A campaign brief tells influencers what your brand wants, how the content should feel and what they must include or avoid. A clear brief means fewer revisions and content that still sounds like the creator. This guide explains each section of SushiVid's free Word template, using the sample answers from the template (a jewellery brand called “XYZ”). Revise every answer to suit your own campaign.
What is an influencer campaign brief for?
The brief is the one document every creator on your campaign works from. It should answer three questions: what is the campaign about, what should the content say and look like, and what are the practical rules (links, hashtags, dates). The template is a simple two-column table: the section name and a prompt on the left, your answer on the right.
The sections of the template
1. Title
Give the campaign a name everyone can refer to. Sample: “Unboxing jewellery products by XYZ Brand”.
2. Overall promotional / campaign period
This is your full campaign schedule, not the date the influencers post (that comes later in the brief). It helps creators understand where their content fits. Sample schedule:
| Phase | Dates |
|---|---|
| Campaign dates | 7 June – 11 July |
| Mega Campaign | 21 – 24 June |
| Electronics Week | 25 June – 1 July |
3. Company profile
Your brand DNA and key facts about the company. Sample: “XYZ is a boutique jewellery store that features local designers. Established since 2000, we pride ourselves in only a limited range of each piece, carefully handmade and crafted to perfection.”
4. Product / campaign
A short description of the product or campaign. Sample: “Exclusive CNY Campaign by XYZ Brand! We are launching a new range of jewellery products, and it will be featuring Asian mythical characters.”
5. Objective / key message
The message you most want the audience to remember. Sample: “We are giving 40% discount for this period just to acquire new customers (millennials)! Don't miss out!” The template's general example of an objective is “Drive awareness to a new range of jewellery”.
6. Overall energy / look and feel
The mood of the content. Sample: “Something casual and lighthearted. We'd like the audience to enjoy the video without feeling that the products are too expensive or exclusive. It should still appeal to the masses.”
7. Content direction
How you would like the influencers to approach their audiences. Sample: “We like product reviews or ‘Outfit of the day – OOTD’ style videos where the influencer can showcase our product alongside their usual day-to-day wear.” You can also add creator-specific requests here. Sample: a special giveaway for one influencer's audience of a bracelet worth USD100 from the new range.
8. Facebook links / landing page / website
List only the links you want influencers to include in their blog post, video description or social media posts. Sample: SushiVid's Facebook page, http://www.fb.com/sushivid.
9. Features
Phases, details and the story behind the product. Sample: “The most important story is that every piece of jewellery has a story and it is handmade. We will even give you a postcard written by the person who made your special piece.”
10. Reminder
What influencers need to note and be careful of. Sample: “Please avoid using words like ‘fail’, ‘worst’ or ‘bad luck’.”
11. Estimated live date
The date range when the video or post goes live. Sample: before the start of Chinese New Year (15/1/17 – 18/1/17).
12. Additional
Anything else to add. Sample:
- Please include hashtags: #sushivid #juicywasabi
- All Instagram posts tag @sushi.vid in the image and in the post copy.
Tips for a brief influencers will actually follow
- Separate the campaign period from the posting date. The template does this on purpose. Mixing them up is a common cause of posts going live too early or too late.
- Give one key message. If everything is important, nothing is.
- Describe the mood, not a script. The “look and feel” and “content direction” sections let creators keep their own voice, which is why their audience trusts them.
- Be clear about words to avoid. A short “reminder” list prevents awkward reshoots.
- List only the links and hashtags you need. Too many calls to action dilute the post.
Common mistakes
- Leaving the template's sample answers in place. Replace every example with your own details.
- Forgetting the brand story. The “features” section is often what makes content feel genuine.
- No live date. Without a date range, creators schedule posts around their own calendar.
Need help running the campaign?
SushiVid writes briefs, matches brands with creators and manages campaigns end to end. See our managed influencer marketing service, or browse case studies from past campaigns.
Download the brief template (Word)
Editable Word document (.docx) with sample answers, free, no sign-up.
Frequently asked questions
What should an influencer campaign brief include?
The campaign title and period, a company profile, a product description, the key message, the look and feel, content direction, links, product features, things to avoid, the live date and any hashtags or tags. SushiVid's template has a section for each.
What is the difference between the campaign period and the live date?
The campaign period is your brand's overall promotion schedule. The live date is the specific date range when each influencer's post or video goes up.
Can I edit the brief template?
Yes. It is a Word file with sample answers, so you can replace each answer with your own campaign details.