Free influencer briefing template (+ how to use it)
An influencer brief is a strategic roadmap that guides content creators through a marketing campaign, ensuring every post, story, and interaction aligns with your brand’s vision. It covers timelines, content types, and audience demographics, providing influencers with clear expectations and all the details they need to bring your campaign to life with precision and creativity.
A compelling brief not only sets the stage for stronger partnerships but also sparks some of your most impactful content. When you ignite an influencer’s creativity, they’re more likely to captivate their audience. Trust us — we’ve seen it happen!
Below, you’ll find a free, customizable template and tips on how to fill out each directive. From deadlines to key messages to CTAs, we help you cover it all from the start.
Use our free template as the foundation for your influencer brief
Glossary
Live/Launch - The date the campaign will be available for influencers to sign up.
Express Interest By - All influencers will be selected and confirmed by this date.
Start Date - When influencers can begin engaging with the brand’s products or services and creating content.
End Date/Due Date - All content is due by this date.
CAMPAIGN TIMELINE
Total goal: (Ideal number of influencers for the campaign)
Date of campaign launch
Date influencers should express interest by
Date influencers will be selected by
Date influencers will be confirmed by
Date range for posting content
CAMPAIGN DETAILS
Market details: List the target audiences or locations
Campaign headline: Official campaign name
Perks/compensation: List influencer incentives (e.g., a gift card for one free product).
About the campaign: Discuss what the influencer must do (e.g., post product demos on Instagram).
As you list the campaign details, focus on what the influencer needs to know. Whether it’s store locations, product pricing, or a unique call to action (CTA), these details help the content creator determine if the campaign is a good fit for them and their audience.
SOCIAL DETAILS
Hashtags/account handles: List all relevant campaign handles and hashtags.
Content requirements: Specify the social media platform(s) and the recommended or required feeds (e.g., Instagram Stories).
CONTENT LOGISTICS
Content specifications: Detail all influencer content requirements, such as the number of brand mentions per post, CTA, or tagging requirements (e.g., tag both the product and brand).
Value-add suggestions: Offer additional talking points, like brand loyalty programs or charitable initiatives.
Style preferences: Consider listing examples if you prefer a specific content style.
Instructions to selected and confirmed influencers
Warmly welcome the content creator and provide any additional campaign information. This may include details on compensation, the campaign’s purpose, or key contacts for any questions.
What does our influencer brief look like in practice?
In practice, an influencer brief may initially seem like overcommunication, but it’s actually essential for clarity and success. The crystal-clear requirements, helpful suggestions, and ongoing messaging will streamline your collaboration and help influencers understand the campaign’s shape and goals.
At Hummingbirds, our briefs typically start by laying out the brand assets before diving into what content is acceptable and what isn’t. For example, we might specify that our customer prefers product demos and practical suggestions on integrating the product into a daily routine rather than dramatic testimonials.
Want to work off a completed brief? Download this example from one of our most successful campaigns!
Customize the template with company and campaign details
Your company and campaign details provide the content framework for an influencer, giving them the ammunition they need to show off their creative chops. Below, we show you how to convey each key point and connect with different types of content creators and their audiences.
Write a company overview that generates excitement for your brand
A compelling company overview should answer fundamental questions, like what the brand stands for, how it differs from competitors, and what types of customers it attracts. Keep this section succinct while still fleshing out the key points.
To make your brief more memorable, include unique details, such as the founder’s backstory or the company’s charitable initiatives. Whether your target demographic values saving money, time, or the planet, these insights help influencers gauge whether your brand aligns with their audience’s interests.
Distinguishing your brand and products with key points is crucial, regardless of what you offer. For example, if you provide a common household product like frozen dinners, highlight what sets it apart from competitors. Perhaps your dinners taste fresher when cooked on the stovetop, delivering a home-cooked feel that others lack.
For more unique products or services, the brief should convey the value they offer to customers. For instance, if you sell custom-made umbrellas to protect trucks from hail or heat damage, emphasize how the product is convenient to use or how it boosts the vehicle’s resale value.
To see how a strong brand story and mission can further enhance a product’s appeal, consider the company overview of Iowa-based BLK & Bold. Founded in 2018 by two friends, this Black-owned coffee and tea company strives to make a significant social impact by combining entrepreneurship and a powerful mission statement.
This overview stands out for its personal narrative and community focus. BLK & Bold aligns their business story with a broader purpose, resonating deeply with their audience’s values. Today, they donate 5% of all proceeds to national nonprofit youth programs, building trust and distinguishing themselves from competitors.
Beyond supporting American teens, BLK & Bold’s proactive founders hold state officials accountable, pushing for more Iowa businesses to gain national recognition. Their story is a prime example of how to craft a message that both informs and inspires.
Illustrate your campaign vision and set clear objectives
In an effective influencer brief, your team’s vision and campaign goals should be clear and balanced with the content creator’s expectations and priorities. The more demanding you are, the more it limits their creativity.
A good brief should contain the following:
Timelines: Spell out all deadlines upfront so the influencer can plan their schedule.
KPIs: List your success metrics and how you’ll monitor campaign engagement.
Content tips: Provide content tips as a baseline, allowing the influencer to develop a unique take on the material.
Whether using social media platforms to promote brand awareness, drive sales, or reposition your brand for a younger audience, your content brief should revolve around the core objectives.
Be clear about what you want and don’t want to see. While giving influencers creative freedom is essential, providing examples of desired content can help guide them. If you have specific expectations or want to emulate another brand’s style, include these details.
Equally important is outlining what to avoid. Consider what might disappoint you and ask content creators to steer clear of those elements. If you’re promoting a restaurant’s new cocktails, you might request that influencers avoid photographing the drinks next to other beverages or ensure they capture the drink within 10 minutes of being served so it still looks fresh.
Providing clear guidelines on what not to do can help prevent misunderstandings and ensure the final content aligns with your brand’s vision.
Outline expectations for influencer deliverables
Influencer deliverables include the expected number of posts, which platforms they need to post on, and the specific files the brand requires. This is also the time to outline the content review process, including how and when the content will be evaluated and revised.
Be specific: If you need to review content before publication, clarify that in the brief. Specify the timeframes for approval, the number of revisions allowed, and any other pertinent details.
Given that there are countless ways to create and share content, it’s important not to leave this section to chance! For instance, if you require both raw and finished files, state this clearly, along with any specific formats or resolutions. If the content needs to be a certain length or contain a specific number of images or videos, such as a carousel post on Instagram, be sure to say so.
If you’re struggling with the influencer contract, fill in the template and ask a coworker or third party to review it. A neutral eye can help you button up any unclear expectations so you can get your campaigns on the road.
Inspire your partners to bring your brand to life
Successful influencers know how to bring out the best in a brand. Whether their profile is fun and exciting or more down to earth, your brief should inspire influencers to show off what makes it special.
Include examples, tips, and compelling brand narratives to effectively communicate your campaign messaging. Marketing teams that go above and beyond often wind up with more authentic and relatable content.
We recommend including your brand style guide or mood board in the brief or as a supplemental document. This helps the influencer gain a clearer understanding of how the brand presents its products and to whom.
If the brief is too restrictive, it could unintentionally lead to less engaging content, which may impact both the brand and the influencer. Ideally, you’ll give the influencer enough information to make your products pop without dictating what they say or do. Most influencers have experience with aligning their style without compromising their identity!
Clarify compensation details
Not all influencers are primarily motivated by compensation, but all influencers appreciate being valued for their efforts. Make sure that your compensation process is transparent and detailed. For example, if you’re sending a gift card, specify its delivery method, when it will arrive, and how much it is.
If you require specific information, such as routing numbers or home addresses, list it all in the brief. Compensation details vary widely by brand and even by campaign. For example, one campaign might offer free products, while another offers straight financial compensation. Some companies pay before content delivery, while others pay after.
When your brief is thorough and clear, you can prevent misunderstandings and avoid potential legal conflicts.
How to use your influencer briefing document
If you run a DIY campaign, you’ll typically select influencers in your niche, reach out for potential partnerships, and send campaign briefs for their consideration. Usually, you’ll communicate via the influencer’s preferred method (e.g., email, DM, etc.).
Using an influencer platform or agency provides you with technical and expert support, ensuring a more streamlined experience. It all depends on how much time and energy you can devote to the project.
Consider your influencer briefing document as the initial touchpoint. As the campaign progresses, it’s important to keep in touch. Influencers should have someone they can reach out to if they have questions or concerns down the line. For example, if the influencer finds that your brand isn't as relevant to their followers as they initially thought, they should know who to contact to resolve the situation.
We recommend archiving all campaign documents and refining the standard template to ensure even more successful campaigns in the future. As your brand and campaign strategy evolves, it will become easier to articulate your needs and objectives.
Learn how Hummingbirds supports local influencer marketing campaigns
Hummingbirds is an influencer platform that pairs brands with local influencers, embodying the impact of people-powered marketing. We have a proven track record of helping our customers build awareness and foster loyalty with local audiences.
National brands like Goodles Mac and Olipop and local brands like Brucemore Mansion and Adventureland rely on our SaaS platform to set up and execute campaigns with as few wrinkles as possible. Our team also provides white-glove support from start to finish — without stepping on your creative toes!
Ready to dive head-first into a more effective influencer marketing strategy? Discover how the Hummingbirds platform can drive remarkable results!