Influencer Brief Template (Disclosure, Usage Rights)

Campaign context, key messages, deliverables, disclosure wording and rules, approved claims, creative freedom, review steps, usage rights, fees and report

마케팅표준FTC 16 CFR Part 255 (2023) and Part 465; UK CAP Code s.2influencer brief업데이트됨 2026. 10. 29.

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사용법: Use it when briefing a paid, gifted or affiliate creator. Agree the disclosure wording and approved claims first, then usage rights. The main pitfall is relying on the platform's paid-partnership label alone.

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Influencer Brief: [Campaign name] with [Creator handle]

The brief a brand sends to a content creator (influencer) for paid, gifted or affiliate content: campaign goal, key messages, deliverables, disclosure wording, claims rules, usage rights, review and approval steps, payment and reporting. Based on common creator marketing practice, with disclosure rules that cite US (FTC Endorsement Guides, 16 CFR Part 255, revised 2023; Consumer Reviews and Testimonials Rule, 16 CFR Part 465) and UK (CAP Code section 2) sources as dated examples. Replace every [bracketed] value and every row marked Example. This is a documentation format, not legal advice: check the current official text and ask a qualified professional.

Document control

Field	Value
Brief ID	[INF-YYYY-NN]
Campaign	[Campaign name]
Creator	[Creator name and handle]
Agency or management (if any)	[Name, contact]
Agreement reference	[Contract ID and date]
Brand contact	[@brand-owner]
Content reviewer	[@legal-or-compliance]
Version	[0.1]
Status	[Draft / Sent / Agreed / Live / Closed]
Last updated	YYYY-MM-DD

Revision history

Version	Date	Author	Change
0.1	YYYY-MM-DD	[@owner]	First draft
[0.2] (Example)	YYYY-MM-DD	[@owner]	Added 90-day paid usage after creator agreement

1. About the campaign

[Example: Tidewell is launching a 750 ml bottle with a one-hand lid for cyclists. We chose you because your commuting videos show real daily use, and your audience asks about gear that survives bad weather.]

Goal: [Example: 2,000 visits to the product page from creator links in 30 days]
Audience: [Example: urban commuters, 20 to 40]
Campaign dates: YYYY-MM-DD to YYYY-MM-DD

2. Key messages

[Example: The lid opens and closes with one hand while riding.]
[Example: Keeps drinks cold for the whole working day (see claim CLM-01).]
[Example: Code [CODE] gives 15% off until YYYY-MM-DD.]

3. Deliverables and timeline

Item ID	Platform	Format	Draft to brand	Live date	Link and code
DLV-01 (Example)	Video platform	60-second vertical video with captions	YYYY-MM-DD	YYYY-MM-DD	Tracked link, code
DLV-02 (Example)	Photo platform	Carousel, 5 images with alt text	YYYY-MM-DD	YYYY-MM-DD	Tracked link
DLV-03 (Example)	Stories	3 frames, 24-hour content	YYYY-MM-DD	YYYY-MM-DD	Link sticker
[DLV-04]	[platform]	[format]	YYYY-MM-DD	YYYY-MM-DD	[link]

4. Disclosure

Connection	Required disclosure (Example wording)	Placement
Paid fee	"Ad" or "Paid partnership with Tidewell"	Start of caption; on screen and spoken in video
Free product	"Tidewell sent me this bottle for free"	Start of caption and in the video
Affiliate code or link	"I earn a commission from this code"	Next to the code or link
Platform tool	Turn on the platform's paid-partnership or branded-content label as well	In addition to, not instead of, the wording above

Avoid: vague tags such as "#sp", "#collab", "#ambassador" or "thanks Tidewell" on their own, disclosures only in the profile, bio or comments, and disclosures hidden among many hashtags.

Rules as dated examples (as of October 2026, check the official text):

Ref	Jurisdiction	Source	Point for this brief
REF-01	US	FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising, 16 CFR Part 255 (revised 2023), and FTC business guidance	Disclose unexpected material connections clearly and conspicuously; endorsements must reflect honest opinion and actual use; advertisers should train, monitor and correct endorsers
REF-02	US	FTC Trade Regulation Rule on the Use of Consumer Reviews and Testimonials, 16 CFR Part 465, effective 2024-10-21	No fake or false reviews or testimonials (465.2); clear disclosure of insider reviews and testimonials by officers, managers, employees or agents (465.5); no buying or selling fake indicators of social media influence such as followers or views (465.8)
REF-03	UK	CAP Code rules 2.1 to 2.4 and ASA guidance for influencers	Marketing must be obviously identifiable as marketing; marketers must not pose as consumers
[REF-04]	[jurisdiction]	[source]	[point]

5. Claims and content rules

Claim ID	Approved claim	Evidence held by the brand
CLM-01 (Example)	Keeps drinks cold for up to 24 hours	Lab test report, YYYY-MM-DD, at 20 degrees Celsius room temperature
CLM-02 (Example)	Dishwasher-safe lid	Test report, 500 cycles
[CLM-03]	[claim]	[evidence]

Do not:

Claim health, safety or environmental benefits beyond the approved list.
Say or imply you have used the product longer than you have.
Mention or disparage competitors.
Show unsafe behaviour, for example drinking while riding in traffic.
Target or feature children, or post on accounts aimed at children.
Use music, footage or people without the right licence or consent.

6. Creative freedom

[Example: You choose the story, setting, edit and tone. Show the product in real use. You may say what you do not like; we will not ask you to remove an honest opinion, only to correct factual errors.]

7. Review and approval

Step	Who	Turnaround	Scope
Concept outline	Creator to [@brand-owner]	2 working days	Direction only
Draft review	[@brand-owner], [@legal]	2 working days	Facts, claims, disclosure, safety
Final check	[@brand-owner]	1 working day	Disclosure and links visible
Post-live check	[@brand-owner]	Within 24 hours of posting	Disclosure present, correct link

Maximum revision rounds: [Example: two]. Short-lived content such as stories is reviewed before posting because it cannot be fixed later. If a live post is missing disclosure or has a factual error, the creator corrects it within [Example: 24 hours] of our request.

8. Usage rights and exclusivity

Right	Agreed (Example)
Organic reshare on brand accounts	Yes, with credit, for 12 months
Paid amplification from creator's handle (whitelisting)	Yes, 90 days, for a 25% fee uplift
Reuse in brand ads and website	No, unless agreed in writing
Edits allowed	Cut-downs only; no change to meaning or disclosure
Exclusivity	No competing drinkware brand for 30 days after live date
Content ownership	Creator owns; brand holds a licence as above

9. Fees, payment and reporting

Line (Example)	Amount	Paid to
Creator fee (DLV-01 to DLV-03)	$4,000	Creator
Paid usage uplift, 25% of fee (section 8)	$1,000	Creator
Products supplied, two bottles (retail value, for disclosure records)	$90	Not cash
Total cash to creator	$5,000
Paid amplification media (brand budget, not the creator)	$1,500	Platform

Payment terms: [Example: 50% on signature, 50% within 30 days of the report]. Report due [Example: 7 days after the last live date] with reach, views, link clicks, code uses and screenshots of platform insights.

10. Related templates and references

Related templates: marketing/social-campaign, marketing/campaign-brief, marketing/brand-guidelines, marketing/marketing-measurement-plan, writing/video-script.
FTC, FTC's Endorsement Guides: What People Are Asking: https://www.ftc.gov/business-guidance/resources/ftcs-endorsement-guides
FTC, Consumer Reviews and Testimonials Rule, questions and answers: https://www.ftc.gov/business-guidance/resources/consumer-reviews-testimonials-rule-questions-answers
16 CFR Part 255 (eCFR): https://www.ecfr.gov/current/title-16/chapter-I/subchapter-B/part-255
CAP Code section 2, Recognition of marketing communications: https://www.asa.org.uk/type/non_broadcast/code_section/02.html

Standard and licence note

Based on common creator marketing practice, with disclosure rules that cite public regulation and codes as dated examples (FTC 16 CFR Parts 255 and 465 and FTC guidance, UK CAP Code section 2). The text is original and paraphrases those sources; it is not legal advice. Check the current official version of each source, and the rules of every country where the content is aimed, before relying on it. Template licence: MIT.