How to Write the Best Influencer Brief

Why Influencer Briefs Matter in Canada

Working with influencers is one of the most effective ways to connect with Canadian audiences today. But even the most talented creators can’t deliver their best work without clear direction. That’s where the influencer brief comes in.

An influencer brief is more than just a set of instructions. It’s a roadmap that translates your campaign vision into practical guidance, while still leaving space for influencers to bring their unique voice and creativity. Get it right, and you’ll avoid endless revisions, reduce back-and-forth, and build stronger relationships with the creators representing your brand.

In this guide, we’ll break down exactly how to write the best influencer brief, with examples, best practices, and a Canadian perspective.

What Is an Influencer Brief?

An influencer brief is a structured document that outlines everything a creator needs to know to deliver content that aligns with your goals.

It’s not the same as an influencer contract, which is the legally binding agreement between you and a creator. If you want to understand how the two work together, you can read our guide on how to create an effective influencer marketing contract. The brief, by contrast, acts as a campaign playbook, covering elements such as:

• Your brand overview
• Campaign goals and messaging
• Content requirements and restrictions
• Timeline and key dates
• Deliverables and compensation details

A good brief balances clarity with creative freedom. You provide the “what” and “why” while giving influencers room to decide “how” they bring it to life.

Why Every Campaign Needs an Influencer Brief

Many Canadian brands skip this step, relying instead on DMs, emails, or quick notes. That usually leads to confusion, delays, and misaligned content. A professional brief solves this by:

• Streamlining communication – Less back-and-forth and fewer revisions.
• Boosting efficiency – Influencers know exactly what’s expected upfront.
• Ensuring brand alignment – Content reflects your values and identity.
• Building trust – A clear brief shows professionalism and respect for the influencer’s time.
• Improving ROI – Well-structured campaigns run smoother and deliver stronger results.

If ROI is a focus for you, we’ve covered more budget-friendly ways to maximize it in our post on whether influencer marketing is too expensive in Canada.

How to Write the Best Influencer Brief: Key Sections

1. Brand & Company Overview

Even if influencers know your brand, include a refresher. It helps them fully understand your mission, values, and tone.

Include:

• Company Name & Industry – Who you are and what space you operate in.
• Mission & Vision – What drives your business and where you’re heading.
• Target Market – Who your product or service is built for, with Canadian-specific insights if relevant (ex. Gen Z shoppers in Ontario, bilingual audiences in Quebec).
• Unique Selling Points (USPs) – Why customers choose you over competitors.

This sets the stage and ensures content aligns authentically with your identity.

2. Campaign Overview & Objectives

Clarity is everything here. Define the purpose of the campaign and what success looks like.

Include:

• Campaign Name – A simple identifier helps everyone stay aligned.
• Goals & KPIs – Awareness, engagement, conversions, or community building. For Canadian brands, this could mean region-specific goals (ex. driving store visits in Vancouver).
• Success Metrics – How you’ll measure impact (impressions, clicks, sales, sign-ups). For more on setting up sustainable partnerships, check out our article on maintaining influencer relationships in Canada.
• Product/Service Focus – What’s being promoted and what features to highlight.
• Influencer Perks – Product samples, trial access, or experiences offered.

3. Content Guidelines & Messaging

This section guides creativity while leaving space for influencers to add their authentic touch.

Cover:

• Key Messaging – Main talking points, slogans, or values.
• Tone & Style – Should it feel fun, professional, inspiring, or educational?
• Visual Direction – Desired look and feel (ex. lifestyle photography vs polished studio shots).
• Mandatory Inclusions – Logos, hashtags, product mentions, or brand tags.
• Exclusions – Competitor mentions, sensitive themes, or off-brand visuals.
• Calls-to-Action (CTAs) – “Shop now,” “Learn more,” “Book today,” etc.
• Tracking Links & Codes – Affiliate links or promo codes for Canadian retailers.
• Content Inspiration – Share examples of posts, mood boards, or past campaigns.

For more on how this differs from UGC, see our breakdown on the difference between UGC and influencer marketing.

4. Campaign Timeline

Deadlines keep campaigns running smoothly, especially when tied to seasonal events or Canadian holidays.

Include:

• Launch Date – When the first post should go live.
• Key Milestones – Product launches, retail promotions, or holiday tie-ins.
• Campaign End Date – Clear wrap-up for reporting and analysis.

A transparent timeline helps influencers plan content alongside their other commitments.

5. Deliverables & Expectations

This is where you outline exactly what influencers need to produce.

Be specific about:

• Number of Posts/Reels/Stories – How many pieces of content you expect.
• Platforms – Instagram, TikTok, YouTube, or others.
• Content Rights – Whether you’ll repurpose content for ads (and for how long). If you’re exploring this, our guide on influencer whitelisting in Canada is a helpful resource.
• Approval Process – Whether drafts are required or posts can go live directly.
• Performance Expectations – Engagement benchmarks or views (optional, but can be motivating).

6. Compensation & Incentives

Canadian influencers value transparency around pay. Be upfront about:

• Payment Terms – Flat fee, affiliate commission, or product exchange.
• Payment Timeline – When and how influencers will be paid.
• Additional Benefits – Event invites, spotlight opportunities, or long-term partnerships.

Micro-influencers in particular respond well to fair, transparent pay. Learn more in our post on why micro-influencers are taking over influencer marketing.

Best Practices for Writing a Strong Influencer Brief

1. Keep it concise – Use clear language, avoid jargon, and make it easy to skim.
2. Personalize when possible – Address influencers by name and tailor sections when you can.
3. Balance structure with flexibility – Define what’s non-negotiable but give freedom where possible.
4. Anticipate questions – Cover FAQs (like usage rights, hashtags, deadlines) upfront.
5. Show respect for their creativity – A good brief guides, but doesn’t micromanage.

Canadian Context: What to Keep in Mind

Writing influencer briefs for Canadian campaigns comes with unique considerations:

• Bilingual Content – Consider French-language requirements for Quebec audiences.
• Regional Nuances – Campaigns in Toronto may resonate differently than in Calgary or Halifax.
• Regulatory Compliance – Be sure to follow Canadian rules. Our blog on influencer marketing regulations in Canada explains the latest guidance.
• Local Relevance – Highlight Canadian-specific perks (ex. shipping across Canada, locally made products).

Why Use Embold for Influencer Briefs?

At Embold, we’ve seen firsthand how clear, well-written briefs transform campaigns. Our platform makes it simple for Canadian brands and agencies to:

• Create and share influencer briefs directly in-platform
• Access a roster of 9,000+ vetted Canadian creators
• Streamline approvals, contracts, and payments
• Track results in real time with transparent reporting

Whether you’re running your first influencer campaign or scaling a nationwide program, Embold gives you the tools and expertise to succeed.

Conclusion: Setting Your Campaigns Up for Success

An influencer brief isn’t just paperwork, it’s the foundation of every successful campaign. By clearly outlining your brand, goals, expectations, and timelines, you empower influencers to create content that drives results and builds long-term partnerships.

If you’re a Canadian brand looking to scale your influencer marketing, get in touch with Embold today. We’ll help you write the best influencer briefs, connect with the right creators, and manage campaigns that deliver measurable impact.