Influencer Marketing Campaign Brief Example: Complete Guide for 2025
Introduction
A well-crafted brief is the difference between a viral campaign and a wasted budget. Whether you're launching your first influencer partnership or managing a portfolio of creators, a clear, comprehensive influencer marketing campaign brief example sets the foundation for success. In 2025, where platform algorithms shift constantly, AI-generated content requires disclosure, and audience authenticity verification has become non-negotiable, the humble campaign brief has evolved into a critical business tool.
Think of a campaign brief as the contract, creative direction, and performance agreement all rolled into one. It's your north star for aligning influencers, marketing teams, and brand leadership around shared goals. This guide walks you through everything you need to know about structuring, executing, and optimizing influencer marketing campaign briefs—with real-world examples, platform-specific strategies, and actionable templates you can use immediately.
Ready to master the briefing process? Let's dive in.
1. Understanding the Influencer Marketing Campaign Brief
What Is a Campaign Brief?
An influencer marketing campaign brief is a comprehensive document that outlines the expectations, deliverables, compensation, and performance metrics for an influencer marketing collaboration. At its core, it answers fundamental questions: What do you want the influencer to create? When? How much will you pay? What does success look like?
Beyond creative direction, a modern campaign brief functions as three things simultaneously. First, it's a contract or contractual addendum, protecting both the brand and creator by establishing clear terms. Second, it's a creative guide, providing the influencer with tone, messaging, and platform-specific guidelines. Third, it's an accountability framework, defining measurable KPIs and performance expectations.
Why have briefs become more critical post-2023? Brands face increasing pressure to demonstrate ROI, comply with FTC regulations around sponsorship disclosure, and verify that influencers have authentic audiences. A well-documented brief creates an audit trail and protects your brand from liability.
Why Campaign Briefs Matter in 2025
The influencer marketing landscape has fundamentally shifted. In 2024-2025, influencer fraud detection has become mainstream—brands now routinely audit engagement authenticity, bot followers, and suspicious activity patterns. A detailed brief allows you to specify which authenticity metrics matter to your campaign and how the influencer will be vetted.
Additionally, regulatory compliance has intensified. The FTC's updated guidelines on AI-generated content (effective 2025) require clear disclosure when influencers use artificial intelligence tools. Your brief must explicitly state whether AI-generated assets are permitted and how they should be labeled. International considerations matter too: GDPR applies to EU-based creators, CCPA affects California residents, and other privacy laws continue to evolve.
Platform fragmentation also demands platform-specific briefing strategies. TikTok's algorithm rewards authentic, unpolished content—but Instagram Reels favor higher production quality. LinkedIn influencers need different messaging than TikTok creators. A one-size-fits-all brief misses these nuances.
Brief vs. Contract: Understanding the Difference
Confusion often arises between campaign briefs and influencer contracts. Here's the distinction: a brief is tactical and campaign-specific, outlining deliverables, timelines, and KPIs for a single project. A contract is broader, establishing legal terms, liability, payment methods, and dispute resolution.
In practice, you often need both. The brief lives inside or alongside the contract. Many brands use a master influencer contract (defining general terms) plus campaign-specific briefs (defining project details). [INTERNAL LINK: Contract templates and digital signing] InfluenceFlow's Contract Templates library provides ready-made language for both scenarios, and our platform integrates briefs directly with contract management, so everything stays synchronized.
2. Essential Components of an Effective Campaign Brief
Campaign Overview Section
Your brief opens with essential logistics. Start with a campaign name that's memorable and easy to reference—something like "Summer Refresh 2025" rather than "Campaign Q3-A." Include the campaign duration (launch date and end date) and specify whether it's a one-off or ongoing initiative.
Next, establish the brand voice and key messaging pillars. Even if the influencer is familiar with your brand, stating these explicitly prevents misalignment. For example: "Our messaging emphasizes sustainability and transparency. We want creators to feel empowered to discuss environmental impact without sounding preachy." Include 3-5 primary messages and 2-3 secondary themes.
Then define your campaign goals with specificity. Don't just write "increase brand awareness"—instead, say: "Increase brand awareness among 18-25-year-old consumers interested in sustainable fashion, targeting 5M impressions and 150K engagement interactions across all creators combined." Finally, state your overall budget and timeline upfront. Transparency builds trust and prevents scope creep.
Target Audience Definition
This section requires depth because influencer selection depends on audience alignment. Start with demographic data: age ranges, geographic location, income level, and gender representation. Then move into psychographics: values, lifestyle, aspirations, and pain points.
Here's where 2025 specifics matter. Gen Z and Gen Alpha audiences (born 1997-2012+) expect authenticity and social consciousness. They'll detect and reject performative marketing. Your brief should acknowledge this: "Gen Z audiences on TikTok prioritize authenticity over polish. Influencers should feel comfortable being imperfect, vulnerable, and opinionated."
Additionally, specify DEI representation requirements. If your audience or brand values demand diversity, include this in the brief. For example: "We're seeking creators from underrepresented communities in tech. We want campaign representation to reflect BIPOC, LGBTQ+, and disability communities."
Address platform-specific audience behavior too. TikTok audiences engage differently than Instagram audiences, which differ from LinkedIn audiences. Your brief might say: "TikTok: Expect 15-60 second videos with trending sounds and casual editing. LinkedIn: Expect 3-5 minute long-form videos or carousel posts with professional tone and industry insights."
Influencer Selection Criteria
Rather than leaving influencer selection vague, your brief should define explicit criteria. Start with niche and audience relevance: "Select influencers whose primary audience matches our target demographic. If they have adjacent audiences, engagement from the target demographic should exceed 60%."
Define tier specifications. Are you working with nano-influencers (1K-10K followers), micro-influencers (10K-100K), mid-tier (100K-1M), or macro-influencers (1M+)? Each tier has different briefing requirements. Nano and micro-influencers often prioritize creative freedom and authentic storytelling. Macro-influencers need tighter creative control and more detailed guidelines.
Include engagement rate benchmarks. Rather than setting an arbitrary 3% engagement rate, benchmark against industry standards. According to 2024 data from HubSpot, average Instagram engagement rates are 0.37-1%, but niche communities often exceed 3-5%. Your brief might state: "Minimum engagement rate: 2% on Instagram, 8% on TikTok, calculated over the last 30 days."
Address authenticity verification. Specify how you'll vet creators: "All selected influencers must pass audience authenticity audit using [tool]. Fraudulent followers must not exceed 5%. Engagement patterns must show consistency over 90-day lookback period."
Key Performance Indicators (KPIs) and Metrics
KPIs transform vague goals into measurable outcomes. Platform-specific metrics are essential because success metrics differ by channel. On Instagram, focus on reach, impressions, saves, and shares. On TikTok, prioritize views, average watch time, and shares. On LinkedIn, target impressions, clicks, and lead generation.
Industry-specific benchmarks matter too. E-commerce campaigns focus on conversion rate and average order value. SaaS campaigns target cost-per-lead and free trial signups. Nonprofits measure donation value and volunteer registrations. Your brief should include realistic benchmarks: "Our e-commerce average order value is $85. We expect influencer-driven traffic to convert at 2-3%, generating $25-30K in attributed revenue per influencer."
Include authenticity metrics beyond follower counts. Define what "authentic engagement" means for your campaign: consistent comment quality, meaningful conversation indicators, audience overlap with your existing customer base, and content alignment with influencer's historical posting patterns.
Also specify attribution tracking methods: Are you using discount codes? UTM parameters? Affiliate links? Unique landing pages? Your brief must clarify: "Each influencer receives unique discount code (e.g., JANE15). We'll track all revenue tagged to these codes using Shopify analytics. Report performance weekly."
3. Platform-Specific Briefing Strategies for 2025
TikTok Campaign Briefing
TikTok demands a fundamentally different briefing approach than other platforms. The algorithm rewards authentic, imperfect, creator-forward content. Your brief should acknowledge this explicitly rather than imposing rigid controls.
Specify content requirements within guardrails. Instead of scripting videos word-for-word, say: "Create 60-second video featuring our product in your daily routine. Be authentic—show real usage, not staged. Include trending audio from [specific sounds]. Mention the discount code organically." This gives guidance while preserving creative freedom.
Address Gen Z and Gen Alpha expectations directly. These audiences have finely tuned BS detectors. Your brief might state: "Avoid corporate language and overly polished production. Let your personality shine. Share genuine opinions—it's okay to mention product limitations." This honesty drives engagement and trust.
Include algorithm-friendly guidelines: hashtag strategy (use 3-5 relevant, trending hashtags), optimal posting windows (typically 6-9 AM, 12-1 PM, and 7-11 PM for Gen Z), and sound strategy (which trending sounds align with your message?). However, don't be overly prescriptive—creators know their audience better than you do.
Finally, specify performance expectations for TikTok. According to Influencer Marketing Hub's 2024 data, average TikTok engagement rates range from 5-8% for creators with 100K followers. Your brief should reflect realistic targets: "Minimum performance expectations: 5% engagement rate, 100K+ views per video, 50+ comments demonstrating authentic audience interaction."
Instagram, Reels, and Long-Form Content Strategy
Instagram's ecosystem now includes feed posts, Stories, Reels, and Instagram TV—each with different briefing requirements. Your brief should specify which formats you want and how long they should remain posted.
For Reels briefing, specify duration (15-60 seconds), editing style (trendy and dynamic vs. minimalist), and CTA approach. For carousel posts, define how many slides, whether text is allowed, and how CTAs should be integrated. For IGTV or long-form content, specify duration (minimum 3-5 minutes) and whether educational or entertainment-focused content is preferred.
Address cross-platform content repurposing. Specify whether the influencer can repost content to other platforms (TikTok, YouTube Shorts, Reels, etc.) or if content is exclusive to Instagram. Define usage rights: Can your brand repurpose this content in ads? For how long? Will the influencer receive additional compensation?
Include aesthetic and brand consistency requirements without stifling creativity. Rather than demanding specific filters, say: "Maintain cohesive aesthetic. Content should feel warm and accessible, not clinical. Use natural lighting when possible. Color palette should complement our brand guidelines (but you have creative freedom within those boundaries)."
LinkedIn and Professional Platform Briefing
LinkedIn influencers require different briefing language because the platform rewards thought leadership, authenticity, and educational value. Your brief should emphasize impact over vanity metrics.
Specify content types: thought leadership posts (800-1,200 words), professional insights, case studies, or industry commentary. Define the tone: professional but personable, data-driven but accessible, authoritative but not condescending. For B2B audiences, credibility and expertise matter more than relatability.
Include call-to-action specifications that feel natural for LinkedIn. Rather than aggressive selling, frame CTAs around value: "Include CTA encouraging readers to connect or download resource. Avoid hard-sell language; focus on thought partnership and industry education."
Address audience demographics and business relevance. Your brief might specify: "Target decision-makers in SaaS companies, 50M+ revenue, in North America. Your audience should be 70%+ C-suite, director-level, or business owners." This ensures the influencer's audience alignment matches your B2B goals.
Emerging Platforms (Threads, BeReal, Discord)
By 2025, emerging platforms deserve briefing consideration. Threads (Meta's Twitter alternative) requires different tone and content structure—more conversational and thread-focused. BeReal (the authentic sharing app) demands unfiltered, unposed content. Discord works for niche community engagement but requires understanding server culture and community norms.
Your brief for these platforms should acknowledge their unique characteristics: "Threads content should be conversational and discussion-oriented, not promotional. Include questions to spark replies. Tone: expert-casual, never corporate."
For emerging platforms, build in flexibility: "Platform landscape evolving rapidly. We may adjust content specifications if platform algorithm changes. We'll communicate modifications within 48 hours."
4. Content Guidelines, Deliverables, and Creative Direction
Defining Content Pillars and Messaging
Content pillars are the 3-5 core themes your campaign revolves around. For a sustainable fashion brand, pillars might be: (1) Sustainable sourcing and transparency, (2) Styling tips and wardrobe longevity, (3) Community and culture, (4) Seasonal collections, and (5) Customer stories.
Your brief should explain why these pillars matter: "We're not just selling clothes—we're building a movement around conscious consumption. Each piece of content should reinforce one or more of these pillars. Avoid focusing solely on product promotion; instead, celebrate the values and community behind our brand."
Define primary and secondary messages. Primary messages are non-negotiable (e.g., "Our fabric is 100% organic cotton, produced by fair-trade partners."). Secondary messages provide context but can be customized by the influencer (e.g., "Organic cotton feels softer and lasts longer than conventional cotton.").
Specify tone, language, and cultural sensitivity requirements. Your brief might state: "Tone: Confident but not preachy, authentic but aspirational, fun but purposeful. Language: Use inclusive language. Avoid gendered assumptions. Reference diverse body types, abilities, and lifestyles. Cultural sensitivity: Research cultural context before featuring cultural elements."
Content Format and Technical Specifications
Ambiguity kills campaign execution. Specify exact video specifications: resolution (1080p minimum for Instagram, 720p for TikTok), aspect ratio (9:16 for vertical video, 16:9 for horizontal), frame rate (24fps typical, 60fps for fast-motion content), and duration.
For image requirements, define resolution, file format (JPG vs. PNG), color space (RGB for digital, CMYK if repurposing to print), and sizing for different platforms (Instagram Stories: 1080x1920; Instagram Feed: 1080x1350; LinkedIn: 1200x627).
Address caption requirements. Specify minimum/maximum word count, whether captions should include calls-to-action, hashtag requirements, and whether captions should be personalized or templated. For TikTok, note whether captions are optional (since TikTok prioritizes video content over text).
AI-generated content disclosure is now mandatory in 2025. Your brief must state: "If you use AI tools to generate or edit any content (video, images, copy), you must clearly disclose this. Tag posts with #AIGenerated and include statement: 'This content includes AI-generated [images/video/copy]. [Tool name] was used to create/edit this asset.'" This protects both you and the creator from FTC violations.
Deliverables and Timeline Breakdown
Specificity prevents scope creep and misalignment. Rather than saying "create social media content," say: "Deliverables: (1) Three 60-second TikTok videos, (2) One 3-minute long-form Instagram Reel, (3) Five carousel posts for Instagram feed, (4) Two LinkedIn thought leadership posts (800 words each), (5) Stories series (10 slides minimum) featuring product in daily life. Total: 20 unique pieces of content."
Include exact posting schedule: "Week 1: One TikTok video, Monday-Wednesday-Friday. One LinkedIn post, Tuesday. Week 2: Two TikTok videos, Monday-Thursday. One carousel post, Wednesday. Etc." Specify whether the influencer posts on their own schedule or you coordinate timing.
Define revision rounds and approval workflows. Most briefs allow 1-2 revision rounds for content approval. State this explicitly: "Influencer submits drafts by [date]. Brand provides feedback within 48 hours. Influencer has 48 hours for revisions. No more than 2 revision rounds; final content must go live by [date]."
Your brief should also clarify who owns what during the approval process. Many brands request samples or drafts before final approval. [INTERNAL LINK: Campaign management for brands] InfluenceFlow's Content Calendar feature keeps approvals organized, tracks draft submissions, and ensures nothing falls through the cracks.
Rights Management and Content Repurposing
Rights management is where many briefs fall short. Define usage rights explicitly: Is content exclusive to the influencer's channel, or can the brand repurpose it? For how long? Can the brand use content in paid advertising?
Example language: "Usage Rights: Non-exclusive. Brand may repurpose content on official channels (website, Instagram, email) for 12 months. Repurposed content must credit influencer (@username) and link to original post. Brand may not use content in paid advertising without additional compensation ($X per platform per month)."
Specify duration limits. Many brands want to preserve content in their archives or repurpose indefinitely, but creators need boundaries: "Brand retains right to store content in archive for business reference. After 18 months, stored content must be removed from active rotation unless brand negotiates extended license."
Address creator attribution and credit requirements. Your brief should state: "All repurposed content must include influencer's name and handle. Link to original post must be included. If repurposing in paid ads, include disclosure: 'Featuring [Influencer Name]' with link to their profile." This protects the influencer's reputation and builds goodwill for future partnerships.
5. Budget Allocation, Compensation Models, and Contract Terms
Modern Compensation Models (2025)
Influencer compensation has evolved dramatically. Gone are the days of flat-rate influencer marketing. Today's landscape includes multiple models, and your brief should define which you're using.
Fixed-fee payment remains common: the influencer receives a set amount regardless of performance. This works for relationship-building campaigns or when predicting performance is difficult. Performance-based compensation ties payment to results (CPM, CPC, or revenue share). This incentivizes creators to deliver results but requires robust tracking.
Tiered pricing by follower count follows this rough 2025 structure (adjust based on niche and platform):
- Nano-influencers (1K-10K followers): $100-500 per post
- Micro-influencers (10K-100K): $500-5K per post
- Mid-tier (100K-1M): $5K-25K per post
- Macro-influencers (1M+): $25K-100K+ per post
However, engagement rates matter more than follower counts. A micro-influencer with 8% engagement often outperforms a macro-influencer with 0.5% engagement. Your brief should reflect this nuance.
Nano and micro-influencer rate expectations differ significantly from macro-influencers. Many nano/micro-influencers prefer product seeding (receiving free product) plus modest payment ($200-1K) over large upfront fees. This model works for emerging creators building portfolios and brands with limited budgets.
Affiliate and commission-based structures work well for e-commerce: influencers earn a percentage of sales they drive. Offer 10-20% commission depending on product margin and influencer tier. Use unique discount codes to track attribution.
Budget Breakdown and Allocation Strategy
Your overall campaign budget should break down into these categories:
- Influencer fees (40-60% of budget): Payments to creators
- Content production costs (10-20%): If creators need professional photography, videography, or editing support
- Platform advertising (10-20%): Paid amplification of influencer content
- Contingency reserve (10-15%): Buffer for adjustments, additional creators, or unexpected costs
- Platform/tool fees (5-10%): Campaign management software, analytics tools
For a $50K campaign:
- Influencer fees: $25K (5 creators × $5K each)
- Production support: $7.5K
- Paid amplification: $8.75K
- Contingency: $7.5K
- Tools: $2.5K
[INTERNAL LINK: Rate card generator] InfluenceFlow's Rate Card Generator helps you benchmark compensation based on creator tier, audience size, engagement, and platform. This ensures you're offering competitive rates while maintaining budget control.
Contract Terms and Influencer Fraud Detection
Your brief should reference (or include) key contract terms. Define payment terms: net-15 (payment 15 days after deliverables), net-30, or milestone-based (50% upfront, 50% upon completion).
Include exclusivity clauses if relevant. If you want exclusivity (the influencer won't promote competitors), state it: "During campaign period [dates], influencer agrees not to promote competing brands in [category]. Exclusivity applies to direct competitors only (e.g., other sustainable fashion brands, not unrelated categories)." Exclusivity commands premium rates.
Address influencer fraud detection. Before finalizing payment, verify: audience authenticity (using tools like HypeAuditor or Social Blade), engagement pattern consistency, and follower acquisition trends. Your brief should specify: "Brand reserves right to conduct audience audit before payment release. If audit reveals >10% fraudulent followers, brand may pause payment pending resolution or terminate engagement."
Specify dispute resolution: How will disagreements about deliverables or performance be handled? Include clauses about content removal, refunds, and communication protocols.
Privacy Compliance in Campaign Briefs
Privacy regulations impact influencer briefing. GDPR (for EU-based creators and EU audience members) requires transparent data handling: "Creator must disclose how fan data will be used. If collecting emails via landing page, must provide privacy policy and consent mechanisms."
CCPA (for California residents) has similar requirements. Your brief should state: "All fan data collection must comply with CCPA. Creator responsible for providing privacy disclosure and opt-out mechanisms."
Address international influencer considerations: "If engaging creators outside US, research applicable privacy laws. EU creators subject to GDPR; ensure contractual language complies. China-based creators subject to different regulations; consult legal counsel."
6. Crisis Communication Protocols and Risk Management
Including Crisis Clauses in Campaign Briefs
A solid brief includes crisis management language. Define response protocols for negative comments: "If post receives negative comments or criticism, influencer should: (1) Not delete legitimate criticism, (2) Respond professionally and transparently, (3) Notify brand immediately if issue escalates. Brand will assist with response strategy within 4 hours."
Address accountability for controversial content. What if an influencer creates content that contradicts your brand values or violates FTC guidelines? Your brief should include: "If influencer's content violates FTC disclosure requirements, contains false claims, or contradicts brand values, brand reserves right to request removal within 48 hours. Removal is condition of payment. Repeated violations result in campaign termination."
Define brand response authority. Who decides whether a crisis warrants public response? Establish a chain of command: "Crisis escalation: Influencer notifies brand manager → brand manager consults with communications team → communications team authorizes response (within 24 hours). Brand retains authority over crisis narrative."
Include pause/cancel clauses and exit strategies. "Brand may pause campaign immediately if influencer engages in illegal activity, violates community guidelines, or creates reputational risk. If paused >7 days, brand and influencer will discuss contract termination. Influencer compensated for completed deliverables only."
Authenticity Verification and Fraud Prevention
Fraud prevention starts in vetting but continues through campaign execution. Define bot detection protocols: "Pre-campaign: Brand conducts audience audit using authenticity tool [name]. Fraudulent followers must not exceed 5%. If audit reveals >10% fraud, engagement disqualified from campaign."
Include engagement authenticity checks during campaign. Monitor comments for spam, bot activity, or purchased engagement. Your brief might specify: "Post-campaign: Brand reviews comment quality, checks for spam or bot comments, verifies engagement authenticity. If >20% of engagement appears fraudulent, performance bonuses forfeited."
Address reputational risk assessment. Before finalizing partnerships, research influencers for controversial past content, problematic statements, or ethical concerns. Your brief should mandate: "Brand conducts reputational audit on all influencers before contract signing. Influencer certifies no recent scandals, legal issues, or community guideline violations."
Contingency Planning and Backup Strategies
Influencer campaigns fail sometimes. Your brief should anticipate this: "If influencer fails to deliver by deadline, brand will: (1) Notify influencer immediately, (2) Allow 72-hour cure period, (3) If not resolved, engage backup influencer [name] and deduct costs from original influencer's payment."
Identify backup influencer alternatives in advance. Your brief might include: "Primary influencers: [list]. Backup influencers (if primary cannot deliver): [list]. Backup rates: $X per post." This prevents scrambling if a creator unexpectedly drops out.
Define platform-specific crisis scenarios: What if TikTok goes down during your launch week? What if Instagram changes its algorithm and engagement plummets? Include contingency messaging: "If platform outage exceeds 24 hours during campaign period, posting window extends by equivalent time. Performance targets adjusted proportionally."
7. Influencer Relationship Management and Long-Term Strategy
Briefing for Relationship Building
One-off campaigns differ fundamentally from long-term partnerships. Your brief should reflect this. For first-time collaborations, include more detail and structure. For repeat partnerships, briefs can be lighter and more flexible: "This is our third campaign together. Core guidelines remain consistent with previous briefs. Focus on authenticity and creative freedom per our established partnership model."
Establish clear communication channels in your brief. Specify who the influencer contacts with questions, how quickly they'll get responses, and escalation procedures: "Campaign Manager: [name, email, Slack]. Response time: 24 business hours. Urgent issues: Contact [emergency contact]. Escalation: If Manager unavailable, contact [Director name]."
Include feedback loops and collaborative creative development. Rather than a one-way brief, invite influencer input: "We welcome creative suggestions. If you have ideas that improve campaign alignment or content quality, please share within 48 hours of receiving brief. We'll discuss and approve modifications collaboratively."
Address recognition and performance-based bonuses. Reward exceptional performance: "Base compensation: $5K. Performance bonuses: If posts exceed 100K views, add $500 per post. If engagement rate exceeds 5%, add $1K per creator (up to $5K total)." This incentivizes creators to deliver results.
Cross-Platform Campaign Brief Synchronization
Multi-creator campaigns require coordination. Ensure consistent messaging across creators while allowing platform-specific adaptation. Your brief might state: "Core message (all platforms): 'Sustainability should be accessible.' Platform-specific adaptation: TikTok creators emphasize fun and accessibility; Instagram creators emphasize aesthetic; LinkedIn creators emphasize business impact."
Specify simultaneous launch windows to amplify reach: "Content launches simultaneously across all creators: Tuesday, 10 AM EST. Each creator posts on their schedule within a 24-hour window (Tuesday 10 AM-Wednesday 10 AM). This clusters launches without requiring exact timing."
[INTERNAL LINK: Campaign management for brands] InfluenceFlow's Campaign Management dashboard lets you coordinate multiple creators, track content approvals, ensure synchronized messaging, and monitor performance across all influencers simultaneously.
Long-Term Partnership Frameworks
If you're building ambassador programs or ongoing relationships, your brief evolves into a broader partnership agreement. Rather than defining deliverables per campaign, specify: "Quarterly commitment: 2 posts per month (24 posts/year), mixed formats (TikTok, Instagram, LinkedIn). Base compensation: $2K per month. Performance bonuses apply quarterly based on average engagement across all posts."
Define exclusivity for long-term partners: "This is an exclusive partnership. [Influencer] agrees not to promote competing brands in [category] for 24 months. [Brand] commits to 4-quarter minimum partnership with 30-day termination notice."
Include quarterly performance reviews and brief adjustments: "Every 90 days, Brand and Influencer conduct partnership review. We'll discuss performance, adjust messaging if needed, and align on Q2 focus areas. Brief adjustments require mutual written agreement."
8. Real-World Campaign Brief Examples by Industry Vertical
E-Commerce and Retail Campaign Brief Example
Campaign: "Summer Collection Launch 2025"
Overview: Sustainable activewear brand launching summer line. Goal: Drive $100K attributed revenue via influencer partnerships.
Key Specifications: - Deliverables: 3 TikToks, 2 Reels, 3 carousel posts per influencer (5 influencers) - Target audience: Women 18-35, sustainability-conscious, active lifestyle - KPI: $20K attributed revenue per influencer (tracked via unique discount codes) - Timeline: 4-week campaign (June 1-30) - Compensation: $3K base + $500 per $10K in attributed revenue
Content Guidelines: - Focus: Product styling in real-life scenarios (gym, casual wear, travel) - Tone: Relatable and aspirational, not overly polished - Tech specs: TikTok 60 seconds max, Reels 90 seconds, high-quality lighting - Discount code integration: Mention "SUMMER25" organically, 15-20% off - AI disclosure: Only AI tools permitted for minimal editing; full disclosure required
SaaS and B2B Campaign Brief Example
Campaign: "B2B Decision-Maker Education Series"
Overview: Project management software (Series B startup) educating enterprise buyers on workflow optimization.
Key Specifications: - Deliverables: 4 LinkedIn long-form posts (1,000 words each), 2 webinar appearances, 1 industry panel discussion - Target audience: CTO, VP Engineering, Product Directors at companies 50M+ revenue - KPI: 500 qualified leads, <$50 cost-per-lead - Timeline: 8-week campaign (September-November) - Compensation: $8K per influencer + $50 per qualified lead (up to $10K bonus)
Content Guidelines: - Focus: Thought leadership on workflow optimization, team productivity, technical debt - Tone: Expert, credible, data-driven but accessible - Tech specs: LinkedIn posts 1,200 words, include 3-5 credible sources, professional visuals - CTA: "Download our Workflow Optimization Guide" linking to landing page with form
Food, Beverage, and Lifestyle Campaign Brief Example
Campaign: "Cold Brew Summer Launch"
Overview: Premium cold brew coffee brand launching seasonal flavor (Vanilla Oat).
Key Specifications: - Deliverables: 4 TikTok videos, 3 Instagram Reels, 5 Stories series per influencer (4 influencers) - Target audience: Coffee enthusiasts, health-conscious consumers, 22-40 years old - KPI: 500K aggregate impressions, 3% engagement rate, 10K website visits - Timeline: 3-week campaign (July 1-21) - Compensation: $2.5K + product supply ($500 value)
Content Guidelines: - Focus: Product in lifestyle context (morning routines, work-from-home, social settings) - Tone: Enthusiastic, relatable, authentic - Authenticity requirement: Actual product usage; no fake sipping - Dietary disclosure: Must include oat milk sourcing info (plant-based, fair-trade) - AI disclosure: Any AI-edited images or videos require "#AIGenerated" tag
Nonprofits and Mission-Driven Campaign Brief Example
Campaign: "Climate Action Champions 2025"
Overview: Environmental nonprofit recruiting advocates via influencer storytelling.
Key Specifications: - Deliverables: 5-8 content pieces per influencer (mix of formats), 2 guest blog posts - Target audience: Environmentally-conscious millennials/Gen Z, age 18-35 - KPI: 1,000 new email subscribers, 500 volunteer sign-ups, 2M impressions - Timeline: 6-week campaign (March 15-May 1) - Compensation: $1K per influencer + product/bran