How to write an influencer brief: what to include

A good influencer brief tells the creator what should be made, for whom, by when and what you’re allowed to do with the result. It sets clear must-haves but leaves room for style — because the creator knows their audience better than you do.

Creator brief template: the must-haves

Every brief should answer the same questions. What it’s about: the product, the occasion and the one message that should stick. For whom: the target audience in one sentence. What exactly: format, number, length and platform. When: the date for the preview and for publishing. What must be included: the brand mention, a code or link, possibly a note that can’t be left out. What must not be included: claims you aren’t allowed to or don’t want to make. And finally, usage rights: whether you only want to share the post or also use it as an ad, and for how long.

Clear requirements, creative freedom

The most common mistake is a script down to the last sentence. The result then looks like an ad, and the audience notices immediately. Instead, set what has to be fixed and let the creator decide how to tell it. Describe the feeling or benefit the video should convey rather than specifying every shot. Examples of past posts you liked help more than long explanations. If you want to set the brand’s tone or visual style, name two or three clear points instead of a whole brand manual.

UGC brief: what else matters

With UGC, the creator doesn’t publish anything themselves; you get files for your own channels or ads. That’s why technical details belong in the brief: aspect ratio, length, whether you need raw footage or a finished edit, whether subtitles or music should be included. For ads, several hooks are worth it so you can test which one works best. Also state where the material will run, because the usage rights depend on it. If the product needs explaining, add its key features as bullet-point notes so nothing wrong gets said in the video.

Common gaps that lead to revisions

Many change requests happen because something was missing from the brief. Often what’s missing is whether music is allowed, which product variant should be shown or whether the code has to be spoken or shown on screen. A forgotten preview date also causes stress shortly before publishing. Before sending your brief, read it once from the creator’s point of view: could they get started without asking a question? If not, add what’s missing. What’s in the brief can be clearly checked later — what was only implied can’t.

How the brief works on creatordeal

On creatordeal, you write the brief directly into the request: what should be made, for whom and with which discount code. The text is saved as you type and goes into the order chat as the first message. You can specify a preferred date. You choose usage rights, duration and any exclusivity in the same request, and for products also the product value and shipping. The brief is part of the booking — the delivery is measured against it, even if something is disputed later. With a listing, you write it once, and all applicants see the same thing.

Questions

Frequently asked.

Key answers at a glance. Everything else is in the guides and in the FAQ.

What should an influencer brief include?

Product and key message, target audience, format and number, platform, dates for preview and publishing, must-haves like a code or link, no-gos and the usage rights you want.

Is there a creator brief template?

A good template always answers the same questions: what, for whom, what exactly, by when, what must be included, what must not, and which rights. On creatordeal, the request walks you through these points.

How long should a brief be?

As short as possible, as complete as necessary. If the creator can start without asking questions, it’s enough — a script down to the last sentence does more harm than good.

What’s different about a UGC brief?

Because you run the files yourself, you need technical details like format, length, raw footage or edit, and where you plan to use it. The usage rights depend on that, too.

Can I change the brief after the creator accepts?

Small clarifications go through the order chat. If you significantly expand the scope, agree on it as an add-on with its own price so both sides know what applies.

Brief once, reach many creators

Write your brief as a listing — matching creators read it and apply to you.

Start a listing

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