Influencer brief template: free download with every field you need
A weak brief produces weak content. The most common reason influencer posts miss the mark is not creator quality but brief quality. This template covers every field you need to give creators clear direction and protect your brand. Copy it and adapt for each campaign.
The brief template
Brand:[Your brand name]
Campaign name:[Internal reference]
Posting window:[Date range, e.g. June 1-15]
Submit draft by:[Draft deadline, 5 days before go-live]
Product:[Name and 1 sentence description] Send date:[When you are shipping product to creator]
Deliverables:
- 1 x Instagram Reel (45-60 seconds)
- 1 x Instagram Story (3 slides) with link in bio
[Adjust per campaign]
Key messages (mention at least 2):
1. [Primary message]
2. [Secondary message]
3. [Optional third message]
What to avoid:
[Competitor mentions, pricing discussions, specific claims you cannot make]
Disclosure: #ad must appear in the caption before the first line break and must be clearly visible in any video overlay.
Tracking link:[UTM link specific to this creator - generated in KALO IQ]
Add this link to your bio for the duration of the campaign and reference it in your caption.
Approval process: Submit draft via [method: DM, email, Google Drive link] at least 5 days before your planned post date. One round of revisions if needed. You retain creative control within these guidelines.
Payment:[$X] within 30 days of post going live and UTM link added to bio.
How to use this template
Personalise the delivery, not the requirements. The brief should arrive with a short personal message referencing why you chose this specific creator. The template is the brief document - the message sending it should feel like a conversation not a contract.
One round of revisions only. State this explicitly in the brief. Open-ended revision cycles cost time and create creator frustration. Specify one round and that final approval must come before the posting deadline.
Send the UTM link in the brief, not after. Creators who do not have the tracking link at brief stage often post without it. KALO IQ generates unique UTM links per creator - include it in the brief document before you send.
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The five fields most briefs miss
1. What to avoid. Most briefs say what to include. Few say what not to do. A list of three to five things to avoid (competitor mentions, price claims, specific trigger phrases) prevents the most common brand safety issues.
2. A specific posting window not a single deadline. Give creators a window of 5-7 days to post rather than a fixed date. This makes scheduling easier for creators and produces more natural-feeling content than posts that all go live the same day.
3. Draft approval method and timeline. Email, Google Drive, KALO IQ platform - specify exactly where drafts should be submitted and how long you take to review. Unclear approval processes cause the most campaign delays.
4. Payment terms. Include these in the brief not in a separate document. Creators read briefs. They sometimes miss follow-up paperwork. Payment terms in the brief reduce payment disputes.
5. The UTM tracking link. It belongs in the brief document. Not in a follow-up. Not in a separate email. In the brief, with instructions for how to use it.
Find creators and manage briefs in KALO IQ
KALO IQ gives you 10M+ hand-verified US creators, built-in outreach and campaign tracking from $79 a month. Start free with no credit card required.