Influencer Marketing Brief Template Used by Singapore’s Professional Marketing Agencies (Free KOL & KOC Framework)

Singapore’s influencer marketing industry hit SGD 285 million in 2025.

That’s a 24% year-on-year jump, and it shows no signs of slowing.

But here’s what I keep seeing: Brands pour budget into influencer marketing campaigns, then wonder why the content falls flat. Nine times out of ten, the problem isn’t the influencer. It’s the brief.

A vague, globally generic influencer brief produces vague, generic content. And in Singapore, where you’re running influencer campaigns across Instagram, TikTok, and Xiaohongshu, a one-size-fits-all approach just doesn’t cut it.

In this guide, I’ll walk you through the exact framework used by Singapore’s professional agencies — the same one we use for our influencer marketing agency campaign management in Singapore. Eight things to include, the common mistakes, and a free ASAS-compliant template you can download today.

Key Takeaways

• A great influencer brief sets clear expectations and provides direction without compromising authenticity, especially important for KOCs.
• Singapore influencer marketing briefs must include ASAS disclosure instructions. This isn’t optional. It’s a legal requirement.
• Running a Xiaohongshu (RED) campaign? Your brief needs bilingual guidance (English + Mandarin).
• Finance, health, and F&B brands need sector-specific compliance notes baked into every brief.
• Define campaign goals around one KPI. Just one. Clarity on your success metrics always produces better content.

What is an Influencer Marketing Brief?

An influencer brief is an outline of instructions, expectations, and deliverables sent to creators before a brand collaboration begins.

More precisely, it’s a strategic document that aligns brands and creators on goals, messaging, formats, timelines, and usage rights. Everything in one place, before a single frame is filmed.

Think of it as the creative contract between your brand and the creator, written in plain language before any contract is signed.

It covers the essentials: 

• campaign goals
• target audience
• brand voice
• key talking points
• content formats
• timelines
• legal and disclosure guidelines 

How is Singapore’s Influencer Marketing Brief Different? 

In Singapore, a professional brief goes beyond the standard global template. It must account for three additional layers that most international guides overlook:

Layer	What It Means for Your Brief
ASAS Compliance	All paid content must carry #ad or #sponsored, or the platform’s native Paid Partnership label. Clearly visible, not buried
Multi-Platform Requirements	87% of SG brands use Instagram, 76% TikTok, 41% Xiaohongshu, and each platform needs its own deliverables section
Bilingual Considerations	Xiaohongshu posts perform significantly better with native Simplified Chinese captions; specifying this in the brief prevents last-minute rewrites

Source: ASAS Official Social Media Guidelines, GoViral Singapore Influencer Marketing & KOL Statistics 2025

Understanding the difference between KOLs and KOCs also shapes the structure of your brief. 

• A KOL (Key Opinion Leader, typically 100K+ followers) needs a detailed, formal brief with full legal and compliance review sections.
• A KOC (Key Opinion Consumer, typically nano or micro-tier, 1K–50K followers) works better with a shorter, more conversational brief that gives them creative latitude to sound authentic.

8 Things to Include in Your Singapore Influencer Marketing Brief

Alright, here’s the meat of it.

These are the eight things every professional influencer marketing brief framework should have, and I’ll flag the Singapore-specific angles that most templates completely miss.

1. Brand & Product Overview

Don’t make this sound like a Wikipedia entry about your company.

Creators need to understand your brand the way a friend would, not the way a press release would. Share your brand’s personality, tell them what you do, who you’re for, and what you want people to feel after seeing the content.

Your brand voice lives in this section. Get it right, and the rest of the brief flows naturally.

• Brand name, website, and what category you’re in
• The specific product details or service being featured in this campaign
• Your brand’s personality in three words (e.g. warm, local, no-nonsense)
• Your non-negotiables: The topics, visuals, or language that must never appear in the content, to ensure it always aligns with your brand’s values and image

MediaOne’s Tip: Keep this story-led, not corporate. Singapore audiences can smell a brand that takes itself too seriously from a mile away.

2. Campaign Goals & KPIs

Campaign goals should be clearly defined to guide the influencer’s content creation process. Without a clear objective, creators are left guessing, and that shows in the final content.

This is where most brands go wrong. Marketing teams list five different KPIs, then wonder why the creator’s content doesn’t really nail any of them. Pick one.

• State your single primary KPI: reach, engagement rate, link clicks, sign-ups, or sales
• Give a measurable target where you can (e.g. 50,000 impressions, 200 link clicks)
• Include your campaign dates and any hard review milestones for tracking campaign performance
• Track beyond vanity metrics: true success in influencer marketing lies in the quality of engagement, not just likes and follower counts. Think ROI, CPA, community impact, and audience sentiment
• Measure conversions naturally: unique affiliate links or custom discount codes are the cleanest way to track influencer-driven sales without disrupting the content

MediaOne’s Tip: Match the KPI to your funnel stage. New brand? Go for reach. Warm audience? Engagement. Retargeting? Conversions. Simple.

3. Target Audience

‘Everyone aged 18 to 45′ is not a target audience.

The more specific you are here, the better the creator can tailor their tone, references, and framing of your product. Describe your target audience based on real behaviour and intent, not just generic demographics. Vague audience briefs produce vague content.

• Age range, gender split, income level, and where they live in Singapore
• Which platform do they spend the most time on, and how do they consume content
• Language preference: English, Mandarin, Malay, Tamil, or bilingual

MediaOne’s Tip: For Xiaohongshu campaigns, always specify whether the audience is English-dominant or Chinese-dominant. It changes everything about the post literally.

4. Platform-Specific Deliverables

This is the section where most briefs completely fall apart.

Brands list ‘two Instagram posts and one TikTok video’ and call it done. But a Reels brief and a TikTok brief are two completely different documents. Your posting requirements, content formats, and caption expectations vary significantly across platforms. And if you’re running on RED as well? That’s a third.

You should list every deliverable per platform with exact specifications. Do not assume a creator will know your preferred format without being told.

Platform	Deliverable Example	Caption Length	Disclosure Placement
Instagram	1× Reel (60 sec) + 1× Story (15 sec)	150–300 words	#ad at caption start OR Paid Partnership label
TikTok	1× video (30–60 sec)	80–150 words	#ad in the first 3 seconds of the video
Xiaohongshu	1× static post with long-form caption	300–500 words (bilingual)	Built-in brand collaboration tag
YouTube	1× integration (60–90 sec segment)	Video description	Verbal + on-screen disclosure

Include your review deadline (how many days before the post date you need to approve content) and your approval turnaround commitment (professional Singapore agencies commit to 48 hours maximum. Anything longer stalls creator timelines and damages the relationship)

MediaOne’s Tip: If you’re running across Instagram and RED simultaneously, treat them as two separate mini-briefs inside the same document. Your creators will thank you.

5. Content Guidelines, Mood Board & Inspiration

A mood board is worth a thousand words. Seriously.

Don’t write three paragraphs trying to describe the ‘vibe’ you’re going for. Link to a mood board. Show them what you mean. Including visuals and examples in your influencer brief can help inspire creators and clarify expectations far better than any written description.

Then tell them what to avoid, because boundaries are just as helpful as inspiration. Your non-negotiables belong here, too.

• Link to a mood board (Google Slides, Pinterest, or a Canva file works perfectly)
• List 3 to 5 things the content must include: product shot, CTA moment, specific setting
• List 3 to 5 things to avoid: competitor mentions, certain aesthetics, anything that feels forced or overly scripted

MediaOne’s Tip: Include 2-3 reference posts from local Singapore creators in the same space. Local examples land way better than global ones.

6. Caption, Hashtag & Language Guide

Don’t leave the caption to chance.

You don’t need to write it for them. That would defeat the purpose of hiring a creator. But you do need to give them a clear framework, including which key talking points to hit, which hashtags are required, where the CTA goes, and what the language expectations are.

Key messages should be shared with the influencer, giving them the essence of the brand without dictating a word-for-word script. Providing a few key messages or talking points allows the creator to frame the information in their own words. 

The key to maintaining authenticity is to set clear goals and boundaries while trusting the creator to execute. The most effective influencer collaborations balance brand control with creator freedom, allowing for authentic content that resonates with the audience.

• Key messages and talking points: the 2 to 3 things the audience must walk away knowing
• Required hashtags: campaign hashtag, brand hashtag, and disclosure tag (#ad or #sponsored)
• The CTA: link in bio, swipe up, a specific discount code, or a direct call to action
• For bilingual campaigns: specify which language leads (English caption with Mandarin note, or vice versa)

MediaOne’s Tip: ASAS requires disclosure to appear prominently, not buried at the bottom of a hashtag pile. Always specify exactly where it goes.

7. ASAS Compliance Instructions

This is the section that most global brief templates skip entirely.

In Singapore, the Advertising Standards Authority (ASAS) requires all paid influencer content to be clearly disclosed as advertising. Not in the fine print. Not in a sea of hashtags. Clearly and conspicuously.

If your brief doesn’t spell this out, and something goes wrong, you have no paper trail showing you told them.

A clear content approval process is also essential here. The brief should outline exactly when and how the influencer should submit their completed content, who will review it, how many revision rounds are allowed, and what the sign-off timeline looks like. 

The content approval process should be clearly outlined to prevent confusion on both sides.

• #ad or #sponsored must appear early in the caption, visible before the ‘more’ cut
• On Instagram: The native Paid Partnership label is required in addition to the caption disclosure
• On RED: See the platform’s built-in sponsored tag plus written disclosure
• Approval process: Specify how creators should submit content, your review window, and how many rounds of revisions are included
• Non-compliance: make it clear that posts that don’t meet disclosure requirements won’t go live, full stop

MediaOne’s Tip: Finance, health, and food brands: ASAS compliance overlaps with MAS, HSA, and MOH regulations. Flag any sector-specific rules here explicitly. Don’t assume creators know.

Read the full ASAS Guidelines here.

8. Payment, Rates & Contact

End the brief on a practical note.

Ambiguity about money creates friction. Friction delays content. Delayed content misses your campaign window. 

Keep this section short, direct, and crystal clear, and make sure there’s a named contact for the feedback loop throughout the collaboration.

• Compensation type: Flat fee in SGD, product gifting, affiliate commission, or a mix
• Payment timeline: On publication, 14 days after invoice, or tied to a performance milestone
• First draft deadline: Include a clear deadline for the first draft to protect quality without putting unnecessary pressure on the creator
• One named point of contact for questions, draft submissions, revision feedback, and the approval process

SGD Influencer Pricing Reference (2025):

Tier	Followers	Typical Rate Per Post
Nano KOC	1K – 10K	SGD 50 – 300
Micro KOC	10K – 50K	SGD 300 – 1,000
Mid-Tier	50K – 200K	SGD 1,000 – 5,000
Macro KOL	200K – 1M	SGD 5,000 – 10,000
Celebrity / Mega KOL	1M+	SGD 10,000+

MediaOne’s Tip: Always quote in SGD. If you’re working with international KOLs on Singapore campaigns, state your currency conversion policy upfront, and save everyone the awkward email later.

Free Singapore Influencer Brief Template

We’ve put together a free influencer brief template you can download and use right now. It’s ASAS-compliant and built specifically for the Singapore market.

This influencer marketing brief template covers KOL, KOC, and Xiaohongshu campaigns, with bilingual guidance for RED and sector-specific compliance notes for finance, health, and F&B built right in.

Customise it for your brand, delete the sections you don’t need, and you’ll have a complete, clear brief ready in under 15 minutes.

[Singapore KOL Influencer Marketing Brief Template – Download]

[Singapore KOC Influencer Marketing Brief Template – Download – 1 Page] 

6 Common Brief Mistakes Singapore Brands Make

I’ve reviewed many briefs over the years. Here are the six mistakes I see most often when briefing influencers, and what to do instead.

Skipping the ASAS Disclosure Section

I get it. It feels like a formality. It’s not.

If your influencer marketing brief doesn’t explicitly tell creators how and where to disclose the paid partnership, you’re exposing your brand and the creator to real regulatory risk. And you have no record of informing them. Always put it in writing.

Using a Global Template for Xiaohongshu

A generic English-language brief simply does not work for RED.

The platform’s audience expects bilingual, authentic content, a review-led tone, and zero hard-sell energy. If you’re sending the same brief you use for Instagram, your RED content will look exactly like an afterthought.

Over-Scripting Your KOC

KOCs get results because audiences trust them.

That trust is built on authenticity. Over-scripting an influencer’s content is the fastest way to lose it.

The most successful influencer collaborations happen when influencers are free to communicate in their own style. 

A good influencer brief provides context and creative boundaries while allowing the creator to express their unique voice. 

Give them talking points and key messages, not a word-for-word script. Transparency in influencer partnerships is also crucial here: audiences can tell when a creator genuinely believes in a product versus when they’re reading from a brief.

No Bilingual Guidance

Singapore is a multilingual market.

If you’re targeting Chinese-speaking audiences and your brief is in English only, you’re leaving creators without the essential information to actually reach those people. Specify language requirements by platform and audience segment. Don’t assume.

Ignoring Industry Compliance

Finance brands need MAS disclaimers. Health and beauty brands need to avoid false HSA efficacy claims. Healthcare brands must follow MOH guidelines on testimonials.

If none of this is in your influencer brief, it almost certainly won’t be in the content either. And at that point, the problem becomes yours, not the creator’s.

Treating Every Platform the Same

A TikTok video brief is not an Instagram brief. An Instagram brief is not a RED post.

Each platform has its own content formats, audience expectations, caption culture, and disclosure placement norms. If you want platform-specific results, you need to create platform-specific briefs. Don’t make creators guess.

Singapore Influencer Marketing Brief Examples by Industry

The emphasis of the brief changes depending on what you’re selling, especially when regulations come into play.

Whether you’re doing a product launch or running a long-term partnership with a creator, here’s a quick reference for the six most active influencer marketing sectors in Singapore right now. 

For real-world examples of what works, take a look at these KOL marketing examples that SMEs in Singapore should study.

Industry	Primary Platform	KOL or KOC Focus	Key Compliance Add-On	Bilingual Required?
Food & Beverage	TikTok, Instagram	KOC (authentic reviews)	SFA nutrition/halal notes	Mandarin for Chinese F&B
Beauty & Skincare	Instagram, Xiaohongshu	KOC + Mid-Tier KOL	HSA — no unregistered claims	Yes — RED campaigns
Finance & FinTech	LinkedIn, YouTube	Macro KOL	MAS — no financial advice	Optional (EN primary)
Fashion & Retail	Instagram, TikTok	KOC + Micro KOL	Standard ASAS only	Mandarin for premium brands
Healthcare & Wellness	YouTube, Instagram	Macro KOL	MOH — no medical claims	Optional
Technology & SaaS	LinkedIn, YouTube	Macro KOL	Standard ASAS only	English primary
Travel & Hospitality	Instagram, TikTok, Xiaohongshu	All tiers	STB guidelines if STB-funded	Yes — for RED/Chinese tourists

If you’re looking for a dedicated KOL marketing agency in Singapore with the strategy and tools to back it up, we’d love to help. 

Our Influencer Marketing Brief Template is the Framework. Use It.

A great influencer marketing campaign doesn’t start with finding the perfect creator. It starts with a clear brief.

Get it right, and everything downstream gets easier. The creator knows what to make, your team knows what to approve, and your audience gets content that actually feels genuine.

Download the free template, fill in the eight sections, and you’ll have a Singapore-ready, ASAS-compliant brief in under 15 minutes.

And if you’d rather have someone handle the whole thing, from influencer discovery and brief creation through to campaign management and performance reporting, that’s exactly what we do.

Need Help Running Influencer Campaigns in Singapore?

Since 2009, MediaOne has helped 3,768+ brands across Singapore and Asia run successful influencer campaigns, achieving an 83.7% campaign success rate across all major industries.

We handle it all: influencer discovery, brief creation, influencer marketing agency campaign management in Singapore, ASAS compliance, and performance reporting.

Talk to Our Influencer Marketing Team Today.

Frequently Asked Questions

What should be in an influencer brief in Singapore?

Eight things: brand and product overview, campaign goals with one clear KPI, target audience with language preference, platform-specific deliverables, content guidelines with a mood board, key messages and talking points, ASAS disclosure instructions, and payment terms in SGD. Track audience sentiment once the campaign is live to gauge the campaign’s real impact on the brand.

What are Singapore’s ASAS influencer disclosure rules?

All paid influencer content must be disclosed as advertising. Use #ad or #sponsored prominently in the caption, not buried in hashtags. On Instagram, activate the native Paid Partnership label. On Xiaohongshu, use the platform’s sponsored tag plus written disclosure.

What’s the difference between a KOL brief and a KOC brief?

KOL briefs (100K+ followers) can carry more structured brand messaging. KOC briefs need to stay loose. KOCs are hired for authenticity and community trust, so give them talking points and creative direction, not a word-for-word script. The best briefs balance brand control with creator freedom.

How long should an influencer brief be?

Two to three pages. Long enough to cover all essential information, short enough that creators actually read it. Use clear section headers and avoid sending a wall of text in an email thread.