How to write a good brief, and what should be in it

Writing a brief

Writing an effective brief is essential to get a positive result from anyone you outsource work to.

Writing a good brief is considered by many, a lost art! Here at CI we think a good brief is worth it’s own weight in gold!

Reasons to write a creative brief:

  • Generally leads to better, more effective and measurable outcome.
  • It saves time and money through doing it right first time.
  • It makes remuneration fairer and transparent.

When using platforms like CI and/or working with influencers directly, there are so many reasons for doing it; it can be daunting. Defining clearly with internal stakeholders, and with the influencers what you want means that you will get the right collaboration partner and higher changes that you achieve.

Defining your influencer marketing goals is key to achieving success

What do you want to achieve? And, how can this be turned into a campaign?

Two common goals include:

1) Brand Or Product awareness?

‘Brand awareness’ is getting your brand seen by those who you have identified in your targeted segment. When you understand who your potential consumer is, you can research where and how they consume information. Using bloggers & creators who are already seen by this audience is a quick route to market.

Product awareness is similar, but rather than introducing your company and attributes you wish to convey. You may lead with a product or service. This should bring this to the end-audiences attention usually in a ‘real-world’ scenario. This is especially important when ad blockers and ‘ad blindness’ is common.

What type of campaign can you do for brand/ product awareness?

  • How tos.
  • ‘Unboxings’.
  • Reviews & Testing.
  • Sponsored blog posts.
  • Testimonials.
  • Brand story amplification.
  • Story telling / content creation.

2) Revenue or Sales?

Influencer marketing can be used to directly create interest in a sale. This could be directly from an ‘ad’, or to activate, or nudge people with effectively a reminder, or help with PPCD (post-purchase cognitive dissonance) to aid a stronger perception and likely repeat business.

What type of campaign can you do for sales?

  • Product placements.
  • Affiliate-style marketing.
  • Discount codes and offer promotion.
  • Flash sales announcements.
  • Contests and data capture.
  • Give aways and trials.

The structure of a typical creative brief:

Platforms like CI, allow you write (within reasons) anything you want. We have seen campaigns that work follow this generic structure.

  • We are. Introduce yourself.
  • Why you are good/successful/the best at? What does your company do well. What are the reasons the end audience like you / would be interested in your product / company.
  • What you want to achieve with this campaign? Is this brand / product awareness or a sales objective.
  • The ask. What do you want to happen / work done? Do you want your influencers to product content, tell a story, share your content etc.?
  • Specifics. Give examples of previous works. Give links to assets/images/logo if appropriate.  Don’t forget dates & times, deadlines or even embargo if you have a specific date in mind.
  • Required information. If you are seeking applications, and if you want an applicant to share user stats or a creative direction that would answer your brief.
  • References and any other support information. Is there any information about the product or company you think is important? Links to: ‘about us’, to support assets or contact details.

A good brief needs a good title:

On CI, a campaign can invite influencers to a campaign if they have specific creators in mind. Many await people to apply with a small pitch or reason why they should be chosen. You need a good title to get the right people to read your brief and apply.

What makes a good title? It should be:

  • Be precise (as you can be).
  • Be intriguing.
  • Be honest.


  • “Seeking ethical fashion bloggers for a product launch next month”.
  • “Family bloggers needed for a Xmas toy campaigns”.
  • “Travel Or Lifestyle bloggers need for wedding planning campaign”.
  • “Tech kickstarter project needs pre-launch reviewers”.


  • “Product launch”.
  • “>40 DA blogs needed to share infographic”.
  • “We are looking for 4 to six bloggers who also have social media presence to create content about our new product to go live tomorrow”.

In summary

A good campaign brief knows who is from from, who it is for, what it needs to achieve, it knows the specifics and/or limitations.

Writing a good brief, that seems simple when done is hard. But, it gets better with practice. Can you afford not to invest the time?

What next?