Influencer brief template
Two briefs you can copy and send today: one for gifted products with no obligation to post, and one for paid content with deliverables and dates.
Which brief to use
A gift and a paid deal are different agreements, so they need different briefs. A gifting brief should feel like a note that comes with the product. A paid brief is closer to a scope of work: it lists what you’re paying for and when.
| Gifted brief | Paid brief | |
|---|---|---|
| Obligation to post | None | Yes, as agreed |
| Length | One page | Two pages at most |
| Deadlines | None | Draft and live dates |
| Must-include points | A few requests | Listed and agreed |
| Usage rights | Not included | Spelled out |
Gifted product brief
Put this in the box as a printed card, or send it with the shipping email. Keep the requests light. A creator who feels pushed by a free product is less likely to post, not more.
PRODUCT GIFT: [Brand] × [Creator name] Hi [Creator name], Thanks for agreeing to try [Product]. This is a gift. There’s no obligation to post, and we’d rather you only share it if you genuinely like it. ABOUT THE PRODUCT - What it is: [one sentence] - Who it’s for: [skin type / goal / use case] - How to use it: [steps, and how long before you see a difference] - What makes it different: [one or two points, in plain words] IF YOU DECIDE TO POST - Your honest take is what we want. Say what you liked and what you didn’t. - Please show the product clearly on screen at least once, so viewers know what it is. - Tag @[brand handle] and use [#hashtag, if any] so we can find and thank you. - Disclose the gift clearly, for example “gifted by [Brand]” in the video and caption, or use the platform’s paid-partnership label. WHAT TO AVOID - Medical or guaranteed-result claims (“cures,” “clinically proven” unless we’ve sent you the source). - Comparing us by name to other brands. TIMING No deadline. If you do post, we’d love to see it, so a quick note with the link helps. QUESTIONS [Your name] · [email] · [phone or DM handle] Thank you for trying it. [Your name], [Brand]
Paid content brief
Send this before the contract is signed, so the fee matches the work. Every line in “Must include” should be something you’ll check when the draft arrives.
PAID CONTENT BRIEF: [Campaign name] Creator: [Name, @handle] Brand contact: [Name, email] Fee: [amount] · Payment: [timing, e.g. 50% on signing, 50% on posting] 1. GOAL [What this content should do: launch awareness, drive code use, show a routine...] 2. KEY MESSAGE [One sentence the viewer should remember.] 3. MUST INCLUDE - Product shown clearly on screen within the first [5] seconds - Say the product name out loud at least once - [Discount code / link]: [CODE] / [URL] - Tag @[brand handle] in the caption - Disclosure: “#ad” or “Paid partnership with [Brand]” at the start of the caption and said or shown in the video, plus the platform’s paid-partnership label 4. CREATIVE FREEDOM - Format ideas: [routine, before/after, day in my life, GRWM...] - Tone: your own voice. Don’t read a script. - Don’t: [claims to avoid, competitor names, sensitive topics] 5. DELIVERABLES - Platform and format: [e.g. 1 TikTok, 30–60s; 1 Reel cross-post] - Draft due: [date] · Brand feedback within: [2 business days] - Live date: [date or window] - Keep the post up for at least: [e.g. 90 days] 6. USAGE RIGHTS [None / organic reposting on brand accounts / paid ads for X days]. Whitelisting or Spark Ads: [yes/no, duration]. 7. REPORTING Share a screenshot of views, reach and saves [7] days after posting. 8. APPROVALS One round of feedback on the draft, limited to accuracy and the must-include points.
How to write a brief creators actually follow
- Lead with the product, not the brand story. Creators need to know what it does and how to use it. Your founding story can go in a link.
- Ask for few things, clearly. Three must-haves get done. Twelve get skimmed.
- Ask for the product on screen. It sounds obvious, but it’s the request that matters most. A mention in the caption without the product in the video is easy to scroll past.
- Leave the format to them. They know what works with their audience. Give ideas, not a script.
- Say how to reach you. One name and one email. Questions that go unanswered turn into posts that never happen.
Disclosure: what to ask for
In the US, the FTC expects creators to disclose a relationship with a brand when they mention its products, and that includes free products, not just paid deals. Its guidance for creators is Disclosures 101 for Social Media Influencers. In short:
- Disclose when you received anything of value, including a gift.
- Use plain words like “ad,” “sponsored” or “gifted.” Hashtags such as #ad are fine but not required.
- Make the disclosure easy to notice. Don’t bury it in a pile of hashtags at the end.
- In a video, the disclosure should be in the video itself, not only in the caption.
Both briefs above include a disclosure line. Other countries have their own rules, so check them when you seed outside the US. This page is general guidance, not legal advice.
After you send the brief
A brief is only half of it. You still need to know who posted, whether the product was on screen, and whether they tagged you. Our tracking spreadsheet covers that by hand. Pozto does it automatically: it checks every TikTok, Reel and Short your creators post against photos of your product and shows the second it appears. See influencer tracking.
Questions
Should I send a brief with gifted products?
Yes, but keep it short and clearly optional. A brief helps creators understand the product. It shouldn’t read like a contract.
Can I require a post in exchange for a gift?
If you require a post, it’s no longer really a gift, and creators will treat it like a paid deal. If you need guaranteed content, use the paid brief and pay for it.
What file format should I use?
Copy the text into a Google Doc, Word, Notion or an email. Plain text travels best and nothing breaks on a phone.
Do creators need to disclose gifted products?
In the US, the FTC says yes: a free product counts as something of value. See the FTC’s guidance.
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