The Essential Components Of Strong Influencer Briefs
Here are the key elements to include in your briefs.
A Description Of Your Brand
Start with a short outline of who you are and key details that are important for creators and their audiences to know.
Make sure to add more detail if your brand is smaller, less established, or is the parent company of multiple sub-brands.
Campaign Concept And Goals
Including campaign objectives in the brief makes sure your influencer marketing campaign contributes to your overall marketing strategy.
Key Messages
What’s the overarching theme or message you want to ensure the end user gets?
Jordan Bettinson, Manager of Professional Services at , recommends keeping this section as light as you can, rather than being overly planned out.
“There are times like if you’re working with a government agency, for example, where it’s very, very scripted and has to be to meet the legal guidelines of the space,” says Jordan. “But if it’s a food product, grocery store, (or) clothing, there’s a lot more freedom… What do we need people to be telling their audiences?”
Specifications For Content Deliverables
Deliverable specs let creators know the actual deliverables they need to provide for the campaign, including spacing, size, logo position, and more.
For example, if you’ll be sharing creator content on your brand’s Instagram page, it must be optimized for Instagram.
“Any sort of nuance that would make your content unusable to you… We want to call out to creators so that they know not to do it,” explains Jordan.
This is not just about brand guidelines, but also process efficiency.
“If there’s a draft review stage, we don’t have to go through and say, ‘Hey, you need to recreate your content because we had outlined this and you did it and we need to remove that or we need to work around that.’”
Do’s And Don’ts
This is your space to provide clear outlines and expectations for what creators can and can’t do.
For example, if your brand uses the word “global” but never “international,” that’s something you want to include so creators are aware.
This is also the space to highlight any topics you either have a brand perspective on or explicitly don’t want creators to mention.
Do’s and don’ts should be essential and important.
Pro tip: Eliminate the guesswork when it comes to briefing. Influence’s campaign management tools include built-in messaging and briefing templates you can use in your influencer outreach.
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