How to Brief Micro-Influencers Without Killing the Content
A one-page brief template: the sentence they must land, FTC disclosure, do-not-say list, and what never belongs in a script.
Direct answer
Give creators one sentence to land, required disclosures, a do-not-say list, and a deadline — not a word-for-word caption. Over-scripted micros underperform because their audience followed a person, not a media brand.
The brief is where good sourcing dies. Brands who spent a week finding the right 28K account then paste a commercial script and wonder why the Reel feels dead. Your audience followed a person. Your job is to protect the claim — not to become their copywriter.
Key Takeaways
- One page: job, sentence, must-include, must-not, proof-of-use, deadline, rights.
- Disclosure goes in the brief and gets checked on the live post.
- Proof of use on camera beats a pretty still with a box.
- If the caption could have been written by legal, you over-briefed.
What is a good micro-influencer brief?
Steal this outline. Keep it under one page when pasted into email or Notion.
- Campaign job. Awareness, conversion, or UGC-for-ads — pick one primary. See the campaign guide.
- The sentence. Example: “This is the only moisturizer I can wear under SPF without pilling.”
- Must-include. Full product name, where to buy, unique code/URL, disclosure language.
- Must-not-say. Medical outcomes, competitor names, “guaranteed results,” anything legal flagged.
- Proof of use. Unbox + apply / wear / cook on camera.
- Formats + rights. Reel + 3 Stories; 90-day organic usage; Spark quoted separately.
- Deadline + posting window + revisions.
Protect the claim. Leave the voice alone.
How to brief without scripting
- Send a 10-minute Loom walking through the product — faster than a 6-page PDF.
- Show 2 organic posts of theirs you like. Say “more like these.”
- Allow their hook. Your sentence can land in the middle or end.
- For TikTok especially: no shot list that turns it into a TV ad.
- Ask for a draft caption with disclosure in line 1 before they post.
Platform-specific notes
- Instagram — Reels need a hook in the first second; Stories need the sticker URL spelled out.
- TikTok — native-feeling beats polish. Commercial briefs fail hardest here.
- YouTube — put the integration before the retention cliff; require spoken + on-screen disclosure in the first 15 seconds.
After they post
Check disclosure, code/URL, and whether the sentence landed. Pull Insights within 48 hours. Reply in comments if the creator will not — that thread is conversion. Promote winners to a light ambassador seat instead of re-briefing strangers every month.
Still sourcing? How to find micros.
Frequently Asked Questions
How long should a micro-influencer brief be?
One page. If legal needs more, put the claim chart in an appendix — do not turn the creative brief into a 14-page lookbook. Creators skim. The sentence they must land should fit in one breath.
Should I write the caption for them?
No. Give talking points and required phrases (product name, disclosure, URL/code). A full script usually tanks engagement because it does not sound like the creator. If you need a TV spot, hire a studio.
What FTC disclosure belongs in the brief?
Require “Paid partnership with [Full Brand Name]” or “Ad” in the first line of the caption (before See more) and readable on-screen text on video. Instagram’s Paid Partnership tag supplements this — it does not replace it. See the sponsored post glossary entry.
How many revision rounds should I allow?
Zero or one for a standard micro Reel. If you need multi-round art direction, you are buying production, not a creator partnership — price and timeline accordingly.
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