A good influencer brief tells the creator what you want to achieve, exactly what to deliver and by when, what they must and mustn't say, and what success looks like, all on one or two pages. Keep the rules clear and leave room for the creator's own style, because that's why their audience follows them.
Below is a free template you can copy, followed by do's and don'ts, how to handle restricted keywords and disclaimers, and how to use sample content without getting copies of it.
Why the brief decides the campaign
Most rejected drafts aren't the creator's fault. They come from briefs that were vague ("make it fun and authentic"), too long to read on a phone, or missing a detail that only came up at approval, such as a price that must not be mentioned.
A clear brief means fewer revision rounds, faster approvals and content that looks like it belongs on the creator's feed. It also gives everyone a shared reference when feedback is needed later: "see line 6 of the brief" settles most disagreements.
The free influencer brief template
If a creator can't answer these after reading your brief, it isn't finished.
Copy this table into your document of choice and fill in the right-hand column. Delete rows you don't need.
| Section | What to write | Example |
|---|---|---|
| Campaign name | Short internal name | Glow Serum launch, November |
| About the brand | Two or three sentences in plain language | Local skincare brand making gentle products for humid weather |
| Objective | One main goal | Awareness of the new serum among women aged 20 to 35 |
| Key messages | Two or three points, in order of importance | Lightweight, suitable for oily skin, made in Malaysia |
| Deliverables | Platform, format, number, length | 1 TikTok video (30 to 60 seconds) + 3 Instagram Stories |
| Draft date | When the first draft is due | 5 November, 6pm |
| Posting date and window | When it goes live and how long it stays up | 12 November, 8pm to 10pm; keep live for at least 60 days |
| Do's | What you'd love to see | Show the texture on your skin; share your real routine |
| Don'ts | What to avoid | No before-and-after claims; don't show competitor products |
| Restricted keywords | Words and names that must not appear | cure, whitening, permanent, competitor names |
| Must include | Handles, hashtags, links, codes | @brandhandle, #GlowSerum, code GLOW10 |
| Disclaimers and disclosure | Required wording and paid-partnership label | Use the platform's paid-partnership label and say it's sponsored |
| Sample content | Links to examples for direction, not copying | Two past videos we liked and why |
| Approval process | Who reviews, turnaround times, rounds | Agency 1 day, client 2 days, up to 2 rounds |
| Usage rights | Where and how long the brand can reuse the content | Brand organic social for 3 months; no paid ads without agreement |
| Fee and payment | Amount, what triggers payment, payment date | RM 800; paid within 14 days of posting |
| Contact | One person for questions | Name and WhatsApp number of the account manager |
Keep the finished brief to one or two pages. Creators read briefs on their phones between shoots.
How to fill it in, step by step
- Start with one objective. Awareness, consideration or sales. Trying to do all three in one 30-second video rarely works.
- Limit key messages to three. If everything is important, nothing is.
- Be exact about deliverables. "1 TikTok video, 30 to 60 seconds, vertical, with captions" beats "some TikTok content".
- Work backwards from the posting date. Allow time for two rounds of review before the draft date.
- Write the don'ts with your client or legal team before sending, not after the first draft.
- Add the fee and payment terms so there are no surprises. If tax or contracts are on your mind, our 2026 influencer compliance guide covers the basics.
- Read it on your phone. If you're scrolling for ages, cut it down.
Do's and don'ts for writing the brief
Do
- Explain the why behind each rule, so creators can make good choices on their own.
- Give creative freedom on the hook, storyline and setting.
- Use plain language. Some creators may read the brief in their second or third language, so consider a Bahasa Malaysia or Chinese version for local campaigns.
- Name one contact person for questions.
- Send product early enough for the creator to actually use it.
Don't
- Write a script, unless you truly need one. Scripted posts usually sound like ads.
- Hide important rules on page five.
- Change the brief after drafts arrive without resetting the timeline.
- Ask for claims the brand can't back up.
- Copy and paste the same brief for TikTok, Instagram and RED. Each platform has its own style.
Restricted keywords, disclaimers and disclosure
Restricted keywords are words that must not appear in the caption, on screen or in the voiceover. Common examples are competitor names, medical words like "cure" or "treat" for non-medical products, absolute claims like "best" or "100% guaranteed", and price mentions when prices differ by outlet. List them clearly; creators can't avoid words they don't know about.
Disclaimers are wording that must appear, such as "T&Cs apply" for a promotion, or permit details required for certain regulated products. Give the exact text so it's copied correctly.
Disclosure means making clear the post is paid. Malaysia's Content Code 2022 extended its advertising provisions to social media influencers and expects paid endorsements to be clearly disclosed. Tell creators exactly how you want it done, for example the platform's paid-partnership label plus a clear mention in the caption. For health, supplements, financial and other regulated products, check the rules and take advice before briefing.
Sample content: direction, not a copy
Show the tone, format or structure you want, and let creators make it their own.
Sample content helps creators see the tone, pace and look you have in mind. Two or three examples are plenty.
- Say what you like about each one: "the first three seconds", "the way the product is shown".
- Mix examples from different creators so no one copies a single style.
- Never share another creator's content as something to remake. Use it as a reference only.
When drafts come in, review them against the same brief, line by line. Running a UGC campaign instead? Our guide to writing a UGC brief covers what changes.
Where Sapotmode fits
In Sapotmode, SushiVid's influencer campaign software, the brief is part of the campaign itself, not a PDF lost in a chat. Each campaign holds the objectives, deliverables, draft and posting dates, banned words, disclaimers and sample content, so creators see the same brief the brand and agency agreed on.
When drafts arrive, they're watched inside Sapotmode and approved in two layers: your project manager first, then the approver. The AI checker flags spelling, caption issues, profanity, sensitive topics and banned words from your brief before anyone presses play. It doesn't judge creativity; that's still your call.
Frequently asked questions
What should an influencer brief include?
The objective, key messages, exact deliverables, draft and posting dates, do's and don'ts, restricted keywords, required hashtags and disclaimers, how to disclose the paid partnership, sample content, the approval process, usage rights, and the fee and payment terms.
How long should an influencer brief be?
One to two pages. Creators often read briefs on their phones, so keep it short and put the most important rules near the top.
Should I give influencers a script?
Usually not. Give key messages and rules, and let the creator tell it in their own voice, because that's what their audience trusts. Use a script only when exact wording is required, such as a legal disclaimer.
What are restricted keywords in an influencer brief?
Words or names that must not appear in the caption, on screen or in the voiceover, such as competitor names, medical claims for non-medical products or absolute claims. Listing them upfront prevents rejected drafts.
Try it on your next brief
Your first Sapotmode campaign is free. Plans start at RM 389 per brand per month, with unlimited users.
