Build an influencer-marketing campaign brief that a creator can use without sounding like a scripted ad. Base every product, pricing, performance, audience, and legal claim only on the information I provide. Brand and offer: [BRAND AND OFFER] Campaign objective and success metric: [OBJECTIVE AND KPI] Target audience and insight: [AUDIENCE INSIGHT] Platform and deliverable requirements: [PLATFORM AND DELIVERABLES] Creator profile and voice: [CREATOR PROFILE] Budget, timing, approvals, and usage rights: [COMMERCIAL TERMS] Disclosure, claim, and brand-safety rules: [COMPLIANCE RULES] First, identify the audience tension the content should address and the action the viewer should take. Then produce a 500–700 word brief with: 1. Campaign premise in two sentences, including the role of the creator’s own experience. 2. Deliverable-by-deliverable guidance. For each, state the opening hook, natural product moment, required proof or demonstration, call to action, caption or link requirement, and platform-native format constraints. 3. Creator freedom: elements they may adapt, plus exact facts or disclosures they must not alter. 4. A content checklist covering spoken and on-screen disclosure, prohibited claims, competitor references, music or asset permissions, comments or community management, and approval timing. 5. Measurement plan distinguishing reach, qualified engagement, traffic, conversions, and any tracking-link or code limitations. 6. Three creator-angle concepts. Each must arise from [CREATOR PROFILE], not a generic trend. Do not invent audience data, engagement benchmarks, deliverables, testimonial experience, product results, or regulatory requirements. Mark any claim that needs legal or platform-policy review. Ask up to 3 clarifying questions only if a required input is missing. Before answering, check that the brief is native to the named platform and that every mandatory talking point can be substantiated by [BRAND AND OFFER] or [COMPLIANCE RULES].
Fill in
| Placeholder | What to enter | Example |
|---|---|---|
| [BRAND AND OFFER] | Describe the product, approved benefits, price or offer details, landing page, and evidence supporting each claim. | Morrow Desk makes a $129 height-adjustable laptop stand. Approved benefits: raises a laptop to eye level, folds flat, supports laptops up to 16 inches. Landing page: morrowdesk.example/stand. Do not claim it fixes posture or pain. |
| [OBJECTIVE AND KPI] | State the campaign objective and the main metric used to judge success. | Drive qualified product-page visits; primary KPI is tracked-link clicks, with saves as a secondary signal. |
| [AUDIENCE INSIGHT] | Describe the audience, their context, and the real problem or motivation the campaign addresses. | Remote workers aged 25–40 who work from kitchen tables or small apartments and want a tidier, more comfortable setup without buying a full desk. |
| [PLATFORM AND DELIVERABLES] | List the platform, number and type of posts, required links, tags, formats, and technical restrictions. | Instagram: one 30–45 second Reel, three Story frames with link sticker, and one saved Story highlight; tag @morrowdesk and use code MAYA10. |
| [CREATOR PROFILE] | Describe the creator’s audience, content style, credible experiences, and topics they do not cover. | Maya Chen posts practical small-space home-office routines to 82,000 followers. Her voice is calm, candid, and shows what actually stays on her desk. |
| [COMMERCIAL TERMS] | Provide budget, post dates, revision limits, approval process, exclusivity, and content usage rights. | $1,800 flat fee; draft due May 8; one consolidated revision; paid usage for 30 days on brand Instagram only; no competitor desk-accessory sponsorship for 14 days after posting. |
| [COMPLIANCE RULES] | Provide required disclosures, approved and prohibited claims, brand-safety rules, and applicable policy guidance. | Use clear paid-partnership disclosure in the Reel and Stories. Do not claim medical, ergonomic, or productivity outcomes. Do not show competitor logos. |
How to use
- Paste the approved claim list and commercial terms before asking for concepts; they determine what a creator can credibly say.
- Describe the creator’s established format, not just follower count, so the brief fits their audience’s expectations.
- Check the brief against the platform’s current branded-content and disclosure rules before it goes to the creator.
- Follow up with: “Turn concept 2 into a shot list for [PLATFORM], keeping the creator’s unscripted language and every required disclosure.”
Variations
Creator outreach brief
Use before contacting a creator with a concise, personalized proposal.
Draft a personalized influencer outreach email using [CREATOR NAME], [CREATOR CONTENT EXAMPLE], [BRAND], [CAMPAIGN IDEA], [COMPENSATION RANGE], and [DISCLOSURE OR USAGE TERMS]. Keep it under 180 words. Refer to one genuine aspect of the creator’s work, explain why the partnership fits their audience, and make the deliverable and decision deadline clear. Do not invent familiarity, performance data, or product experience. Ask up to 3 questions only if required inputs are missing. Check that the note makes a proposal rather than implying the creator has agreed.
TikTok concept brief
Use for short-form TikTok content that needs a native narrative arc.
Create three TikTok concepts for [PRODUCT], [CREATOR STYLE], [AUDIENCE PROBLEM], [REQUIRED DISCLOSURE], and [APPROVED CLAIMS]. For each, provide a 0–2 second hook, scene sequence, product demonstration, spoken disclosure placement, caption, and comment-response cue. Keep product benefits demonstrable and avoid copying another creator’s format line-for-line. Do not invent results or testimonials. Ask up to 3 questions if needed, then check that each concept works without an external link in the video.
Campaign report
Use after posts are live and you need an honest performance readout.
Analyze an influencer campaign using [CAMPAIGN GOAL], [DELIVERABLES], [PERFORMANCE DATA], [TRACKING LIMITATIONS], and [COSTS]. Return an executive summary, metric table, interpretation of reach versus qualified action, creator-by-creator observations, and three next-test recommendations. Separate measured results from hypotheses; do not calculate return on investment without revenue or margin data. Ask up to 3 questions only if essential inputs are missing. Before finalizing, check all rates, denominators, dates, and attribution caveats.
Tips
- Write required points as demonstrable facts, such as a supported size or setup step, rather than broad outcomes a creator cannot prove in one post.
- Treat creator usage rights, paid amplification, whitelisting, exclusivity, and revisions as separate contract terms; “usage” alone is too vague.
- Match the brief to the platform’s viewing behavior: a Reel needs an immediate visual reason to watch, while Stories need a clear link path.
- Use tracked links or codes with stated limitations; a code captures only some conversions and a view count is not purchase intent.
FAQ
Should I give creators a full script?
Usually no. Give non-negotiable facts, disclosures, and approvals, then let the creator use their normal language and format. A full script often makes sponsored content less credible.
Can AI choose influencers for my campaign?
It can create a screening rubric and analyze data you provide, but it should not invent audience quality, engagement, pricing, or brand-safety history.
Do I need a disclosure on every sponsored post?
Paid or otherwise materially connected content generally needs clear disclosure, but the exact requirements depend on jurisdiction and platform. Confirm the current platform policy and obtain legal guidance for your campaign.