Micro-Influencer Brief Template: Payment Models and Promo Codes

A cafe owner transfers Rp 1.5 million to a creator. The video goes up, the views look decent, and three weeks later nobody can answer a simple question: did that pay for itself? We see this more than any other influencer mistake with cafe and salon owners.

When we dig into those cases, the same pieces are usually missing: a written brief, a clear payment deal, and anyone logging codes at the register. Below is a micro-influencer brief template, a payment-model table and a code-based ROI sheet, one for each gap. Set it up once (about two hours), and each collab after that takes about 70 minutes: 45 minutes screening, 5 minutes on the brief, 10 minutes creating the code, 10 minutes reviewing the draft.

If you’re still deciding whether influencers beat referrals or customer content for you, start with the bigger picture in our community and word-of-mouth marketing guide. This piece does one job: running one micro-influencer collab properly and knowing what it earned you.

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Quick Summary

• Micro-influencers (10k–50k followers) only make sense for a local business if their followers live close enough to visit. Ask for audience-location screenshots first.
• A one-page brief prevents most of the drama: endless revisions, late posts, a missing ad label, a forgotten code.
• Pick the payment model (fee, barter, commission or hybrid) from your margin and how much risk you can carry; treat the creator’s rate card as an opening offer.
• One influencer, one unique discount code. Without a code, all you have is a view count.
• A 15-minute recap every Monday in one sheet is enough to know who is worth booking again.

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Before the Brief: Screen First (45 Minutes)

Before you write a brief, make sure it’s the right creator. For a business people visit in person, the filter that matters most is where the audience lives. A food creator with 40k followers in Surabaya won’t fill seats at your Tangerang cafe, however good the video is.

Ask for three screenshots from their Instagram insights. They usually sit in the Professional dashboard, under account and follower insights.¹

1. Top cities of their followers.
2. Age range and gender split.
3. Average reach of their last 3–5 Reels (follower count tells you little).

Creators who refuse to send these usually have a reason, so cross them off the list.

Time cost: 30 minutes finding 8–10 candidates via local hashtags and accounts that have tagged you, 15 minutes reading screenshots and picking two or three.

One note from experience: your best candidates are often already in the “Tagged” tab of your own profile. They came, paid, and posted without being asked.

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The Micro-Influencer Brief Template (Copy-Paste)

Don’t open with a 12-point form. Send this short message by DM or WhatsApp first, and follow with the brief once the creator replies:

Hi [name], I'm [name], owner of [business] in [area]. We loved your
video on [specific post], especially [specific detail]. We'd like to
book 1 Reel + 3 Stories this month (paid; fee or product details are
in the brief). Can I send over a short brief?
If it looks good, could you also share your top-cities and
last-3-Reels reach screenshots?

Then copy the block below into Google Docs or your notes app, fill in the square brackets, and send it as a PDF or plain text. The first fill takes about 20 minutes; after that you only change the name, code and dates, which takes five.

COLLABORATION BRIEF: [BUSINESS NAME] x [CREATOR NAME]
Brief date: [dd/mm/yyyy]

1. ABOUT US (2 sentences)
[Business name] is a [type of business] in [area]. Most of our customers are
[who, e.g. young professionals looking for a comfortable place to work on weekends].

2. GOAL OF THIS COLLAB (pick one)
[ ] New customers visiting in person within 14 days
[ ] Bookings via WhatsApp
[ ] Purchases of a specific product: [product name]

3. DELIVERABLES
- 1 Reel/TikTok, 30–60 seconds, vertical
- 3 Instagram Stories on posting day, at least 1 with a link sticker to:
  [WhatsApp / Google Maps / website link]
- Posting window: between [date] and [date], at whatever time your
  insights show your audience is most active

4. KEY MESSAGES (max 3, say them in your own words)
- [e.g. our palm sugar iced coffee uses syrup we make in-house]
- [e.g. power outlets at every table, stable WiFi]
- [e.g. open from 7 am]

5. MUST SHOW
- Your face/reaction while trying [product/service]
- The storefront or signage (so viewers know where it is)
- The discount code on screen (text) AND said out loud

6. PLEASE DON'T
- Mention or show competitors
- Make claims we can't back up (e.g. "cheapest in Tangerang",
  or any medical/beauty result claims)
- Use licensed chart music. Stick to TikTok's Commercial Music Library
  or Meta Sound Collection / royalty-free audio on Instagram, since
  this is paid content.

7. DISCOUNT CODE
Code: [CREATORNAME15]
Offer: [15]% off with [condition, e.g. minimum spend Rp 50,000]
Valid: [start date] to [end date], once per customer
How to use: say the code at the counter / type it in the WhatsApp chat

8. AD DISCLOSURE
Use the "Paid partnership" label (Instagram) or the branded content
disclosure setting (TikTok), and include #ad or #iklan in the caption.

9. DRAFT APPROVAL
Send the draft video on WhatsApp 2 days before posting.
We give feedback once, within 24 hours. After that, you're clear to post.

10. CONTENT USAGE RIGHTS
[ ] Creator's account only
[ ] We may repost on our account (with credit)
[ ] We may run it as a paid ad for [30] days
    (additional fee: Rp [ ])
[ ] Creator grants partnership ad permission in Instagram's
    branded content settings (per post or account level)

11. PAYMENT
Model: [fee / barter / commission / hybrid]
Details: [as agreed]
Terms (fee/hybrid): [50% on agreement, 50% after posting and
report received]
Commission: paid every [date] based on the code recap
Barter: product/service provided at the visit on [date]

12. REPORT (7 days after posting)
Insight screenshots: reach, views, likes, saves, shares,
link sticker taps. Send via WhatsApp to [number].

Contact: [person in charge], [WhatsApp number]

Why some of these lines are there:

• Point 4 caps it at three messages. Ten talking points make the video read like an ad, and viewers swipe away.
• Point 9 limits feedback to one round. It protects your time as much as the creator’s. Five rounds of back-and-forth is the fastest way to sour a working relationship.
• Point 8 is not a formality. Instagram and TikTok both require disclosure of paid branded content, including content paid for with free products or anything else of value.²³
• Point 10 has to be settled up front, or the price goes up later as a new request. The third and fourth boxes go together: you can only create a partnership ad in Ads Manager after the creator has granted your account permission (box four). Without it, the ad setup stalls.⁴

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Fee, Barter, Commission or Hybrid?

Owners often make this call on feelings (“it seems unfair to only offer free coffee”) or pride (“I can’t offer commission-only to someone with 30k followers”). A table is safer.

Model	How it works	Works when	Your risk	Admin time
Fixed fee	Cash per content package	You need certainty on dates, format and reporting	You pay in full even if nothing sells	Low, one transfer
Barter	Free product/service in exchange for content	Creator under ~20k who already likes you; low cost to deliver	Posts may slip or never happen	Low
Affiliate commission	% of sales that use the code	Product sells online, creator is confident in their audience	Bigger creators rarely accept it; monthly payout calculation	Medium, regular recap
Hybrid	Small fee + commission per coded sale	First collab with an unproven creator	Small: worst case you lose the small fee; needs a steady recap	Medium

Our view for a local business where customers walk in: hybrid for the first collab, a fixed fee for creators who have already proven they bring transactions, and barter only for small creators who are genuinely your customers. One catch with barter: with no money changing hands, many owners feel awkward chasing a late post or the report. If that’s you, pay a small fee instead. Once money changes hands, asking for the report is simply part of the deal.

For salons and clinics, book the creator’s visit in a slow weekday slot so it doesn’t take a paying customer’s time. For clinics, add a ban on before/after content and results claims to point 6, and have the clinic’s medical lead read the brief before it goes out.

On tax: fees paid to individual influencers generally fall under Indonesia’s PPh 21 withholding for non-employees. Small businesses often skip this. If you already operate as a PT or CV with proper books, check with your tax consultant before the first transfer.⁵

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Unique Discount Codes: 10 Minutes per Creator

One influencer, one code. Use the creator’s nickname plus the discount number, like RARA15 or DIMAS10: easy to say, hard to mistype.

What to set up:

1. Create the code in your POS if it has a promo or discount feature (most popular Indonesian POS apps such as Moka, Majoo and Pawoon do). If yours doesn’t, a tally sheet next to the register works.
2. Add limits: valid for 14–30 days, once per customer, with a minimum spend. Without limits, the code ends up in promo-sharing groups and you end up discounting regulars who would have come anyway. If your cashier can’t check usage per customer, change the condition to “once per transaction” and rely on the minimum spend and expiry date as the limits.
3. Brief your cashier for five minutes: every time someone says a code, write down the code, the time and the amount. This is the step that leaks most when the cashier is busy.
4. For website sales, add a UTM-tagged link (for example ?utm_source=instagram&utm_medium=influencer&utm_campaign=rara-oct26) so the clicks are attributed in Google Analytics.⁶ We cover how to read that data in our GA4 and attribution guide.
5. If customers redeem the code by chat, tag the conversation with a label like “Code: RARA15” in WhatsApp Business. The label setup is the same one we use in the WhatsApp Business CRM guide.

The code won’t capture everything: some people show up two weeks later and forget it. Accept that your number is a floor. So if the sheet shows break-even, the collab probably made a little money.

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ROI Sheet by Code (15-Minute Monday Recap)

Make one Google Sheet with the columns below. One row per influencer, then update the transaction numbers every Monday morning from your POS report. Discount and commission rates live in each row, so creators on different discounts or payment models are calculated correctly without touching the formulas.

First, one settings cell: type “COGS %” in O1 and your average cost-of-goods percentage (say 40%) in P1.

Column	Contents	Formula (Google Sheets)
A	Code	type manually
B	Creator name	type manually
C	Payment model	fee / barter / commission / hybrid
D	Discount %	type manually, e.g. 15%
E	Commission %	type manually; 0% for fee and barter
F	Fixed cost (fee, or cost of goods for barter)	type manually
G	Number of coded transactions	from POS
H	Gross sales (before discount)	from POS
I	Discount given	=H2*D2
J	Cost of goods	=H2*$P$1
K	Commission	=(H2-I2)*E2
L	Gross profit from code	=H2-I2-J2-K2
M	Net profit of the collab	=L2-F2
N	ROI	=M2/(F2+K2)

The discount is already deducted from profit in column L, so the ROI denominator is only what you paid the creator (F + K).

Why cost of goods and not just sales? A collab that brings in Rp 3 million in sales can still lose money once the discount and ingredients are counted. Owners who only watch sales tend to renew deals that are quietly losing money. If you don’t have a cost-per-transaction figure yet, our article on CAC, LTV and ROAS walks you through building one.

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Worked Example: A Gading Serpong Cafe, Three Creators, 30 Days

The numbers below are illustrative, based on typical ranges for a small Tangerang cafe. Teras Kopi is not a real client.

Teras Kopi has an average ticket of Rp 65,000 and cost of goods around 40%. Say the owner tries three creators in the same month, each with a 15% discount code valid for 30 days.

• Creator A, 28k followers, fixed fee of Rp 1,500,000.
• Creator B, 14k followers, barter: a tasting set for two worth Rp 250,000 (cost of goods about Rp 100,000).
• Creator C, 45k followers, hybrid: Rp 500,000 plus 10% commission on net coded sales.

Results after 30 days:

	Creator A	Creator B	Creator C
Coded transactions	42	19	61
Gross sales	Rp 2,730,000	Rp 1,235,000	Rp 3,965,000
15% discount	Rp 409,500	Rp 185,250	Rp 594,750
Cost of goods 40%	Rp 1,092,000	Rp 494,000	Rp 1,586,000
Commission	0	0	Rp 337,025
Gross profit from code	Rp 1,228,500	Rp 555,750	Rp 1,447,225
Fixed cost	Rp 1,500,000	Rp 100,000	Rp 500,000
Net profit of collab	−Rp 271,500	Rp 455,750	Rp 947,225
ROI	−18%	456%	113%

Creator A is the lesson. In this scenario the owner skipped screening because the portfolio looked convincing. When the location screenshot finally came in, most followers were in South Jakarta, and nearly all 42 coded sales landed on weekends, the typical pattern of people traveling in from far away. With numbers like these, we wouldn’t renew Creator A.

Creator B’s 456% ROI looks like the winner, but the profit is only about Rp 456,000. Barter with Creator B is worth repeating, but it will never be a main source of customers.

Creator C is the one to rebook, on a fixed fee of around Rp 850,000–1,000,000 (roughly what you paid in total this month), still with a unique code so the results stay measurable. That’s the pattern we recommend: hybrid to test, fixed fee for whoever passes.

An honest caveat: 30 days of data doesn’t count coded customers who come back later without a code. If you run a repeat-order program, add one column for “how many coded customers returned within 60 days”. That is where a customer’s real value shows up, as we explain in our piece on what one customer is actually worth.

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The Weekly Routine That Keeps It Running

When	Task	Time
Once, at the start	Set up the brief template, ROI sheet and cashier briefing	~2 hours
Each new collab	Screen candidates, fill in brief, create code	~60 minutes
2 days before posting	Review draft, give one round of feedback	10 minutes
Every Monday	Update the sheet from the POS report	15 minutes
Day 30	Decide: renew, change the payment model, or stop	15 minutes

This won’t work if you don’t have one person you can trust to log codes at the register. Without that logging, your ROI sheet stays empty. If that’s your situation, hold off on influencers and fix your sales records first.

One more thing about data. If you record names or WhatsApp numbers of code users, keep only what you need, never share it with the creator, and delete it when you’re done. Share only the transaction count with the creator, never the customer list (Indonesia’s Personal Data Protection Law, UU No. 27 of 2022, applies to small businesses too).⁷

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If You’d Rather Have Someone Run It

Some of our clients run this themselves. Others hand off the parts that eat time: screening creators, writing the brief, setting up UTM links and the landing page, and sending a monthly recap you can read in two minutes.

If you want to talk through which option fits, book a free strategy session with the Eranya Digital team. It’s a 30-minute call, and we’ll tell you if doing it yourself makes more sense.

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References

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Footnotes

1. Instagram Help Center. View account and content insights on Instagram. help.instagram.com/1533933820244654. How to open account and content insights, including follower data. ↩

2. Instagram Help Center. Branded Content Policies. help.instagram.com/1695974997209192. Defines branded content as content featuring or influenced by a business partner for an exchange of value, and requires the Paid partnership label. See also How to use the paid partnership label to tag organic branded content on Instagram, help.instagram.com/1109894795810258. ↩

3. TikTok. Branded Content Policy. tiktok.com/legal/page/global/bc-policy/en. Disclosure requirements for branded content and the content disclosure setting for creators. ↩

4. Instagram Help Center. About partnership ad permissions. help.instagram.com/442108830566254. The permission a creator must grant before a brand can run partnership ads with their content. ↩

5. Ministry of Finance of the Republic of Indonesia. Minister of Finance Regulation (PMK) No. 168 of 2023 on Guidelines for Income Tax Withholding on Income from Work, Services or Activities of Individuals. jdih.kemenkeu.go.id/dok/pmk-168-tahun-2023/summary. PPh 21 rules for non-employee income recipients. ↩

6. Google Analytics Help. [GA4] URL builders: Collect campaign data with custom URLs. support.google.com/analytics/answer/10917952. How to use UTM parameters to track campaigns. ↩

7. Republic of Indonesia. Law No. 27 of 2022 on Personal Data Protection. peraturan.bpk.go.id. Obligations of personal data controllers, including businesses. ↩