How to Write an Influencer Marketing Proposal (Free Template)

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An influencer marketing proposal shows a client or your manager what you plan to do, who will do it, what it costs and how you will report results. This guide walks through each part of SushiVid's free PowerPoint template. The template uses a shopping mall campaign (“X Mall”) as its worked example, so you can see what a finished slide looks like before you write your own.

What is in the template?

The deck has 13 slides, grouped into five parts:

1. Campaign idea – the objective and the big influencer idea.
2. Audience target – who the campaign must reach.
3. Content plan – the main idea plus supplementary ideas, each with example creators.
4. Talent – the creators who will promote the campaign and how they will be used.
5. Cost estimate and reporting – the budget breakdown and how results will be tracked.

1. Start with the campaign objective and influencer idea

Open with a short story the client already knows. The template points to brands that used influencers on Instagram to build brand affinity: minimalist watch brands such as MVMT and Daniel Wellington, and hipster streetwear such as Pestle and Mortar and Stoned and Co. Then ask the key question: can we replicate that formula for your campaign?

State the idea in one or two lines. In the template, the idea is to engage an army of micro-influencers to promote the campaign during the period the client chooses. The aim is to put the campaign at the top of people's minds.

Tip: keep this slide to one objective. If you list five goals, the client cannot tell what success looks like.

2. Define the target audience

The sample audience is:

• 18–35 year olds
• Female-targeted
• Bachelor's degree holders

The slide also carries a key principle: choosing an influencer is not just about their reach. It is more about how engaged and relevant they are to the brand they promote. Use this slide to explain why the creators you pick later fit this audience.

3. Lay out the main content idea

The template's main idea is an Instagram Buzz:

• Get small Instagrammers to post 1–2 Instagram pictures each.
• Collaborate with 20–30 of them, each snapping a picture of themselves doing something at the venue (for example, at the concourse area with festival decorations, or at a specific shop such as a massage outlet or bar).
• Choose Instagrammers with 15k followers and below.

Be specific about the number of creators, the number of posts and the follower range. These three numbers drive the budget on the cost slide.

4. Add supplementary ideas

Supplementary content supports the main idea and reaches people on other platforms. The template gives two YouTube examples, each with a suggested video title and sample creators.

YouTube vlog

YouTubers spend a whole day at X Mall to show what visitors can do and buy. Example title: “Day out with my homies”, with all expenses paid by X Mall. Example YouTubers: Aisyah Habshee and Asyallie Ahmad.

Shopping haul

One or two beauty or fashion YouTubers go shopping, showing the things you could buy at the mall. Example title: “My entire outfit was bought in this mall!” Example YouTubers: Aisyah Habshee and Asyallie Ahmad.

Tip: include a sample video link on each idea slide (the template leaves a space for it). Clients approve faster when they can see the format.

5. Explain the talent plan

The talent section (“Talent samples: smaller content creators”) explains who will promote the campaign and how. The template's sample points:

• To create buzz, target smaller Instagrammers and YouTubers.
• It is a win-win: the channel leverages their popularity to grow and get the word out at the start.
• Creators film three videos in one sitting, and the videos can cover different segments.
• There are at least two talents in each sitting.
• Talents are rotated to see which one resonates best with the audience.

6. Build the cost estimate

Break the budget down by creator tier so the client can see what each line buys. The template's sample breakdown:

The sample slide ends with an overall cost estimate of RM91,000. When you fill in your own version, make sure the line items add up to the total you show, and say what is included (production, ads, management fees and so on).

For current market rates, see our influencer marketing cost guide for Malaysia.

7. Show how you will report results

The reporting slide tells the client what data they will get and when:

• YouTube: data is updated every three days. Campaign performance is tracked by view distribution, gender, age, location and click-through rates.
• Instagram: every post is reported twice, on its performance in the first and second week after posting. At the end of the campaign, all post results are collated into one campaign report.
• If an Instagrammer has Instagram Insights, that data is provided too.

The template has space for a sample chart from each platform (Figure 1 for YouTube, Figure 2 for Instagram).

Common mistakes to avoid

• Picking creators on follower count alone. The template's own rule: engagement and relevance matter more than reach.
• Vague content ideas. Give a sample title, a sample video and a clear brief for each idea.
• Totals that don't match. Check that every line in the cost breakdown adds up to the headline estimate.
• No reporting plan. Agree on what will be measured and when before the campaign starts.

Want SushiVid to build the proposal for you?

SushiVid has run influencer campaigns in Malaysia since 2015. If you'd rather hand over the planning, talent sourcing and reporting, see our managed influencer marketing service or browse our case studies.

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