A poorly written influencer brief is the single most common cause of disappointing campaign results. When creators do not have a clear understanding of the brand's objectives, audience, key messages, and creative parameters, they produce content that misses the mark — content that requires multiple rounds of revision, that feels inauthentic to their audience, or that simply does not perform. The brief is where campaign success is won or lost before a single piece of content is created.
This template has been built around the briefing process used by LMG Media across hundreds of influencer campaigns — from micro-influencer seeding programmes to major brand activations across Instagram, TikTok, YouTube, and LinkedIn. It covers every element a creator needs to produce excellent work, structured in the order that makes most sense for both the brand and the creator reading it.
The template is intentionally comprehensive without being prescriptive. Every section includes guidance notes that explain what to include and — equally importantly — what to leave out. One of the most common briefing mistakes is over-specification: brands that script captions, dictate exact camera angles, and micromanage creative decisions produce content that sounds like an advertisement rather than a genuine creator recommendation. This template is designed to give creators everything they need while preserving the creative freedom that makes influencer content effective.
Inside you will find sections covering campaign background and objectives, target audience profile, platform and format requirements, key messages and mandatory inclusions, content do's and don'ts, deliverables and timeline, usage rights and exclusivity, disclosure requirements by market, payment terms, and the approval process. Each section includes a filled example alongside the blank template so you can see exactly how a completed brief looks in practice.
Whether you are running your first influencer campaign or standardising a briefing process across a larger marketing team, this template gives you a professional, battle-tested starting point that you can adapt to any campaign, any platform, and any creator tier. Download it, make it your own, and brief with confidence.