How to brief an influencer

Start with one goal: awareness, sales, installs or content you can reuse. A brief that asks for all four gets none of them.
Describe the audience you want to reach, not only the product. Creators know their followers; tell them who you hope to meet.
List deliverables precisely: format, length, number of posts, stories and the dates they go live. Add how many revisions you expect.
Write usage rights in plain words: where you will reuse the content, for how long, and whether you need exclusivity in your category.
Leave room for the creator's voice. Give three must-says and three must-not-says, then let them make it sound like them.

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