Get Better Influencer Content: The Creative Brief Formula That Works

By Becca Fair

A well-structured creative brief is the foundation of a successful influencer marketing campaign. It ensures alignment between the brand and the creator, eliminates unnecessary back-and-forth, and sets the stage for high-performing content. However, after working on years’ worth of campaigns, I’ve found there’s a fine line between providing essential information and overwhelming a creator with unnecessary details—which only leads to confusion.

Here’s what to consider when setting up your next campaign to streamline the process and ultimately drive results.

Focus on What Matters—And Cut the Rest

Your creative brief must be laser-focused on the messaging that will accomplish your campaign goals. If you want to highlight a product benefit, what is the one line, claim, or visual that needs to land for the content to be successful? If your goal is to drive sales, what’s the hook or proof point that will convert your audience into customers? These questions need clear answers before briefing creators.

A long-winded brand history might seem valuable, but if it doesn’t help the creator craft a compelling video, it’s just filler. I’ve seen creators mistake added context for required talking points—leading to confusion, a lack of direction, and issues during content review. Stick to the core elements that provide necessary context, but leave out anything that could dilute the message or create confusion. 

Custom Briefs Are Tedious—But Worth It

Depending on the size of your campaign, opt for custom briefs instead of one generic deck. For campaigns with, I’d say, 10 or less creators, taking the time to tailor briefs to each individual can prevent multiple rounds of revisions by ensuring the content and tone align with the creator’s personal style.

This bespoke approach allows you to seamlessly integrate brand messaging into a creator’s existing content format or signature series. When a brief aligns with a creator’s unique storytelling style, the ad feels organic—enhancing both engagement and performance.

Make FTC Compliance Effortless

Clear FTC guidelines should be a non-negotiable part of every brief. While these regulations apply uniformly across the industry, their implementation can vary from brand to brand—so it’s your job to clearly define the required verbal and visual disclosures. Don’t leave it up to the creator. The last thing you want is a compliance issue that forces a reshoot, damages credibility, or, worse, leads to legal trouble.

A checklist at the end of your brief can be a helpful guide for your creators to reference during filming and editing—ensuring required verbal disclosures, legal disclaimers, and content regulations are followed from the start. This easy step can prevent last-minute edits or, in the worst case, the need for an entire reshoot.

Show, Don’t Just Tell—Provide Examples

One of the biggest pain points for creators is uncertainty about what a brand wants. Take the guesswork out by providing examples of high-performing branded content from previous campaigns.

If a creator you’ve worked with in the past nailed their video, include a reference slide in your briefing deck showcasing top-tier executions and visuals. This helps set clear expectations and reduces the likelihood of creative misalignment.

When in Doubt, Get on a Call

Depending on the scale of your campaign, a 1:1 or small-group briefing call can be incredibly helpful. Not only do they foster better communication and relationship-building, but they also allow you to present campaign goals directly—ensuring creators fully understand expectations.

Walking through the brief in real time lets creators ask clarifying questions, ensures alignment, and minimizes the risk of unnecessary revisions later. Treat these calls as an opportunity to co-create rather than dictate.

Professionalism and Relationships Matter

Influencer marketing is built on relationships, and reputations matter. The best partnerships are those where both sides feel valued, heard, and respected.

Keep communication clear, professional, and efficient—whether dealing with creators directly or through their representation. Creative work can feel very personal, so making the process as collaborative as possible is key. Creators know their audiences best—so listen to their ideas, be open to adjustments, and clarify your parameters upfront to ensure a smooth process.

A well-run campaign increases the likelihood that creators will want to work with you again, leading to stronger brand affinity and long-term success.

Build in Buffer Time—Because Things Will Happen

Social media moves fast, but production timelines often don’t. Unexpected product delays, last-minute content changes, and reshoots can (and will) happen.

Building extra time into your campaign schedule allows for flexibility and reduces stress. If possible, add in 2 to 3 days of buffer to each campaign step so that you have time to fix any mishaps should they arise. Being proactive in timeline planning ensures that even when things go sideways, you’re prepared.

Keep the Relationship Going Post-Campaign

A successful campaign doesn’t end when the content goes live. The best brand-creator relationships are long-term.

Keep up with your creators, engage with their organic content, and look for future collaboration opportunities. Consistent partnerships not only foster stronger brand loyalty but also reduce onboarding time for future campaigns.

Final Takeaway: Get Organized, Stay Flexible

A solid creative brief serves as a blueprint for success—but it's not a rigid rulebook. The best influencer marketing campaigns strike the perfect balance between giving clear direction and allowing creators the freedom to do what they do best: create. When your brief is clear, concise, and resourceful, you set the foundation for impactful content that delivers real value for your brand and fosters lasting partnerships with the market-movers shaping today’s creator landscape.