influencer brief

How to Write an Impressive Influencer Brief

Advertising your brand is an inevitable part of your business journey. You need to invest the effort into raising brand awareness and reaching your target audience. One of the best ways to achieve your advertising goals is to turn to influencer marketing. Influencers are people who already have a strong audience base on social media. You collaborate with them to have them spread your message to their social media followers.

To ensure your influencer marketing efforts are professional, and properly done, you need an impressive influencer brief. An influencer brief is a document that ensures you and the influencer are on the same page. It defines the way your collaboration should go, and what are the obligations of each party.

If you’re not sure how to write a killer influencer brief, don’t worry. Here’s a guide to help you write it step-by-step.

Let’s break it down together.


Company Basic Info

Every influencer brief needs to start with some basic information about your brand or company. This is a form of introduction that you shouldn’t skip.

It will help the influencer get to know you better. Also, they’ll be certain they knows all the important technical details such as:

  • company name
  • niche or industry
  • brand identity details


Make sure you write this at the opening section of your influencer brief, to avoid any confusion and make things clear.


Campaign Goals

Every marketing campaign needs to have a clear goal. Using influencer marketing is part of an overall strategy that you need to share with the influencer.

So, make sure you include a section that covers:

The purpose of the campaign

There can be different things you’re trying to achieve: increase the number of followers, get more people on certain landing pages, raise brand awareness, advertise an event, etc.

The target audience

Who are the people you’re trying to reach? Who is this campaign aimed at?

The message you want to send

Your target audience needs to receive a clear message from you and the influencer needs to understand it.

Make sure you defined the major goals of your campaign in your influencer brief to avoid mistakes or misunderstandings.


Social Media Platforms

Now it’s time for you to choose and define the social media platforms you want the influencer to use. 

Provide answers to the following questions:

  • Where do you want to see your content published?
  • Which social media platforms should the influencer be using?


Provide clear instruction since this is immensely important for your campaign. This way, the influencer will know what you expect from them and how to use their influence.


Type of Content 

Now it’s time to dig a little deeper and set up clear guidelines on the type of content you want the influencer to advertise and publish.

Different social media offer all kinds of options, and you need to define what you expect from the influencer to do.

For example, you could define it the following way:

  • 1 x Instagram story per day
  • 2 x Instagram posts per week
  • 1 x live Instagram video during the campaign


Make it clear and straightforward. Don’t hesitate to ask what you want. However, don’t ask for more than what’s defined in the influencer brief.


Specific CTAs

Your target audience needs to see effective, intriguing, and motivating calls-to-action. They need that final push in the right direction and someone telling them exactly what to do.

However, you need to craft your CTAs wisely and write them with specific goals in mind.

Then, you need to define in your influencer brief:

  • What CTAs should they use?
  • How often should they write them?
  • Which CTAs should be used for which type of content?


Provide a detailed description of how you want them to handle CTAs. Don’t let them make that decision.


Tracking Links

Naturally, you want the influencer to get your target audience to click certain links that lead them to specific landing pages.

This could be a link to:

  • your website
  • your eCommerce store
  • your special offer coupons
  • your social media profiles


Make sure the influencer brief provides a list of all the tracking links you want the influencer to include in the posts they publish.


Be Professional

Finally, you need to ensure the influencer brief you’ll be sending out is professionally written. This means there should be no spelling or grammar mistakes and the writing is impeccable.

This way, the person reading the brief would be more convinced they should collaborate with you.

Pay attention to the way you write the email when sending the brief. Make sure everything is properly written, from the email subject lines to the content of the email.


Final Thoughts

An impressive influencer brief needs to be professionally written. That means that it should cover all the major points we’ve listed above. This way, the influencer will know exactly what you expect from them and will be able to provide it.

Use the guide above to help you write a remarkable influencer brief and seal the deal with your target influencer.  Unsure how to get started with Influencers? We’re here to help. Get in touch with us today at or via the online form here.



Kristin Savage is a marketing specialist with years of experience. She’s also a freelance writer and works for Studicus. She understands the importance of the written word and helps people use it to achieve marketing goals. She’s also an editor at Wow Grade and Supreme Dissertations.

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