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Influencer brief template
Fill in the campaign and a one-page creator brief writes itself as you type. Copy it into an email or download it.
The campaign
In the larger boxes, put each item on its own line.
Your brief
CREATOR BRIEF: BRAND CO THE PRODUCT Recovery drink, berry flavour THE GOAL Get people who train to try the drink WHO IT IS FOR People aged 20 to 35 who go to the gym three or more times a week THE ONE THING TO GET ACROSS It helps you recover after a hard session WHAT WE NEED FROM YOU - 1 Instagram Reel of 30 to 60 seconds - 3 Instagram Story frames with a link MUST INCLUDE - Show the bottle in the first 3 seconds - Say the product name out loud - Film in a place you really train PLEASE AVOID - Health claims we have not approved - Other drinks brands in shot - Music you do not have the rights to CALL TO ACTION Use code ALEX15 for 15% off at brandco.com HANDLES AND HASHTAGS @brandco #ad DATES - Draft to us by 14 November 2026 - Post goes live on 21 November 2026 APPROVAL Send your draft to sam@brandco.com. We reply within 3 working days. Please do not post until we have approved it. DISCLOSURE Label the post clearly as an ad, at the start of the caption or with the platform’s paid partnership label. The rest is yours. Say it in your own words and film it your own way.
What makes a good brief
A good brief has one goal and one message
A brief has one job: the creator should finish reading it and know what to make. The template is built around the three parts that do that job.
One goal
Pick one result: people trying the product, visits to a shop, or content you can run as an ad. A brief with three goals gets a post that serves none.
One message
The single thing a viewer should remember. If it takes more than one sentence, cut it down before you send the brief.
Must-haves
Two or three things that have to be in the post, such as the product in the first seconds or the name said out loud.
Things to avoid
Claims you are not allowed to make, competitors in shot, music without rights. Say them now and you will not need a reshoot.
Dates and approval
When the draft is due, who it goes to, how fast you will reply, and the day it goes live.
Disclosure
The post must be labelled as an ad. Put it in the brief so nobody has to ask.
After the brief
Send it with the price and the paperwork
A creator decides faster when the brief arrives with the fee and the terms. Check the fee against the influencer rate calculator, price any ad usage with the usage rights calculator, and put the deal in writing with the influencer contract template.
FAQ
Influencer brief questions
What is an influencer brief?
It is the short document a brand sends a creator before they make the content. It says what the campaign is for, what the creator should make, what must be in it, what to avoid, and when it is due. A good brief fits on one page.
What should an influencer brief include?
The product, the one goal of the campaign, who the content is for, the one message to get across, the deliverables, the must-haves, the things to avoid, the call to action, the handles and hashtags, the dates, and how the draft gets approved. The template has a box for each.
How long should a creator brief be?
One page. A creator who is given ten pages will miss the two points that matter. If you cannot say the message in one sentence, the brief is not ready to send.
How much creative freedom should I give?
As much as you can. Fix the facts: the product name, the claim you are allowed to make, the offer and the disclosure. Leave the idea, the words and the filming to the creator. Their audience follows them for how they speak, and a script written by a brand rarely sounds like the creator.
Should the brief include a script?
Usually not. Give the message and two or three must-haves instead. If your product has claims that are regulated, such as health claims, write those exact words out and ask the creator to use them as written.
Do I need a contract as well as a brief?
Yes. The brief covers what the content should say. The contract covers the fee, the usage rights, the dates and what happens if someone cancels. Send both together.
Plan the campaign
Calculators and templates for the next step
Influencer Rate Calculator
What creators charge by follower count, from real fees quoted and signed on Sup campaigns.
Influencer Contract Template
Fill in the deal and get a plain-English influencer agreement to copy or download.
Usage Rights Calculator
Price paid usage, whitelisting and exclusivity on top of a creator’s fee.
EMV Calculator
Earned media value of a post or a campaign, from its views and engagements.
CPM Calculator
CPM, cost or impressions from the other two, and a table that ranks creators by cost per 1,000 views.
Campaign Admin Cost Calculator
What running creator campaigns in-house costs your team in hours and salary, from your own campaign volume.
More free tools
Check the same creator another way
Influencer Analytics
Full profile report: engagement, views, posting habits and top posts
Fake Follower Check
Estimate how much of an audience is bots and empty accounts
Engagement Rate Calculator
Live engagement rate for any handle, with post-by-post detail
Average Views Calculator
Average and median Reel views, and views per follower
Competitor Creator Check
How many creators post about a brand and its five closest competitors
TikTok Analytics
Views, engagement and posting habits for any public TikTok account
TikTok Engagement Rate Calculator
Live TikTok engagement rate, by followers and by views
TikTok Average Views Calculator
Average and median TikTok views, and views per follower
Guides on the same topic
How to Write the Perfect Influencer Outreach Email (With Templates)
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Influencer Marketing Compliance and the FTC: Your 2026 Guide
Your creator has sent over the draft Reel. The footage is strong, the comments will be good, and the offer is clear. Then the compliance question lands at…
The Complete Guide to Influencer Contracts and Agreements: Your 2026 Playbook
An influencer contract is the official blueprint for your campaign, laying out everything from the content you expect to how payments will be handled. It’s…
Briefing more than a few creators?
You write the brief once. Sup finds the creators, sends it, chases the drafts and brings each one to you for approval. You only pay for posts that go live.