Influencer Brief Template: What to Include, With a Filled Example

In short: a creator brief is a one- or two-page document that sets the goal, the product story, two or three key messages, dos and don'ts, required tags and disclosure, deliverables and deadlines, and how the content may be used. Keep it short, and give creators the why, not a script.

A brief is the difference between a creator post that sells and one you quietly never share. It tells the creator what you need, what to avoid and when it's due, while leaving room for the thing you're paying them for: their own voice. This template covers every section a Shopify brand needs, followed by a filled example you can adapt.

This template is general guidance, not legal advice. Usage rights, exclusivity and payment belong in a signed agreement; see our influencer contract template.

• Lead with the goal: A creator making ad creative films differently from one making a post for their followers. Say which this is.
• Give the why behind each message: "Mention it's refillable" is weaker than "our customers buy because they're tired of throwing away plastic; show the refill."
• Don't script: Creators know what works with their audience. Give hooks and examples, then let them write it.
• Be specific about claims: List anything they must not say, such as health or results claims you can't back up. The FTC expects endorsers not to make claims the brand couldn't prove.
• Make disclosure easy: Give the exact wording. The FTC's Disclosures 101 for Social Media Influencers (checked October 19, 2026) says the disclosure should be hard to miss, in the video itself for video, and lists "ad", "advertisement" and "sponsored" as clear words. On TikTok, the Branded Content Policy (checked October 19, 2026) says creators must turn on the commercial content disclosure toggle when posting branded content.
• Set the revision limit: Say how many rounds of changes are included and what counts as a change versus a new video.

Here's the template filled in for a made-up Shopify brand, Juniper Coffee, launching a cold brew subscription.

• About us: Juniper Coffee roasts small-batch coffee and ships it fresh. Our customers are busy people who care about good coffee but don't want to fuss.
• Goal: Sales: get viewers to start a cold brew subscription in launch week.
• The product: Cold brew packs: drop one in a jar of water overnight, strain, done. $24 for 8 packs, 15% off the first order with your code, delivered every 2 or 4 weeks.
• Key messages: It takes 30 seconds the night before. It tastes better than the bottled stuff. You can skip or cancel online anytime.
• Content ideas: Your actual morning routine. A blind taste test with a store-bought bottle. "What I make for my 6 a.m. shift."
• Dos and don'ts: Do show the overnight jar and the pour. Do say it's a subscription you can skip. Don't make health claims about caffeine. Don't show competitor brands by name.
• Tags and links: @junipercoffee, #juniperpartner, your tracked link in bio and your code in the caption.
• Disclosure: Say "This is a paid partnership with Juniper" in the video, and turn on the platform's branded content label.
• Deliverables: One TikTok, 30–60 seconds, plus three Stories with your link on launch day.
• Timeline: Draft due November 2. One round of changes. Go live November 9.
• Usage: Organic on Juniper's accounts, plus paid ads for 90 days, as in your contract.
• Contact: Sam, partnerships, by email or in your creator portal.

• Check the draft against the key messages and the don'ts, not your personal taste.
• Check tags, link, code and disclosure.
• Give one round of clear, combined feedback. Quote the timestamp you want changed.
• Approve in writing, so the creator knows they can post.
• Check the live post once it's up, since captions sometimes change.

In Spark! briefs, you write the brief once, in the same format every time, and share it with your creators:

• The same sections: Deliverable type, description and objectives, key messages, dos and don'ts, brand assets, required hashtags and mentions, deadline, revision limit, usage rights and exclusivity.
• Submissions and revisions: Creators submit their content for the campaign in their portal. You approve it, request a revision with feedback, or reject it, and every round is recorded. See briefs and submissions.
• Caption checks on TikTok: For TikTok clips, Spark! checks the caption for each required hashtag and mention and flags anything missing.
• From brief to ad: An approved, verified TikTok clip can be promoted as a TikTok Spark Ad.

Spark! is $199 a month or $1,990 a year. Glossary: creator brief, sponsored content and affiliate disclosure. Read next: influencer contract template, how to run an influencer campaign and outreach email templates.

An influencer brief should include the goal, the product story, two or three key messages, content ideas, dos and don'ts, required tags and links, disclosure wording, deliverables, deadlines and revision rounds, how the content may be used, and a contact. Keep it to one or two pages.

A creator brief should be one or two pages. Creators skim long briefs, and the details that matter get lost. Put contract terms in the contract and link to longer brand guidelines if you have them.

You usually shouldn't give influencers a script. Give the key messages, hooks that have worked and the claims to avoid, then let the creator say it their way. Scripted posts tend to sound like ads and perform like them.