No matter the size of your team or brand, working with local influencers and content creators is a key part of any successful travel marketing strategy. They’re not just taking selfies, they’re storytellers who turn destinations into experiences people can feel. Their content builds trust, sparks wanderlust, and connects audiences to your brand in ways traditional ads can’t.
That’s why setting them up for success matters! A great partnership starts with a clear, thoughtful influencer brief that inspires creativity, aligns with your goals, and keeps creators excited to collaborate.
So, you’re a travel brand or agency that has reached out to your dream creator, and they’re interested in your campaign. Amazing!
Now it’s time for the next big step: sending your influencer content brief.
But before you hit “send,” let’s talk about how to craft one that gets the best results:
Why You Should Wait to Send Your Influencer Brief
Here’s one of the biggest mistakes brands and agencies make: sending a generic influencer brief too soon.
The best briefs are personalized to each creator, and that takes time! So don’t waste yours unless the creator has expressed genuine interest in collaborating. Once they’ve replied with a yes, then send your customized brief.
As one of our top CrowdRiff Creators put it:
“The clearer and more detailed the content brief is, the better it is for effective content creation.”
In short: clarity helps everyone create great content.
Step 1: Start With Data
Before you even open that brief template, take a moment to look at your social media analytics. Ask yourself:
- Which of your past posts have performed best?
- What themes or visuals resonated most with your audience?
- How can you replicate that success in your new campaign?
These insights will help you build a stronger, data-informed brief.
Step 2: Build Your Brief Around 4 Pillars
Think of your influencer brief as having four key pillars: Logistics, Campaign Summary, Messaging, and Visuals.
1. Logistics
Restate the key details from your initial outreach:
- Platform(s) and type of content (Instagram Reels, TikTok, blog post, etc.)
- Deliverables (number of posts, stories, photos, or videos)
- Timeline and deadlines
Be realistic with deadlines—creativity takes time! Always allow for flexibility, weather conditions (especially for travel shoots), and content review cycles.
2. Campaign Summary
Tell the creator what you’re promoting and why it matters. You don’t need to share every slide from your internal strategy deck, but you should explain:
- The goal of the campaign
- How their content contributes to that goal
- How you’ll measure success
Example: Instead of saying “we want to increase engagement,” try “we want to encourage more family visits to our downtown area this summer.” Specific goals help creators shape their content and calls to action more effectively.
3. Messaging
This is where you communicate your brand’s vibe and voice. Avoid providing a strict script—creators know their audiences best, and authenticity always performs better than a “sponsored voice.”
Instead, give talking points and tone guidance.
For example, describe the feeling you want to evoke:
- Awestruck
- Nostalgic
- Inspired
- Like talking to a good friend
These “vibe words” go much further than generic instructions like “friendly” or “trustworthy.”
4. Visuals
If you have specific visuals or shots in mind (e.g. scenic landmarks, group activities, food highlights), list them out—but leave space for creative interpretation.
Remember: you’re hiring a creator for their unique perspective, not just their camera.
And yes, AI tools can help you streamline this part! Many travel marketers now use AI to draft and format briefs quickly, ensuring all the essential details are included and easy to understand. At CrowdRiff, we use AI to help our Creators customers streamline their content requests on our platform so that everything is consistent and clear.
Step 3: Define Usage Rights Clearly
Here’s where many brands trip up: usage rights.
This section can save (or cost) you thousands of dollars, so be specific from the start:
- How long can you use the content (forever or for a limited period)?
- Can you repurpose it for paid ads?
- Is it exclusive to your brand, or can the creator share it elsewhere?
- Which platforms or placements will you use it on?
Put these terms in writing in both your emails and contract to avoid confusion later.
Step 4: Set Realistic Timelines and Review Stages
When it comes to deadlines, keep these three principles in mind:
- Be realistic: Creativity takes time
- Be clear: Put dates in writing
- Be flexible: Build in a buffer for revisions or delays
If your campaign involves travel, weather, or seasonal elements, plan around potential changes. And don’t forget to include time for content reviews and revisions, especially if that’s part of your agreement.
Final Thoughts: Great Brief = Great Content
A thoughtful, well-structured influencer brief helps your campaign succeed—not just for your brand, but for your creators too.
When your brief is clear, inspiring, and respectful of their creative process, you’ll get content that truly resonates with your audience.
💡 Free Template Download: Travel Influencer Brief
Want a head start? Download our free influencer brief template for travel marketers, pre-filled with all four pillars, plus example prompts and usage rights sections.
