Writing Influencer Briefs That Don't Get Ignored

I've reviewed hundreds of influencer briefs over the past three years, and I can tell you exactly why yours isn't working. It's either a 14-page PDF that reads like a legal contract, or it's three sentences that basically say "post about our product, make it fun."

Neither approach works. Creators need structure, but they also need creative freedom. They need details, but not micromanagement. Getting this balance right is what separates campaigns that feel authentic from campaigns that smell like paid advertisements from a mile away.

The Anatomy of a Brief That Actually Gets Read

Your brief should answer five core questions in this exact order:

1. Why this partnership matters (not just "we chose you because engagement")
2. What success looks like (specific, measurable, realistic)
3. Creative guidelines (boundaries without handcuffs)
4. Logistics (timeline, deliverables, compensation)
5. Resources (what you're providing to make this easy)

Most brands screw up #1 completely. They open with their company history or product features. Creators don't care that you've been "revolutionizing the snack industry since 2019." They care about why this collaboration makes sense for their audience.

Bad Brief vs. Good Brief: Opening Section

Bad example:
"SnackBox is a leading provider of curated snack subscriptions, delivering premium treats from around the world to doorsteps across North America. Founded in 2019, we've shipped over 2 million boxes and pride ourselves on exceptional customer satisfaction. We're excited to partner with influencers who align with our brand values."

Good example:
"We've been watching your content for six months, especially your 'Trying Weird Snacks from My Followers' series. The way you describe flavours and textures actually makes people want to try things. Our subscribers constantly ask for more adventurous options, and we think your audience would genuinely enjoy discovering snacks they can't find at Target. This isn't about selling boxes, it's about introducing your viewers to something they'll actually want to subscribe to."

See the difference? The second version demonstrates actual knowledge of the creator's work and connects their audience to your product naturally.

The Creative Guidelines Section (Where Most Briefs Die)

This is where brands either become control freaks or completely abdicate responsibility. You need to give direction without writing the script.

Don't say: "Please create engaging content that highlights our product in an authentic way."

Do say: "We want viewers to see you genuinely reacting to the snacks. Don't feel pressured to love everything—if something tastes like cardboard, say so. What we care about is the discovery experience, not fake enthusiasm. We're hoping for a try-on/unboxing format since that's what performs best on your channel, but if you have a different creative angle, we're open to discussing it."

Notice how specific that is while still leaving room for the creator's voice and ideas?

The Deliverables Matrix

Stop listing deliverables as a wall of text. Use a simple table:

Primary Deliverable:

• Platform: YouTube
• Format: 8-12 minute video
• Integration: Mid-roll segment (2-3 minutes)
• Timeline: Post within 14 days of receiving product

Bonus Content (optional, additional fee):

• Instagram Stories: 3-5 frame sequence
• TikTok: 30-60 second cut-down

This format makes it immediately scannable. Creators can see exactly what's required and what's optional at a glance.

The "Don'ts" Section (Yes, You Need One)

Creators actually appreciate knowing what's off-limits upfront. It saves everyone awkward revision rounds.

Example format:

"Please avoid:

• Comparing us directly to competitors (you can mention the category, just not 'better than X')
• Health claims about specific snacks (we're not nutritionists)
• Showing our packaging in ways that obscure the logo (our CPG team gets weird about this, sorry)"

That last line? The casual acknowledgment that some requirements are slightly absurd? Creators appreciate the honesty.

Resources and Support

This section separates professional brands from amateurs. Tell creators exactly what you're providing:

• Product ships by [specific date]
• Brand assets available at [link]
• Your point of contact: [Name, email, response time expectation]
• Approval timeline: We'll review within 48 hours
• Payment terms: Net 30 via PayPal/bank transfer

That last point about payment terms? Including it upfront builds trust. Too many brands are cagey about when creators will actually get paid.

The Brief Length Sweet Spot

For most campaigns, your brief should be 2-3 pages maximum. If you're writing more than that, you're either working on an incredibly complex campaign, or you're overexplaining.

Some campaigns genuinely need detailed briefs—a multi-platform campaign with specific regulatory requirements might run longer. But your standard product collaboration? Two pages is plenty.

Templates You Can Steal

I maintain a brief template that's gotten a 90%+ acceptance rate. The structure:

1. Page 1: Partnership rationale + what success looks like + creative direction
2. Page 2: Deliverables matrix + timeline + compensation + resources
3. Page 3 (if needed): Brand guidelines + examples of past content we loved + FAQ

The FAQ section is underrated. Answer common questions preemptively:

• "Can I mention other brands in the same video?" (Yes, just not direct competitors)
• "What if I need to reschedule?" (Just let us know at least 48 hours ahead)
• "Can I use the product after the campaign?" (It's yours, enjoy)

The Follow-Up That Seals the Deal

Send your brief, then follow up 48 hours later with a short email: "Hey [Name], wanted to make sure the brief made sense. Any questions or any parts you'd like to adjust? We're flexible on the creative approach if you have ideas."

That last sentence does heavy lifting. It signals that the brief is a starting point for collaboration, not a contract written in stone.

The best briefs I've seen treat creators as creative partners, not billboards with legs. Give them structure, respect their expertise, and make it easy for them to do great work. Everything else is just formatting.