How to Write the Perfect Influencer Collaboration Brief

Working with influencers can be a game-changer for your brand, but a successful collaboration starts long before the first post goes live. It begins with a clear and thoughtful influencer collaboration brief. This document is the blueprint for your partnership, outlining everything the influencer needs to know to create content that aligns with your vision.

A well-crafted brief ensures that both you and the influencer are on the same page, minimizing misunderstandings and maximizing the impact of your campaign. In this guide, we’ll walk you through step-by-step instructions for writing the perfect influencer collaboration brief that inspires creativity, clarifies expectations, and sets your campaign up for success.

Why Do You Need an Influencer Collaboration Brief?

Think of your brief as the roadmap for your collaboration. Without it, influencers are left guessing about your goals, brand voice, and expectations—which can lead to off-brand content, missed deadlines, and frustration on both sides.

A strong brief helps to:

• Clarify Goals: Ensure the influencer understands the purpose of the campaign.

• Set Expectations: Clearly define deliverables, timelines, and brand guidelines.

• Inspire Creativity: Provide the influencer with enough direction to stay on-brand while allowing room for their unique style.

• Build Trust: Show the influencer you’re organized and professional, which encourages a smoother partnership.

Step-by-Step Guide to Writing the Perfect Influencer Collaboration Brief

Let’s break down each section of your brief so you can craft one that’s clear, concise, and effective.

1. Start with a Warm Introduction

Your brief should start with a friendly and professional introduction. This is your chance to set the tone for the collaboration and make the influencer feel excited about working with you.

What to Include:

• A brief overview of your brand: Share your mission, values, and what makes your brand unique.

• A thank-you message: Acknowledge the influencer’s time and express your excitement about partnering with them.

Example:

"Hi [Influencer Name],We’re thrilled to partner with you on this campaign! At [Your Brand Name], we’re passionate about [what your brand does/stands for], and we’re so excited to see how you bring this vision to life in your unique style. Thank you for collaborating with us!"*

2. Outline the Campaign Goals

Be crystal clear about the purpose of your collaboration. Influencers need to understand your overarching goal so they can tailor their content accordingly.

Questions to Answer:

• Are you looking to increase brand awareness?

• Do you want to drive traffic to your website or boost sales?

• Is the campaign focused on launching a new product?

Example:

"Our goal for this campaign is to raise awareness about our new [Product Name] and highlight how it solves [specific problem]. We’d love your help showcasing its [key benefits, e.g., versatility, sustainability, or performance] to your audience."

3. Define the Deliverables

Clearly outline what you expect the influencer to create. Specify the type, format, and quantity of content so there’s no ambiguity.

Details to Include:

• Number of posts, stories, or videos.

• Platforms where the content will be shared (e.g., Instagram, TikTok, YouTube).

• Any specific formats (e.g., Instagram Reels, carousel posts, unboxing videos).

• Length requirements for videos or captions.

Example:

• Deliverables:

  • 1 Instagram Reel (30–60 seconds).

  • 3 Instagram Stories with swipe-up links.

  • 1 in-feed carousel post with a caption highlighting [specific product benefits].

4. Provide Creative Direction

While you want to give influencers creative freedom, it’s essential to provide some guidance to ensure the content aligns with your brand.

What to Include:

• Key Messaging: Highlight the main points the influencer should communicate (e.g., product benefits, unique features, or brand values).

• Tone of Voice: Explain your brand’s tone—should it be fun, professional, inspiring, or conversational?

• Visual Style: Share details about color schemes, preferred aesthetics, or whether the content should feel casual or polished.

• Do’s and Don’ts: Offer tips on what to include or avoid in the content.

Example:

"Key Messaging:

• Emphasize that [Product Name] is [sustainable, versatile, or premium quality].

• Highlight its [specific features].

Visual Style:

• Bright, natural lighting with a clean, minimalist background.

• Showcase the product in action."*

5. Specify Timelines and Deadlines

Influencers often juggle multiple campaigns, so clear deadlines are a must. Break down the timeline into manageable milestones to keep everyone on track.

What to Include:

• Dates for content drafts (if applicable).

• Posting deadlines for each deliverable.

• Campaign launch dates.

Example:

"Timeline:

• Draft content due: [Date]

• Revisions (if needed): [Date]

• Final content posting: [Date]"*

6. Outline Compensation

Be transparent about payment and other perks. Influencers should know exactly what they’ll receive in exchange for their work.

What to Include:

• Monetary compensation: Clearly state the payment amount and terms (e.g., 50% upfront, 50% upon completion).

• Additional perks: Free products, discounts, or other incentives.

• Payment method: How and when you’ll process the payment (e.g., PayPal, bank transfer).

Example:

"Compensation:

• Payment: £500, delivered via PayPal within 7 days of content approval.

• Additional Perks: Complimentary [Product Name] included."*

7. Include Legal and Disclosure Requirements

To ensure compliance with advertising laws and platform guidelines, specify that the influencer must disclose their partnership with you.

What to Include:

• Mention required hashtags (e.g., #ad, #sponsored).

• Remind influencers to follow platform rules (e.g., Instagram’s branded content policies).

Example:

"Disclosure Requirements:Please include #ad or #sponsored in your caption to ensure compliance with advertising guidelines. Tag @YourBrand and use the hashtag #[YourCampaignHashtag]."*

8. Provide Additional Resources

Help the influencer succeed by equipping them with the resources they need.

What to Include:

• A link to your website or product page.

• Brand assets like logos or product images.

• Examples of past campaigns or content for inspiration.

Example:

"Resources:

• Product details: [Link to product page]

• Campaign inspiration: [Link to examples]"*

9. Add Contact Information

Make it easy for the influencer to reach out with questions or concerns. Include the name and contact details of the person managing the campaign.

Example:

"Contact:For any questions, feel free to reach out to [Your Name] at [Email Address] or [Phone Number]."*

Final Thoughts: Set the Stage for a Winning Collaboration

A detailed, thoughtful influencer collaboration brief is your ticket to a smooth and successful campaign. It not only ensures the influencer understands your expectations but also shows them you value their creativity and professionalism.

Now it’s your turn! Start crafting your brief using these steps, and you’ll be well on your way to building partnerships that drive results. Have tips or experiences to share? Drop them in the comments below—we’d love to hear your story!