What is the key difference between an influencer marketing brief and a standard advertising creative brief?

The key difference between an influencer marketing brief and a standard advertising creative brief lies in the level of creative control and the emphasis on authenticity. A standard advertising creative brief typically provides very specific instructions and guidelines for the creative execution, limiting the creative freedom of the agency or individual creating the content. An influencer marketing brief, on the other hand, provides more general direction and allows the influencer greater creative autonomy to create content that aligns with their personal brand and resonates with their audience. The goal is to leverage the influencer's established voice and credibility to deliver the sponsored message in a way that feels natural and authentic to their followers. While brand messaging and campaign goals are still outlined, the influencer brief focuses on providing context and inspiration rather than strict mandates.