Know-how / Unify Social
How to write an influencer brief
What a good influencer brief contains, how to check it is clear, and the 18-section Unify method with a complete demonstration.
How do I write an influencer brief? What does a good brief contain?
A good brief defines, before filming, the business objective, audience, main message, deliverables, required shots and boundaries: what the creator must not say. It explains what must stay exact and where the creator can improvise. Unify Social organises this direction into 18 sections.
How do you test whether a brief is clear enough?
Ask someone who was not in the planning discussions to explain what they would film and what they would avoid. If the answer misses the objective, revise the brief before production. Check the main message, required shots, permitted claims and open decisions in particular.
Who approves the brief and the final content?
Agree on a single feedback owner and an approval process before filming. The brand team checks the message and specialists validate sensitive claims. Unify Social coordinates versions in its platform so creators never receive contradictory feedback from several reviewers.
| Section | Purpose | Example |
|---|---|---|
| 01. What | Defines the deliverable. Without it, creators do not know what to submit. | One vertical video about a break, with the product visible. |
| 02. Why | Connects filming to the objective. Without it, an attractive idea can miss the point. | Associate the product with a break between two activities. |
| 03. About the brand | Sets context and tone. Without it, the brand voice changes between clips. | A fictional food brand with a relaxed tone and no health promises. |
| 04. What to do | Describes the action. Without it, the interpretation may miss the message. | Film the transition from work to a short break at home. |
| 05. Functional benefits | Separates facts from adjectives. Without review, improvised claims creep in. | Show packaging and serving, without unverified benefit claims. |
| 06. Emotional benefits | Shows the human feeling. Without it, the clip becomes a catalogue. | The feeling of taking a few minutes for yourself. |
| 07. Reasons to consume | Explains the product choice. Without it, the integration feels pasted in. | The product fits an already recognisable break ritual. |
| 08. Moments and micro-moments | Places the scene in real life. Without it, the context is generic. | After a long call, before the next task. |
| 09. Insights | States the human tension. Without it, there is little reason to watch. | You say “taking a break”, then spend the break answering messages. |
| 10. What to say | Defines the message. Without it, everyone says something different about the product. | A break where you actually put the phone down. |
| 11. Hooks | Makes the opening count. Without it, the idea arrives too late. | “My break from my phone. Filmed on my phone.” |
| 12. Required shots | Secures footage for editing. Without it, the clip may be unusable. | Work context; readable product; serving action; phone put aside. |
| 13. Video devices | Gives the idea a visual execution. Without it, it stays spoken copy. | Each notification pulls a hand towards the phone. Finally, the phone is turned over. |
| 14. Effects | Keeps editing purposeful. Without boundaries, effects overwhelm the product. | Simple CapCut cuts; readable captions; no unlicensed music. |
| 15. Creative directions | Provides coherent options. Without them, variations stop feeling like one campaign. | Self-deprecating home-working humour or an observation about “busy” breaks. |
| 16. Scenarios | Turns the idea into a sequence. Without it, creators must reinvent the structure. | Close laptop; a notification arrives; stop; pick up product; put phone aside. |
| 17. What not to do | Protects the message and rights. Without boundaries, risks reach the final edit. | Do not invent benefits. Do not film people without consent. Do not hide the advertising. |
| 18. Open points | Makes outstanding decisions visible. Without it, assumptions become costs. | Agree final duration, licence, deadline, revisions and any TV extension before filming. |
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