How to write an influencer brief

An influencer brief is the one-pager you use twice: first to find creators, then to tell a shortlisted creator what you want. Keep it short. A deck is usually worse.

This page is the document. If you want the search product, use the free influencer search tool.

Two briefs, same campaign

Discovery brief. What you type into a search tool so it can find people who already make the content you need. Product, audience, creator style, deliverable, constraints.

Creator brief. What you send after someone is on the shortlist. Deliverable, usage rights, timeline, talking points, and what they should not say. Rates and contracts can wait until they reply.

Do not mix them. A discovery brief stuffed with legal language produces worse matches. A creator brief that never names the product produces worse videos.

Discovery brief: what to include

Cover these in a few sentences:

• Product. What you sell and the one outcome it is for.
• Audience. Who you want to reach, in their words if you can.
• Creator style. Talking-head tutorial, unboxing, fit check, UGC-for-ads, and so on.
• Deliverable. One TikTok, a 15-second hook, a 3-reel set, or usage rights only.
• Constraints. Platform, region, follower range, and anything you will not work with.

Creator Discovery Agent turns that text into live TikTok or Instagram search. The more concrete the brief, the more useful the campaign-fit scores.

A discovery brief that works

We sell a lightweight running shoe for people training for their first 10K. We want TikTok creators who already post easy training plans, gear checks, or race-week routines. Deliverable: one 20-30 second video showing the shoe on a real run, plus usage rights for paid social for 90 days. US or UK, English, roughly 5k-80k followers.

That is enough to search. Add brand-safety notes after you have names, not before.

Creator brief: what to send after you have a shortlist

Once you have vetted the profile and decided they are a fit, send a second note. Keep it scannable.

• What you are asking for. Platform, length, number of posts, due date.
• The product and the one job. One outcome, not a feature list.
• Must-say and must-not-say. Claims, competitors, medical language.
• Usage. Organic only, or paid social, and for how long.
• Logistics. Ship-to, sample size, tracking link if you have one.
• Fee or gift. A range is fine at this stage. Exact numbers after they confirm interest.

Example:

Hi [name]. We liked your 10K training posts. We would like one 20-30 second TikTok of the shoe on a real easy run, filmed in your usual style. No script. Please mention it is a training shoe for first-time 10K runners, and do not compare it to other brands. Usage: organic plus paid social for 90 days. We can ship a pair this week. Fee: we can discuss if this is a fit.

You reach out yourself. Microinfluencer stops at the shortlist. First-message templates: how to contact micro-influencers.

What to skip

Do not lead with budget, hashtag dumps, or "we want influencers." Those do not help ranking or replies. Save the contract for after they say yes.

When the discovery brief is ready, run a search. For the methods around that search, see how to find micro influencers.