Influencer Campaign Brief Template: The Complete Guide for Singapore Brands
Planning an influencer campaign?
Before you start contacting creators, one of the most important things to prepare is a clear influencer campaign brief.
A good brief gives influencers the information they need to create content that is relevant to their audience while staying aligned with your campaign objectives, brand requirements and commercial goals.
A poor brief does the opposite. It creates confusion around deliverables, messaging, timelines, approvals and expectations — which can lead to unnecessary revisions, delayed content and disappointing campaign results.
In this guide, we’ll show you what to include in an influencer campaign brief, provide a practical template you can adapt for your next campaign, and explain how Singapore brands can create briefs that give creators enough direction without restricting their creativity.
Want the shortcut? Use the influencer campaign brief template below as your starting point, then customise it according to your campaign.
What Is an Influencer Campaign Brief?
An influencer campaign brief is a document that communicates the key information an influencer or creator needs to participate in a brand campaign.
It typically covers:
Campaign objectives
Target audience
Brand background
Campaign messaging
Product or service information
Content deliverables
Creative direction
Mandatory talking points
Things to avoid
Posting requirements
Deadlines
Approval process
Disclosure requirements
Usage rights
Performance requirements
Contact information
The purpose of the brief is not to write the influencer's content for them.
Instead, it should give the creator enough context to produce content that works for both the brand and their audience.
This distinction is important.
Influencer content tends to work best when creators can communicate a brand message in a way that feels natural to their existing content style and audience.
Why Does an Influencer Campaign Need a Brief?
Influencer campaigns can involve multiple stakeholders.
A typical campaign might include:
Brand → Agency → Influencer → Creator Manager → Production Team → Legal/Compliance → Paid Media Team
Without a clear brief, information can easily get lost between each party.
A strong influencer brief helps everyone understand:
1. What the campaign is trying to achieve
Are you trying to generate awareness?
Drive product consideration?
Generate sales?
Launch a new product?
Increase app downloads?
Drive traffic to TikTok Shop?
The creator needs to understand the intended outcome before developing their content.
2. What the creator needs to deliver
For example:
1 TikTok video
1 Instagram Reel
3 Instagram Stories
1 livestream appearance
Specific deliverables prevent misunderstandings later.
3. What the creator must communicate
Your brief should identify the important product information, claims and campaign messages that need to appear.
4. What the creator should avoid
This could include:
Competitor mentions
Unapproved product claims
Incorrect product demonstrations
Sensitive topics
Certain visual treatments
Unapproved promotions
5. When everything needs to happen
Deadlines should cover more than just the final posting date.
A proper campaign timeline may include:
Briefing → Product delivery → Concept submission → Draft → Feedback → Final approval → Posting → Reporting
What Should Be Included in an Influencer Campaign Brief?
A comprehensive influencer brief can be divided into roughly 12 sections.
1. Campaign Overview
Start with a short explanation of the campaign.
Keep this section simple.
Include:
Brand name
Product/service
Campaign name
Campaign period
Campaign objective
Campaign theme
Target audience
Example
Campaign: New Product Launch
Brand: [Brand Name]
Product: [Product Name]
Campaign period: 1–30 September 2026
Objective: Generate awareness and product consideration among Singapore consumers aged 18–34.
Campaign message: [Core campaign message]
Target audience: Singapore-based consumers interested in [category].
The creator should be able to read this section and understand the campaign in less than a minute.
2. Campaign Objectives
Be specific about what you want the influencer campaign to achieve.
Avoid writing:
"Create awareness and engagement and drive sales."
This gives the campaign too many objectives.
Instead, identify the primary objective.
Examples
Awareness
Introduce [Product] to Singapore consumers and increase awareness of the new product range.
Consideration
Demonstrate how [Product] solves [specific consumer problem] and encourage consumers to learn more.
Conversion
Drive consumers to purchase [Product] through TikTok Shop using the campaign's promotional offer.
Product launch
Generate excitement and social proof during the first two weeks of the product launch.
Your objective will influence almost every other part of the campaign — including creator selection, content format and KPIs.
3. Target Audience
Tell creators exactly who you want to reach.
Include:
Age range
Gender, if relevant
Location
Interests
Lifestyle
Buying behaviour
Relevant pain points
For a Singapore campaign, you may also want to specify whether the campaign is intended for:
Singapore residents
Singapore citizens
Expats
Specific communities
Specific language audiences
Example
Target audience
Singapore consumers aged 25–40 who are interested in skincare, wellness and premium beauty products.
Consumer insight
They are looking for effective skincare products but are increasingly sceptical of overly polished advertising and prefer recommendations that demonstrate how products work in real life.
This information helps creators understand who they are speaking to, rather than simply telling them what to say.
4. Brand Background
Give the influencer enough information to understand your brand.
You don't need to include your entire corporate history.
Focus on what is relevant to the campaign.
Include:
What your brand does
Your positioning
What makes your product different
Your brand personality
Relevant brand values
Example
[Brand] is a Singapore-based skincare brand focused on simple, science-led skincare for busy consumers. Our products are designed to make everyday skincare routines more effective without unnecessary complexity.
This context helps creators produce content that feels more aligned with the brand.
5. Product or Service Information
This section should answer:
What exactly is the influencer promoting?
Include:
Product name
Product description
Key features
Benefits
Price
Where to buy
Promotion
Important usage information
Product claims that have been approved
For physical products, also include:
Product received: [Product name]
Retail price: $XX
Purchase link: [URL]
Promo code: [CODE]
Campaign offer: [Offer]
Avoid assuming that creators will research all of this themselves.
Give them the information they need upfront.
6. Key Campaign Message
Your brief should have one central message.
For example:
"Show how [Product] makes your morning routine easier."
Then provide supporting messages.
Primary message
[Product] helps simplify your daily skincare routine.
Supporting messages
Easy to use
Suitable for everyday routines
Contains [approved ingredient]
Available at [retailer]
Special campaign offer available
This creates consistency across the campaign without forcing every creator to produce identical content.
7. Content Deliverables
This is one of the most important sections of the brief.
Clearly state exactly what the creator needs to produce.
Be precise about whether content is:
Organic
Paid
Cross-posted
Whitelisted
Used on the brand's channels
Used in advertisements
If content will be used beyond the creator's organic post, the usage requirements should be clearly agreed with the creator.
Confetti already has a dedicated article covering influencer licensing and whitelisting, check it out here.
8. Creative Direction
This is where many brands make a mistake.
Your brief should provide direction, not a rigid script.
Instead of:
"Say these 12 sentences exactly and show the product at 00:05."
Try:
"Demonstrate how you would naturally incorporate the product into your morning routine. Please highlight the product's convenience and show the product being used."
Then give creators creative freedom around:
Hook
Storytelling style
Camera style
Location
Editing
Personality
Visual approach
The creator understands their audience better than the brand does.
Your job is to provide the strategic guardrails.
Their job is to make the content feel native to their audience.
9. Mandatory Requirements
Separate your must-have requirements from your creative suggestions.
Must include
Show the product clearly
Mention [key benefit]
Tag @brandhandle
Include #CampaignHashtag
Include campaign CTA
Include sponsored-content disclosure
Mention promotional code
Nice to have
Demonstrate product use
Include before/after
Show the product in a real-life setting
Include personal experience
Include a strong opening hook
This distinction makes the brief easier for creators to follow.
10. Things to Avoid
Create a clear list of prohibited content.
For example:
Please do not:
Make unapproved medical or performance claims
Compare directly with competitors
Make claims that cannot be substantiated
Show unsafe product usage
Use copyrighted music without permission
Mention unapproved promotions
Misrepresent product results
Include offensive or discriminatory content
Publish content before final approval
If the campaign involves regulated categories such as healthcare, finance or other sensitive products, the brand should provide the relevant approved claims and compliance requirements.
11. Timeline and Approval Process
Creators need to know when each stage happens.
A simple timeline could look like this:
Example influencer campaign timeline
1 September
Campaign brief sent
3 September
Creator confirms participation
5 September
Product delivered
10 September
Content concept submitted
13 September
First draft submitted
15 September
Brand feedback
17 September
Final content approved
20 September
Content published
27 September
Initial performance report
For larger campaigns, consider specifying how many rounds of revisions are included.
For example:
One round of reasonable revisions is included. Additional revisions outside the agreed brief may be subject to additional fees.
This prevents scope creep.
12. Measurement and KPIs
Your brief should tell the creator and your internal team how success will be measured.
Depending on your campaign objective, this could include:
Awareness
Reach
Impressions
Video views
Unique viewers
Engagement
Likes
Comments
Shares
Saves
Engagement rate
Traffic
Link clicks
Profile visits
Website sessions
Conversion
Purchases
Promo-code redemptions
Affiliate sales
Leads
App downloads
Revenue
Don't make every metric a KPI.
Choose the metrics that directly relate to your campaign objective.
Free Influencer Campaign Brief Template
Use the following structure as a starting point for your next campaign.
Influencer Campaign Brief
Campaign Information
Brand:
[Brand name]
Campaign name:
[Campaign name]
Campaign period:
[Start date – End date]
Campaign objective:
[Primary objective]
Target audience:
[Audience description]
About the Brand
[Short brand description]
About the Product / Service
Product:
[Product name]
Key benefits:
[Benefit]
[Benefit]
[Benefit]
Price:
[$XX]
Where to buy:
[URL]
Promotion:
[Promotion]
Promo code:
[Code]
Campaign Key Message
Primary message:
[One sentence]
Supporting messages:
[Supporting message]
[Supporting message]
[Supporting message]
Deliverables
Platform:
[TikTok / Instagram / YouTube / Other]
Content required:
[Number and format]
Video length:
[XX seconds]
Caption:
[Required / Not required]
Tags:
[@brand]
Hashtags:
[#hashtag]
CTA:
[CTA]
Creative Direction
Recommended concept:
[Description]
Tone:
[Educational / Entertaining / Authentic / Aspirational / Humorous / etc.]
Visual direction:
[Description]
Key requirements:
[Requirement]
[Requirement]
[Requirement]
Do's
[Do]
[Do]
[Do]
Don'ts
[Don't]
[Don't]
[Don't]
Timeline
Brief received:
[Date]
Product received:
[Date]
Concept due:
[Date]
Draft due:
[Date]
Feedback:
[Date]
Final approval:
[Date]
Posting date:
[Date]
Approval Process
Contact person:
[Name]
Number of revision rounds:
[Number]
Approval required before posting:
[Yes / No]
Tracking
Tracking link:
[URL]
Promo code:
[Code]
Reporting requirements:
[Specify metrics and reporting deadline]
How Detailed Should an Influencer Brief Be?
A common question brands ask is:
"How much information is too much?"
The answer depends on the campaign.
For a simple one-off Instagram post, your brief might only need to be one or two pages.
For a large TikTok campaign involving multiple creators, paid amplification, product launches and multiple deliverables, a much more detailed brief may be appropriate.
The key is clarity rather than length.
A 10-page brief can still be confusing if the important information is buried.
A two-page brief can be extremely effective if the creator immediately understands:
What are we promoting?
Who are we talking to?
What do we want the audience to do?
What does the creator need to deliver?
What must they say or show?
What should they avoid?
When does everything need to happen?
7 Common Influencer Brief Mistakes
1. Writing the entire script
Creators are hired because they know how to communicate with their audience.
Give them the message and guardrails, but allow room for their own voice.
2. Giving too many objectives
Trying to achieve awareness, engagement, sales, followers, traffic and app downloads simultaneously makes the campaign difficult to execute and measure.
Choose a primary objective.
3. Being vague about deliverables
"Create some TikTok content" isn't a deliverable.
Specify the number of posts, format, length, platform and posting requirements.
4. Forgetting deadlines
A campaign can quickly become delayed if the brief only contains the final posting date.
Build the entire workflow into the timeline.
5. Not specifying mandatory talking points
If a product has important features or approved claims, make them explicit.
Don't assume creators will know what matters most.
6. Not explaining the CTA
If you want sales, tell the creator where consumers should buy.
For example:
"Tap the link in bio to shop."
or
"Shop directly through TikTok Shop."
7. Treating every creator identically
The same campaign can be communicated differently by different creators.
A beauty creator, parenting creator and tech creator may all promote the same product, but the content should feel natural to their respective audiences.
Your brief should create consistency around the brand message, not force identical content.
Influencer Brief vs Influencer Campaign Strategy: What's the Difference?
An influencer strategy and an influencer brief are not the same thing.
Influencer marketing strategy
Answers:
Why, who and how?
It covers:
Campaign objectives
Target audience
Creator strategy
Platform strategy
Budget
Campaign structure
KPIs
Influencer campaign brief
Answers:
What exactly does the creator need to do?
It covers:
Campaign information
Product information
Messaging
Deliverables
Creative direction
Requirements
Timeline
Approval process
In other words:
Strategy → Campaign → Brief → Creator content → Measurement
A strong campaign brief sits between your strategic planning and the creator execution.
How Confetti Helps Brands Manage Influencer Campaigns
Creating the brief is only one part of running an influencer campaign.
Brands also need to:
Identify suitable creators
Check audience relevance
Negotiate rates
Coordinate product seeding
Manage briefs
Review content
Coordinate approvals
Manage posting schedules
Track campaign performance
Analyse results
Identify high-performing creators for future campaigns
Confetti helps brands manage influencer campaigns from creator selection through campaign execution and reporting.
Our approach combines influencer strategy, creator sourcing and campaign management to help brands find creators who are relevant to their target audience and campaign objectives.
For brands looking beyond one-off influencer posts, influencer campaigns can also be integrated with UGC, TikTok Shop, livestream commerce and paid social to create a broader social commerce strategy.
Explore Confetti's Influencer Marketing Services →
Frequently Asked Questions
What is an influencer campaign brief?
An influencer campaign brief is a document that provides creators with the information required to participate in a brand campaign. It typically includes campaign objectives, target audience, product information, messaging, deliverables, creative direction, deadlines and approval requirements.
What should an influencer brief include?
At minimum, an influencer brief should include the campaign objective, target audience, product information, key messages, content deliverables, creative requirements, things to avoid, timeline, posting requirements and contact information.
How long should an influencer campaign brief be?
There is no fixed length. A simple campaign may only require one or two pages, while a large multi-creator campaign may require a more detailed document. The priority should be clarity rather than length.
Should brands give influencers a script?
Not necessarily. Brands should provide key messages, mandatory information and creative guardrails, but giving creators some freedom to communicate in their own voice can help the content feel more authentic to their audience.
Should an influencer brief include the budget?
Not necessarily. The campaign brief sent to creators can focus on deliverables and requirements, while commercial terms can be handled separately in the influencer agreement or campaign confirmation.
Should influencer content be approved before posting?
For many branded campaigns, yes. The approval process should be agreed before production begins, including the number of revision rounds and deadlines for feedback.
Can the same influencer brief be used for every creator?
The campaign framework can be standardised, but briefs should be adapted where necessary. Different creators may require different deliverables, creative approaches or audience-specific messaging.
Planning an influencer campaign in Singapore?
Talk to Confetti about your next influencer campaign →