An influencer brief is one essential document for a successful influencer marketing campaign. It ensures that both the brand involved and the influencer are on the same page about the marketing campaign.
Writing your influencer brief does not have to stress you out. Once you figure out how to write one, you can always replicate it to suit different scenarios.
In this article, you will get a step-by-step guide on how to write a winning influencer brief.
But first.
What Is An Influencer Brief?
An influencer brief is simply a document or a resource that outlines deliverables, requirements, guidelines, expectations, and objectives to be met during the partnership between an influencer and a brand.
A well-laid-out influencer brief is the foundation of a successful influencer marketing campaign.
It should be detailed and have measurable results for accurate monitoring of the campaign.
So here are some…
Important Elements of An Influencer Brief
Brand name and information.
The influencer brief should clearly indicate the name of the brand an influencer is working with to avoid any mix-up during marketing campaigns.
The brand logo plus the slogan should be included in the brief. It should be stated how the brand wants the logo to appear and how many times. Remember this document is all about having precise details.
A clear description of the content to be posted.
This content description should be clearly explained. For example, while working with an Instagram influencer, some of these detailed deliverables could include; how many Instagram stories are needed, the number of Instagram posts, how many times the brand’s Instagram handles will be tagged and any hashtags associated with the brand.
The date and time of posting should also be stated in the brief.
The social media channels where the content will be posted.
The brand knows where they get more engagement or more customers. When they decide to use influencer marketing, in brief, it should be indicated the social media platform to be used and the exact pages to be used in the marketing.
The influencer marketing campaign goals and objectives
The goals and objectives being targeted should be put across concisely. Whether the aim is to sell, create awareness of the brand product, or increase engagement, it should be clearly indicated.
With clear instructions, the influencer is well equipped to structure content aimed at achieving the set goals.
Do’s and don’ts on the message content to be posted
In addition to having clear goals and objectives, the exact message to be put out should be included. This is to avoid blunders such as a situation whereby an influencer creates content that involves comparison to a competitor.
The brief should contain key seed words that the influencer should highlight and those that should be omitted. This information should not be assumed since a message may feel important from the influencer’s perspective yet it could cause a detrimental effect on the brands’ image.
Call to action
This should specifically be indicated in the brief. These are the statements written to help convert visitors or readers to buyers or leads. Some of the CTAs that work on social media include, Free trial, Join us today, Learn more, etc.
This is another supporting action to stating clear goals and objectives.
Benefits of Writing An Influencer Brief
A client who decides to work with no influencer brief may encounter a lot of back and forth between them and the influencer as they try to seek clarification about something. Writing an effective influencer brief can save you from all this.
So how will writing an influencer brief help you?
Reduce miscommunication.
With a detailed influencer brief, both parties are aware of the set goals, meaning, the influencer cannot, for example, create content meant to promote awareness of the brand while the goal was to increase engagement. With both parties understanding the brief, there will be no miscommunication and the expectations will be clear.
Avoid any back and forth discussions.
Without a guideline of deliverables, objectives, and requirements of the marketing campaign, there may be a situation where both parties assume what is required of them which may build up frustrations when one party keeps redoing a task because there were no guidelines.
Streamline your influencer marketing strategies
Having a custom-made influencer brief will help both the brand and the influencer in simplifying the influencer marketing campaign.
Save on time
Since both parties know what is required of them in the campaign, its execution process is faster and expectations are met easily.
Step-by-Step Guide on How To Write An Influencer Brief
1. Have all the elements in place.
The first step to writing a winning influencer brief is to have all the elements listed above in place. Elements that can be presented visually are better since they give the influencer the exact vibe the brand is going for. You can use photographs or infographics to present this information.
Having all the essentials of a brief before sets the standard to which the campaign will take. Since all the goals are known, the do’s and don’ts have been established, the campaign is now set to take off
2. Campaign basic overview
This is the step where a comprehensive outline of the campaign is laid out. The company overview details are shared. This includes the company’s vision, mission, values, and goals. Now is the chance to give key details about the brand.
General information of all the products/services the brand offers and those that they’d like to be promoted in the campaign is provided. This allows the influencer to have a clear picture of how they will use their platform to achieve the brand’s objective.
The target audience for the campaign is also discussed as well as how the results will be measured.
3. Clearly stated deliverables.
In this step, expectations are shared and creative guidelines are discussed. The do’s and don’ts are clearly stated. The timelines on when content will be posted are agreed on and deadlines are set.
The deliverables should be achievable and measurable.
4. Creative content.
This is where the content to be shared is thoroughly discussed. The visuals discussed above are then elaborated on and what they stand for. Any additional information should be given in this step. Including the hashtags and captions to be used. The influencer should also be given some flexibility to be creative with what they post.
5. Communicate deadlines and payment structures.
Finally, after all the key details are included, the deadlines must be stated. This is to help the influencer plan accordingly and to avoid any misunderstanding between the brand and the influencer. In addition to the schedule, the payment method and any other costs to be incurred should be discussed in advance.
Example / Template
Here is a template example you can use to create your influencer brief.
Summary
Writing a winning brief for the first time may be daunting to some. You will need to put in some time and effort to come up with your first influencer brief. By following these steps and having all the essentials in place, you will prepare an awesome influencer brief to reach your audience and help you achieve your marketing campaign goals.
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