Influencer Brief Template for X (With a Filled-In Example)
Free influencer brief template for X: goal, key message, do's and don'ts, disclosure, deadlines, and approval steps, with a filled-in crypto example.
Head of Marketing at Oznaka
An influencer brief template is a one-page document you send a creator before they post. It covers the goal, one key message, what they must and must not say, the disclosure wording, the format, the dates, and the approval step. Everything else, including the voice, stays with the creator. Scripted posts read like ads, and readers skip them.
Most brief templates online are written for Instagram and TikTok product launches. On X, especially in crypto, a brief must cover what those templates skip: which X format to use, how to label a paid post, what a creator can't say about a token's price, and how you'll track what each creator brings. The template below covers everything, with a filled-in example for a token launch and a blank copy at the end.
What goes in an influencer brief: 10 fields
| # | Field | What to write | Why it matters |
|---|---|---|---|
| 1 | About the project | Two or three sentences on what the product does and who it's for | Creators can't explain what they don't understand |
| 2 | Goal and action | The one thing a reader should do after the post, and the number you'll judge it by | A post asking for three actions gets none |
| 3 | Audience | Who you want to reach | The creator can pick examples that land with that audience |
| 4 | Key message | One sentence the post must get across | Without it, every creator tells a different story |
| 5 | Facts that must be right | Project name, handle, ticker, link, dates, any numbers you allow | A misspelled name or a wrong date costs you the post |
| 6 | Talking points | Two or three angles they can choose from, not a script | Gives direction while leaving the wording to them |
| 7 | Don'ts | Claims, words, and topics that are off limits | Protects you from regulators and from your own community |
| 8 | Format and schedule | Format, number of posts, posting dates, how long each post stays up | X formats behave differently; a series needs dates |
| 9 | Disclosure and tracking | The ad label and where it goes, plus the creator's own link or referral code | Required by law in most markets, and the only way to see who brought users |
| 10 | Approval and payment | Draft deadline, who reviews, how many rounds, payment terms, contact | Sets expectations before anyone is waiting on anyone |
Keep it to one page. If a field takes more than a few lines, the problem is usually the campaign, not the brief. Before you brief anyone, make sure the creator fits: our influencer vetting checklist covers what to check.
Filled-in example: a token launch thread
This is the brief we'd send for a typical launch. The project is made up; the structure is what we use. Notice how little of it tells the creator what to write.
| Field | Example |
|---|---|
| About the project | ExamplePerps (fictional) is a perpetual futures exchange on Ethereum. Traders keep custody of their funds and pay lower fees than on the large centralized exchanges. The governance token $EXP launches on [date]. |
| Goal and action | Get experienced perp traders to open an account and make a first trade before the token launch. We judge each creator by funded accounts from their link. |
| Audience | Active perps traders, English-speaking, outside the UK and the US. |
| Key message | You can trade perps on ExamplePerps today with your own wallet, and early traders are counted for the launch. |
| Facts that must be right | Name: ExamplePerps (one word). Handle: @[handle]. Ticker: $EXP. Launch date: [date]. Link: your link below. |
| Talking points (pick one or two) | 1) Your own first trade: what you traded and what the fees were. 2) How it compares with the exchange you use now. 3) What you'd want to see fixed before launch. |
| Don'ts | No price predictions or "this will 10x". No promises of airdrops or rewards beyond what's on the official page. No claims about other exchanges being unsafe. Don't post if you haven't made a trade. |
| Format and schedule | One thread of 4–6 posts in week −1, one single post on launch day, one post with your results in week +1. Posts stay up for at least 30 days. |
| Disclosure and tracking | Start the first post of the thread and each single post with "Ad:" or "#ad". Use only your personal link: [link with your referral code]. |
| Approval and payment | Send drafts by [date] in our Telegram chat. We reply within 24 hours and only change facts, links and claims. Payment per post after it's live. Contact: [name, Telegram]. |
Two details matter more than they look. The don'ts ban posting without a trade, so every post comes from someone who used the product. And the talking points are questions to answer, not lines to paste, so ten creators write ten different threads.
Do's and don'ts for X formats
Name the format in the brief. A creator who planned a single post won't turn it into a thread on the day, and each format needs different things from you.
| Format | Limits | Use it for | In the brief |
|---|---|---|---|
| Single post | 280 characters, up to 4 images or videos | Launch-day announcements, reminders | One message and one link. Put the ad label first. |
| Long post | Up to 25,000 characters | A creator's own review | Check the creator has a subscription. Ask for the key point in the first lines, before "Show more". |
| Thread | A chain of posts, no fixed length | Explaining how a product works, step by step | Label the first post. Put the link where the explanation ends, not in post one. |
| Article | Premium subscribers and Premium organizations only | Deep dives, research | Leave room for the creator's own analysis; review facts only. |
| Space | Live audio, up to 10 speakers besides the host | AMAs, launch-day Q&A | Who from your team joins, topics to avoid, and how the ad is disclosed out loud. |
| Video | 140 seconds on standard accounts, longer for Premium | Product walkthroughs | Ask for a screen recording of real use, not a slideshow. |
Limits from the X Help Center: types of posts, how to post, X Premium, Articles, Spaces, videos.
A few rules apply to every format:
- Do ask for the creator's opinion, including what they don't like. One honest complaint makes a post read like a real review.
- Include the link and handle in plain text in the brief, so nobody has to type them from memory.
- Don't send copy to paste. Ten creators posting the same sentence on the same day looks like a paid wave because it is.
- Don't ask for engagement bait like "like and repost to win." X now removes creators from revenue sharing for repeatedly asking for engagement, and it attracts the wrong replies.
Disclosure wording you can put in the brief
Write the exact label into the brief. "Please disclose" can end up as "collab" in small print at the end of a thread. The wording below comes from the regulators' own guidance; check it with your legal team for each market.
| Where | What to require | Source |
|---|---|---|
| US (FTC) | Start the post with "Ad:" or "#ad". "Sponsored" and "advertisement" also work. Not "sp", "spon", "collab", "partner" or "ambassador" alone, and not buried among other hashtags. | FTC: Disclosures 101, Endorsement Guides FAQ |
| X | Paid partnership posts published organically must include "#ad". | X Paid Partnerships Policy |
| UK (crypto) | The promotion must be approved by an authorised firm and carry the risk warning: "Don't invest unless you're prepared to lose all the money you invest. This is a high-risk investment and you should not expect to be protected if something goes wrong." If it doesn't fit, the short version is the first sentence. | FCA COBS 4.12A, FG24/1 |
| EU (crypto, MiCA) | Marketing must be clearly identifiable as marketing and include: "This crypto-asset marketing communication has not been reviewed or approved by any competent authority in any Member State of the European Union. The offeror of the crypto-asset is solely responsible for the content of this crypto-asset marketing communication." | ESMA, MiCA Article 7 |
Sources: FTC: Disclosures 101, FTC Endorsement Guides FAQ, X Paid Partnerships Policy, FCA COBS 4.12A, FCA FG24/1, ESMA, MiCA Article 7.
Two more points belong in the brief. The FTC says creators can't talk about their experience with a product they haven't tried, which is one more reason to make trying it a condition. And the FCA says the risk warning has to be visible on the face of the promotion, not only in a caption or a later post.
Blank influencer brief template
Copy this into a doc, fill it in, and send it with the creator's personal link.
INFLUENCER BRIEF — [Project] × [Creator handle]
1. About the project
[2–3 sentences: what it does, who it's for, what's new]
2. Goal and action
We want readers to: [one action]
We'll judge the campaign by: [metric, e.g., funded accounts from your link]
3. Audience
[Who we want to reach, where they live, markets we can't promote in]
4. Key message
[One sentence]
5. Facts that must be right
Name: [exact spelling] Handle: @[handle] Ticker: [$TICKER]
Dates: [launch/deadlines] Link: [your personal link]
6. Talking points (pick one or two, in your own words)
- [Angle 1, as a question to answer]
- [Angle 2]
- [Angle 3]
7. Don'ts
- No price predictions or return promises
- No claims we can't back with a public source
- No posting before you've tried the product
- [Project-specific don'ts]
8. Format and schedule
Format: [single post / thread / long post / Article / Space / video]
Posts: [number], on [dates]
Each post stays up for at least [N] days
9. Disclosure and tracking
Label: start each post with "Ad:" or "#ad"
[UK / EU wording if those markets are in scope]
Use only this link or code: [link/referral code]
10. Approval and payment
Drafts due: [date], sent to [channel]
We review within [time] and only change facts, links and claims
Payment: [terms, e.g. per post, after it's live]
Contact: [name, Telegram/email]
Keep the dates, deliverables, and disclosure the same in the brief and the contract, so the two documents never disagree.
FAQ
Brief the right creators
A good brief can't fix a creator whose audience isn't yours. Oznaka (oznaka.ai) is a creator vetting tool for crypto teams: it checks an X account's organic reach, organic replies, and niche match before you send anything. If the creators you've briefed before kept missing the point, we wrote about why in why influencers post about your product without understanding it.
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