Most influencer briefs say 'post about our product, mention these three benefits, tag us'. The result is content that looks like every other sponsored post and sells nothing. Here is how we brief, why each part is there, and a template you can use even if you never work with us.
The brief is for conversion, not for captions
A creator's job is to make a stranger want your product in under 30 seconds. The brief's job is to give them the three things that do that: a reason to stop scrolling, the objection the viewer is already thinking, and the proof that dismantles it. Everything else - brand guidelines, hashtags, tagging - is housekeeping.
In our 7-step system, the brief comes after target audience, marketing message and video format are fixed. If those aren't decided, the brief can't be.
The structure: hook, objection, proof, offer
- Hook (first 3 seconds). One line that names the viewer's situation. "If your Wi-Fi drops every time someone games upstairs…" "Renovating and terrified of the quote?" Not the brand name; the viewer's problem.
- One objection. The main reason this viewer hasn't bought: too expensive, doesn't work for my skin, my mum won't eat it, I don't trust the brand. One per creator. Different creators can take different objections.
- One proof point. The specific fact that dismantles the objection - a demo, a before/after, a price comparison, a number. "Used by 100,000 homeowners." "Sold out twice." Real, checkable, one.
- Offer and CTA. What to do right now and why now: code, link, deadline, limited slots. Trackable by design - a unique code per creator.
Ergoworks' campaign was built around the objection "ergonomic chairs are ugly and overpriced" with a showroom-visit proof; result: 10,191 shares, people sending the chair to a colleague. Unikul built demand for a product nobody was searching for by leading with the problem (where does your water actually come from) - 320K views for a tankless purifier.
What to give the creator
- The target viewer in one sentence. "Homeowners 30–45 who follow reno creators and shop home goods online."
- The hook, the objection and the proof point - as above.
- The offer, the code, the link, the deadline.
- Three things that must be true (compliance, claims you can't make, competitor mentions).
- Two or three examples of content in this format that worked - not your ads, other creators' posts.
- Deliverables, dates, usage rights, approval process.
Total length: one page. If the brief is longer than the creator's script, it's wrong.
What to leave out
- A script. Their voice is the asset. Give the structure, not the words. Raydent's APAC Roadshow: 7 clinician creators, each with an individual brief, none with a script - 3.87% engagement on dental implants.
- Five benefits. Five is zero. One objection, one proof.
- "Make it go viral." Nobody can brief for that, and viral rarely sells.
- Brand-first language. "Introducing the new…" is an ad. "I finally fixed…" is a recommendation.
- Mandatory brand-name mentions in the first three seconds. That's the scroll-past trigger.
Template
Campaign: [product] · [dates] · [platform]
Viewer: [one sentence]
Hook: [the viewer's situation, first 3 seconds]
Objection you're taking: [one]
Proof that answers it: [one specific, checkable thing - demo / before-after / number]
Offer + CTA: [code / link / deadline]
Must be true: [3 compliance or claim rules]
Reference posts: [2–3 links]
Deliverables / dates / usage rights / approvals: [as agreed]
Different creators, different objections. Ten creators taking the same objection is one campaign ten times; ten creators taking five objections is a funnel.
Want the number for your brand? Take the two-minute readiness quiz. It tells us your goal, history and budget band, and you get an honest read on what a first campaign should look like - then a 1-on-1 call with Joshua, our Head of Strategy. No sales team.
Take the 2-minute quizFrequently asked questions
What should an influencer brief include?
The target viewer in one sentence; a hook for the first 3 seconds; one objection to address; one proof point that answers it; the offer, code, link and deadline; compliance rules; 2–3 reference posts; and deliverables, dates, usage rights and approval process. One page.
Should I give influencers a script?
No. Give the structure - hook, objection, proof, offer - and let them write in their own voice. Their voice is what their audience trusts. Scripted content reads as an ad and performs like one.
How many key messages should an influencer brief have?
One objection and one proof point per creator. Five benefits is zero benefits. Assign different objections to different creators so the campaign covers the reasons people don't buy.
How long should an influencer brief be?
One page. If the brief is longer than the creator's likely script, it's over-specified. Creators skim long briefs and default to 'love this product' content.