| name | influencer-brief |
| description | Produces a completed creator/influencer brief with brand context, campaign
goal, content guidance, deliverables, and dos/don'ts for influencer
marketing partnerships. Use when the user asks to create an influencer
brief, plan a creator collaboration, write guidelines for sponsored content,
or structure an influencer marketing partnership.
Do NOT use for PR media pitches (use pr-pitch), social media strategy
(use social-media-strategy), or paid ad copy written in-house (use
paid-ad-copy).
|
| license | Apache-2.0 |
| metadata | {"author":"foundry-skills","version":"1.0.0","tags":"marketing social-media planning template","category":"marketing-sales","subcategory":"marketing","depends":"","disclaimer":"none","difficulty":"intermediate"} |
Influencer Brief
When to Use
Use this skill when the user's request maps to one of these specific scenarios:
- A brand, marketing manager, or agency contact asks to create a brief for an influencer, creator, or content partnership -- including unboxing, tutorial, day-in-the-life, review, or lifestyle integration formats
- A user wants to onboard a creator to a sponsored campaign and needs a single document that sets expectations, provides brand context, and defines deliverables without over-scripting the creator's voice
- A user is launching a product and wants a creator content series (e.g., three micro-influencers posting across a two-week window) and needs a templated brief they can customize per creator
- A user has already identified a creator or creator roster and needs the formal brief document to share before contract execution
- A user is building an ambassador program and needs a recurring brief structure that can be refreshed quarterly for long-term relationships
- A user needs to brief a UGC (user-generated content) creator who produces content the brand will use in paid ads -- but the creator does not post it organically (note: use rights language is different here)
- A user is running a multi-platform campaign and needs deliverable specifications tied to each platform's native format requirements
Do NOT use when:
- The user needs to pitch a journalist, editor, or podcast host about a story or news angle -- use
pr-pitch instead, which handles editorial framing, news hooks, and media relationships
- The user wants to build an organic social media content calendar for their own brand channels -- use
social-media-strategy, which handles owned channel planning and voice
- The user needs copy written in-house for paid social ads (Meta, TikTok Ads, YouTube) -- use
paid-ad-copy, which handles ad creative, headline frameworks, and CTA structures
- The user wants to negotiate influencer contracts or handle legal terms in depth -- influencer agreements require legal counsel; this skill produces a creative brief, not a binding contract
- The user is evaluating which influencers to select for a campaign -- this skill begins after creator selection; influencer vetting involves separate audience quality scoring, engagement rate analysis, and brand safety audits
- The user needs to report on or analyze past campaign performance -- this is a pre-campaign document; post-campaign analysis belongs in a reporting framework
Process
Step 1: Gather Non-Negotiable Inputs Before Writing
Do not begin drafting until these five inputs are confirmed. If the user has not provided all of them, ask in a single consolidated request rather than multiple back-and-forth questions:
- Brand and product specifics: Name, what it does functionally, price point, and what differentiates it (ingredients, sourcing, design, technology, or values)
- Campaign objective: One primary goal from this list -- brand awareness (reach/impressions), consideration (engagement, saves, link clicks), conversion (promo code redemption, purchases, sign-ups), or content creation (UGC for brand's own use). A brief cannot serve two equal primary goals without diluting both.
- Creator tier and platform: Nano (under 10K followers), micro (10K-100K), mid-tier (100K-500K), macro (500K-1M), or mega/celebrity (1M+). Each tier has different rate norms, engagement expectations, and creative latitude norms.
- Deliverable count and format: Minimum viable specification -- e.g., "1 Reel + 3 Stories" or "1 YouTube integration (60-90 seconds in a longer video)." If the user is unsure, offer a recommendation based on tier and objective.
- Timeline: Campaign launch date, content draft review window, and posting window. Work backward from the go-live date to set all milestone dates.
If budget is provided, note it but do not let budget alone dictate deliverable scope -- the creative integrity of the brief takes precedence over packing in more deliverables than a creator can authentically produce.
Step 2: Classify the Campaign Type and Set Defaults
Before writing, internally classify the campaign along three dimensions. Each classification changes how the brief is written:
Content integration depth:
- Dedicated post: Entire piece of content is about the brand (common for product launches, exclusive codes)
- Integrated mention: Brand appears within a broader piece of content the creator was already planning (common for YouTube mid-rolls, podcast ads, lifestyle Reels)
- Ambient brand presence: Product appears in environment but is not the focal point (common for lifestyle photography, home and fashion creators)
Creative latitude level:
- High structure (specific claims required): Pharmaceuticals, supplements, financial products, and legal services require approved language and cannot give creators open-ended freedom
- Medium structure (talking points, not scripts): Consumer goods, apps, and DTC brands -- creators need guidance but should not be scripted
- Low structure (brand-supplied product, creator-driven story): Lifestyle brands, fashion, food -- over-briefing destroys authenticity here
Relationship type:
- One-off campaign post: Short brief, project-based deliverables
- Multi-post campaign: Coordinated content across a defined window
- Brand ambassador: Ongoing relationship with evolving briefs, exclusivity clauses, and regular check-ins
These three classifications determine tone, depth of guidance, and how tightly the Dos/Don'ts section should be written.
Step 3: Write the Brand Overview for a Creator Audience
This is the section brands most commonly get wrong -- they paste marketing boilerplate that creators skip entirely. The brand overview must read as if a friend is explaining a company they love.
- Write 2-4 sentences maximum. Anything longer will not be read.
- Lead with what the product does functionally, then layer in values or differentiation -- never lead with mission statements
- Avoid superlatives ("the best," "revolutionary," "game-changing") -- creators distrust them and so does their audience
- Include the target audience description so the creator understands who they are speaking to -- this is the single most useful context a creator needs to calibrate their tone
- Describe brand personality with 3-5 specific adjectives, not generic ones. "Fun" is useless. "Dry and self-aware, like an older sibling who has seen it all" is usable.
- State the key message in one sentence -- this is the one takeaway the creator's audience should have. If there are two, pick one or the brief fails.
Step 4: Define Deliverables with Platform-Specific Precision
Vague deliverables create disputes. Every deliverable line must contain format, specification, and timing. Use these platform-specific standards:
Instagram:
- Reels: Vertical 9:16, 1080x1920 minimum resolution, 15 seconds to 90 seconds (60-90 seconds performs best for campaign content), H.264 codec, audio required, caption up to 2,200 characters
- Stories: Vertical 9:16, 1080x1920, up to 15 seconds per card (3-5 cards is standard for a story sequence), interactive elements (polls, stickers) allowed and encouraged
- Static feed posts: 1:1 (1080x1080) or 4:5 (1080x1350) preferred for feed real estate
TikTok:
- Standard video: Vertical 9:16, 1080x1920, 15 seconds to 10 minutes (45-60 seconds performs best for sponsored content), H.264 or H.265
- Spark Ads: Requires creator to authorize the post for boosting -- specify in brief if Spark Ads authorization is required, as it affects how creators think about the content
YouTube:
- Dedicated video: 16:9 landscape, minimum 1080p, 8-15 minutes optimal for retention with sponsorship integrated
- Integrated mention (mid-roll): 60-90 second scripted or semi-scripted segment within the creator's standard content -- must specify whether talking points are provided or creator writes their own read
- YouTube Shorts: Vertical 9:16, up to 60 seconds
Podcasts:
- Host-read ad: 30-second pre-roll (standard fee: 15-20% of episode sponsorship), 60-second mid-roll (most common, 60-70% of episode sponsorship fee), 90-second post-roll
- Specify: talking points provided vs. talking points plus custom story vs. fully scripted read
Specify usage rights on every deliverable line. Usage rights are one of the most frequently disputed areas in influencer marketing. The three tiers are:
- Organic repost only: Brand can repost to brand channels with credit -- no additional fee typical
- Whitelisting/allowlisting: Brand can run paid ads through the creator's account handle -- requires 20-50% fee uplift typically, and must be specified in advance
- Full buyout: Brand can repurpose content in any channel without attribution limit -- requires significant premium (commonly 2x-3x the organic rate) and must be negotiated before the brief is accepted
Step 5: Write Content Guidance That Enables Authenticity, Not Performance
The content guidance section is where briefs most commonly fail. Brands over-script, creators produce stilted content, and audiences detect inauthenticity immediately -- resulting in poor engagement and no ROI for the brand.
Use the "briefing triangle" principle:
- Required coverage: The 2-3 product facts that must be communicated (e.g., "mention it's plant-based and certified cruelty-free")
- Suggested angles: 3-4 scenarios or hooks the creator can adapt (e.g., "post-workout refresh routine," "Sunday reset ritual") -- present these as options, not requirements
- Creative territory: Explicit statement that the creator owns everything else -- music, setting, tone, personal story
Specific guidance on talking points:
- Maximum 5 talking points. Three is better. Creators cannot naturally incorporate more than 3 into authentic content.
- Write talking points in the creator's voice register, not the brand's. "Our formula uses 94% naturally derived ingredients" sounds like a press release. "It's plant-based, so you are not getting bleach in the same room as your kids" is a talking point a creator can use.
- Never include a talking point that requires a specific percentage, clinical claim, or technical specification unless the brand has confirmed this is legally cleared for consumer-facing use
- State mandatory inclusions separately from talking points. Mandatory inclusions are hard requirements: product must be visible and identifiable on screen, specific promo code must be spoken aloud, paid partnership label is required by law.
Step 6: Write the Dos and Don'ts with Brand Safety Specificity
Generic dos and don'ts ("be authentic," "don't mention competitors") waste everyone's time. Effective guardrails are category-specific:
Dos:
- Reference specific product benefits with approved language
- Show the product in actual use (not just held, styled, or posed with)
- Share personal, specific reactions (not generic praise)
- Include disclosure language exactly as specified (see FTC requirements below)
Don'ts:
- Never say "chemical-free" (all matter is chemical -- this claim is scientifically false and FTC will flag it)
- Never say "clinically proven," "doctor recommended," or "FDA approved" unless the brand has confirmed these claims are substantiated and cleared
- Never show or name competitor products (even if the creator normally does comparison content)
- Never make income claims for financial products or apps without including required risk disclosures
- Never show alcohol content being consumed by anyone who appears under 25 (platform policy and DRAM shop liability)
FTC disclosure requirements (as of current FTC guidelines):
- Any material connection between a brand and creator (payment, free product, commission, family/employment relationship) must be disclosed clearly and conspicuously
- "Ad," "Paid partnership," "Sponsored," or "#ad" are all acceptable disclosure labels
- Disclosure must appear at the beginning of the content (first 3 seconds of video, above the fold in captions) -- buried disclosures are non-compliant
- Instagram's paid partnership tag does satisfy disclosure requirements on that platform when used correctly
- TikTok's branded content toggle is required for paid partnerships and automatically adds disclosure
- YouTube requires verbal disclosure in the video AND written disclosure in the description for paid partnerships
- Gifted product (no payment) still requires disclosure: "gifted by [Brand]" or "#gifted" is the standard
Step 7: Define Compensation, Timeline, and Review Process with Specificity
These are the most operationally important fields in the brief. Vague compensation or timeline terms cause delayed campaigns and creator disputes.
Compensation benchmarks by tier (industry ranges, not guarantees -- vary by niche, engagement rate, and content type):
- Nano (under 10K): $0-$200 per deliverable, often product-only; treat gifting campaigns as awareness plays, not performance drivers
- Micro (10K-100K): $100-$1,000 per post; $200-$500 per Reel is a common range for consumer goods
- Mid-tier (100K-500K): $1,000-$5,000 per dedicated post; YouTube integrations in niche categories command higher rates
- Macro (500K-1M): $5,000-$25,000 per deliverable; negotiations typically involve agents or MCNs
- Mega/celebrity (1M+): $25,000-$1M+; rates are relationship- and category-dependent
Compensation structures:
- Flat fee: Cleanest arrangement, preferred by creators; reduces performance anxiety and produces more authentic content
- Flat fee + performance bonus: Base flat fee for posting, bonus triggered by promo code redemptions, affiliate link clicks, or view thresholds -- balances brand risk with creator incentive
- Affiliate/commission only: Very low creator uptake; only use with established audiences already engaged in shopping content; commission rates typically 10-20%
- Product gifting only: Reduces deliverable expectations significantly -- creators have no contractual obligation to post; treat as earned media, not guaranteed placements
Timeline milestones to always include:
- Brief sent and creator confirms receipt
- Agreement or contract signed (before any product ships)
- Product shipped to creator (include tracking)
- Draft content submitted for review
- Brand feedback provided (specify business days, not calendar days -- 3 business days is standard)
- Revision window (one round of revision is standard; two rounds maximum before additional fees apply)
- Final content approved
- Content posted (window of 3-7 days, not a fixed date -- fixed dates create quality pressure)
- Creator submits performance metrics (impressions, reach, engagement, link clicks) within 7-14 days of posting
- Payment processed (Net 15 or Net 30 after posting is industry standard)
Output Format
## Influencer Brief: [Campaign Name]
**Brand:** [Brand name]
**Campaign:** [Campaign name or theme]
**Platform(s):** [List all platforms]
**Creator Type:** [Nano / Micro / Mid-tier / Macro / Mega]
**Relationship Type:** [One-off / Multi-post campaign / Brand ambassador]
**Brief Date:** [Date]
**Brief Version:** [v1.0 -- increment if revised]
---
### 1. Brand Overview
[2-4 sentences. Functional description of the product first, then values or differentiation.
Written for a creator, not for a press release. No superlatives.]
**Who We Serve:** [Specific audience: age range, lifestyle stage, key motivation or tension]
**Brand Personality:** [5 specific adjectives or a brief personality metaphor]
**Key Message for This Campaign:** [One sentence. The single takeaway the creator's audience
should have after watching the content.]
---
### 2. Campaign Objective
**Primary Goal:** [Choose one: Awareness / Consideration / Conversion / UGC Content Creation]
**Why This Creator Tier:** [Brief rationale -- e.g., micro audiences have 3-5% average
engagement rates vs. 1-2% for macros, making them more effective for conversion campaigns]
**Success Metrics:**
| Metric | Target | Measurement Method |
|--------|--------|--------------------|
| [Metric 1 -- e.g., Reel views] | [Target -- e.g., 15,000] | [How tracked -- e.g., creator screenshot] |
| [Metric 2 -- e.g., Promo code redemptions] | [Target] | [Shopify/backend tracking] |
| [Metric 3 -- e.g., Story link clicks] | [Target] | [Creator analytics screenshot] |
| [Metric 4 -- e.g., Follower growth from tag] | [Target] | [Brand Instagram analytics] |
---
### 3. Deliverables
| # | Content Type | Platform | Format Specs | Draft Due | Posting Window | Usage Rights |
|---|-------------|----------|--------------|-----------|----------------|--------------|
| 1 | [e.g., Reel -- dedicated] | Instagram | 9:16 vertical, 1080x1920, 60-90 sec, audio required | [Date] | [Date range] | [Organic repost / Whitelisting / Buyout] |
| 2 | [e.g., Story sequence (3 cards)] | Instagram | 9:16 vertical, 1080x1920, up to 15 sec/card | [Same as above] | [Same day as Reel] | [Organic repost] |
| 3 | [e.g., Static feed post] | Instagram | 4:5 (1080x1350), minimum 72dpi | [Date] | [Date range] | [Organic repost] |
**Total Deliverable Count:** [X pieces of content]
**Usage Rights Summary:** [Restate overall rights clearly -- e.g., Brand may repost content
on brand-owned Instagram and TikTok accounts with creator credit. Whitelisting and paid
ad usage requires separate written agreement and additional compensation.]
**Review Process:**
- Creator submits draft content via [DM / email / shared Google Drive / Dropbox folder]
- Brand provides feedback within [3] business days
- Creator has [5] business days to implement revisions
- Maximum [1] round of revision included in the agreed fee. Additional revisions billed at
[rate] per hour or negotiated separately.
- Approval confirmed in writing before posting
---
### 4. Content Guidance
**Content Integration Type:** [Dedicated post / Integrated mention / Ambient presence]
**Creative Latitude Level:** [High structure / Medium structure / Low structure]
**Key Talking Points** (2-3 required, 5 maximum):
1. [Talking point -- written in creator register, not brand language]
2. [Talking point]
3. [Talking point]
**Suggested Scenarios** (creator's choice -- pick one or create your own):
- [Scenario A: specific context, setting, or use case that fits the product naturally]
- [Scenario B]
- [Scenario C]
- [Optional: Scenario D for a different creator niche or content style]
**Mandatory Inclusions (Non-Negotiable):**
- [ ] Product must be visible and identifiable on screen during active use (not just held
or placed in background)
- [ ] Disclosure label: [Exact label -- e.g., Instagram paid partnership tag enabled +
"#ad" in caption above the fold]
- [ ] Promo code "[CODE]" or tracking link "[URL]" must be spoken aloud in video AND
included in caption or bio link
- [ ] Tag brand account @[Handle] in caption and in-video tag
- [ ] Campaign hashtag: #[Hashtag]
**Creative Freedom (What the Creator Owns):**
[Explicit statement of what the creator controls: hook, narrative arc, music selection,
setting, personal story, tone, pacing, and editing style. Be specific about what is
off-limits vs. what is truly flexible.]
---
### 5. Dos and Don'ts
| Do | Don't |
|----|-------|
| [Specific approved behavior or language] | [Specific prohibited behavior or language] |
| Show product in active, real use during your normal routine | Hold or display the product without demonstrating how it works |
| Use first-person, specific reactions ("I've been using this for two weeks...") | Use generic superlatives ("This is amazing," "I love this so much") |
| [Category-specific approved claim] | [Category-specific prohibited claim -- e.g., don't say "chemical-free"] |
| Mention [specific feature] with language like "[approved phrasing]" | Claim [unsubstantiated benefit] -- this has not been cleared for consumer-facing use |
| Include disclosure at the very beginning of the video and above the fold in caption | Place disclosure at end of video or buried below "more" in caption |
| [Platform-specific requirement] | [Platform-specific restriction] |
**Regulatory Notes for This Category:**
[Include if relevant: supplement health claims, financial product risk disclosures,
alcohol content restrictions, children's product regulations, or other category-specific
requirements. Leave blank if not applicable.]
---
### 6. Compensation
| Component | Detail |
|-----------|--------|
| Base Fee | [$X per deliverable or $Y flat fee for full deliverable set] |
| Performance Bonus | [Condition -- e.g., $X per 1,000 promo code redemptions above 50; or "None"] |
| Product | [Gifted product: retail value $X, shipped [method], tracking shared upon shipment] |
| Affiliate Commission | [X% on sales tracked through creator link; cookie duration: X days; or "None"] |
| Whitelisting Uplift | [$X additional if brand exercises whitelisting rights; or "Not included"] |
| Payment Terms | [Net 15 / Net 30 after content goes live, triggered by creator invoice] |
| Exclusivity | [Duration and category -- e.g., No sponsored posts for direct competitors
(cleaning products) for 30 days after campaign posting date] |
---
### 7. Campaign Timeline
| Milestone | Responsible Party | Target Date |
|-----------|-------------------|-------------|
| Brief sent to creator | Brand | [Date] |
| Creator confirms receipt and asks questions | Creator | [Date + 2 business days] |
| Agreement/contract signed | Both | [Date] |
| Product shipped to creator | Brand | [Date -- before agreement signing if gifted only] |
| Creator confirms product received | Creator | [Date] |
| Draft content submitted for review | Creator | [Date -- minimum 10 days before posting window] |
| Brand provides feedback | Brand | [Draft date + 3 business days] |
| Revised content submitted (if needed) | Creator | [Feedback date + 5 business days] |
| Final approval confirmed in writing | Brand | [Date] |
| Content posted | Creator | [Posting window: date range of 5-7 days] |
| Creator submits performance report | Creator | [Posting date + 14 days] |
| Payment processed | Brand | [Net 15/30 from posting -- specify trigger] |
---
### 8. Key Contacts
| Role | Name | Contact |
|------|------|---------|
| Brand Campaign Lead | [Name] | [Email / DM handle] |
| Content Review Contact | [Name] | [Email] |
| Product Shipping Contact | [Name] | [Email] |
| Contracts / Payments | [Name] | [Email] |
---
### 9. Questions and Next Steps
[Include a brief closing note to the creator:]
We want this to feel like your content, not ours. Read through this brief, then reach out
to [contact] with any questions before you start creating. Once we receive your signed
agreement and confirm product has shipped, you are cleared to begin planning your content.
We are excited to see what you make.
Rules
-
Never produce a brief without the five core inputs from Step 1. A brief written without campaign objective, creator tier, platform, deliverable scope, and timeline is a document the creator will not trust. Collect missing inputs before writing.
-
The key message must be one sentence. Brands instinctively want creators to communicate five things. Creators can authentically communicate one or two. Force the user to choose a single primary message during the drafting process.
-
FTC disclosure requirements are legal obligations, not stylistic preferences. Every brief must include specific, compliant disclosure language regardless of whether the brand "usually skips it" or the creator "has a small audience." The FTC does not have a follower count minimum.
-
Talking points must be written in creator register. If a talking point sounds like it belongs in a press release or product data sheet, rewrite it before including it. Creators will not use language that does not sound like them.
-
Never include more than five talking points. Three is optimal. Every talking point added beyond three reduces the chance any of them are covered naturally. Prioritize ruthlessly.
-
Usage rights must be explicitly specified on every deliverable line. "The brand can use the content" is not a usage rights specification. Organic repost, whitelisting/allowlisting, and buyout are three legally and financially distinct categories. Default to organic repost only unless the user specifically requests otherwise.
-
Posting dates must be windows, not fixed dates. Requiring a creator to post on a specific day creates quality pressure that degrades content. A 5-7 day posting window is standard. For coordinated campaign launches, a narrower 2-3 day window is acceptable but must be negotiated.
-
Product gifting alone is not a paid partnership. If the creator is receiving product but no payment, the brief cannot include guaranteed deliverable requirements. The creator's posting obligation exists only when there is a signed agreement and compensation. Make this distinction explicit to the user.
-
Claims must be cleared before they appear in a brief. If the user wants a creator to state a specific percentage, clinical outcome, or regulatory status ("FDA approved," "clinically tested"), flag this and require confirmation that the claim is substantiated and legally cleared for consumer-facing use before including it.
-
Every brief must include a review process with specific turnaround times. "We will review and get back to you" is not a review process. The brief must state the submission method, feedback turnaround in business days (not calendar days), revision limit, and how final approval is communicated. Vague review processes are the leading cause of campaigns missing their posting windows.
Edge Cases
Product-Gifting-Only Campaigns (No Payment)
When no fee is being offered, the creator has no contractual posting obligation -- only a disclosure obligation if they choose to post. Adjust the brief accordingly:
- Remove the deliverables table's "Draft Due" and "Post Window" columns -- replace with "Requested (Not Required)"
- Replace the Compensation section with a Gifting Terms section that clearly states this is a gifted collaboration and posting is at the creator's discretion
- Set realistic expectations with the user: gifted campaigns have a 30-60% post rate on average -- do not build campaign projections assuming 100% creator posting
- Include disclosure guidance anyway: if the creator posts, they are still obligated by FTC rules to disclose the gifted relationship even without payment
Regulated Industry Campaigns (Supplements, Financial Products, Alcohol, Healthcare)
These campaigns require additional guardrails that must be woven into every content guidance section:
- Supplements and wellness: Creators may not make disease treatment claims. "This supplement helped me feel less bloated" is acceptable. "This supplement treats IBS" is an unauthorized drug claim. Include the exact approved language the creator must use.
- Financial products: Any income, return, or investment performance claim requires risk disclosures. Specify the exact disclosure language (e.g., "Past performance does not guarantee future results") and confirm it must be stated verbally in video, not just in the caption.
- Alcohol: DRAM shop and platform policies prohibit content that appears to target users under the legal drinking age. Do not brief creators with audiences under 25% DAZN (demographic skew); include "Do not show consumption scenes" guardrails; confirm platform distribution restrictions.
- Healthcare and pharma: Creator content for prescription drugs requires pre-approval at every level and almost always requires agency legal review. Flag this to the user and recommend they involve their legal team before the brief is distributed.
Multi-Creator Campaigns with Coordinated Launch Windows
When three or more creators are posting within the same campaign window:
- Create a master brief with all shared elements (brand overview, key message, campaign hashtag, dos/don'ts) and a creator-specific addendum for deliverables, posting windows, and promo codes
- Stagger posting windows by 48-72 hours if possible to avoid audience overlap fatigue -- unless the brand specifically wants a simultaneous launch for a product debut
- Assign unique promo codes or UTM parameters per creator (e.g., CREATOR1, CREATOR2) -- this enables per-creator performance tracking and accurate attribution
- Include a coordination note: creators should not copy each other's hooks or angles. Encourage distinctly different takes on the same brief.
Long-Term Brand Ambassador Programs
A one-off brief is not adequate for ambassador relationships. Extend the brief structure:
- Replace the single Campaign Objective section with a Quarterly Objectives section that outlines evolving goals by phase (awareness in Q1, conversion in Q2, loyalty and community in Q3)
- Include a Monthly Deliverable Cadence table rather than a single posting window
- Add a Relationship Management section: monthly check-in call cadence, escalation contact, and how the creator can request changes to talking points or creative direction
- Exclusivity terms for ambassadors are longer (typically 6-12 months) and broader -- specify exactly which product categories and brand types are excluded, and confirm the creator has reviewed these against their existing partnership roster
- Include early termination terms in the brief so both parties understand what triggers end of the relationship (breach of brand safety, follower count drops below threshold, category conflict)
UGC (User-Generated Content) Creator Campaigns -- Content for Brand Ads, Not Organic Posting
UGC creator campaigns differ fundamentally from influencer campaigns:
- The creator does not post the content -- the brand runs it as paid advertising
- FTC disclosure rules still apply if the content will run as paid social ads: Meta, TikTok, and YouTube require advertiser disclosure on paid placements, but the creator's personal disclosure in caption is not required since they are not posting to their audience
- Usage rights are a full buyout by default -- this must be stated clearly
- Rate benchmarks are lower than organic influencer rates (typically $100-$500 per deliverable for raw UGC video) because the creator's distribution audience is not part of the value exchange
- Brief the creator on ad performance norms: hooks in first 3 seconds, problem-solution-proof structure, and no organic-feeling ending -- UGC ads need a clear CTA
Creator Has An MCN, Agent, or Manager
When a creator is represented:
- The brief goes to the representative first, not the creator directly
- Add a Representative Contact field to the Key Contacts table
- Compensation section must note that representative fees are the creator's responsibility (brand pays creator's stated rate; split with manager is private)
- Revision and approval communications still include the creator on all threads -- do not negotiate changes around the creator's knowledge
- Representatives may push back on specific dos/don'ts or exclusivity terms -- treat these as negotiation inputs, not rejections, and flag them to the user for resolution before the campaign moves forward
Campaign Using Creator-Provided Statistics or Expert Positioning
When the brand wants the creator to leverage their "expert" status (e.g., a fitness creator recommending a protein powder, a dermatologist creator discussing a skincare ingredient):
- Expert positioning triggers higher FTC scrutiny -- the creator's area of expertise must actually align with the claim being made
- Do not brief a lifestyle creator to make clinical or expert claims. Brief them as an enthusiastic user instead.
- If the creator is a credentialed expert (MD, RD, CFP), include in the brief a note that they should speak from their area of credentialed expertise only, and that claims outside their credential scope require the same approved language guardrails as non-expert creators
Example
Input: "I need an influencer brief for a mid-tier fitness creator on TikTok and Instagram. We make a creatine monohydrate powder -- clean label, third-party tested, no fillers, 5g per serving. We want the creator to post one TikTok and one Instagram Reel showing their actual workout with the product integrated. The goal is conversions -- promo code use. Budget is $3,500 total, flat fee. We want posts live within three weeks. Creator has about 280,000 followers and strong engagement with gym and strength training audiences."
Output:
Influencer Brief: Fuel the Work Campaign
Brand: [Brand] Creatine Monohydrate
Campaign: Fuel the Work -- Creator Conversion Series
Platform(s): TikTok, Instagram Reels
Creator Type: Mid-tier (280K followers)
Relationship Type: One-off campaign (with potential for ongoing)
Brief Date: [Date]
Brief Version: v1.0
1. Brand Overview
[Brand] makes one thing: creatine monohydrate. No proprietary blends, no underdosed pixie dust, no marketing fluff -- just 5 grams of third-party tested creatine per serving in a clean, unflavored powder that dissolves in anything. It is manufactured in a cGMP-certified facility and tested by an independent lab for purity and potency. We built this for people who actually train and want to know exactly what they are putting in their body.
Who We Serve: Recreational lifters and competitive strength athletes aged 22-38 who read ingredient labels, distrust supplement marketing, and make purchasing decisions based on ingredient transparency rather than branding
Brand Personality: Direct, no-bullshit, science-literate, unpretentious -- the knowledgeable gym friend who cites actual research without being insufferable about it
Key Message for This Campaign: Creatine works. Ours is clean. Use code [CODE] to try it.
2. Campaign Objective
Primary Goal: Conversion -- promo code redemption tracking direct purchases
Why This Creator Tier: Mid-tier fitness creators (100K-500K) with strong gym and strength training audience alignment typically generate 2-4% engagement rates and higher purchase intent conversion than macro creators in fitness, due to tighter community trust and niche specificity. At 280K followers with documented strength training audience, this creator's audience has a high overlap with purchase-ready buyers.
Success Metrics:
| Metric | Target | Measurement Method |
|---|
| Promo code redemptions | 80 uses within 30 days of posting | Backend Shopify code tracking |
| TikTok video views | 100,000+ | Creator analytics screenshot at Day 14 |
| Instagram Reel views | 50,000+ | Creator analytics screenshot at Day 14 |
| Combined engagement rate | 3%+ across both posts | Creator analytics screenshots |
| Cost per acquisition (CPA) | Under $43 | Total fee / total redemptions |
3. Deliverables
| # | Content Type | Platform | Format Specs | Draft Due | Posting Window | Usage Rights |
|---|
| 1 | TikTok video -- dedicated workout integration | TikTok | Vertical 9:16, 1080x1920, 45-75 seconds, audio required, Branded Content toggle ON | [Date: 12 days from today] | [Date: Day 16 to Day 21] | Organic repost to brand TikTok with credit. No Spark Ads without separate agreement. |
| 2 | Instagram Reel -- dedicated workout integration | Instagram | Vertical 9:16, 1080x1920, 45-75 seconds, H.264, Paid Partnership label ON | [Same draft date] | [Same posting window as TikTok, minimum 24-hour stagger recommended] | Organic repost to brand Instagram with credit. No whitelisting without separate agreement. |
Total Deliverable Count: 2 pieces of dedicated content
Usage Rights Summary: Brand may repost both pieces of content to brand-owned TikTok and Instagram accounts with creator credit tag. Any paid advertising use, whitelisting, or Spark Ads authorization requires a separate written agreement and additional compensation negotiated before use.
Review Process:
- Creator submits draft content via shared Google Drive folder (link to be provided upon agreement signing)
- Brand provides feedback within 3 business days of draft submission
- Creator has 5 business days to implement any revisions
- Maximum 1 round of revision included in the agreed flat fee
- Final approval confirmed by brand via email before creator posts
4. Content Guidance
Content Integration Type: Dedicated post -- full content is about the creator's training and creatine use
Creative Latitude Level: Medium structure -- talking points required, everything else is the creator's call
Key Talking Points (2-3 must be covered; 5 maximum provided):
- Creatine monohydrate is the most research-backed supplement for strength and power output -- it is not a trend, it is decades of evidence (say this in your own words; do not use clinical language)
- [Brand]'s creatine is third-party tested, no fillers, no proprietary blends -- just 5 grams per serving of the actual compound that works
- Use code [CREATOR] for [X]% off first order (must be spoken aloud in video AND included in caption and bio link or sticker)
Optional Additional Talking Point:
4. It dissolves clean -- show mixing it if that is authentic to your routine
Suggested Scenarios (creator's choice -- pick one, adapt it, or combine elements):
- Pre-workout preparation sequence: filming your supplement setup, showing the creatine scoop and mix, cutting to the training session, ending with a performance moment (a PR, a clean rep, a heavy set)
- "What I actually take" format: talking directly to camera about your supplement stack, with creatine featured as the one you have taken the longest and trust the most
- Myth-bust hook: opening with a common creatine misconception ("It's just for bodybuilders," "It's a steroid," "You have to load it") and correcting it with what you actually know from your own experience -- then showing [Brand] as what you use
Mandatory Inclusions (Non-Negotiable):
Creative Freedom (What the Creator Owns):
Everything else. Hook, narrative structure, music, gym location, what exercise you film, your editing style, your commentary, your energy level, whether you are funny or serious, how long you linger on each talking point, whether you speak to camera or use voiceover -- all of that is yours. We picked you because your audience trusts your take. Do not sound like you are reading our brief.
5. Dos and Don'ts
| Do | Don't |
|---|
| Show yourself actually using and mixing the product as part of your real routine | Stage a product shot without demonstrating actual use |
| Reference that it is third-party tested and free from proprietary blends | Claim it is "clinically proven" -- this specific phrasing has not been cleared |
| Say creatine monohydrate is research-backed for strength and power (this is substantiated) | Claim creatine treats any medical condition, disease, or injury |
| Speak from your personal experience ("I've been taking creatine for three years...") | Make performance guarantees for your audience ("This will help you hit a PR") |
| Include the promo code clearly -- spoken and in caption | Forget to activate the Branded Content toggle (TikTok) or Paid Partnership label (Instagram) before posting |
| Show creatine as one element of a smart, evidence-based approach to training | Position creatine as a replacement for training consistency, sleep, or nutrition |
| Keep your typical tone -- irreverent, direct, or technical, depending on your style | Use language that sounds like a supplement ad ("Unlock your potential," "Maximum gains formula") |
Regulatory Notes:
Creatine monohydrate is a dietary supplement, not a drug. Do not use any language that implies creatine treats, cures, or prevents any medical condition. Approved claim territory: performance (strength, power output, training volume), not health outcomes (recovery from injury, treatment of any condition). Any questions about specific language before filming -- ask us first.
6. Compensation
| Component | Detail |
|---|
| Base Fee | $3,500 flat fee for both deliverables (TikTok video + Instagram Reel) |
| Performance Bonus | $250 bonus if combined promo code redemptions exceed 150 within 30 days of posting |
| Product | Full-size creatine (one 60-serving tub), retail value $55, shipped upon agreement signing |
| Affiliate Commission | None -- flat fee structure only for this campaign |
| Whitelisting Uplift | Not included in this brief; requires separate negotiation and written addendum |
| Payment Terms | Net 15 from date both posts are live, triggered by creator invoice and confirmation of posting URLs |
| Exclusivity | No sponsored posts for competing creatine or pre-workout supplement brands for 30 days following campaign posting date |
7. Campaign Timeline
| Milestone | Responsible Party | Target Date |
|---|
| Brief sent to creator | Brand | Day 0 |
| Creator confirms receipt, submits questions | Creator | Day 0 + 2 business days |
| Agreement signed by both parties | Both | Day 5 |
| Product shipped to creator with tracking | Brand | Day 5 (same day as signing) |
| Creator confirms product received | Creator | Day 8-10 |
| Draft content submitted via Google Drive | Creator | Day 12 |
| Brand provides feedback (if needed) | Brand | Day 15 (3 business days after draft) |
| Revised content submitted (if revision requested) | Creator | Day 20 |
| Final approval confirmed via email | Brand | Day 20 (same day if revision minor) |
| TikTok posted (with Branded Content toggle ON) | Creator | Day 17-21 (posting window) |
| Instagram Reel posted (24+ hours after TikTok) | Creator | Day 18-21 (posting window) |
| Creator submits posting URLs + analytics screenshots | Creator | Day 35 (14 days after posting) |
| Performance bonus evaluated | Brand | Day 47 (30 days after posting) |
| Payment invoice submitted by creator | Creator | Day of both posts going live |
| Payment processed | Brand | Net 15 from posting date |
8. Key Contacts
| Role | Name | Contact |
|---|
| Campaign Lead (brief questions, approval) | [Name] | [Email] |
| Content Review | [Name] | [Email] |
| Product Shipping | [Name] | [Email] |
| Contracts and Payment | [Name] | [Email] |
9. A Note to the Creator
We want this to feel like your content about a product you actually use -- because if you use it and like it, that is the only way it will work for your audience anyway. Take the brief as a starting point, not a script. If you have an angle that fits better than our suggested scenarios, pitch it. If a talking point sounds unnatural in your voice, tell us and we will work on the language together.
Reach out to [Name] at [Email] with any questions before you start filming. We are not looking for a commercial -- we are looking for whatever you would actually post if you found a creatine you trusted.
