What to Include in a KOL Brief: Template + Tips for Malaysian Brands
Most failed KOL campaigns in Malaysia don't fail because of the wrong influencer. They fail because of a poor brief. A clear KOL brief sets expectations upfront, protecting both your brand and the creator's time.
Here's everything you need to include, plus a ready-to-use template.
The KOL Brief Template
Copy and fill in the sections below for your next campaign.
BRAND & CAMPAIGN
Brand Name
e.g., Zus Coffee, Watson...
Product / Service
What exactly are we promoting?
Campaign Goal
Awareness / Sales / App Download / Event
Key Message
The things you want to deliver to your audience
CONTENT REQUIREMENTS
Platform
TikTok / Instagram Reels / IG Stories / Red Note
Content Type
Review / Unboxing / Tutorial / Lifestyle
Deliverables
e.g. 1x TikTok video + 3x IG Stories
Must-mention Points
Product name, key benefit, promo code, CTA
Language
BM / English / Mandarin / Mixed
Hashtags
#[BrandName] #[CampaignHashtag]
DOS & DON'TS
✅ Must Do
Show product clearly / Tag brand account / Include CTA
❌ Must Avoid
Mention competitors / Use incorrect product name
TIMELINE & PAYMENT
Draft Due
Submit for approval by [Date]
Go-Live Date
Must post by [Date]
Exclusivity
No competing brand posts 7 days before/after
Payment Terms
Upon posting / 30 days after campaign ends
5 Tips for a Brief KOLs Actually Love
TIP 01: Give creative freedom
Tell them the "what" and "why", but let them own the "how". Over-scripted briefs kill authenticity.
TIP 02: Add visual references
Include 3–5 example videos that match the vibe. A mood board saves hours of back-and-forth.
TIP 03: Be specific on the CTA
Don't say "drive traffic." Say: "Read the promo code out loud at the 20-second mark."
TIP 04: power point
KOLs juggle multiple deals. Short, scannable briefs get read. Long PDFs don't.
TIP 05: Send early enough
Give KOLs at least 7–14 days. Last-minute briefs lead to rushed, off-brand content.
Final Thoughts
A great KOL brief doesn't restrict creativity, it channels it. The brands that consistently get strong KOL content in Malaysia are the ones who invest 30 minutes writing a clear, respectful brief that treats the influencer as a creative partner, not just a distribution channel.
Malaysia