How to finally write effective influencer briefings

Why a good brief makes all the difference

Influencer marketing has long since arrived in the mainstream. But while budgets are increasing and tools are getting smarter, campaigns are still failing because of the basics: imprecise or overloaded briefings. And it could be so simple.

What makes a brief really effective?

In this case, effective doesn't mean "as much as possible", but: as clear as possible. Influencers don't need long novels, but a precise, inspiring working basis that gives them orientation - and that's exactly what your briefing should do. Because only those who know what the brand expects, how the tone should sound and what the no-gos are can produce authentic content that still fits the brand world.

Ideally, it should therefore answer the following questions:

• What's it about - A brief overview of the brand, the product and the aim of the campaign. Not a Wikipedia article, but an emotional elevator pitch.

• Who is the target group? - Don't get lost in generic demographic data, but outline the persona you want to address with interests, hobbies or life realities.

• What should come across? - What is the key message? Which hashtags, keywords, claims need to be included?

• What is allowed, what is not? - Do's & don'ts: brand colors, language, political content, competitor brands, etc.

• How & where to post? - Instagram reel with link sticker? TikTok with voiceover? Clear information on platform, format and deadlines.

• What does success look like? - KPIs, target values, codes or tracking to be used.

Sounds like a lot? It's not. Your briefing should be a maximum of two pages long. Anything longer is off-putting - and may end up in the wastepaper basket unread. And even if it is read, it can quickly become too overwhelming and performance will suffer rather than improve.

The underestimated game changer: examples

Creators are visual professionals - and that's why an image often has more impact than ten bullet points. Show them what you have in mind! A mood board with matching styles, color worlds or visual languages is worth its weight in gold. Refer back to previous campaigns or use platforms such as Pinterest, Instagram or even TikTok as a source of inspiration. Generative AI tools such as Midjourney, Reve or the AI assistant Gemini or Grok also offer you the opportunity to visualize specific scenes - for example, what an "ideal TikTok hook" could look like or how the visual language for your new product should work.

By the way: The Instagram content search from IROIN® by Stellar Tech can also help you. Instead of spending hours scrolling through feeds, you can find trendy, data-based posts and reels in just a few clicks that are perfect as visual inspiration for your mood board. Whether you're looking for a specific style, a current format or a particular niche topic, you'll get exactly the content examples that are currently performing. This not only saves time, but also immediately takes your briefing to the next level visually.

Even roughly outlined storylines - e.g. structure from hook to main part to call-to-action - give an influencer valuable orientation and save time in the conception phase. Important: It's not about prescribing everything, but about creating space so that creative excellence meets strategic clarity. Visual aids are not a limitation here, but a real boost for productive collaboration. Always remain open to suggestions from the creator, because sometimes completely new ideas can emerge that you haven't even thought of yet.

And now? Get started with our free template!