How to advertise in Instagram: write a correct brief to influencers

Instagram influencers

What is a brief (or technical task) for an Instagram influencer? This is an instruction for an influencer, which is written by the advertiser. A brief for an influencer can be written in free form: a file in Google Docs or a simple message in Direct. Another option is to make a technical task part of the contract. This document is signed by the customer and the influencer, after which it has a full legal force. If the influencer does not fulfill the obligations, the advertiser is able to refer to the contract to get the money back. The contract must necessarily contain the data of both parties: your data (company name, fiscal code, address, etc.) and the data of the influencer (name, channel / brand name, fiscal code, address, etc.).

Having a detailed brief for an ad in Stories is important for both sides. It should be as clear and understandable as possible. It allows you to define the goals and objectives that must be achieved. This is the only way the advertiser can be sure that the influencer understands well what kind of advertisement is expected, and how to make content that meets the brand’s goals. A brief also helps to save time. If there is a clear task, a video script or the text of the post, then the influencer will not have to re-do the material several times, while the advertiser will revise and correct it two-three times.

In this article, we will discuss how to create a technical task for an influencer on Instagram. We will look at the points, which should be included in the task.

How to write a brief?

There is no universal technical task template. The document should include details and conditions that a particular advertiser considers important. A properly compiled brief gives a clear idea of the product, brand, and objectives of the campaign. At the same time, the technical task should not be overloaded with details, otherwise it will be inconvenient for the influencer to work with it.

If you are planning a long-term cooperation, it is better to put the legal details in a separate document. For example, you can write a contract or offer an influencer to sign an agreement.

Don’t set too strict requirements. Advertisements should be native. In that  case influencers will perceive it as a friendly recommendation, and not as a direct sale. Therefore, leave the influencer room for creativity, because they know from experience which content is better and what their audience likes. For example, you can make an approximate text, and the influencer can adapt it to his or her style.

What information should be included in a brief

Keep in mind that the influencer may refuse to collaborate if he or she considers that your offer does not correspond to the topic of the Instagram blog or personal beliefs. So, advertisers should be very careful in writing appropriate brief that fits a precise influencer.

Here’s what you should include in a technical task for an advertisement with an Instagram influencers.

Introduction and Background Information.

  • Start with a brief introduction about your company or the brand you’re promoting.
  • Provide some background information about the campaign, its objectives, and the target audience.

Campaign Overview.

  • Describe the purpose of the campaign (e.g., product launch, brand awareness, promoting a specific event or offer).
  • Mention the campaign’s start and end dates.

Campaign Goals and KPIs (Key Performance Indicators):

  • Clearly define what you want to achieve with the campaign (e.g., increase website traffic, boost sales, generate leads, etc.).
  • Specify measurable KPIs (e.g., reach, engagement, click-through rate) and the specific targets.

Influencer Profile and Role.

  • Introduce the influencer by providing their name, social media handle, and a brief background.
  • Explain why you’ve chosen this influencer and how their audience aligns with your brand.

Content Requirements.

  • Detail the type of content you expect from the influencer (e.g., image posts, video posts, Stories, reels, or a combination).
  • Specify the key messages or themes the content should convey.
  • Include any brand-specific guidelines, such as the use of logos, slogans, or product placement.

Posting Schedule.

  • Outline the posting frequency and schedule.
  • Specify the dates and times when content should be posted.Indicate if there are specific milestones within the campaign (e.g., teaser posts, launch day posts, follow-up posts).

Use of Hashtags and Tags.

  • Mention any specific hashtags, brand mentions, or user tags that should be included in the influencer’s posts.

Content Approval Process.

  • Describe how the content approval process will work.
  • Include a timeline for when content needs to be submitted for review and when it will be approved.

Compensation and Deliverables.

  • Clearly state the compensation or payment structure for the influencer.
  • Specify any additional deliverables, such as sharing post analytics or providing usage rights for the content.

Legal and Ethical Guidelines.

  • Include any legal requirements, such as disclosure of paid partnerships, compliance with FTC guidelines, and copyright considerations.

Communication and Contact Information.

  • Provide the contact information for the person who will be managing the campaign on your end. This should include email addresses and phone numbers for easy communication.

Deadline for Response.

  • Set a deadline for the influencer to review and confirm their participation in the campaign.

Agreement and Terms.

  • Attach a formal agreement or contract that outlines the terms and conditions of the partnership, including payment terms, exclusivity, and confidentiality clauses.

Additional Resources.

  • If applicable, provide any additional resources or assets the influencer may need, such as high-quality images, product samples, or information about your brand.


  • Summarize the key points and reiterate the importance of the collaboration.

How can help?

If you plan to promote the product on Instagram through influencers and want to avoid problems with writing technical tasks, we recommend paying attention to the service This is a native advertising platform that simplifies the cooperation between advertisers and influencers. Thanks to this service, brands get additional Reach, increase awareness, attract new audiences and customers, while influencers earn money from their content by posting Stories with product recommendations. To send the brief to the influencer and launch the campaign with, advertisers need simply to fill out a standard short form right on the page and click the “choose from template” button, and then fill in and send it to the influencer. The service gives customers the opportunity not to do anything manually, which significantly saves time. All templates are ready, all that needs to be done is to type a few words.

If you simply do not have time for writing briefs, launching a campaign yourself and controlling influencers, managers can do it for you. Advertisers can choose one of the ready packages and platform managers will select influencers according to your campaign goals, provide them with tasks, control publications and send you campaign results. All these are happening in one window on the same page, so you can always access it and make changes if needed. package offers package offers

It is important to mention that the work on the platform is fully automated and as simple as possible. That’s a breakdown of how it works:

  1. Choose influencers in the catalog on the website. All the influencers in the catalog are checked manually by the service managers. Accounts with fake followers, low engagement rates and inactive audiences simply do not pass moderation. In the catalog, you can sort influencers by gender, number of subscribers, geo, advertisement cost, and so on. open catalog open catalog

  • Top up your account. Charge your account with the needed amount. protects customers from fraud with a “secure transaction”. If the influencer has not published Stories in accordance with the technical task and deadline, the money will be returned to the account. In addition, some influencers even give discounts on repeated orders. It is profitable, but also convenient if you want to save time. Advertisers just send the brief to all influencers at once or to each influencer individually.
  • Receive reports on publications. In addition, the service provides all the necessary closing documents, which is convenient for accounting department.

What is cool is that recently introduced a new function “Cut the Chase” that simplifies the process of briefs’ creation by allowing advertisers to create 1 detailed brief for their ads. Then influencers can browse these briefs and choose the collaborations that align with their content and audience. So, the advertisers do not need to do anything, just check the incoming requests from influencers!

Key Advantages of a new function:

  • Easier collaboration. Advertisers can create clear and concise briefs that outline their campaign objectives, target audience, and content requirements. This enables influencers to make informed decisions about which campaigns resonate with their own style and values.
  • Time saver. Influencers can now easily browse all available briefs, saving time and effort in finding the right campaigns to participate in.
  • Empowering choices. Influencers have the autonomy to select the campaigns they are passionate about, enhancing the authenticity of their content and increasing the potential for successful partnerships.
influencers briefs

Mistakes in briefs for influencers

Sometimes it happens that you have chosen the right influencer, made a detailed brief, and the integration still did not work and the KPIs were not achieved. Budget and time wasted. Perhaps one of the common mistakes was made. Let’s look closer.

Mistake #1. The publication date is given at random. Agree on a specific publication time, so that the post or Stories are published at the moment when the influencer’s audience is most active. When drawing up the terms of reference, be sure to take into account the characteristics of the target audience. Select content that will be interesting and useful to influencer’s followers, and that matches the style and subject of the blog.

Mistake #2. A campaign report was not requested from the influencer. To evaluate the effectiveness of the campaign, it is necessary to analyze the statistics. Specify in the brief that the influencer has to send you a link to the post and screenshots of statistics afterwards. If you correctly evaluate the effectiveness of each post and take into account the experience gained when drawing up the next technical task, then future integrations will probably be more successful and profitable.

Mistake #3. Absence of the detailed explanation of how to position the product. Specify what you need to focus on in publications. Include the most important characteristics of the product, specify which words can and can not be used to avoid misunderstandings.

Mistake #4. Too narrow restrictions. In general, the amount of text in the brief should not be more than 1-2 pages. It is important for influencers to have space for creativity. The influencer’s audience appreciates him/her for his/her unique style. In the brief, specify the general direction and the main CTA (call-to-action), but do not set a strict framework. Don’t limit influencers to just one publication option. Consider posting on different platforms and formats, such as Instagram* Stories, Reels, YouTube, TikTok and others. Do not forget about the importance of the visual component. In addition to the text, pay attention to the style and quality of the photo or video. Usually, all the influencer’s content is made in the same style – take this into account at the stage of approving the list of influencers for the promotion.

To conclude, crafting an effective brief for Instagram influencers is crucial for advertising success. It aligns both parties, saving time and ensuring clarity.

A well-structured brief offers direction but should not stifle an influencer’s creativity. It’s important to allow room for their unique style and authenticity, while providing key guidelines.

Consider aligning publication schedules with audience activity, request campaign reports, and provide clear product positioning instructions. Streamlined influencer marketing platforms like offer convenience and protection against fraud. In summary, a concise, effective brief and a collaborative approach can enhance advertising campaigns on Instagram. Avoid common mistakes and refine the brief based on campaign analysis for better future collaborations.

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