Free influencer campaign brief template

Use this template to brief a sponsored creator post without losing the details that determine what gets made and paid. Copy the blank fields below or download the editable text file. No email gate, no live Swayed account and no special software required.

This is a planning document, not a universal influencer contract. Transfer the agreed commercial terms into the agreement your parties actually accept. Rights, disclosures and legal requirements need attention for your campaign and market.

Copyable blank brief

CAMPAIGN BRIEF
Campaign name / version:
Brand and point of contact:
Creator / agreed account:
Product and approved demo/sample:

OUTCOME AND AUDIENCE
One primary communication goal:
Who the content is for and what problem it addresses:
What viewers should understand or do next:
Approved product facts / prohibited claims:
Creative references (optional, not a script):

DELIVERABLES AND TIMING
Platform / format / number of posts:
Required account, product mention and destination:
Posting window and time zone:
Required sponsorship disclosure:
Tracking start / end and time zone:
Paying metric, evidence source and final snapshot rule:
Unavailable-data or disputed-metric procedure:

COMPENSATION AND CONTROLS
Deal type: fixed fee / CPM / hybrid:
Fixed gross fee and earning conditions:
CPM rate and eligible metric:
Total gross earnings cap; does it include the base fee?:
Performance bonus trigger, amount, deadline and evidence:
Is the bonus inside the cap or separately funded?:
Maximum gross obligation including any bonus:
Platform fees, tax and payout costs (separate lines):
Funding deadline / conditions before work starts:

REVIEW, CHANGES AND RIGHTS
Review deadline and how decisions are communicated:
Included revision count and allowed reasons:
Make-good conditions / response time:
Additional videos allowed? Brand approval required?:
If extra posts count, aggregation and tracking-window rules:
Does the original cap stay unchanged?:
Permitted reuse, channels, duration and paid-usage rights:
Pause / cancellation / completed-work treatment:
Dispute route and evidence to retain:
Accepted version / acceptance records:

A completed example: a software demonstration

This is fictional and uses illustrative amounts. It is not a customer result or a typical market rate.

At 50,000 eligible views, this example earns $500 gross. In Swayed's planned fee model, that gives $450 creator net before payout costs; a $1,000 creator budget initially funded with a $50 brand fee leaves $525 as future campaign balance if $500 is finally earned. Tax is excluded from the illustration. Test the formula with the CPM calculator.

Fill in the controls before the creator accepts

Additional videos and bonuses are campaign choices, not assumptions to make after a post underperforms. If a second post is allowed, specify the approval step, aggregation rule and whether it changes the cap. If a bonus is offered, state exactly how it is earned and funded. Creators should see those terms before committing.

Likewise, distinguish a campaign objective from a payment condition. “We hope to reach 100,000 views” should not silently become “we will pay nothing below 100,000 views.” Use the performance-deal guide to compare fixed, CPM and hybrid structures.

Keep a short launch checklist

• Is the product ready for the creator to demonstrate accurately?
• Are the accepted deliverables and both timing windows complete?
• Can both sides calculate the maximum gross obligation?
• Are revisions, extra videos, bonus rules and reuse rights explicit?
• Is required disclosure part of the actual post rather than buried in a document?
• Is there one accepted version and a clear route for disagreements?

For US-targeted work, read the FTC disclosure guidance. For the reasoning behind each field, read how to write an influencer brief. For the budget, use the cost guide.