If you’ve ever been disappointed by influencer content—even after paying for it—it probably wasn’t the creator’s fault. It was the brief.
Most creator campaigns fall apart because the brand never clearly explained :
A strong brief sets the tone for the entire collaboration. It gives creators the freedom to do what they do best, while keeping things aligned with your goals. In this post, we’ll break down how to write a great brief—and include a template you can steal and customize.
Need the full blueprint for building and scaling your influencer program? Start with our full guide here
Creators aren’t mind readers.
They’re working with multiple brands at once, and they don’t know your product, your audience, or your goals unless you tell them. The brief isn’t just a formality—it’s a tool that makes the collaboration work.
A good brief should :
In Growi, you can attach custom briefs to every campaign or creator offer, so you don’t have to keep rewriting it every time. You also track who viewed it, who accepted it, and what they delivered against.
Here’s the structure we recommend for every brief. Simple, consistent, and effective.
A few sentences that explain :
Example :
“ We’re launching our new energy drink and working with fitness and lifestyle creators to showcase how it fits into real daily routines—whether that’s gym days, work-from-home grinds, or early morning runs. ”
Give them a one-liner and a couple of bullets.
Include the link to your website and any FAQ they might need.
What kind of content are you expecting?
Also clarify if the creator is expected to post or if the brand will handle usage after.
This is key. Don't write a script, but do include:
Let creators reframe the messaging in their own voice. That’s how it works best.
Make this bullet-style. Examples:
Keep this part simple, but firm.
Set expectations :
You can manage all of this in Growi’s timeline tracker—mark content as pending, live, or under review without chasing creators in DMs.
Clarify :
If you're using affiliate links, include tracking links in the brief or via Growi’s link generator.
Here’s a simple copy-paste template to use internally or in Growi.
We’re partnering with creators to highlight [product name] as a go-to for [use case or lifestyle]. You’ll receive [product + deliverables]. The goal is to create content that feels native, genuine, and valuable to your audience.
A great brief creates great content—and great partnerships.
Want to see how briefs fit into your overall influencer strategy? Start with our full guide to influencer marketing for brands
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