A useful influencer brief tells the creator what success means, what must be delivered and where they have creative freedom. Agree the scope, rights, payment terms and review process before production starts.
Start with one primary outcome
Choose the outcome you will use to evaluate the campaign. Awareness, product education and purchases need different creative choices. “Make a nice reel” does not tell a creator whether to demonstrate the product, explain a problem or ask viewers to visit a page.
Describe the buyer in plain language and explain why the product is useful. Include the landing page, offer and any eligibility restrictions. A creator should not have to guess which claims are supported or which promotion is currently available.
Copy this brief into your campaign
Replace each prompt with a concrete answer. If a decision is still open, label it as open and assign someone to confirm it. This template is a starting point, not a substitute for agreed participation terms.
| Brief field | What to write |
|---|---|
| Goal | One outcome and the metric you will review |
| Product and audience | Problem solved, target customer, country and language |
| Creative idea | The product situation or story, with room for the creator’s voice |
| Deliverables | Platform, format, quantity, duration and link requirements |
| Must include / avoid | Accurate claims, required disclosures and creative boundaries |
| Timeline | Product arrival, draft, feedback and publication dates |
| Rights | Organic use, paid use, duration, territory and exclusivity |
| Commercial terms | Agreed fee or formula, expenses, milestones and payment timing |
| Approval | Named contact, review window and included revisions |
| Measurement | Links or codes, metric definitions and reporting dates |
Example: a simple product demonstration
Illustrative brief: a kitchen brand wants to explain how a compact storage container fits into weekday meal preparation. The audience is home cooks in the UK. The deliverable is one short vertical Instagram video showing preparation, storage and the finished meal, with a clear campaign link where the platform supports it.
The brand supplies verified product facts and asks the creator to use their own recipe and presentation style. One consolidated feedback round checks factual accuracy and agreed requirements. Organic publication is included; any paid advertising usage is quoted separately. This example describes scope, not expected performance or a recommended market price.
Make disclosure part of the brief
Commercial relationships need appropriate disclosure. For US-facing work, consult the FTC’s influencer disclosure guidance. For UK work, consult ASA guidance on recognising advertising. Put the requirement in the brief and check the published content, rather than assuming a platform label resolves every situation.
Do not ask a creator to describe an experience they have not had or make claims you cannot substantiate. Different products and countries can have additional requirements; confirm the rules that apply to the campaign.
Keep feedback and handoff manageable
Name one person who consolidates brand feedback. Separate mandatory corrections from personal preferences and refer back to the agreed brief. If the scope changes substantially, agree the cost and timing before requesting extra work.
In Marke8, the brand submits a goal and budget, chooses offline payment and follows campaign progress. Payment arrangements and creator coordination are handled with the team. Submission itself does not charge a card, confirm funding or guarantee that a particular creator will participate.
Sources & further reading
External guidance checked on 18 September 2026. Check the current guidance before launching your campaign.