Glossary
Influencer Campaign Brief
An influencer campaign brief is the spec you write before you hunt faces: who the customer is, the problem in their mouth, what they already quit, and what they already watch. It is the input to a scroll, not the homework you attach to a cold email.
It is not a creator brief for mobile apps. That later page tells a creator what to film after they said yes. This page is the find-job. Confusing the two is how a first email arrives with a 20-page brand book.
Why it has to exist first
Without this document you will save whoever looks famous, or whoever used a hashtag. That is how an influencer campaign starts as a CSV and dies as a CSV.
A usable brief names:
- the problem in the user’s mouth, not a category
- adjacent content they already watch (not “tech,” but a concrete video type)
- what they already tried and quit
- language and store geography
- one niche, not five ICPs on one session
- what to reject (celebrity, Shop-only if you have no SKU, last-campaign leftovers)
Example shape that is actually scrollable: US English, already bounced off streak-based habit apps, watches ADHD morning-routine and “I deleted my habit app” videos after 10pm, wants a log that does not punish a missed day.
“Women 18-34 who like wellness” is not a brief. It is a media plan.
What it is not
It is not your App Store description. It is not a pitch deck. It is not rates, contracts, Spark language, or the CTA you will later put in a caption. Those belong after the list exists.
If the install path is not ready, you can still write the brief and get names. You should not brief a creator into a dead TestFlight.
The same shape, as a form, lives at jumptrend.co/brief.
How it connects to discovery
The brief is what makes an avatar algorithm possible. You describe the person. A dedicated session (or JumpTrend on real phones) lingers, saves, likes, and comments as them. Creators who keep showing up are the list.
A marketplace brief is usually a public casting call: SKU, gifting, applicants. A database brief is usually filters. This brief is a session spec. Different object.
JumpTrend Scout ($1,500/month) takes this as input and returns trending creators in that feed. Outreach and Contract sit later. Talent is extra. No demo. The product does not invent an avatar if you hand it a demographic.
FAQ
Is this the same as the one-pager you send a creator?
No. The campaign brief is the spec you write before anyone scrolls: who the customer is, the problem, what they quit, what they watch. The creator brief is what you send after a yes: mechanic to film, claims to avoid, install path, due date.
What has to be in it before you hunt?
Who it is for, the problem in their mouth, what they already quit, adjacent videos they already watch, language and geo, and what to reject. Not a demographic. Not five ICPs on one session.
Can a demographic stand in for the brief?
No. 'Women 18-34 who like wellness' is a media plan. A phone cannot scroll as that without smearing the feed into the same mid-tier faces everyone else is pitching.
When do I send this to JumpTrend?
Before Scout starts. The free shape is jumptrend.co/brief. JumpTrend does not need a pitch deck. It needs a sentence a phone could learn.