Influencer Campaign Brief

---
name: influencer-campaign-brief
description: "Creates detailed campaign briefs for influencer partnerships with deliverables, messaging guidelines, and approval workflows. Use when planning influencer marketing collaborations."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Influencer Campaign Brief

## When to Use This Skill

Use this skill when you need to:
- Create a professional brief to send to influencer partners
- Define deliverables, timelines, and messaging guidelines for a collaboration
- Establish content approval workflows and usage rights
- Plan influencer campaigns with clear expectations and KPIs

**DO NOT** use this skill for finding influencers, negotiating rates, or managing ongoing influencer relationships. This is specifically for creating the campaign brief document.

---

## Core Principle

A CLEAR BRIEF PROTECTS BOTH SIDES — THE INFLUENCER KNOWS EXACTLY WHAT TO DELIVER AND THE BRAND GETS CONTENT THAT HITS THE MARK WITHOUT ENDLESS REVISIONS.

---

## Phase 1: Campaign Inputs

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Brand/product** | "What brand and product is this campaign for?" | No default — must be provided |
| **Campaign goal** | "Primary goal? (awareness, sales, email signups, app downloads)" | Awareness + sales |
| **Platform(s)** | "Which platforms? (Instagram, TikTok, YouTube, podcast)" | Instagram |
| **Influencer tier** | "What tier? (nano 1-10K, micro 10-100K, mid 100K-500K, macro 500K+)" | Micro (10-100K) |
| **Budget per influencer** | "What is the budget per influencer?" | $500-1,500 |
| **Timeline** | "When should content go live?" | Within 4 weeks |

**GATE: Do not proceed until brand, goal, and platform are confirmed.**

---

## Phase 2: Brief Structure

Build the comprehensive brief document.

### Campaign Overview Section

```
## Campaign Brief: [Campaign Name]

**Brand:** [Brand name]
**Product:** [Specific product/service]
**Campaign dates:** [Start] — [End]
**Content go-live window:** [Date range for posting]

### Campaign Objective
[1-2 sentences describing the goal and what success looks like]

### Target Audience
[Who the influencer's content should reach — demographics, interests, pain points]
```

### Deliverables Section

```
### Deliverables

| # | Content Type | Platform | Specs | Due Date |
|---|-------------|----------|-------|----------|
| 1 | [Feed post / Reel / Story / Video] | [Platform] | [Length, ratio, format] | [Date] |
| 2 | [Type] | [Platform] | [Specs] | [Date] |

### Content Specifications
- Video length: [X-X seconds]
- Aspect ratio: [9:16 / 1:1 / 16:9]
- Must include: [Product visible, brand mention, CTA]
- Caption requirements: [Tag @brand, include #hashtag, disclosure #ad]
```

### Messaging Guidelines

```
### Key Messages (Pick 1-2, do not script)

1. [Core message — benefit-focused, natural language]
2. [Secondary message]

### Talking Points
- [Point 1 — specific benefit or feature to highlight]
- [Point 2]
- [Point 3]

### Do NOT Mention
- [Competitor names]
- [Unapproved health/financial claims]
- [Anything off-brand]

### Tone
[How the content should feel — authentic, educational, enthusiastic, understated]
The creator should use their own voice. Do not read from a script.
```

---

## Phase 3: Logistics

### Approval Workflow

```
### Content Approval Process

1. **Draft submission:** Creator submits draft content by [date]
   - Submit via: [Email / shared folder / platform DM]
   - Include: Raw footage + proposed caption
2. **Brand review:** Brand provides feedback within [48 hours]
   - Maximum 2 rounds of revisions
3. **Final approval:** Brand confirms approval in writing
4. **Go-live:** Creator posts within the approved window

### Revision Policy
- Revisions limited to messaging accuracy and brand guidelines
- Brand will NOT request changes to creator's style, editing, or personality
- If revisions exceed 2 rounds, additional compensation applies
```

### Compensation and Rights

```
### Compensation
- Fee: $[amount] per [deliverable / campaign]
- Payment terms: [50% upfront, 50% on delivery / Net 30]
- Payment method: [Invoice, PayPal, wire]
- Affiliate/commission: [X% on tracked sales, if applicable]
- Bonus: [$X per X conversions, if applicable]

### Usage Rights
- Organic repost by brand: [Yes/No, duration]
- Paid amplification (whitelisting/Spark Ads): [Yes/No, duration, additional fee]
- Website/email use: [Yes/No]
- Rights duration: [X months from go-live]
- Exclusivity: [Category exclusivity for X days/months]
```

---

## Phase 4: Finalize

### Tracking and Reporting

```
### Tracking
- Unique discount code: [CODE]
- Tracking URL: [URL with UTM parameters]
- Affiliate link: [If applicable]

### KPIs We Will Track
| Metric | Target |
|--------|--------|
| Reach | [X impressions] |
| Engagement rate | [>X%] |
| Link clicks | [X] |
| Conversions/sales | [X] |
| Cost per acquisition | [<$X] |

### Reporting
Creator to share analytics screenshot [X days] after posting.
```

### Product Shipment (if physical)

```
### Product Details
- Product(s) being sent: [List]
- Shipping address: [Collected separately]
- Ship date: [Date — allow X days before content deadline]
- Product value: $[amount] (creator keeps product)
```

---

## Example: DTC Skincare Brand x Micro-Influencer

**Deliverables:** 1 Instagram Reel (30-60s) + 3 Instagram Stories
**Key message:** "My morning routine just got simpler — [Product] replaced 3 steps."
**Do NOT mention:** Medical claims, cure/treatment language, competitor brands
**Compensation:** $800 + free product + 15% affiliate commission
**Usage rights:** Brand can repost organically for 6 months, paid amplification for 3 months at additional $300

---

## Anti-Patterns

- **Over-scripting the creator** — prescribing exact dialogue kills authenticity. Provide talking points, not a teleprompter script.
- **No approval process** — without a clear workflow, revisions drag on and both sides get frustrated.
- **Vague deliverables** — "a few posts" is not a deliverable. Specify quantity, format, platform, and deadline.
- **Ignoring FTC disclosure** — every paid partnership must include #ad or #sponsored. Include this requirement in the brief.
- **No usage rights clause** — if you plan to run the content as paid ads, state it upfront with compensation.

---

## Recovery

- **Influencer wants creative freedom:** Loosen messaging to talking points only. Provide 2-3 examples of content styles you like, not scripts.
- **Budget too low for deliverable count:** Reduce deliverables or shift to nano-influencers who accept product-only compensation.
- **No product to ship:** Provide digital access, a service trial, or a gift card. The creator needs to experience the product.
- **Tight timeline:** Flag rush fees upfront. Most creators need 2-3 weeks minimum from brief to go-live.