Article
A successful influencer campaign doesn’t start with a post, it starts with a powerful influencer marketing brief. In 2025, clear communication is the foundation of every high-performing collaboration between brands and creators. Whether you're managing your first influencer campaign or refining your existing workflow, your brief can make or break the results.
Published 2025-05-13
Save time and increase the chances of a successful collaboration
Influencer marketing brief - sets direction and save time
An influencer marketing brief is a document that outlines the requirements, creative direction, brand guidelines, and delivery expectations for influencers. It ensures that both you and the influencer are aligned before content production begins. A great influencer brief saves time, minimizes back-and-forth, and increases the chances of a successful collaboration.
Set the right expectations from the start and be clear in your requirements
Why you need a strong and well structured influencer brief
Here’s why investing time in a detailed influencer brief pays off:
Clear requirements help you avoid any misunderstandings
Better alignment with your brand voice and visuals
Faster turnaround on content approvals
Improved influencer campaigns
With more brands than ever competing for creator attention, the requirements you set, and how clearly you communicate them, will influence the quality of the content you receive. A well-crafted influencer brief ensures that your expectations are met in every influencer campaign and will make your influencer marketing strategy strong.
What to include in your influencer brief template
Here’s what a strong influencer marketing brief should include in 2025:
Campaign Objectives
Define what success looks like. Is it brand awareness, conversions, or content creation?Target Audience
Give the influencer insight into who they’re speaking to.Content Guidelines
Specify required formats (Reels, Stories, TikToks), style, tone, and messaging.Do’s and Don’ts
Avoid common pitfalls by clarifying language, hashtags, visual style, etc.Influencer Selection Criteria
Clarify your expectations around audience demographics, engagement rate, content quality, and brand fit. These influencer selection criteria help ensure your brand partners with the right creators.
You can also use these influencer selection criteria when shortlisting candidates and setting internal benchmarks.Legal & Compliance Requirements
Include disclaimers, disclosure tags, and content usage rights. Make sure all your requirements are legally sound and clearly communicated in your influencer brief.
A small tip: don’t be too strict on the influencer marketing brief, as it limits the influencer’s ability to create an authentic and effective post. The best is to actually leave more room for creative freedom in order for the creator to be as authentic in their content as possible.
Download your free influencer brief template
Need a starting point? We’ve created a free, customizable influencer brief template to help you get going. It includes:
Campaign overview
Key deliverables and timelines
Brand tone of voice & do's and don’ts
Usage rights and legal requirements
KPIs and reporting expectations
Get ahead of the competition and make your collaborations better and better with our own influencer brief template.
Stay structured and build a consistent workflow
Streamline your next influencer campaign
Building a consistent process around your influencer briefs helps you scale. Whether you're working with 5 or 50 creators, a structured approach saves time, improves results, and strengthens your brand’s relationship with influencers. Use our influencer brief template for your next influencer campaign to ensure your influencer selection criteria and campaign goals are crystal clear from day one.
