Influencer Brief Template for Christmas Campaigns (Free)

Look, I've seen what happens when brands rush creator briefs during the holidays. You send a two-paragraph email saying "post about our product for Christmas" with zero specifics, then act surprised when the creator delivers something completely off-brand three days after your launch window closes. That's not the creator's fault—that's a brief problem.

A proper Christmas influencer brief isn't just a formality. It's the document that determines whether you get scroll-stopping content that drives sales or mediocre posts that your audience ignores. The difference comes down to specificity: exact deliverables by format, crystal-clear usage rights, realistic timelines that account for approval rounds, and compliance language that keeps you FTC-compliant.

This guide gives you complete Christmas influencer brief templates for every major platform, plus an interactive generator that builds custom briefs in about 10 minutes. You'll walk away with downloadable templates in Google Docs and PowerPoint format, ready to send to creators today. No more guessing what to include or scrambling to write briefs from scratch when you should be reviewing content.

Photo by Ivan Samkov on Pexels

Core Sections of a Holiday Brief (With Examples)

A Christmas influencer brief should include the campaign objective, hero offer or product focus, specific deliverables by format and count, key dates for product shipping, draft submission, approvals, and publishing, usage rights and whitelisting terms, content do's and don'ts tailored to holiday messaging, FTC disclosure language, and approval workflow. Provide examples, asset links, and content hooks specifically designed for holiday shoppers.

The most successful holiday creator campaigns share one thing in common: briefs that leave nothing to interpretation. According to research from Traackr, one of the leading influencer marketing platforms, campaigns with comprehensive briefs see 40% fewer revision rounds and 25% higher on-time delivery rates compared to campaigns using minimal briefing documents.

Here's exactly what needs to be in every section:

Campaign Objective (The "Why")

Start by explaining what you're actually trying to achieve with this campaign. Don't just say "increase sales"—be specific about the goal and how the creator's content supports it. This context helps creators make better creative decisions that align with your business needs.

Weak objective: "We want to promote our holiday collection."

Strong objective: "We're launching a limited-edition holiday gift set (available Nov 20 - Dec 24) and want to position it as the perfect last-minute gift that feels thoughtful despite being purchased days before Christmas. Our goal is to drive 500 conversions from this creator campaign, with content emphasizing the premium packaging and fast shipping option (guaranteed delivery through Dec 22)."

See the difference? The second version tells the creator exactly what angle to take (last-minute gifting), what benefits to emphasize (premium packaging, fast shipping), and what success looks like (500 conversions). That's actionable direction, not vague instructions.

Hero Offer or Product Focus

Specify exactly what the creator should feature. Include the product name, key selling points, the unique holiday angle, any special pricing or discounts, and the exact landing page URL they should link to. If you're running multiple offers in parallel, clarify which one applies to this creator's content.

Example section from a real brief:

Featured Product: Holiday Essentials Bundle ($79, regular $120)

What's Included: Full-size cleanser, serum, moisturizer, plus limited-edition holiday cosmetics bag

Holiday Angle: Luxury skincare that arrives beautifully packaged—perfect for gifting or self-care during the chaotic holiday season

Key Benefits to Mention:

• Full-size products (not samples)
• Saves $41 vs buying separately
• Gift-ready packaging (no wrapping needed)
• Ships free with guaranteed Christmas delivery if ordered by Dec 20

Landing Page: [exact URL with creator's unique tracking parameter]

Discount Code: HOLIDAY20 for additional 20% off (stacks with bundle savings)

This level of detail means the creator knows exactly what to show, what benefits to talk about, and can answer common questions (like shipping cutoffs) before viewers even ask.

Deliverables Checklist

List every piece of content you expect, broken down by format. Don't say "3 Instagram posts"—say "2 Instagram Reels (30-60 seconds) and 1 Instagram carousel post (5-7 slides)." Those are completely different content types requiring different production approaches.

According to guidance from Sprout Social, a leading social media management platform, the most common briefing mistake is under-specifying deliverables, which leads to creators delivering the wrong format and then having to redo work during the busiest campaign period of the year.

We'll cover platform-specific deliverable examples in detail in the next section, but the key principle is: if it matters to you, write it down explicitly. Assume the creator will deliver exactly what you specify and nothing more.

Timeline and Key Dates

Map out the entire campaign timeline with specific dates:

Product Ships: November 10

Creator Confirms Receipt: November 13 (reply to confirm you got the product and it arrived undamaged)

Drafts Due: November 20 by 5pm ET (submit all content for review via [platform or email])

Feedback Provided: November 22 by end of day (we'll review and send notes within 48 hours)

Final Content Due: November 24 by 5pm ET (incorporate feedback and resubmit)

Publishing Window: November 27 - December 1 (stagger posts throughout Black Friday/Cyber Monday week per schedule we'll provide after approval)

Reporting Due: December 5 (send screenshots of analytics showing reach, engagement, link clicks)

This timeline builds in buffer days for the creator to receive the product, create content, and incorporate feedback—plus it accounts for the reality that you need to review multiple creators' content simultaneously during your busiest season. According to research from Bazaarvoice, campaigns that build in 3-5 day buffers between major milestones have 85% on-time delivery rates vs 60% for campaigns with back-to-back deadlines.

Content Guidelines (Do's and Don'ts)

Give creators a clear framework for what works with your brand and what doesn't, tailored specifically to holiday content. Generic brand guidelines don't cut it here—you need Christmas-specific direction.

DO:

• Show the product in authentic holiday settings (wrapping station, gift pile under tree, holiday party)
• Mention our guaranteed Christmas delivery deadline (order by Dec 20)
• Use warm, festive language that fits the holiday spirit
• Share your honest opinion about the product (authenticity matters more than perfection)
• Include your discount code verbally and in on-screen text

DON'T:

• Feature competing products in the same frame or video
• Use religious references (we want inclusive holiday content)
• Promise features or benefits we haven't confirmed (stick to what's in this brief)
• Post before or after your assigned publishing window without approval
• Forget the FTC disclosure (see compliance section below)

The more specific your guidelines, the less creative frustration and fewer revision cycles. Creators want to deliver great work—they just need to know what "great" looks like for your particular campaign.

Christmas Deliverables by Channel (TikTok, IG, YT)

Holiday content performs differently across platforms, and your deliverable specs need to reflect those differences. What works on TikTok won't work on Instagram Reels (even though they're both short-form vertical video), and YouTube Shorts require different creative approaches than either one.

TikTok Holiday Deliverables

TikTok during the holidays is all about gift ideas, unboxing moments, and "what I'm getting everyone this year" content. Your deliverables should tap into these native content formats rather than feeling like ads.

Example TikTok Brief Deliverables:

Deliverable 1: Gift Unboxing/First Impression (45-60 seconds)

• Show yourself receiving the product and opening it for the first time
• Genuine reactions to packaging, presentation, what's included
• Quick overview of why this makes a great gift
• Include link in bio with your discount code in caption
• Post between Nov 27-29 (early BFCM window)

Deliverable 2: "Who I'm Getting This For" Gift Guide Style (30-45 seconds)

• Format: "Gifts for [recipient type] under $100" style video
• Feature our product alongside 2-3 other gift ideas (not competing products)
• Explain why each person on your list would love it
• Emphasize the packaging and presentation (ready to give)
• Post between Nov 30-Dec 2 (Cyber Monday window)

Deliverable 3: Stories/Behind-the-Scenes (Optional Bonus)

• 3-5 Stories showing you using the product in real holiday prep situations
• More casual, day-in-the-life style content
• Swipe-up link (if you have 10K+ followers) or link sticker to product page
• Post anytime during Nov 27-Dec 5

Notice how each deliverable specifies the content angle, approximate length, key messages, and posting window. There's no ambiguity about what you're asking for.

Instagram Holiday Deliverables

Instagram works best for aspirational lifestyle content and curated gift aesthetics. Your brief should lean into Instagram's strength for beautiful, styled photography and Reels that feel polished but authentic.

Example Instagram Brief Deliverables:

Deliverable 1: Instagram Reel - Product Showcase (30-60 seconds)

• Show the product being used in a holiday context (getting ready for party, wrapping gifts, self-care Sunday)
• Trending audio preferred (we trust your judgment on what's working right now)
• Include text overlays highlighting key features and discount code
• Caption should tell the story behind why you love it + discount code + disclosure
• Tag our account @[handle] so we can engage with comments
• Post Nov 28 (Black Friday)

Deliverable 2: Carousel Post - Gift Guide or Styling Ideas (5-8 slides)

• Slide 1: Hook image (attention-grabbing photo of you with product)
• Slides 2-7: Different ways to use/style/gift the product with short text descriptions
• Final slide: Clear CTA with discount code and link in bio reminder
• Caption with more context about why this is your go-to holiday gift this year
• Post Dec 1 (Cyber Monday)

Deliverable 3: Stories Series (4-6 frames)

• Unboxing moment (video)
• Close-up of packaging (photo)
• You using the product (video)
• Swipe-up or link sticker to product page
• Discount code reminder (text frame)
• Post Nov 27-28 (Thanksgiving weekend)

Instagram content needs more production value than TikTok (better lighting, cleaner backgrounds, more considered composition), so make sure creators have enough time to shoot and edit properly. According to Upfluence, a creator marketing platform, Instagram deliverables typically take 30-50% longer to produce than equivalent TikTok content because of these quality expectations.

YouTube Shorts Holiday Deliverables

YouTube Shorts are growing fast but have a different audience expectation than TikTok or Instagram Reels. Shorts viewers tend to prefer slightly longer-form storytelling (45-60 seconds vs 15-30 seconds) and value information density—"here's everything you need to know about this product" performs better than pure entertainment.

Example YouTube Shorts Brief Deliverables:

Deliverable 1: "Honest Review" Style Short (45-60 seconds)

• Quick intro: "I've been testing [product] for two weeks, here's what I actually think"
• 3-4 specific pros (with quick examples or demonstrations)
• 1 honest con (builds credibility—nothing is perfect)
• Who should buy it and why it makes a great Christmas gift
• Discount code and link in description
• Post Nov 29

Deliverable 2: "Last-Minute Gift Idea" Short (30-45 seconds)

• Hook: "Need a gift that doesn't look last-minute?"
• Show the product and packaging (emphasize presentation)
• Explain shipping cutoff and fast delivery option
• Why the recipient will actually use this (not another dust-collector)
• Post Dec 16-18 (last-minute gift window)

YouTube Shorts descriptions should be detailed since YouTube is a search engine—include the product name, key benefits, discount code, link, and relevant keywords for searchability.

Traditional YouTube Video Integration (If Applicable)

If you're working with YouTube creators who primarily do long-form content (8+ minutes), the brief looks different. Most will integrate your product into a larger gift guide or holiday content roundup rather than dedicating an entire video to one product.

Example Integration Deliverable:

• 60-90 second dedicated segment within a "Holiday Gift Guide 2025" video
• On-screen B-roll of the product being used
• Verbal mention of key benefits, discount code (repeated twice), and holiday shipping cutoff
• Clickable timestamp in description linking to your segment
• Product link with discount code in description
• Publish by Nov 22 (gift guide content peaks before Thanksgiving)

For long-form YouTube, expect higher production costs but also longer content lifespan—these videos continue generating views and clicks through January as people spend gift cards and search for post-holiday deals.

Usage Rights, Whitelisting & Content Licensing

This is where most brands either overstep or under-specify, and both create problems. You need to be crystal clear about what you can do with the creator's content—and what requires additional compensation.

Standard Usage Rights (Base Campaign)

At minimum, your brief should specify whether you can:

Repost to Brand Channels: "We may repost your content to our Instagram, TikTok, Facebook, and Twitter accounts with full credit to you (tagged + mentioned in caption). This reposting right is included in your base compensation."

Website/Email Use: "We may feature your content on our website product pages and in email marketing campaigns sent to our subscribers, with attribution. This usage is included in base compensation."

Paid Advertising: "If we want to use your content in paid ads (Facebook Ads, Instagram Ads, TikTok Ads, etc.), we will request separate permission and provide additional compensation. Base campaign does NOT include paid advertising rights."

According to research from Bazaarvoice on creator partnerships, the most common dispute point is brands running creator content as paid ads without separate permission or compensation. Avoid this entirely by explicitly stating in your brief that paid usage requires a separate agreement.

Whitelisting and Spark Ads

Whitelisting (running ads from the creator's account) and TikTok Spark Ads (promoting the creator's organic post as an ad) have become standard practice for high-performing creator campaigns. But creators now treat this as a separate paid service because it uses their account, their credibility, and their audience trust.

Your brief should address this upfront:

If you want whitelisting/Spark Ads rights:

"This campaign includes the option for us to run your content as whitelisted ads from your account on [platform]. This requires you to grant us temporary access to run ads under your handle, with ads clearly marked as 'Sponsored' per platform requirements. Whitelisting compensation: additional $[amount] for [duration] of ad rights (typically 30-90 days). We will request your approval before activating any whitelisted campaigns, and you can review ad creative and targeting before it goes live."

If you don't need whitelisting/Spark Ads:

"This campaign does NOT include whitelisting or Spark Ads rights. We will not request access to run ads from your account. If we wish to promote your content, we'll do so from our own brand accounts."

Being explicit about this prevents awkward conversations mid-campaign where the creator thought whitelisting was included and you thought it was standard, or vice versa.

Content Licensing Duration

Specify how long you have rights to use the content:

Limited Duration (Recommended for Most Campaigns):

"We have rights to repost and use your content on our owned channels for 12 months from the date of your original post. After 12 months, usage rights expire and we will remove any reposts unless we negotiate an extension."

Perpetual Rights (Requires Higher Compensation):

"We are requesting perpetual usage rights, meaning we can continue using your content indefinitely on our owned channels. This request requires higher compensation: $[amount] base + $[amount] perpetual rights fee."

Most creators default to 6-12 month licensing windows for standard campaigns, with extensions requiring additional payment. If you want perpetual rights (especially for evergreen product content that performs well), expect to pay a premium—typically 50-100% more than standard campaign rates.

Exclusivity Clauses

If you need the creator to avoid promoting competitor products during or after your campaign, state this explicitly with the time period:

"During the campaign period (Nov 20 - Dec 10) and for 30 days following your final post (through Jan 10), you agree not to promote competing products in the [category] space. Competing products include [specific examples]. You may continue to promote non-competing brands and products."

Exclusivity should always come with appropriate compensation—you're limiting the creator's ability to earn from other partnerships, so that has monetary value. As a rule of thumb, exclusivity adds 20-50% to campaign costs depending on duration and category scope.

FTC Compliance & Holiday Disclosure Requirements

Here's something most brands get wrong: FTC disclosure requirements don't change during the holidays, but the platforms and content formats where you're activating DO change—and that means your disclosure language needs to adapt.

The FTC's core requirement is simple: disclosures must be clear and conspicuous. But what "clear and conspicuous" means varies significantly between a 15-second TikTok and a long-form YouTube video.

Platform-Specific Disclosure Requirements

TikTok Disclosures:

"You must disclose this partnership in two ways: (1) Use TikTok's 'Paid Partnership' label in your video settings, and (2) Include disclosure language in your caption within the first 1-2 sentences, such as '#ad Partnering with [Brand] to show you this amazing holiday gift idea!' The disclosure must appear above the 'more' fold that truncates captions, so viewers see it immediately without clicking."

Instagram Disclosures:

"For Feed posts and Reels: Use Instagram's 'Paid Partnership with [Brand]' tag (required), AND include disclosure in your caption within the first sentence, such as 'AD: Gifted by [Brand] – here's why I'm obsessed...' For Stories: Use the 'Paid Partnership' sticker, AND include a text disclosure on the first Story frame."

The key phrase here is "AND"—you need both the platform's built-in disclosure tool AND explicit language in the caption or video. According to guidance from the FTC, relying solely on platform tags isn't sufficient because not all viewers understand what those labels mean.

YouTube Disclosures:

"For Shorts: Include disclosure in the description AND verbally mention it in the video ('Brand sent me this product' or 'This is a paid partnership'). For long-form videos: Include disclosure in the description, use YouTube's 'Includes Paid Promotion' tag, AND verbally mention the partnership at the beginning of your dedicated product segment and once more when you mention the discount code."

YouTube is unique in requiring verbal disclosures for transparency—many viewers never read descriptions, so an on-screen or verbal mention is critical.

Disclosure Language Examples (Copy-Ready)

Include these exact templates in your brief so creators can copy-paste them:

Gifted Product (No Payment):

"[Brand] gifted me this product for this review. All opinions are my own and I only share products I genuinely recommend."

Paid Partnership:

"#ad This is a paid partnership with [Brand]. I'm excited to share this with you because [authentic reason]."

Affiliate Commission:

"I earn a small commission if you purchase through my link at no additional cost to you. This helps support my content and I only recommend products I actually use and love."

Combination (Gifted + Affiliate):

"#ad [Brand] sent me this product and I earn a commission if you use my code. That said, this is genuinely one of my favorite finds this year and here's why..."

The phrase "all opinions are my own" or "I only share products I genuinely recommend" is important for maintaining creator credibility. Even though it's not FTC-required, it helps viewers trust that the endorsement is authentic, which improves conversion rates.

Common Holiday Disclosure Mistakes

Mistake 1: Disclosure buried after 5 hashtags. If your caption starts with "#holidaygifts #christmas2025 #giftideas #giftguide #stockingstuffers [20 more hashtags] ...ad," that disclosure is not conspicuous. It needs to be in the first sentence before any hashtags.

Mistake 2: Vague language like "thanks to Brand for this product." That sounds like gratitude, not a disclosure. Use explicit terms like "#ad," "paid partnership," "sponsored," or "I earn a commission."

Mistake 3: No verbal disclosure in short-form video. If someone is watching a TikTok with sound off (common during work/school breaks), they miss caption disclosures entirely. On-screen text that says "AD" or "Paid Partnership" at the video start solves this.

Mistake 4: Disclosure in YouTube description but never mentioned in video. Most viewers don't read descriptions at all. Verbal + visual disclosures are mandatory for compliance.

For comprehensive, copy-ready disclosure examples across all platforms and partnership types, see our full guide to holiday affiliate disclosure requirements.

What Happens If You Skip Proper Disclosures?

The FTC can fine both brands and creators for inadequate disclosures. Fines have ranged from $10,000 to over $5 million for serious violations. More realistically, most brands face warning letters and mandatory corrective disclosures before fines—but platform penalties are more immediate.

Instagram, TikTok, and YouTube all have policies against undisclosed paid partnerships. Content can be removed, accounts can be suspended, and repeat violations can result in permanent bans. During the holidays when you're running time-sensitive campaigns, you can't risk content getting removed mid-campaign because of disclosure issues.

Include compliant disclosure language in your brief, make it non-negotiable, and review every piece of creator content before approval to confirm disclosures are present and properly placed.

Interactive Brief Generator (Free Download)

Rather than starting from scratch or copying last year's brief that's probably outdated, use our interactive Brief Generator to build a complete, customized Christmas influencer brief in about 10 minutes.

The generator walks you through every essential section with prompts to ensure you don't forget critical details. Input your campaign information, select your deliverables, set your timeline, specify usage rights, and download a professional brief as either a Google Doc or PowerPoint deck.

Your generated brief will include:

• Campaign overview with objective and context
• Hero product or offer details with key messaging
• Platform-specific deliverable requirements
• Complete timeline with all major milestones
• Usage rights and licensing terms
• Content guidelines (do's and don'ts)
• FTC-compliant disclosure language
• Approval workflow and reporting requirements

The generator also includes Christmas-specific prompts like shipping cutoffs, gift messaging angles, and holiday-optimized posting windows so your brief is tailored for Q4 rather than generic.

After generating your brief, review it once more to add any brand-specific requirements or guidelines unique to your company. Then send it to creators along with any visual assets (product photos, brand logos, creative examples) they'll need to produce great content.

The earlier you can get briefs to creators, the better content you'll receive. Aim for at least 10-14 days between sending the brief and the content due date—this gives creators time to plan shoots, source props or settings, and produce content that feels authentic rather than rushed.

Frequently Asked Questions

Launch Better Creator Campaigns This Holiday Season

You now have everything you need to create professional Christmas influencer briefs that get you great content on time. The templates and generator above will save you hours of brief-writing while ensuring you don't forget critical details that lead to revision rounds and missed deadlines.

The difference between successful holiday creator campaigns and chaotic ones comes down to how well you brief. Detailed briefs with specific deliverables, clear timelines, explicit usage rights, and compliant disclosure language eliminate 90% of the confusion and delays that derail campaigns.

Don't send another vague two-paragraph email and hope creators figure out what you want. Use the templates above, customize them for your brand and product, and send briefs that set creators up to deliver their best work. When creators know exactly what you need, they'll deliver content that drives real results.

Start building your brief today so you can send it to creators this week. The sooner they receive clear direction, the sooner they can start creating content that converts.

Continue Learning:

• November-December Affiliate Promo Calendar
• Q4 Influencer Campaign Checklist
• Affiliate Disclosure Examples for Holiday Promos
• Creator Gifting Policy Template (Holiday 2025)