An influencer campaign brief should tell the agency who you want to reach, what the audience should do, which content you need, when it must run and how you will assess it. For a Saudi campaign, specify the target cities or national audience, language and local product availability. If the project also covers MENA markets, list each country's requirements separately.
This guide turns the scope described in Osiria Team's campaign management service into a reusable planning document. It is for brand, marketing and procurement teams preparing an agency request. The template is blank; it does not reproduce a client's brief or set campaign prices.
Download the editable English campaign brief (TXT). Open it in a text editor or copy it into your team's document. No sign-up is required.
What should an influencer campaign brief include?
| Brief section | What to specify |
|---|---|
| Business objective | The product or offer, the audience action and one primary measure of success. Separate desired targets from promised results. |
| Audience and markets | Saudi cities or national coverage, audience needs, language, and product or service availability. Add a separate scope for each additional country. |
| Creator requirements | Audience fit, content style, relevant experience, exclusions and the evidence needed to approve a shortlist. |
| Content and publishing | Platforms, formats, quantities, versions and who publishes each asset. Distinguish creator posts from files delivered to the brand. |
| Message and review | The approved product information, creative freedom, required disclosures, review stages, decision owners and revision rounds. |
| Usage and paid media | Channels, countries, duration, editing, paid use and any requested exclusivity. Identify who handles platform permissions and media buying. |
| Timing and dependencies | Product delivery, shortlist approval, concept review, filming, final approval, publishing and reporting dates. Flag fixed dates. |
| Budget and reporting | The planning range, included cost categories, reporting periods, metric definitions, data sources and measurement responsibilities. |
Use “to be proposed” for decisions where you want the agency's recommendation. A useful brief distinguishes fixed requirements from choices that remain open.
Separate content production, creator posting and paid use
“Five videos” does not fully describe a campaign. Are these five finished files for the brand, five posts on creator accounts, or a combination? Do you also need alternate openings, shorter edits, subtitles or product photography? List each output and its publishing destination.
For an illustrative scope line, write: “One vertical product demonstration per selected creator, Arabic speech, captions, one agreed review round, delivery to the brand; creator posting and paid use quoted separately.” This describes a production requirement, not a recommended creator count or an Osiria package. Replace each detail with your campaign needs.
For paid distribution, record both the intended use and the platform authorization needed to run it. TikTok states that Spark Ads can use another creator's organic post with authorization and that the authorization duration can be customized. Confirm the relevant permission before scheduling media. TikTok's Spark Ads guidance.
Our UGC and creator-content service explains how asset production differs from publishing to a creator's audience.
Which budget components should the proposal show?
Ask every shortlisted agency to price the same base scope. A lower total is difficult to assess if one proposal includes usage rights and another excludes them. Request a breakdown of:
- Campaign management: planning, sourcing, coordination and reporting responsibilities.
- Creator fees: the content and posting obligations covered by each fee.
- Production: filming, editing, versions, locations, product delivery or travel where relevant.
- Usage: the agreed channels, markets, duration, editing and paid-use permissions.
- Paid media: advertising spend and media-management fees, identified separately.
- Additional costs: optional work, extra revisions, applicable taxes and other stated exclusions.
Ask what would trigger a revised quote: a new platform, an extra country, additional assets, a changed publishing date or extended use. The template requests these assumptions without inventing a market rate or minimum spend.
Make approvals and reporting part of the brief
Name the decision owner for the shortlist, concepts and final assets. Set a feedback deadline for each stage and decide who consolidates comments from marketing, product and procurement. Identify what happens to the schedule if product delivery or approval is late. Any substitution or cancellation process belongs in the agreed scope.
Before launch, specify what each metric means, which platforms it covers and when data will be captured. Keep delivered assets, views, interactions, clicks and conversions separate. Ask whether a reported interaction total includes views and whether paid and organic results can be separated. Do not add platform audiences together and call the result unique people without a deduplication method.
For website traffic, agree who creates and tests tagged destination links. Google Analytics documents how campaign parameters identify referral traffic; this helps organize reporting, but a tagged visit alone does not demonstrate an incremental sale. Google's campaign URL guidance. Use our campaign measurement guide to define the reporting scope.
How do you compare influencer-agency proposals?
Send the same brief to each agency and ask them to identify deviations. Record “included,” “optional” or “not included” beside each requirement, with the supporting proposal section. Resolve the gaps before comparing the final totals.
| Comparison question | Evidence to request |
|---|---|
| Why these creators? | Audience fit, content examples, data date and the criteria used for the shortlist. |
| What will be delivered? | An asset list with quantities, formats, versions, publishers and dates. |
| What can the brand use? | The channels, markets, duration, permitted edits and paid-use scope. |
| Who owns each decision? | Approval stages, revision allowance, dependencies and escalation contact. |
| How will results be evidenced? | Metric definitions, reporting windows, available source data and attribution limits. |
| What could change the price? | Assumptions, exclusions, optional items and the change-approval process. |
Use campaign examples to ask more specific questions
Review creative work that resembles your objective, then ask how the proposed scope differs. Osiria's Moka & Co case offers examples of creator product reviews; the Urban Company case covers an app-launch brief in Riyadh. They can help frame questions about creator coordination, the message and the audience action. Their published results are not a forecast for your campaign.
Once the brief is ready, share your campaign requirements with Osiria Team. Include the fixed launch date and any unresolved choices so the proposal can address them explicitly.