In influencer marketing, there is nothing worse than a confusing campaign with no clear guidelines and directions. We’ve seen it too many times: Brands don’t communicate what they’re looking for, influencers are lost because they don’t know what’s expected, campaigns are delayed because everyone is confused, sifting through threads and threads of emails. The solution? An influencer campaign brief.
It’s a marketer’s favorite thing to have, where all variables are defined clearly, all elements are explained, and all questions are answered. Below we’ve outlined everything you need to know in order to construct a flawless influencer brief, as well as an Influencer Brief Template for you to use!
Why do I need an Influencer Brief?
What is it: An influencer brief is a critical document to help influencers understand and carry out the collaboration with your brand in the most seamless way. The brief sets clear guidelines and expectations for everyone involved – and that includes you!
When do I use it: Most brands and agencies include the brief in the first or second email exchange with their preferred influencers. You can choose to send the brief in your first outreach email to set clear expectations from the get-go or choose to wait until the influencers respond with their interest.
How do I create it: An influencer brief doesn’t have to be lengthy. There are several aspects that determine how you construct it:
- Your brand’s style and messaging
- The campaign’s structure and elements
- Your overall expectation and goals
However, there are a few important elements that your influencer brief MUST include, and we will outline them for you below. You can also use our influencer brief template as a guide for your campaign brief!
Influencer Brief Elements
1.Your company bio
The influencer needs to know who they are working with, so show who you are as a company! A good company bio doesn’t only let influencers know more about your company, but also your brand and voice. What are your values? What does your company bring to the public? How are you different from everyone else?
If you want customers to fall in love with your brand, make sure the influencers fall in love with you first! Don’t forget to include links to your website, social media accounts, and any other photos or creatives to give a better visual of your brand.
2. Your campaign summary
Before you can jump into the nitty-gritty details of your campaign, help to ease the influencer in with a clear and concise overview. What is the product (or services, or events, etc.) that this campaign is for? Is it a new launch? Is this a holiday campaign? Or a monthly influencer campaign?
Use this section as a prelude to the campaign, try to summarise it into a sentence or two. For example: “This Instagram giveaway contest is our Holiday influencer campaign, where you and your followers can get to know our brand better through a minigame and free gifts.”
3. Details of content execution
Now that the influencers have a brief understanding of the campaign, let’s jump into the nitty-gritty elements! It’s best to lay these details out in a clear, straightforward style. Such as bullets:
- Social Media Platform: Where will this campaign take place? Instagram? Youtube? If it’s an event, you can switch this to a location.
- Content-type: Will influencers create blog posts? Instagram photos or stories? Youtube videos?
- Description of content: Will the photo show the influencer using the product? Or will it be an unboxing video? Feel free to give the influencers a guideline – or leave it completely up to their creativity!
- Voice/tone: If there is a specific tone you’d like the influencer to lean towards, make sure to include it!
- Hashtags and brand handle to include: Make sure the influencers tag your brand, and/or include a unique hashtag for your campaign. Don’t forget #ad in order to comply with FTC’s influencer marketing guidelines!
- Call to Action: Is there a link to your website or product page that influencers can include? Or do they have a unique affiliate code? Or simply encourage their followers to follow your brand’s Instagram? Don’t forget to include a CTA!
- Date or time of publications: This is optional and can be as simple as “Within 14 days of receiving products”, or as specific as “On the 02/02/2020 at 9 p.m. your local time.”
- Other campaign information: Giveaway rules, event dress code, or any other information relevant to your campaign type.
4. Messaging points, Inspiration, Mood board
We’ve included these aspects as additional means of conveying your objectives and goals to the influencer. Adding these features to your brief will play an important role in how the influencer creates content that is in line with your brand’s voice, aesthetics and how they pull important product messaging points to the foreground. Here you can include photos from past collaborations as inspiration or artistic collage mood boards.
Hint: Mood boards are a great way to introduce influencers to your brand’s visual representation.
It’s important to establish goals so everyone is on the same page. You don’t have to explicitly state for the exact amount of engagement, clicks, or code usage, but your “ideal” vision is important when forming expectation and objectives.
We recommend a clear objective: “The campaign goal is to increase our brand’s awareness, with particular attention given to our actions and determination in producing/using environmentally-conscious products.”
6. Payment terms
If your campaign involves payment of any type, remember to include all terms and conditions so influencers know what to expect. (Make sure you also check out our Ultimate Guide for Influencer Marketing Budgeting to see what type of costs and fees to be mindful of!) The payment section of your brief should include:
- Compensation type (Flat amount, commissions, others, etc.)
- Payment method
- Payment date
- Payment terms and conditions
Give your brief a touch of magic!
There’s definitely an art to creating a brief. After all, a brief is where an influencer learns all about your company and campaign, so they should not only be fully informed but should also be excited to be a part of your campaign! For that reason, you should…
- Get visual: Include a lot of photos of your brand, products, and past collaboration. Don’t be afraid to construct the brief in a way that screams your brand!
- Allow creativity: Having clear guidelines and expectations is good, but remember to leave space for the influencers to be creative. At the end of the day, influencers are content creators who communicate with their audience extremely well.
- Show appreciation: If you want influencers to be excited to work with you, always remember to show your excitement first! Let them know you appreciate having them in the campaign, and that this should be the beginning of a great relationship.
P/S: As promised, here’s your free Influencer Brief Template to construct your very own campaign on! We love sharing influencer marketing news, tips, and free resources with you, so make sure to subscribe to our newsletter for more!
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