# 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.

<!--
Guidance: How to use this template
- Send one brief per creator, attached to or referenced by the signed
  agreement. Where the brief and the contract differ, the contract
  should say which wins.
- Write section 4 (disclosure) and section 5 (claims) before the
  creative freedom section; creators need limits up front.
- Leave room for the creator's voice. Over-scripted posts perform worse
  and can read as deceptive.
- Common pitfall: relying on the platform's paid-partnership label
  alone. The FTC says platform tools may not be enough by themselves.
- The worked example is Tidewell, a fictional maker of insulated
  refillable bottles. All names and figures are invented.
-->

## Document control

<!-- Guidance: Record the agreement this brief belongs to and who approves content on the brand side. -->

| 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

<!-- Guidance: Short context in plain words: who we are, what we launch, why we chose this creator. -->

[*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

<!-- Guidance: Two or three points, not a script. The creator says them in their own words, based on their own use. -->

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

## 3. Deliverables and timeline

<!-- Guidance: List every piece of content with platform, format, draft date and live date. -->

| 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

<!-- Guidance: Every post that results from a fee, free product, commission, employment or other relationship must say so clearly, in the content itself, in the language of the post, and where people see it without clicking "more". Agree the exact wording here. -->

| 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

<!-- Guidance: List approved claims with their evidence, and anything the creator must not say or show. Creators can be liable too, so give them the facts. -->

| 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

<!-- Guidance: Say what the creator decides. This protects authenticity and reduces revision rounds. -->

[*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

<!-- Guidance: Define rounds, turnaround and what the brand may change. The review checks accuracy, disclosure and safety, not personal opinion. -->

| 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.

```mermaid
flowchart LR
  A[Brief agreed] --> B[Concept outline]
  B --> C[Draft content]
  C --> D{Facts, disclosure and safety OK?}
  D -->|No| C
  D -->|Yes| E[Publish]
  E --> F[Post-live check]
  F -->|Issue| G[Creator corrects]
  G --> F
  F -->|OK| H[Report and payment]
```

## 8. Usage rights and exclusivity

<!-- Guidance: Spell out what the brand may do with the content after it is posted. Paid amplification and reuse in ads usually cost extra. -->

| 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

<!-- Guidance: Tie payment to delivery and the report. Keep the total in line with the budget. -->

| 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

<!-- Guidance: Link the campaign documents and official pages. -->

- 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.