How to Write a KOL Brief: 10 Essentials and a Copy-Ready Template
A KOL brief needs 10 things: background, goal, audience, key messages, deliverables, dos and don'ts, disclosure, timeline, fee and usage, and reporting. Template included.
A KOL brief is the document a brand gives a creator before a collaboration. It needs at least 10 things: brand and product background, the campaign goal, the target audience, key messages, deliverables, dos and don'ts, disclosure requirements, a timeline, the fee and usage rights, and the data you want back. A clear brief gets you more accurate quotes, fewer rounds of revisions, and results you can actually measure.
Updated November 2026 · reviewed every quarter.
Quick answer: the 10 things every brief needs
| Item | What to write | Example |
|---|---|---|
| 1. Brand and product background | Who you are, what the product is, how it differs | A local skincare brand launching a fragrance-free moisturiser |
| 2. Campaign goal | One main goal: awareness, trial, sales or event attendance | Make women aged 25–34 aware of the product in launch month |
| 3. Target audience | Age, location, interests, habits | Hong Kong office workers with dry skin who read ingredient lists |
| 4. Key messages | 1–3 lines the creator must get across | Fragrance-free, suits sensitive skin, one tube lasts two months |
| 5. Deliverables | Platform, format, quantity, length | 1 Instagram Reel (30–60 seconds) + 3 Stories |
| 6. Dos and don'ts | Required mentions and tags, claims that are off limits | Don't say "treats eczema"; tag @brand |
| 7. Disclosure | Platform label and wording | Paid partnership label on, "#ad" at the start of the caption |
| 8. Timeline | Draft date, review time, posting date | Draft by 1 March, brand replies within 48 hours, post on 8 March |
| 9. Fee and usage | Cash or product, usage channels and period | HK$5,000 + product; reposts on brand accounts for 30 days |
| 10. Reporting | Which data, and when | Insights screenshots on day 7 and day 30 after posting |
Items 6 and 7 are the easiest to skip and the most expensive to get wrong. In Hong Kong, false or misleading product claims fall under the Trade Descriptions Ordinance, so list off-limits claims clearly.
KOL brief template
Copy this and replace the text in square brackets:
CREATOR BRIEF
[Brand] · [Campaign name] · [Date]
1. Brand and product
[One line about the brand]
[Product name]: [what it is, key features, price, where to buy]
2. Campaign goal
[One main goal, e.g. make our audience aware of and try the product in launch month]
3. Target audience
Age: [ ] Location: [Hong Kong]
Interests and habits: [ ]
4. Key messages (please mention at least two)
- [Message one]
- [Message two]
- [Message three]
5. Deliverables
Platform: [Instagram / TikTok / YouTube / Threads / Xiaohongshu]
Format and quantity: [e.g. 1 Reel (30–60 seconds) + 3 Stories]
Language: [Cantonese / Chinese subtitles / English]
6. Dos and don'ts
Must: tag [@brand], use [#hashtag], include [link / discount code]
Welcome: your own style and honest opinion
Don't: [claims to avoid, e.g. medical benefits], [competitor brands], [other]
7. Disclosure
Turn on the platform's paid partnership label (where available) and start the caption with [#ad / 【廣告】].
For video, say it is a paid partnership at the start, aloud or in subtitles.
8. Timeline
Draft due: [date]
Brand reply: within [48] hours of receiving the draft, up to [2] revisions
Posting date: [date and time window]
Post stays up: at least [6] months
9. Fee and usage
Fee: [HK$ amount] / [product, worth HK$ amount]
Usage: brand may repost on [channels], territory [Hong Kong], for [30] days
10. Reporting
On day [7] and day [30] after posting, please send Insights screenshots:
reach, impressions, engagement, link clicks, audience location.
Contact: [name] · [phone / email]
References: [product photos, brand guidelines, links to example content]
The timeline, approval and usage terms match our KOL contract template. The brief says what to make; the contract says what happens if something goes wrong. Keep the two consistent.
What to add for each platform and format
| Platform and format | Spell out in the brief |
|---|---|
| Instagram post | Number of images, whether the product must be in the first image, caption length |
| Instagram Reel, TikTok | Length, whether the product appears in the first 3 seconds, subtitles, music restrictions |
| Instagram Stories | Number of frames, link sticker, polls or Q&A |
| YouTube | Where the integration goes (intro, mid-roll), its length, description links |
| Threads | Text-led: give the angle to share, and avoid copy that reads like a hard sell |
| Xiaohongshu | Title keywords, number of images, whether it goes out as a platform-approved partnership note |
Rates differ by platform and format. Estimate them with the KOL rate estimator.
Briefing a barter collaboration
When you offer a product or service instead of cash, the brief also needs:
- The product value: state what it is worth so the creator can decide.
- No cash, said up front: avoid misunderstandings when the creator replies.
- Reasonable deliverables: barter usually means one post or a few Stories, not a high-production video.
- No required positive review: let the creator share honestly. Scripted praise reads as fake and can mislead.
- Disclosure still applies: a free product is a commercial relationship, so ask for "gifted by @brand" or #gifted.
Six common briefing mistakes
- Too many key messages. List ten selling points and the creator just reads them out, and the content becomes an ad script. Pick 1–3.
- Writing the caption for them. A creator's value is their own voice and their audience's trust. Give direction and must-mention points, not finished copy.
- Leaving out banned claims. Especially for skincare, health and aesthetics. Cutting them later means a reshoot.
- No review deadline. If the brand replies late, the creator misses the posting date and nobody is happy.
- Leaving usage rights for later. Asking to run ads after the post is live usually costs extra.
- No tracking set up. Without a UTM link or a discount code agreed in advance, you can't count sales. Plan it in the brief.
Briefing creators on Connector Club
When you create a campaign on Connector Club, the requirements field is the core of your brief. Clear, detailed requirements attract more applications, and an AI assist helps format them. You can also upload campaign banner images of up to 10MB each.
- Public campaigns: creators see the brief in their job list, apply and send a quotation.
- Private campaigns: only creators you invite from the creator pool see it, which suits a fixed shortlist.
- Offer cash: campaigns with a cash budget attract up to 80% more applicants.
Once a creator quotes, you can share the full brief, negotiate and approve drafts in the same conversation. See pricing for plans, and if you are hosting creators at an event, read the KOL event checklist.
FAQ
What should a KOL brief include?
Brand and product background, the campaign goal, target audience, key messages, deliverables, dos and don'ts, disclosure requirements, a timeline, the fee and usage rights, and the data you want back.
How long should a KOL brief be?
One or two pages is enough. Be precise about deliverables, the timeline and banned claims, and keep the rest short.
Should I write the caption for the creator?
No. Give key messages and must-mention points and let the creator write in their own style. The content feels more genuine and audiences respond better.
What is the difference between a brief and a contract?
The brief explains what the creator should make and say. The contract sets out deliverables, usage, exclusivity, cancellation and payment. Their timelines and deliverables should match.
Do barter collaborations need a brief?
Yes. Even without cash, set out the product value, the deliverables and how the post is disclosed.
When should I send the brief?
Send a short version when you ask for a quote, so the creator knows the deliverables and fee. Send the full brief once the collaboration is confirmed.