How to Write an Effective Influencer Marketing Brief

An important factor that determines a successful influencer campaign is the presence of a clear, precise and strong influencer brief. An Influencer Marketing Brief or an Influencer Campaign Brief, simply put, is a document that’s sent to the influencers that you want to work with. 

 

An influencer brief clearly defines all the information – objectives, expectations, deliverables, deadlines and brand guidelines that an influencer would require, to understand the campaign goals, your brand and the entire collaboration process. 

An influencer campaign brief doesn’t have to be necessarily extensive. But as it’s used as a core piece in your Influencer Marketing Strategy, so it’s important to use a clear, well-defined brief.

A properly executed influencer brief is important as it’s helpful in building successful and long lasting relationships with influencers. If executed properly, a strong influencer brief can be helpful in building your brand image and pave the way for further successful collaborations with influencers as well. 

Here are some of the key points you should have in mind while writing the perfect influencer marketing brief.

1. Brand overview/introduction: A good influencer brief is one which should always begin with a short yet informative bio of your brand/company, so that influencers know who they’re working with. This is important as they’d want to work with someone who is in line with their values and interests.

Bonus tip: You can also give a couple of visual examples of previous successful campaigns –  to showcase a better image of your brand.

2. Campaign Summary/Overview: Providing a to-the-point summary of the campaign will help the influencers in getting an idea of what you expect from them. Talk about the product or services pertaining to the campaign, keeping it crisp and informative at the same time. This helps the influencer understand your customer and their journey better so that they can build identifiable content for your brand. 

3. Campaign Brief: Here is the part where you need to put in each and every detail related to content execution. All the details should be clear and direct, so as to prevent any misunderstandings or miscommunication. Ideally these are the following parameters that should be covered –

• Goal, Objectives: Briefly describe the campaign. List out your objectives so that the influencers can align their content creation to the same.
• Social Media Channels: You need to specify the social media channels where the content will be published.
• Target Audience: Mention who the campaign is intended for.
• Deadlines: It’s very important to have deadlines so as to ensure that the influencers adhere to the timeline and go live as per schedule.

 

4. Deliverables: In simple terms, deliverables are what an influencer is supposed to deliver to a brand. It refers to the creative content that influencers are expected to produce for brands as a part of an active influencer marketing campaign. To get the best out of a campaign, it’s important to ensure that there’s a balance between the creative freedom of an influencer and the standards set by a brand. Mention the specifics of what you’d need from the influencer, such as hashtags and the key messages that should be included. And feel free to add some example posts which would inspire or give the influencers an idea of what they could further do. 

Creating a sound, effective influencer campaign brief is definitely a work of art, but it’s not a difficult challenge! A perfect influencer brief is what introduces you as a brand to the influencer. So, make sure you follow the above mentioned points/guidelines to create the best influencer marketing brief for your company!