Influencer brief template for product seeding
A copy and paste structure for a one page brief that creators will actually read.
Keep it to one page
Creators receive many briefs. A clear single page gets answered. A ten page document gets skimmed. Put the essentials on top and link to extras only if needed. Write in plain words and offer creative freedom, because their audience follows them for their voice.
The sections to include
Goal: one sentence on what the campaign should achieve, for example introduce a new product to first time buyers. Product: what you are sending, with a link and key facts. Audience: who you want to reach. Deliverables: the number and type of posts, reels or stories. Timing: when product ships and when content should go live.
Messaging: two or three points you would like covered, in the creator words. Dos and donts: claims you cannot make, hashtags, tags and disclosure requirements. Rights: where you may reuse the content and for how long. Payment: fee or product value, and when it is paid.
A short template you can copy
Hi, we would love to send you Product X. Goal: show how you use it in your morning routine. Deliverables: one reel and three stories. Timing: product ships this week, content live within three weeks of delivery. Please mention what you like and anything you do not. Please label the post as a partnership. We would like to reuse the reel on our channels for six months. Fee: an amount plus the product. Reply with your rate and any questions.
Before you send it
Make sure the creator is worth the product. Check the audience with a fake follower checker, confirm their past sponsored posts were labelled and agree on the details in writing. A good brief is only useful when it goes to the right people.
Tips for a brief that gets a yes
Lead with what is in it for the creator. Say what you are offering before you list what you want. Be honest about timing and give a real deadline. Creators plan their calendars weeks ahead, and a vague request is easy to postpone.
Offer an example of content you like, but make clear it is inspiration and not a script. Share what worked in a past campaign if you have it. Provide product details in a short list, so the creator does not have to hunt for facts.
After the content goes live, reply quickly. Thank the creator, share the post on your channels with permission and report back on how it performed. A creator who gets feedback is likely to say yes again, and your next brief starts from a better place.
One more thing to do
Finish by testing the brief on a colleague. Ask them to read it for one minute and tell you what they would post, when and for how much. If their answer differs from your intent, rewrite the unclear part. A brief that survives that test will survive a busy creator inbox too, and it saves a long thread of questions later.