By Stelyana Hristozova, 22.01.2020
By implementing Influencers to a media strategy, a company can take advantage of the fame and credibility of a public figure, to fill the existing gap between its brand and customers. Such strategies proved to be highly beneficial to an organization’s overall success and social media is boomed by collaborations between brands and authentic influencers.
Even though the creation of such a campaign looks like a piece of cake, at first sight, it has its tricky challenges. For example, the lack of sufficient details about the concept of the campaign can lead to confusion and misunderstanding between the company and the influencer, therefore to poor performance or even a total failure.
To avoid such a situation and form the base for success and productive relationships with an influencer, brands have to find a way to ease the communication process. This means the campaign objectives, expectations and guidelines must be clearly outlined.
An Influencer Marketing Brief is a document, which sums up the concept of the planned campaign by providing all needed information at just one place, such as objectives, guidelines, and deliverables.
By using such brief, both the influencer and the brand can be assured that the created content will match with the expectation of spreading a message aligned with the campaign.
A template, for example, can be used multiple times with just small adjustments for the specific case.
Furthermore, having in mind that Influencer Marketing is based on long-lasting relationships, this form of communication might be the core of developing long-term influencer strategy.
An Influencer Marketing Brief comes to use when approaching already known influencers, who have already agreed on working with a certain brand. In other cases, it can be used to reach new influencers to present your product or service.
Ensure that the right influencer is aligned with your brand, campaign and will meet your expectations during the process. Save your precious time and start using Influencer Marketing Brief now. Download our Influencer Marketing Brief template and adjust it according to your campaign.
An Influencer Marketing Brief is a form or a template, which can be used multiple times in approaching Influencers for a certain campaign. Its purpose is to give a clear direction about the idea of the campaign, key objectives, guidelines, and inspiration.
A well-prepared brief gathers all information needed by the influencer to create captivating content. It allows creative freedom while ensuring there is a complete match between expectations and results.
Such a template can save a marketer time and effort once created.
Step 1. Start with basic information
When approaching an influencer, begin with a short introduction to the company. Limit it up to 2-3 sentences, which will give an overview of the organization’s mission and vision. Present as well as the product or service, which has to be promoted, and do not forget to display the company’s logo.
This background information will clarify the purpose of the campaign to the influencer in an understandable way.
Step 2. Introduce the campaign
In this part, describe the concept of the campaign, including the main goal and what you what to accomblish as a result. Explain what would be the role of an influencer and how exactly they fit into the campaign.
Give the influencer a theme, by presenting the specific message, which the campaign will be based on. Provide some keywords that are crucial for creation of content.
Determine the deadline -the start and end date of the campaign.
Step 3. Give some details
It is time to be more specific. Instruct them on the must-have elements for each post. This includes important #hashtags, @tags, links and call-to-actions.
In order to avoid misunderstandings, include a guide to designing the post – type, size of image, length of video, etc. Give them as well a number a posts you want them to create, how often they have to post, at what time of the day.
If there is another important information, specific for the campaign make sure you put it in.
Step 4. Which channels will you use?
Decide on social media channels for the campaign.
A useful tip is to check which social media channels are used by your target audience and focus on these media.
Bear in mind that each social media platform is unique and has its own specificities. This means that posts may vary depending on the channel you use, even though it is one campaign.
Always consider all features of a platform compared to your goal of the campaign – live streaming, stories, gifs, textual posts, etc., so that a greater success can be achieved.
Step 5. Inspire
The following step is all about inspiration for the creation of content.
Give an example of a campaign message and messaging points, which have to be included. Take into consideration the fact that, the attention span of a current social media consumer is relatively low.
Insist on content as compelling as possible and restrict yourself from including way too many messaging points. Provide inspirational images or videos, showing what type of visual content your brand seeks.
However, do not forget that the benefit of working with influencers lays behind their authenticity and creativity. Trust their talent and give influencer creative freedom. Avoid giving them concrete post descriptions and script. Let them be themselves!
Step 6. Do’s & Don’ts
This list should include everything that the influencer is allowed to do, and correspondingly, not to do during the campaign process.
TIP: It is significantly important to remind them to post corresponding the FTC guidelines.
Step 7. Point of contact and payment
At the end of your brief, it would be nice to list your contact information and details about the payment methods.
Influencer Marketing Brief example
Now you have the complete guide to creating an effective Influencer Marketing Brief.
However, we can save you some time by providing you with this ready-to-use Influencer Brief template.
Ensure that the right influencer is aligned with your brand and campaign and will meet your expectations during the process. Save your precious time and start using Influencer Marketing Brief now. Download our Influencer Marketing Brief template and adjust it according to your campaign.