Campaign brief generator
This free campaign brief generator produces a complete, copy-ready influencer brief for brands operating in the Middle East and North Africa. It structures objectives, audience, creator requirements, deliverables, content do's and don'ts, usage rights, regional disclosure obligations, tracking and timeline into a single document creators can be briefed from directly.
Key facts
- A complete influencer brief has 11 sections, from background through to approvals.
- Briefs that omit usage rights and disclosure requirements are the most common cause of campaign disputes in MENA.
- Saudi creators require a valid GAMR advertiser licence to publish paid content.
- Every creator should receive a unique discount code and UTM link for attribution.
- Analytics screenshots at 24 hours, 7 days and 30 days are needed for accurate reporting.
Build your brief
Your brief
INFLUENCER CAMPAIGN BRIEF ======================================== Brand: [brand name] Product / offer: [product or offer] Market: Saudi Arabia Primary platform: TikTok Primary objective: Tracked sales Working budget: USD 15000 Creators: 10 Deliverables per creator: 1 reel + 3 story frames per creator 1. BACKGROUND [brand name] is running an influencer campaign in Saudi Arabia to drive tracked sales for [product or offer]. 2. TARGET AUDIENCE Women 18-34, Riyadh and Jeddah 3. OBJECTIVE AND SUCCESS METRIC Primary objective: Tracked sales. Primary KPI: tracked revenue and ROAS from unique creator codes and links. Secondary KPIs: engagement rate, click-through rate, cost per acquisition, content usable for paid amplification. 4. CREATOR REQUIREMENTS - Market: creators whose audience is majority based in Saudi Arabia. - Language: Arabic (local dialect) primary, English optional where the audience is bilingual. - Minimum engagement rate: 2% verified across the last 10 posts. - Audience screenshot required: geography, gender and age split from platform analytics. - No competing-brand collaboration within 30 days before or after posting. 5. DELIVERABLES 1 reel + 3 story frames per creator - Posting window: to be confirmed on contract; content due 3 working days before posting for approval. - One revision round included. - Raw files delivered to the brand for paid usage. 6. CONTENT DIRECTION Mandatory inclusions: - Show the product in use, mention the discount code in the first 5 seconds Do not: - No competitor products in frame, no unverified health claims 7. USAGE RIGHTS - Organic posting on the creator's own channels: included. - Paid amplification / Spark Ads / whitelisting: 90 days, priced separately. - Brand-owned channel reuse: 90 days, priced separately. 8. DISCLOSURE AND COMPLIANCE - Paid partnership label must be enabled on every deliverable. - Arabic disclosure wording required where the caption is in Arabic. - Saudi creators must hold a valid GAMR advertiser licence. - No medical, financial or health claims beyond approved brand copy. 9. TRACKING - Unique discount code per creator. - UTM-tagged link per creator. - Screenshots of post analytics at 24 hours, 7 days and 30 days. 10. TIMELINE - Creator shortlist: week 1 - Contracts and product dispatch: week 2 - Content approval: week 3 - Live posting: week 4 - Reporting: 7 and 30 days after final post 11. APPROVALS AND CONTACT Brand contact: [name, email] Agency contact: Valors Media - info@valors.agency
How the calculation works
- 1
State one primary objective
Briefs with three equal objectives produce unfocused content. Name one primary KPI and treat the rest as secondary.
- 2
Define the audience, not the creator
Describe who the campaign must reach by market, age, gender and city. Creator selection follows from the audience, not the other way around.
- 3
Specify deliverables precisely
Format, count, duration, aspect ratio, posting window and revision allowance. Ambiguity here is where scope creep starts.
- 4
Separate content rights from content fee
State explicitly what organic posting includes and price paid amplification, whitelisting and brand-channel reuse as separate items with a defined window.
- 5
Make compliance non-negotiable
Require the paid-partnership label, Arabic disclosure wording where captions are Arabic, and licences such as Saudi GAMR before contracting.
- 6
Build tracking into the brief
Unique codes, UTM links and scheduled analytics screenshots must be brief requirements, because they cannot be retrofitted after the content is live.
What a complete MENA influencer brief must specify
| Section | Required detail | Common omission |
|---|---|---|
| Objective | One primary KPI | Three competing objectives |
| Audience | Market, city, age, gender, language | Region stated as 'GCC' |
| Deliverables | Format, count, duration, window | Revision rounds undefined |
| Usage rights | Channel, window, price | Paid usage assumed to be free |
| Disclosure | Paid label plus local licence | No Arabic disclosure wording |
| Tracking | Unique code plus UTM link | Shared code across creators |
Based on Valors Media campaign onboarding across Saudi Arabia, the UAE and Egypt.
Why briefs fail in MENA specifically
Regional campaigns commonly brief 'GCC' or 'MENA' as a single market. Dialect, platform mix and purchase behaviour differ sharply: Snapchat carries disproportionate weight in Saudi Arabia and Kuwait, Instagram leads in the UAE, and TikTok dominates reach in Egypt. A brief that does not name the country produces content that fits none of them.
The second recurring failure is licensing. Saudi Arabia requires creators publishing paid content to hold a GAMR advertiser licence, and campaigns that skip verification risk having content taken down mid-flight. Make licence confirmation a contracting condition, not a post-campaign check.
Frequently asked questions
What is an influencer campaign brief?
An influencer campaign brief is the document that tells a creator what the campaign is for, who it must reach, what to produce, what to say and avoid, what rights the brand is buying, and how performance will be measured.
What should an influencer brief include?
Background, target audience, one primary objective and KPI, creator requirements, exact deliverables, mandatory and prohibited content points, usage rights, disclosure and compliance rules, tracking setup, timeline and approval contacts.
How long should a creator brief be?
One to three pages. Longer briefs get skimmed, and anything essential buried past page three is usually missed. Keep detail in the deliverables, rights and compliance sections and cut brand history.
Do influencers in Saudi Arabia need a licence?
Yes. Creators publishing paid advertising content in Saudi Arabia are required to hold a valid GAMR advertiser licence, and brands should verify it before contracting.
Should a brief include a script?
No. Provide mandatory talking points, the offer, the code and prohibited claims, then let the creator write in their own voice and dialect. Scripted content consistently underperforms in MENA short-form.
How do you specify usage rights in a brief?
Name the channels, the window in days and the price. For example: 90 days paid amplification on Meta and TikTok, priced at 30% of the content fee per 30 days.
How many revision rounds should a brief allow?
One is standard and should be stated explicitly. Additional rounds normally attract a fee of around 10% of the content fee each, because they re-open the creator's edit cycle.
Should each creator get a unique discount code?
Yes. Unique codes and UTM links are the only reliable way to attribute sales per creator, and shared codes make it impossible to identify which creators actually drove revenue.
Want a costed plan instead of an estimate?
Valors Media builds creator programmes across Saudi Arabia, the UAE, Egypt and the wider Arab region — casting, negotiation, briefs, tracking links and reporting in your local currency, with campaigns live in under 48 hours.