it soon. | Send the first draft by September 22 at 3:00 p.m. Pacific Time. |
| We need full rights. | The brand may repost the approved asset on its owned social channels for 90 days. Paid use is not included. |
| Add a disclosure somewhere. | Use the approved disclosure in the content and place it where viewers can easily notice it. |
The better version gives the creator an action, a boundary, or a clear test. It does not try to write the creator's script.
Adapt the template by campaign type
Keep the core fields. Add or remove details based on the work you are asking the creator to do.
Product seeding
Clarify:
- Whether posting is optional or required
- Whether the creator may keep the product
- Whether there is any payment
- What happens if the creator does not want to recommend the product
Do not describe a required paid post as a no-obligation gift.
Product launch or awareness
Add:
- Launch date and embargo
- The one new idea the audience should learn
- Approved product facts
- Public links and availability
- A contact for questions the creator cannot answer
Avoid asking the creator to cover every feature.
Affiliate or conversion campaign
Add:
- Tracked link and code
- Commission terms in the agreement
- Offer dates and exclusions
- Reporting schedule
- Rules for price, savings, and performance claims
A conversion goal does not remove the need for an honest creator experience.
UGC content production
Clarify:
- Whether the content will appear on the creator's account
- Raw-file requirements
- Aspect ratios and safe zones
- Brand editing rights
- Organic and paid usage
- Usage term
- Reshoot rules
A UGC production brief may need more technical detail than a sponsored post brief.
Add disclosure instructions
For a US-facing campaign, record the material connection and the required disclosure in the brief.
Use plain wording that accurately explains the relationship. Tell the creator where the disclosure should appear so viewers can notice it. Do not rely only on a platform label.
You should also check the FTC's official Disclosures 101 for Social Media Influencers and Endorsement Guides Q&A.
This template is a working aid, not legal advice.
Pre-send checklist
Campaign
- The brief has one main goal.
- The target audience is clear.
- The creator understands why they were selected.
- The key message fits in one sentence.
Deliverables
- Each asset has a platform, format, quantity, and due date.
- Links, tags, codes, and raw-file needs are listed.
- The publishing location is clear.
- Reporting needs are available to the creator.
Creative direction
- Required, Flexible, and Avoid are separate.
- Required items are limited to true needs.
- The creator has room to use their own voice.
- References give direction without asking the creator to copy.
Facts and disclosure
- Product claims come from an approved source.
- The creator is not asked to describe an experience they did not have.
- The material connection is stated.
- Disclosure wording and placement are clear.
Workflow and agreement
- The creator has time to use the product.
- The review scope and number of rounds are clear.
- One person owns final feedback.
- Payment, usage, exclusivity, and cancellation terms match the agreement.
- Contact details are current.
Template questions
Can I use this as an influencer campaign brief?
Yes. Keep the campaign goal, audience, deliverables, message, creative direction, timeline, review, and reporting sections. Customize the creator-fit section for each partner.
Can I use it as an influencer creative brief?
Yes. Add production details when the creator is delivering raw or brand-owned content. These may include aspect ratios, safe zones, file formats, editing rights, and paid usage.
Should every creator receive the same brief?
Not exactly.
The goal, approved facts, and campaign dates may stay the same. The creator fit, format, creative direction, and audience context should be tailored to each creator.
How long should the completed brief be?
Use the shortest version that removes important uncertainty.
Keep the main task and required items near the top. Link to detailed product sheets or claim documents instead of pasting all background material into the brief.
Is the brief the same as the contract?
No. The brief guides the work. The contract records binding terms such as payment, cancellation, ownership, usage, and exclusivity.
The two documents should match.
Can I turn the completed brief into a PDF?
Yes. Paste the template into your document editor, complete it, and export that document as a PDF.
Keep an editable version while campaign details are still changing.
What should I remove from the template?
Remove fields that do not change the creator's work or reduce risk.
Do not keep long company histories, repeated talking points, unsupported claims, or optional ideas presented as requirements.
Finish your brief
Start with the blank version. Replace every placeholder, remove unused fields, and check the completed brief against the signed agreement before sharing it with a creator.
