influencer brief template word

Influencer Campaign Creative Brief Standard Operating Procedure

Document Control

• Document ID: SOP-MKT-042
• Version: 1.0.0
• Effective Date: [__________]
• Review Cycle: Bi-annual

1. Purpose & Scope

This SOP defines the standardized process for creating, distributing, and executing a formal creative directive for external content partners. The scope includes all influencer-led social media campaigns initiated by [Department Name].

2. Prerequisites

• Access to [Project Management Software/Shared Drive].
• Approved campaign budget and KPI targets.
• Finalized brand guidelines and legal compliance checklist.
• Word processing software (e.g., Microsoft Word, Google Docs).

3. Roles & Responsibilities (RACI)

4. Procedure

Phase 1: Strategic Alignment

• Define campaign objectives (e.g., brand awareness, conversion, lead gen).
• Identify target audience demographics and psychographics.
• Establish primary and secondary KPIs (e.g., CPC, ROAS, engagement rate).

Phase 2: Drafting the Creative Directive

• Open the standardized template document and save as: Brief_[CampaignName]_[Date].
• Input [Company Name] brand voice guidelines and "Do's and Don'ts."
• Define the core message: "[__________]".
• Detail mandatory technical requirements (e.g., aspect ratios, file formats).
• Specify mandatory disclosures and hashtag requirements for legal compliance.

Phase 3: Review and Distribution

• Route the draft through [Legal Department/Manager] for final sign-off.
• Attach the finalized document to the partnership agreement.
• Transmit the brief via [Secure Communication Channel] to the influencer or agency representative.

5. Quality Assurance & Pro-Tips

• Pro-Tip: Include a "Creative Sandbox" section. While strict brand guidelines are necessary, influencers perform best when given room to adapt content to their specific audience style.
• Common Pitfall: Over-scripting. Avoid providing word-for-word scripts unless necessary for legal disclaimers; allow the partner to use their natural tone.
• QA Checklist:
  • Are all tracking links (UTMs) included and tested?
  • Is the "Call to Action" (CTA) unambiguous?
  • Are the submission deadlines clearly highlighted?

6. FAQs

Q: Should I include the content calendar in the brief? A: Yes. Providing a clear timeline of expected drafts, revisions, and final go-live dates prevents scope creep and ensures alignment with your broader marketing calendar.

Q: How do I handle revisions if the influencer misses the mark? A: Structure your brief to include a mandatory "Concept Approval" phase. Reviewing a rough storyboard or outline before they film the final content prevents costly reshoot requests.