Running campaigns
Campaign brief
A campaign brief is the document a brand gives a creator setting out the goal, the deliverables, the key messages, the dos and don'ts, the timeline, and the disclosure requirements.
Also called creative brief, influencer brief.
A good brief is tight on the things that carry risk and loose on everything else. Legal claims, must-say messages, competitor exclusions, and deadlines should be exact. Tone, structure, and framing should be left to the creator, who knows what their audience responds to.
Over-specified briefs are the most reliable way to get content that underperforms. When a brand supplies a script, the result usually reads as an advert, and the audience treats it accordingly.
Common questions
- What should an influencer brief include?
- The campaign goal, exact deliverables and platforms, posting dates, key messages and any required claims, things to avoid, disclosure requirements, approval process and how many rounds, usage rights, and the fee with payment terms.
Related terms
- Deliverable
- A deliverable is a single specified piece of content a creator has agreed to produce, such as one feed post, a set of three story frames, or a 60-second video.
- Brand deal
- A brand deal is a paid agreement in which a creator produces and publishes agreed content for a brand in exchange for a fee, product, or commission.
- FTC disclosure
- FTC disclosure is the requirement in the United States that a creator clearly reveals any material connection to a brand, such as payment, free product, or commission, when endorsing it. Disclosure must be clear, prominent, and hard to miss.
- Outreach
- Outreach is the first contact a brand makes with a creator about working together, and the follow-up that turns interest into an agreed deal.
Distinct is the workspace where brands and creators run the work behind these terms. For brands, for creators, or back to the full glossary.