Influencer marketing agencies do not usually provide a clear information about the campaign they carry out. As a result, most of these campaigns have failed or become unsuccessful. In this article, I’ve enumerated the items to be included in preparing for an influencer brief.
What is an influencer brief?
An influencer brief is a document you provide to influencers upon making collaboration with them for a marketing campaign you just launched or about to run.
It serves as a support for the contract or agreement you have provided, to give a written submission on your expectations.
An influencer being given a brief about the campaign
Below are 12 elements that each marketing agency needs to check on their influence brief:
- Company History/Background
A brief history of the company and/or brand enables you to create excellent content.
The brand name and the company/advertiser should be clearly identified so that they know who they are dealing with. It also motivates influencers to deliver incredible content, for the reason that an established or high-profile brand also adds value.
- Campaign brief or Introduction
Influencers must know what you are attempting to convey. Does the campaign include brand awareness, increased sales of the company, the launch of a new product or service, or just a portion of a regular campaign? This will ward off receiving a misleading content.
An influencer marketing specialist giving a campaign brief
- Message to the public
What sets the brand or service apart from others? That’s the question people usually ask when they find new ones. Thus, it is significant that the influencer can relay a great message. A great example would be to highlight if the product is organic, and/or other unique features or benefits.
- Targets & KPI
In all campaigns, there should be a purpose to attain. Other than a brief introduction on the campaign and why you are leading it, KPIs should be followed.
Sharing the expected KPI’s helps the influencers understand how they could contribute towards the goals.
- Deliverables
Deliverables refers to the content requirements and commitments of the influencers you are expecting to see.
Examples would be, 3 original Instagram posts and/or IG stories, tweets, blog posts etc.
- Due date/timeline
This is either the publication schedule of the above deliverables or the range of days they need to publish. The deadline must be clearly set and if necessary, an embargo agreement should be signed.
- Compensation
As deliverables and other key elements, compensation should also be clearly set out.
Let the influencers know what they are taking in return. Is it in the form of a cash or an exchange deal on products or services? Be sure to highlight the value when an ex-deal arrangement has been offered. Don’t forget that you also need to indicate the terms, mode, and as to when they will be compensated.
- Materials
The advertiser can request and/or provide specific materials they prefer to achieve a great content. It would be best to give an option to use the influencer’s own materials or improve/alter the original materials being provided for authenticity purposes.
- Platforms
State the preferred platform(s) or social media to which you would like the content to appear. Consider the target audience as each platform varies. Using all channels will be better and will make your goals to become more feasible.
- CTA
If there’s a promo like an introductory offer, or an on-going giveaway, a clear call-to-action(CTA) must be included in every influencer’s post.
- Restrictions
Lay down all restrictions if there’s any
To avoid conflicts, restrictions could also be laid down. These may include reminders such as, not mentioning other brands, intentionally making inappropriate remarks about brand competitors, and other favorable restrictions.
- Disclosures
To avoid getting consumer backslash both to the brand or the influencer, a disclaimer can be added too for buying or using the product.
Some countries require proper disclosure for sponsored contents or non-commercial posts.
I do want to become an influencer and these are some great points- especially the one about sending a message to the public, about answering the question of ‘What sets the brand apart from others?’ I think that’s the first thing they ask an influencer.
This is so informative, thank you!
As an influencer, I really do appreciate a blog post like this! I am going to bookmark it in my blog folder, because this is super helpful!
Very informative especially for a beginner influencer. Now I know what to expect before i start or join a campaign for ads.
This will be helpful for existing influencers and also for the soon to be influencers. Thank you for sharing your knowledge.
These are definitely very important aspects to discuss before beginning a campaign.
This is great that you laid this out like this. It’s important to have all these. I always try not to forget any of them either.
Such a great article, its very informative and exact to the point. Influencer must consider these stuffs for a smooth work.
This is a very helpful article, I think everyone should definatly know this info
Great job with this article. Influencers should read this. So helpful.
So informative! Thanks for the knowledge, I’m gonna share this to my social media.
This post is really informative. I have to update my brief.
This is a really good post and something every company should receive I get some really strange emails from companies who hardly give any information.
I’ll be saving this one! May need to reference it in the future! Thanks!
Yes, these are all such great reminders. I always make sure these are included when making a deal with a client.
This is going to help a lot of people. It’s difficult to know exactly what to include in an effective brief. You don’t want extraneous things, but you also don’t want to NOT highlight some things.