---
aliases: ["Influencer Brief"]
tags: [pm-skills, skill]
skill: influencer-brief
description: "Create a structured brief for an influencer or creator partnership campaign. Use when asked to brief an influencer, plan a creator collaboration, set up a paid partnership, or define deliverables for a sponsored content campaign. Produces a complete campaign brief with objectives, deliverables, creative guidelines, approval process, and performance metrics."
---

# Influencer Brief Skill

This skill produces a professional influencer campaign brief that a creator can receive and act on immediately. It covers campaign objectives, audience alignment, content deliverables, creative guidelines, messaging dos and don'ts, approval workflow, payment terms, and performance expectations. Output is ready to send to a creator, talent manager, or agency.

## Required Inputs

Ask the user for these if not provided:
- **Brand / product name** — what is being promoted
- **Campaign goal** — what you want the partnership to achieve (awareness / sales / sign-ups / content creation / event promotion)
- **Influencer type / tier** — nano (1K–10K), micro (10K–100K), macro (100K–1M), mega/celebrity (1M+)
- **Platform(s)** — Instagram, TikTok, YouTube, LinkedIn, X/Twitter, podcast
- **Deliverables** — what content you need (e.g. 2 Instagram Reels, 1 Story, 1 TikTok video)
- **Campaign dates** — start date, content deadlines, go-live window
- **Budget range** — fee range, gifting, affiliate / commission structure
- **Key messages** — what must the creator communicate?

## Output Structure

---

# Influencer Partnership Brief

**Campaign name:** [e.g. "Spring Launch — [Brand] x [Creator]"]
**Brand:** [Brand name]
**Campaign period:** [Start date → End date]
**Brief date:** [Date]
**Brand contact:** [Name, email, response time SLA]

---

## 1. Campaign Overview

**Why we're working with creators:**
[2–3 sentences on the campaign context — product launch, seasonal push, brand awareness drive, community building. Explain why influencer marketing is the right channel for this goal.]

**Campaign goal:** [Single primary goal — e.g. "Drive 500 sign-ups to [product] from [creator]'s audience within 30 days of go-live"]

**Target audience:**
- Who they are: [Age, gender, interests, platforms, mindset]
- Why [creator]'s audience is the right fit: [Specific alignment — e.g. "Tech-curious professionals aged 25–40 who already use productivity tools"]

**Campaign type:**
- [ ] Paid partnership (sponsored post / video)
- [ ] Gifted / product collaboration
- [ ] Affiliate / commission
- [ ] Brand ambassador (ongoing)
- [ ] Event / launch attendance
- [ ] Co-created content

---

## 2. Creator Selection Rationale

*(Complete this section if the creator has already been selected)*

| Criteria | [Creator handle] | Why they're a fit |
|---|---|---|
| Follower count | [X] | [Context] |
| Engagement rate | [X%] | [Above/at/below category average] |
| Audience alignment | [Description] | [Overlap with target audience] |
| Content style | [Description] | [Fit with brand tone] |
| Past brand partnerships | [Yes/No] | [Relevant category experience] |
| Exclusivity requirements | [Yes/No] | [Competitor conflicts?] |

---

## 3. Content Deliverables

Be specific. Ambiguity leads to reshoots and renegotiations.

| Deliverable | Platform | Format | Duration / specs | Deadline | Usage rights |
|---|---|---|---|---|---|
| [e.g. Primary hero video] | TikTok | Video | 30–60 sec, vertical 9:16 | [Date] | [Organic only / paid amplification / forever] |
| [e.g. Story set] | Instagram | Story x3 | 15 sec each, link sticker | [Date] | [Organic only] |
| [e.g. Reel] | Instagram | Reel | 15–30 sec, vertical | [Date] | [Paid amplification allowed for 30 days] |
| [e.g. Long-form review] | YouTube | Video | 8–12 min, [product] featured from min 2 | [Date] | [Organic only] |

**Posting window:** Content must go live between [Date] and [Date]. Do not post during [blackout periods if any].

**Exclusivity:** Creator agrees not to post competing content for [X days] before and [X days] after campaign go-live.

---

## 4. Key Messages

**What the creator MUST communicate:**

✅ Must include:
- [Message 1: e.g. "[Product name] is now available at [price / in [region]]"]
- [Message 2: e.g. The specific problem [product] solves — [describe in plain language]]
- [Message 3: e.g. The unique differentiator — [what makes it different from alternatives]]
- [CTA: e.g. "Use code [CREATOR] for [X]% off" / "Link in bio to try free for 14 days"]

❌ Must NOT include:
- [Restriction 1: e.g. Do not compare directly to [competitor name]]
- [Restriction 2: e.g. Do not make unsubstantiated health or results claims]
- [Restriction 3: e.g. Do not share pricing beyond the introductory offer]
- [Restriction 4: e.g. Do not use the word "cheap" — use "accessible" or "great value"]

**Brand disclosure requirement:**
All posts must include a paid partnership disclosure per [ASA / FTC / CAP Code] guidelines:
- Instagram / TikTok: Use native "Paid Partnership" tag + "#ad" in caption
- YouTube: Verbal disclosure in the first 30 seconds + description disclosure
- "This video is sponsored by [Brand]" is acceptable

---

## 5. Creative Guidelines

**Tone of voice:**
- [Your brand] sounds like: [e.g. "A knowledgeable friend — warm, direct, never corporate"]
- [Your brand] does NOT sound like: [e.g. "A sales pitch, hype-driven, or try-hard"]
- Creator's authentic voice is encouraged — the brief is a guide, not a script

**Visual guidelines:**
- Brand colours (if shown): [Primary hex / description — e.g. "Navy #1A2B5C and white"]
- Logo usage: [Not required in organic posts / required in pinned Stories / as overlay if using branded assets]
- Product shot requirements: [e.g. Product must be clearly visible for minimum 5 seconds / in hands / in-use context only]
- Setting: [e.g. Natural lifestyle setting preferred / office environment / no white studio backgrounds]
- Avoid: [e.g. Clutter, competing products in frame, low lighting, filters that distort product colour]

**Script / storyline suggestions (creator's own words — these are starting points, not a script):**

Option A — Problem/Solution hook:
> "I've been [doing thing that product solves] for years and it was always [pain point]. Then I found [product] and [specific outcome]. Here's how it works…"

Option B — Curiosity/Discovery hook:
> "I got sent something I actually ended up using every day. [Product name]. And here's what surprised me about it…"

Option C — Social proof / endorsement:
> "I know everyone says [category] tools are overhyped but [product] is genuinely different. The reason is [specific differentiator]…"

*The creator should use their own style and language — these are for inspiration only.*

---

## 6. Approval & Revision Process

**Pre-posting approval is required.** No content goes live without brand sign-off.

| Stage | Action required | Timeline | Contact |
|---|---|---|---|
| Script / treatment (if applicable) | Send for review | [X] days before shoot | [Brand contact name] |
| Draft content (video / post) | Send for review | [X] working days before go-live | [Brand contact name] |
| Brand feedback | Brands provide feedback | Within [X] working days | — |
| Revisions | Creator amends (max [X] rounds) | Within [X] days of feedback | — |
| Final approval | Brand sign-off | [X] days before go-live | — |

**Maximum revision rounds:** [X] rounds included in the fee. Additional rounds billed at [rate] or [approach].

**Feedback format:** [Brand] will provide written feedback via [email / shared doc]. Verbal feedback calls available on request.

---

## 7. Commercial Terms

| Term | Detail |
|---|---|
| Fee | [£/$/€ X] flat fee OR [rate per deliverable] |
| Payment schedule | [50% on brief acceptance, 50% within 30 days of go-live] |
| Affiliate / commission | [X% of sales via tracking link / code — paid monthly] |
| Usage rights | [Organic social only / brand may amplify as paid ads / brand may repurpose in owned channels for X months] |
| Exclusivity period | [X days pre-launch + X days post-launch — no direct competitor content] |
| Gifted product | [List of products being gifted, approximate value] |
| Contract | [Separate partnership agreement to follow / this brief serves as the agreement] |

---

## 8. Tracking & Measurement

How we'll measure success:

| KPI | Target | How measured |
|---|---|---|
| [Views / impressions] | [≥ X] | Platform analytics shared post-campaign |
| [Engagement rate] | [≥ X%] | Platform analytics |
| [Link clicks / swipe-ups] | [≥ X] | UTM link / affiliate link tracking |
| [Conversions / sign-ups / sales] | [≥ X] | Promo code redemptions / UTM attribution |
| [Reach / new audience] | [≥ X] | Platform analytics |

**Creator deliverables post-campaign:**
- Provide screenshot or export of post analytics within [X] days of go-live
- Share link to live content once posted
- Notify brand contact immediately if post is removed or edited after approval

**Promo code / tracking link:**
- Creator-specific code: [CODE] ([X]% off for creator's audience)
- Tracking URL: [UTM link or affiliate URL]
- Link placement: [Bio / pinned Story / video description]

---

## 9. Important Dates

| Milestone | Date |
|---|---|
| Brief sent to creator | [Date] |
| Creator acceptance deadline | [Date] |
| Contract signed | [Date] |
| Product shipped / access provided | [Date] |
| Draft content submitted to brand | [Date] |
| Brand feedback returned | [Date] |
| Final approval | [Date] |
| Content go-live window | [Date → Date] |
| Analytics report due from creator | [Date] |
| Final payment | [Date] |

---

## 10. Useful Assets & Links

- Brand asset folder: [Link to Dropbox / Google Drive / Notion]
- Product page / landing page: [URL]
- Brand guidelines (if shared): [Link]
- Previous campaign examples: [Links to past collab posts for style reference]
- Brand contact: [Name, email, phone / WhatsApp for urgent queries]

---

## Quality Checks

- [ ] Deliverables are fully specified (platform, format, dimensions, duration, deadline)
- [ ] Key messages include a specific, trackable CTA
- [ ] Creative guidelines allow creative freedom while protecting brand
- [ ] Approval process has clear timelines and named contacts
- [ ] Commercial terms are complete — fee, payment schedule, usage rights, exclusivity
- [ ] Tracking method is in place before campaign goes live
- [ ] Disclosure requirements are clearly stated (FTC / ASA compliance)
- [ ] Important dates include a buffer for revisions

## Anti-Patterns

- [ ] Do not leave creative guidelines so restrictive that the influencer's authentic voice is lost — prescriptiveness kills performance
- [ ] Do not omit the approval process — undefined approval workflows cause delays and missed publishing windows
- [ ] Do not set performance metrics that the influencer cannot influence — views are a metric, algorithm reach is not
- [ ] Do not skip the disclosure requirements section — FTC/ASA compliance is mandatory, not optional
- [ ] Do not list deliverables without specifying format, dimensions, and platform specs

## Example Trigger Phrases

- "Write an influencer brief for our product launch"
- "Create a creator partnership brief for [campaign]"
- "Draft a brief for a TikTok influencer collab"
- "Build a paid partnership brief for [brand]"
- "What should I include in an influencer campaign brief?"

---
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