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Brief

The brief is the campaign’s source of truth: it aligns your team, it is what the creator sees when you invite them, and it defines the tags that make posts get detected on their own.

What it is for

The brief answers three questions at once, which is why it pays to fill it in early:

  • What you are after: objectives, message, tone and audience, so the whole team works to the same standard.
  • What has to be delivered: the type and number of pieces per creator, what they should do and what they should avoid.
  • How it will be measured: the required hashtags and mentions, which are the signal Influgest uses to recognise the campaign’s posts.

It opens in the campaign’s Brief tab and it is a visual card-based editor, not a blank document.

The sections of the brief

At the top you will see a Progress indicator along the lines of N of 5 sections complete. These are the five:

1. Strategy

The campaign’s frame. It includes Objectives, where you pick one or several from Awareness, Engagement, Conversion, Sales and Community; Key message, one sentence the creator has to get across; Tone of voice, with presets (Casual, Aspirational, Youthful, Close, Premium, Fun, Professional, Formal) or a tone you write yourself; and Target audience, with countries, age range and interests.

2. Quantitative goals (KPIs)

The numbers you are aiming at: Reach (impressions), Engagement rate as a percentage, CPM in euros and Conversions as a number of actions. They act as a reference when you read the reporting.

3. Content & deliverables

How many pieces of each type every creator delivers. The available types are Instagram Post, Instagram Reel, Instagram Story, Instagram Carousel, TikTok Video, YouTube Video and YouTube Short. It is rounded off with Do's (what the creator should do), Don'ts (what they should avoid) and Call to action, the specific action you want —a link in the bio, a discount code.

4. Tags to track

Required hashtags, the hashtags that must appear in every post, and Required mentions, the accounts that have to be mentioned, with an account search. This is the section that connects the brief to automatic tracking; we explain it right below.

5. Free notes

An open space for the long-form briefing: reference links, examples, brand context. It takes rich text formatting.

It saves itself

The brief has no save button: everything you type is saved automatically. As you edit you will see the indicator go through Saving… and Saved. If something goes wrong, the interface says so with Save failed. Will retry. and tries again on its own.

As a result, several people can work on the brief across several days without any fear of losing changes.

Help with writing it

Every field has a Suggest with AI button that proposes text based on what you have already filled in for the campaign. While it thinks it shows Thinking…, and when it finishes you can Use this suggestion or Discard it. It never replaces anything unless you accept it.

If you would rather start from scratch, there is also an assistant mode that asks you things step by step (Step N of M) such as What is the goal of this campaign? and fills the brief in with your answers.

From the brief to post detection

This is the key idea behind the brief. Influgest does not ask you to paste the link of every post by hand: it finds them on its own. And it finds them because you have told it, in the brief, what identifies them.

  1. 1

    You set the tags in the brief

    Under Tags to track you add the campaign’s Required hashtags and Required mentions.
  2. 2

    The creator uses them in their post

    Those same tags travel to the creator: they show up in the email invitation and in the content instructions, so they know exactly what they have to include.
  3. 3

    Tracking recognises the piece

    When a post by a creator in the campaign matches those hashtags or mentions, it lands in the Publications tab on its own, with its metrics.

How creators consume it

The brief does not stay inside the agency: it is what the creator reads before saying yes.

Where they see itWhich part of the brief reaches them
The email invitationOpens a page with the details of the collaboration: deliverables, tone, do's and don'ts, call to action, dates and compensation, with buttons to accept or decline.
The creator portalThe content instructions written for them and the pieces expected, where they upload their drafts and mark the post as published.

That is why it is worth having the brief reasonably complete before you start inviting: the better it is, the fewer questions you will get afterwards.