An excellent influencer marketing brief should be clear and concise, providing an overview of your brand and what you hope to achieve with the campaign. It is also important to be realistic in your expectations, setting achievable goals that will help to measure the success of the campaign. Furthermore, it is essential to consider your target audience and what type of content will resonate with them. By taking all of these factors into consideration, you can create a successful influencer marketing campaign that will help to grow your brand and reach new audiences.
An excellent influencer marketing brief contains a page enumerating the things to include or exclude in making content. It helps reduce confusion and saves much of your time as it lessens the chance of influencers asking specific questions that may be unclear to them at first glance. If you want influencers to present your products with visually-attractive images and infographics, you need to specify these in your brief. However, if your goal is to produce a simple yet realistic video that lures your audience's attention, ensure you inform the influencers that intense visual effects are unnecessary to accomplish the project. The more specific you are with your dos and don'ts, the higher the chance for influencers to fulfill their end of the bargain. Here's a brief template from klear.com, where you can see lists of influencer dos and don'ts on page 10. https://docs.google.com/presentation/d/1zTWI8FrPxFM7yMyanQWEJ46FGFdafeF2R2vtHr6zDiM/edit#slide=id.g4f9da89865_1_129
One of the best things to include in an influencer marketing brief is an incentive for both the influencer’s audience as well as the influencer. this could be a percentage they’ll receive for very order that is made using their promo code. By offering an incentive, the influencer will be your very own brand advocate and will continue to promote for your brand/product as they know that there’s something in it for them, too. Otherwise, influencers will charge you per post/story etc. By offering an incentive in your brief, you’ll help them continuously spread the word as it will continue to benefit them as well as your business, too.
The most important part is to get your team involved. A good approach is to start with a SWOT analysis of your brand and its target customers. From there, outline the key message you want to convey and the key benefits you want the campaign to have. Where does your brand have a competitive advantage? What does your brand have to offer your customers that others don’t? What are the main goals of the campaign? Where does your company want to go from this campaign? These are just a few of the questions you should be asking when creating your brief.
An excellent influencer marketing brief begins with a clear understanding of your goals and objectives. Determine what metrics you want to track, and be sure to include them in the brief. For example, if you are looking to increase brand awareness, you might want to track measures such as reach, impressions, and engagement. Once you have determined your goals, it is important to find influencers who align with your brand and can reach your target audience. Be sure to provide clear instructions on the type of content you are looking for, and give influencers the freedom to be creative. Remember that authenticity is key- audiences can tell when an influencer is forced to promote a product or service that they don't believe in. Finally, don't forget to measure the results of your campaign against your original objectives. By taking the time to create a well-crafted brief, you can set your influencer marketing campaign up for success.
Include a copyright agreement in the influencer marketing brief. Secure permission from the influencer to repurpose their content into another material. This way, they won’t be left surprised or complain once they see a short clip of their video content on your television advertisement or their photo on your billboards, fliers, or posters. You get reliable and engaging content that boosts your brand by coming up with a clear understanding of the promotional scope. Likewise, the influencer gets an even wider audience reach.
If you can provide your influencer with some concrete ideas about the type of content you are looking for, they will be able to fulfill your brief much more easily. Show them examples of posts you like or your brand's mood board. You might also include suggestions for topics that they can create content around. You spark their own inspiration and, at the same time, help them stay true to the tone and style of your brand.
When giving your brief, specify the budget range you can afford to compensate for the influencers' effort and expertise. However, keep in mind to also proactively ask them how much it will cost to use their talent. Doing so enables you to negotiate and come up with a reasonable offer, enough not to offend them and without denting your pocket. If you want to partner with celebrities or those with large social media following, you should expect to pay a higher amount than partnering with less popular ones. However, hiring influencers with fewer supporters does not give you the right to set a petty compensation package. In our case, we always base our offers on the current market or directly ask for their rates to assess if we can afford them or not. Take a look at this influencer marketing brief taken from woomio.com: https://home.woomio.com/wp-content/uploads/2021/09/Influencer-mktg-brief-1.pdf
Making a short and simple influencer marketing brief allows your partners to fully showcase their individuality. You can provide them with a few details about your objectives and the brand identity that reflects your company values. You can also include your campaign message, the channels where the content must be shared, and the campaign deadline. Other than these, give them the freedom to create content they think is best for their audience. Provide influencers with the essential details they need, but do not micromanage them. These people have already established a solid style that their supporters love. Allow them to exhibit their artistry and explore their creativity however they wish. Doing so will give them more opportunities to think of unique ideas to showcase your brand and entice more customers while sticking to their core. Here is an example of a simple brief from aspire.io: https://learn.aspireiq.com/rs/982-DON-266/images/Influencer-Content-Guidelines-Template.pdf
My best tip for the optimal influencer marketing brief is to focus on brand values. As an influencer, it is crucial your values align with the brand you are representing, and you can speak to that. This creates the most authentic possible message to be passed onto consumers everywhere. Customers love to hear the brand story and why the company started too.
An effective influencer marketing brief should include some real-life experience details about the product. Influencer marketing isn't going to be effective if it's not providing an actual experience with the product. Even if the influencer marketer tries the product, s.he will fail to capture all the details after first use. So, s/he may miss out on some crucial information during the campaign. You better fill that knowledge gap by providing crucial details. This way, you will be able to make the marketing strategy more impactful as influencer marketers will sound more confident about the product.
In order to collaborate effectively, it is imperative that your influencer has all the brand and product information. And “Because a picture is worth a thousand words”, consider illustrating your influencer marketing brief with, for example, your previous campaigns. Thus the influencer will become immersed in your universe and it will be easier for him to create relevant content. In addition, your brand will no longer have any secrets for him, so he will be an expert in answering his subscribers' questions.
One tip for a successful influencer marketing brief is to nail your key points. These are the important notes, features, and benefits that need to be made about the product. You will want to focus on these to drive home the main message through your medium. These can be things like 100% sustainable ingredients, cruelty-free products, or other critical information for consumers.
An influencer brief must contain certain things like the campaign name, something about the company, the campaign message and objectives, channels, deliverables, content rules, deadline, and whether content will be approved before it can be published. A big item to include is how the influencer will be paid. Here is an example: Superlux, a brand of ABC company, is planning its #getluxury campaign where we promote our products at a super discounted price. ABC company has a mission of adding to people's quality of life with its ethically manufactured products. Additionally, part of our proceeds from this campaign goes to produce new clothes for donation to those living in poor U.S. areas where the majority of people fall well below the poverty scale. The GetLuxury campaign aims at showing those outside our traditional demographic that high-quality products give them a great value they can afford. We use it annually to expand our brand and our customer base.
One of the best tips for a remarkable influencer marketing brief would be finding the right influencers. The most challenging part of influencer marketing is searching for the right ones. However, 73% of marketers say finding the right influencers is the hardest thing. But once you have tapped someone to share your products, that person grows into an extension of your brand. Therefore, you need to do your due diligence and examine an influencer’s valuable posts to ascertain that they will be a top-notch reflection of your brand’s vision and mission. While you can afford to work with influencers, who don’t have large followings, you might never retrieve from a social media blunder.
A key component of any successful, long term influencer campaign is assessing metrics. Digging into the number of engagements, views, link clicks and other metrics is obviously critical. This is, after all, what you're paying for as the brand. You want quantifiable results. But while the precise metrics you want tracked often make their way into the influencer marketing brief, the due dates for such reporting requirements do not. Oftentimes, these reports take influencers time to generate. So when not pushed for data, they’ll generally drag their feet in presenting reports. That is why it is better to set expectations up front as to when you as the brand want reporting. Do you want weekly, biweekly, or monthly reporting? And when exactly do you want that delivered? Specifying the exact parameters and due dates for such reports will help foster a more collaborative relationship where you’re not constantly chasing influencers for reports.
An excellent influencer marketing brief is giving them gift boxes for an unboxing video. Sending free products helps establish and strengthen trust and relationships with the influencer beyond the work assigned to them. Beyond that, it can also be a great way to gather feedback and capture genuine reactions for their audiences to enjoy. This approach allows your products and services to take center stage, add the element of surprise, and engage audiences in real-time.
Create a dos and don’ts list in your marketing brief so that the influencer knows what is mandatory in their deliverables. You want the influencer’s personality and experience to shine while maintaining brand voice and consistency. For example, you have to include an approved call to action. Tell the influencer what you want their audience to do with their content and how you want them to present the call to action. Clear guidelines will help the influencer plan their content and connect with their audience on your behalf.
Identify the type of influencer marketing campaign to carry out. Giveaways are the most popular for its simplicity and the mutual benefit it brings. It brings the brand better visibility, and higher engagement between influencers and followers in the form of likes, shares, and comments. Unboxing, on the other hand, builds relationships with influencers. Sending free products makes them feel valued and appreciated. Likewise, this type of content can help demonstrate how a product is used and encourage feedback on usage. The campaign could also run evergreen content. Its timelessness gives brands an excuse to engage with audiences, even during non-peak seasons. Other influencer marketing campaign types to explore include sponsored posts, social media takeovers, affiliate marketing, and more. Selecting the best ones will help you achieve your promotional goals and gear content creators toward suitable strategies to reach audiences.
Before hiring an influencer, ensure that the marketing brief comes with the brand’s main campaign goal and message. The goal should not exceed two sentences and will describe the marketing campaign to be launched and the main purpose of the campaign. In the message, ensure that it has all the words the influencer should include in their post. Go through this example of an influencer marketing brief to understand how to develop one.