A good influencer campaign brief in Singapore sets one goal, the key message, deliverables, approval steps, usage rights and clear disclosure under ASAS guidelines, then states how results will be tracked. Brands Win, a Singapore-based performance marketing agency for consumer brands, uses this structure so creator content can be measured fairly and reused in ads.
Disclosure rules checked against asas.org.sg on 4 October 2026.
What to put in an influencer campaign brief
An influencer campaign brief should fit on two pages and answer the questions creators would otherwise email about. The examples are for a hypothetical skincare launch.
| Field | What to write | Example |
|---|---|---|
| Goal and performance target | One goal and how you will judge it | Sales of a new serum; cost per order |
| Audience | Who should see it | Office workers with oily skin in Singapore |
| Product facts | Name, size, key ingredients, as on the pack | 30 ml serum with niacinamide |
| Key messages | Two or three, in plain words | Light texture; fits a morning routine |
| Mandatory and banned claims | What must be said and what must not | Say “for oily skin”; never “cures acne” |
| Deliverables | Format and number per platform | One TikTok video, three Instagram Stories |
| Timeline | Draft, approval and posting dates | Draft by day 7, live by day 14 |
| Review and approval | Who checks drafts and how fast | Brand replies within two working days |
| Disclosure | Exact wording and placement | “#sponsored” in the caption and on screen |
| Usage rights | Where, how long, which markets | Paid ads on Meta and TikTok, Singapore |
| Tracking | Code or link per creator | Unique code and tracked link |
| Payment and gifting | What is given and when | Product plus payment on posting |
One goal, one performance target
Pick sales, sign-ups or reach for a launch, not all three. One goal tells the creator what to ask viewers to do, and you how to judge the result.
Leave room for the creator’s voice
Give the message, not a script. Audiences follow creators for how they talk, and word-for-word scripts tend to sound like ads. Our influencer and KOL marketing work starts from the creator’s usual format.
Claims check for beauty, wellness and F&B
Every factual claim needs evidence. ASAS’s Singapore Code of Advertising Practice (SCAP, 2008 edition on asas.org.sg) says factual claims “should be capable of substantiation”.
Keep cosmetic claims cosmetic, and avoid before-and-after promises. For cosmetics, HSA’s regulatory overview (2026) says advertisements cannot claim to prevent or treat a disease.
Disclosure rules for sponsored posts in Singapore
In Singapore, sponsored social posts fall under the Advertising Standards Authority of Singapore (ASAS) and its Guidelines for Interactive Marketing Communication and Social Media, read with the SCAP. Sponsored content must be clearly disclosed, and any connection between creator and brand, including free products, must be declared.
ASAS’s Social Media page says the guidelines were issued on 29 August 2016. In February 2023, the then Ministry of Communications and Information told Parliament that ASAS was reviewing the SCAP and its guidelines. We found no newer edition on asas.org.sg as at 4 October 2026, so check there before each campaign.
What the guidelines say
The guidelines (2016) say a connection between endorser and marketer that may affect the endorsement’s credibility “must be fully disclosed”. Examples include “commercial relationships between the endorser and sponsor, complimentary samples, friendly favours and special invitations.”
Disclosures for sponsored content “should be clear and prominent” on any platform. They should be displayed “as early as is reasonably possible” and clearly show the content has been paid for.
What ASAS Annex B suggests
ASAS’s Annex B guidance notes (2016) explain where to put the disclosure:
- Images: in the picture or the caption.
- Video: in a visible form within the video, “especially on platforms where they are likely to be played without sound”.
- Audio: audible within the recording.
For longer posts, Annex B gives wordings such as “This post was sponsored by…” and “The featured products were provided by…”. For formats with length limits, it lists “#adv”, “#sp”, “#sponsored” and “#endorsed”. Note that Annex B lists “#adv”, not “#ad”.
Platform labels
Use the platform’s own label as well as written wording. Instagram’s Help Center (2026) says branded content shows a “Paid partnership with” label once the creator tags the business partner. YouTube’s paid promotion setting (2026) adds a disclosure label at the beginning of the video. On TikTok, creators turn on the content disclosure setting, and a post made for another business is labelled “Paid partnership”.
How often non-disclosure comes up
The Ministry of Digital Development and Information told Parliament on 12 February 2026 that ASAS received 40 to 48 cases of feedback a year about misleading social media ads from 2021 to 2025. Around 2% involved paid influencers or sponsored posts without disclosure, and those advertisers would typically have been asked to amend or remove content.
The 2023 answer adds that influencers or companies that persistently engage in such unfair practices could be referred to the Competition and Consumer Commission of Singapore (CCCS) under the Consumer Protection (Fair Trading) Act. This is not legal advice; check the latest ASAS guidance for your campaign.
Agree usage rights before content goes live
Agree in writing, before anything is posted, where you may reuse creator content.
Spell out each use: reposts on your own accounts, paid ads on Meta and TikTok, your website and product pages. State the period and markets, from Singapore only to Southeast Asia or international campaigns. On Instagram, Meta’s Help Center (2026) says partnership ads in Ads Manager need the creator to allow you to boost their content.
Creative can come from your team, ours or the creator. We plan creative and content for ads and run it through Meta ads and TikTok ads.
How to measure an influencer campaign
Measure against the goal in your brief, using data agreed before launch.
Before launch
- Record a baseline: normal weekly sales or sign-ups for the product.
- Give each creator a unique code and a tracked link.
- Agree which platform insight screenshots creators send, and by when.
During and after
- Read codes, link clicks, sales and comments together, not one number alone.
- Compare creators with paid ads under the same performance target, such as cost per order.
- Expect some sales that codes cannot capture, such as people who search for the brand later.
Our guide to measuring results across channels explains why platform numbers rarely line up.
Deciding who to rebook
Rebook on content quality and audience fit as well as sales. A creator whose video works well as a paid ad can be worth more than their code redemptions suggest.
From one campaign to an ongoing creator plan
Turn the best creator content into ads, then brief the next wave from what worked. For marketplaces, see our guide to creator-led social commerce.
Our Growth System 90 programme runs creators alongside paid media on Meta, TikTok and Google, marketplace channels such as Shopee and TikTok Shop, and content strategy over 90 days (Discover, Launch, Optimise, Review), with one team working to one performance target. See all our services.
FAQs about influencer campaign briefs in Singapore
What should an influencer brief include?
A goal and performance target, the audience, product facts, two or three key messages, mandatory and banned claims, deliverables per platform, a timeline, approval steps, disclosure wording, usage rights, tracking, and payment or gifting terms. Keep it to about two pages.
Do influencers in Singapore have to disclose sponsored posts?
Yes, under ASAS’s Guidelines for Interactive Marketing Communication and Social Media (2016). Where there is a connection with the brand that may affect the endorsement, including payment, complimentary samples, friendly favours or special invitations, it must be fully disclosed, and the disclosure should be clear, prominent and shown as early as reasonably possible.
Is “#ad” enough for a sponsored post in Singapore?
ASAS Annex B lists “#adv”, “#sp”, “#sponsored” and “#endorsed” as example wordings for short formats, not “#ad”. Whatever you use, it must be clear, prominent and shown early. Use the platform’s paid partnership label as well. This is not legal advice.
Can I use influencer content in my own ads?
Only with usage rights agreed in writing, covering the platforms, the duration and the markets, such as Singapore only or wider Southeast Asia. On Instagram, Meta says partnership ads in Ads Manager also need the creator to allow you to boost their content. Agree any edits or cut-downs in the same contract.
How do I measure influencer marketing results?
Set the goal before launch and record a baseline. Give each creator a unique code and tracked link, ask for platform insight screenshots, compare sales against the baseline and judge creators against paid ads under the same performance target. Expect some sales that codes cannot capture, such as later brand searches.
Who is responsible if a sponsored post isn’t disclosed?
ASAS’s guidelines apply to all parties involved, including marketers, advertising agencies and media, and they count endorsers, blog owners and agencies’ clients as marketers. ASAS can ask for content to be amended or removed, and the 2023 parliamentary answer says persistent cases could be referred to CCCS.