Influencer brief template: a free generator with real numbers

Fill in the form and get a ready influencer brief in two parts: who you are looking for, with the engagement benchmark of the niche in the country from the infloo catalogue, and what you ask creators to do. Copy it into an email, a document or a chat. No sign-up: the text you type stays in your browser.

How to write an influencer brief

Write every line so that it can be checked: a creator either fits it or does not. A brief full of words like "strong engagement" or "Europe" sends the search round twice. Field by field:

Market

Name the countries one by one. "Europe" or "LATAM" cannot be searched; Spain and Portugal can. If cities matter, name them too, or write that the whole country will do.

Niche

The niche the creator publishes in, not your product’s category. A sunscreen can sit with beauty, travel or fitness creators: pick the audience you want to reach, then the niche that has it.

Creator size

A follower band sets how many people a post can reach and, roughly, what it costs. Smaller accounts usually engage a larger share of their audience; the benchmark line gives the catalogue’s median for that size in the country you chose.

Engagement benchmark

Set one floor per platform, from a number with a source and a date. The median of the niche in the country is a fair place to start: half of the creators in the sample are above it. Instagram counts engagement against followers, TikTok against views, so the two floors are not the same number.

Audience quality

Say what proof you accept for each creator and the pass mark. Bought followers do not like or comment, so a large count with a low engagement rate or a low quality score is a warning, not a bargain.

Content and key message

List the formats and how many of each you need from every creator. Give one key message, not five, and leave the wording to the creator: their voice is what the audience trusts.

Do and don’t

Name what must be shown or said — the product in use, a discount code, the ad label your market requires — and what must not: competitors, claims you cannot prove.

Timing, budget and rights

Give a start date and a date to publish by, the budget in total or per creator, and how the brand may use the content afterwards. Paid use of a creator’s content usually costs extra, so agree on it before anyone films.

Working for clients? Our campaign brief template for agencies explains a ten-field intake brief, field by field.

How the numbers are measured: our methodology.

Questions about influencer briefs

What is an influencer brief?

A short document that tells an agency or a creator what a campaign needs: which creators fit, what to post, by when and for how much. A good brief turns every requirement into something that can be checked: a country, a niche, a size band, a number of Reels, a date.

What should an influencer brief include?

Two parts. Who you are looking for: the market, the niche, the creator size, an engagement benchmark and the audience-quality bar. What you ask creators to do: the goal, the product, the content per creator, the key message, what to do and avoid, the timing, the budget and the content rights. The generator on this page builds both.

How long should an influencer brief be?

One page. Length is not what makes a brief good: each line should hold one answer that a creator or an agency can act on. A line that still says "to be confirmed" is a search you will run twice.

Is the brief generator free? Do I need an account?

It is free and needs no account. You copy the brief as text, and the text you type in the form stays in your browser. An infloo account is needed only to search the catalogue for the creators the brief describes.

Where do the numbers in the brief come from?

From the infloo catalogue. The medians come from our monthly engagement rate benchmarks, the latest as of October 1, 2026, taken from the catalogue’s own lists of creators. They describe the top creators of each niche in the catalogue, not every account in the country, so read them as a reference point, not a rule.

Does the brief work for TikTok?

Yes. Choose TikTok and the brief gives the median engagement rate by views and the median views per video of the country’s TikTok top in the catalogue. There is no niche filter for TikTok here, and the audience-quality line is left for you to fill in: the free audit checks Instagram accounts.

Other free tools

• Engagement rate calculator

  The ER of any public Instagram account in seconds, no signup.

• Follower count history

  An Instagram account’s follower count today and how it changed over time.

• Fake follower checker

  Audience quality, growth and the Infloo Score of any Instagram account.

• Influencer search

  Instagram creators by country, city, niche, audience size and engagement.

• Engagement rate benchmarks

  Median Instagram engagement rate by country, niche and account size, updated monthly.

How we measure: our methodology