2024/04/03
7 MIN READ
INFLUENCER MARKETING
INFLUENCER MARKETING
Influencer Briefing: What To Include & What Not To [With Template
Influencer Briefing: What To Include & What Not To [With Template
Influencer Briefing: What To Include & What Not To [With Template
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Influencer marketing has proven to be an effective marketing strategy. By collaborating with influencers, brands are able to reach their target audience in a more authentic and relatable way. However, for this strategy to work out, you'd need a strong collaboration with influencers.
We are not talking about reaching out to them but briefing them. The influencer you want to collaborate with should understand the perks of working with you. And for that to happen, you have to follow certain steps while briefing.
Overwhelming [or underwhelming] information can be of no good; we can all agree on that.
So, your influencer briefing should be prompt, concise, and to the point. You have to set clear expectations, proper communication channels, guidelines, etc., for seamless collaboration and impactful results.
This guide, complete with a handy template, will equip you with the essential knowledge to create an effective influencer briefing.
What Is an Influencer Briefing?
An influencer briefing is a comprehensive document that provides influencers with all the necessary details, guidelines, and expectations for a specific campaign or collaboration.
The importance of presenting all the relevant information in one document cannot be overstated. It sets clear expectations and ensures that both the brand and influencer are on the same page before starting a project.
Why Should Brands Develop an Influencer Marketing Brief?
In the bustling world of marketing, a simple question arises - Why should we create an influencer marketing brief?
With marketers juggling various campaign elements, writing an influencer creative brief looks like a low priority. However, what you might be overlooking could be a guide to compass your influencer marketing campaign.
Let's draw out the significance of the influencer campaign brief.
Clarifying Your Campaign
Since the influencer has little or no idea about your campaign, it's your necessity to make it clear to them. It's not about giving them a basic outline but also discussing your campaign's goals, KPIs, and strategy.
Streamlining Your Campaign
You might not realize this, but drafting the perfect influencer brief saves you a wealth of time. It streamlines the whole campaign, saving ample time at every step.
Building A Strong Influencer Relationship
When you convey your expectations clearly, you partner with the ideal influencers for your brand. It means you have connected with an influencer who can be a part of your brand for a long time. Did you know that 49% of influencers prefer to form long-term collaborations with brands?
Creating Content Aligning With Campaign
When you have laid out all your expectations to the influencer, they can provide the best content for your brand that aligns with your objectives. Therefore, you might have to change nothing or only a little when an influencer offers you their content for review.
If you are still in doubt about the necessity of an influencer brief, go through the rest of the post. We are pretty sure that you will change your mind with no time.
Suggested Read: How to Find Someone's Email From Social Media
So, What Should Be Included While Writing an Influencer Briefing?
It's crucial to make the briefing to the point and effective. And to do that, you will need to understand what to and what not to add in the briefing. Here are seven essential elements to consider including in your influencer briefing.
1. Company & Product Overview
Start by providing a concise introduction to your company and/or product. This should include links to your About Us Page, Team, and Product pages for detailed information.
Also, share real product reviews to highlight practical benefits. This will help influencers understand your brand and its products better, leading to more authentic and relatable content.
Finally, offer access to your media kit and logo for branding consistency.
2. Campaign Overview
Once you have introduced your company, it's time to let them know the purpose of this collaboration. And for that, include the following.
Campaign Purpose: Clearly define the aim of your campaign.
Timeline: Specify when the campaign will begin and end.
Target Audience: Describe who the campaign is intended to reach.
Offer Details: Include information about any specific offers involved in the campaign.
3. Objectives & KPIs
Outlining clear objectives and KPIs can help influencers understand the expectations of the collaboration. It's important to provide realistic targets for metrics such as reach, engagement, and conversions.
To give you a brief idea of what to include, read the following.
Clear Goals: Explain the campaign's goals and how success will be measured.
KPIs: Select simple, understandable Key Performance Indicators.
Non-Technical Language: Avoid complex analytics and acronyms, especially for micro-influencers.
Focus on Primary KPI: Emphasize the main KPI, such as using a promo code.
Extra Tips: Provide advice on increasing the KPI, like adding promo codes and clear CTAs in captions.
You can take the example we have given in the template [shown in the above image] of the one given below to get a better idea.
"Our aim is to increase the sales of our newly launched herbal tea blends through monthly subscription plans.
To measure the success of this campaign, we'll focus on the number of subscriptions initiated using your unique promo code. We will provide you with both a unique link and a personalized promo code. The primary KPI will be the total count of your promo code's usage."
Even if you are tracking other KPIs like views and engagement, giving a clear idea of the most crucial one will help influencers get a clear idea of your campaign goals.
4. Influencer Deliverables & Timeline
Be straightforward with the influencers about your expectations. Be open about the type of content you want and the platforms to post. If there is a review process, then provide a clear idea about the timeline. To sum up, the following is what you should focus on here.
Expected Content: Detail the required influencer deliverables, stories, or videos.
Specific Platforms and Formats: Mention the desired platforms and content formats.
Review Process: Include any content review procedures and timelines.
Influencer brief example:
Expected Content:
"We expect 3 Instagram posts featuring our product in a cozy home setting and 2 creative unboxing videos showcasing the subscription package."
Specific Platforms and Formats:
"Content should be tailored for Instagram. Posts should be in a square format, and videos should be in a vertical format suitable for Instagram Stories."
Review Process:
"Please submit content drafts to our team at marketing@product.com by the 15th of the month. Allow up to 3 business days for review and feedback. The final content should be posted within a week after approval."
By laying out these specifics, we hope to make the campaign process seamless and efficient for both parties involved. We appreciate your cooperation and look forward to seeing your creative output.
5. Caption Guidelines & Inspiration
The key points to include here are -
Caption Direction: Offer guidance on caption writing, including necessary hashtags and ad disclosures.
Key Messages: Provide bullet points or key messages for captions.
Creative Prompts: Suggest interesting angles or benefits instead of just listing product features.
For example, suppose a tea brand - Herbal Tea. So, if this is the case, then your approach should be something like the following.
Caption Directions
“In your captions, please mention #HerbalTeaMoments and #Sponsored. Start with a personal story or experience related to herbal teas, ensuring authenticity and relatability."
Key Messages:
"Emphasize the natural and organic ingredients."
"Highlight the calming and relaxing effect of our teas."
"Mention the convenience and variety of our monthly subscription box."
Creative Prompts:
"Instead of just saying 'Our teas are made from natural ingredients,' you could share a personal moment of relaxation with our tea, like 'Unwinding after a long day with the soothing flavors of nature in my cup.'"
"Talk about the excitement of receiving a new blend every month. E.g., 'Every month is a surprise with new flavors to explore – can't wait to see what's next!'"
6. Visual Guidelines & Inspiration
You should give creative freedom to the influencer but ensure that boundaries are set. Why? Because you should be able to maintain your brand identity while allowing the influencer to express their creativity.
For this, you can share mood boards or past content that aligns with your brand style. Or you can mention any particular creative requirements, like themes, product usage, or logo visibility.
Here’s an influencer guidelines template to make the process easier.
7. Payment & Contact Details
You might have already discussed payment details in the influencer contract, but it would be best to reemphasize it. Doing so could avoid any unwanted confusion.
Be open about the framework for payment procedures, albeit the rate could differ from influencers. Also, offer a point of contact for invoicing and any campaign-related queries.
For example:
"Upon completion of the campaign, kindly send your invoices to marketing@teabrand.com. We will provide specific details for the invoice address upon agreement confirmation."
By including these elements in your influencer briefing, you create a comprehensive and clear guide for influencers to understand and effectively contribute to your campaign, ensuring alignment with your brand's goals and strategies.
What Not to Include in an Influencer Briefing
Here are some key points to keep in mind while writing your influencer brief.
1. Avoid Inappropriate Content:
Refrain from including any images or references to alcohol or drugs in your content. We prioritize promoting a healthy and positive image.
2. Maintain Professional Language:
Avoid the use of profanity in your posts. We expect all content to maintain a level of professionalism that aligns with your brand's values.
3. No Negative Comparisons:
Do not engage in negative comparisons or criticism of Brand X or compare your products to those of your competitors. Focus instead on the unique qualities and benefits of your offerings.
4. Exclusive Content Focus:
Please ensure that the content created for your campaign does not incorporate or mix with other sponsored posts. Each piece of content should be dedicated solely to promoting your brand and its products.
By adhering to these guidelines, we can ensure that the content remains on-brand and appropriate, reflecting positively on your brand and the influencers involved in the campaign.
Suggested Read: Top 11 Influencer Marketing Trends That Will Shape 2024
Use Our Influencer Brief Template
You have to make the most out of your influencer collaboration, and for that, you'll need a great influence briefing.
Templates are always a great relief, and we know that. That's why we have created one for you. You can make a copy of the presentation and edit it to your needs. To get the influencer briefing template, click below.
Takeaway
Influencer briefing is undoubtedly paramount in influencer marketing. Therefore, it's essential for marketers to take extra care while drafting the brief. However, with our influencer guidelines template, you can effortlessly and accurately create the ideal influencer creative brief.
Influencer briefing sets the stage, but that's just the start. To enjoy the full potential of your influencer marketing journey, partner with impulze.ai, a game-changing ally.
Here's why impulze.ai stands out in the influencer marketing scene:
1. Slashes influencer prospecting time by a staggering 90%, saving time for other activities.
2. Offers a vast reservoir of over 250 million global influencers, ensuring that you partner with the best.
3. Unveils fake influencers, guaranteeing genuine partnerships.
4. Keeps you ahead of the curve with real-time insights into your campaign's impact.
5. Simplifies collaborations with a single dashboard for multiple collaborations
Seeking more reasons to jump on board? Try impulze.ai for free and experience the magic yourself!!!
Influencer marketing has proven to be an effective marketing strategy. By collaborating with influencers, brands are able to reach their target audience in a more authentic and relatable way. However, for this strategy to work out, you'd need a strong collaboration with influencers.
We are not talking about reaching out to them but briefing them. The influencer you want to collaborate with should understand the perks of working with you. And for that to happen, you have to follow certain steps while briefing.
Overwhelming [or underwhelming] information can be of no good; we can all agree on that.
So, your influencer briefing should be prompt, concise, and to the point. You have to set clear expectations, proper communication channels, guidelines, etc., for seamless collaboration and impactful results.
This guide, complete with a handy template, will equip you with the essential knowledge to create an effective influencer briefing.
What Is an Influencer Briefing?
An influencer briefing is a comprehensive document that provides influencers with all the necessary details, guidelines, and expectations for a specific campaign or collaboration.
The importance of presenting all the relevant information in one document cannot be overstated. It sets clear expectations and ensures that both the brand and influencer are on the same page before starting a project.
Why Should Brands Develop an Influencer Marketing Brief?
In the bustling world of marketing, a simple question arises - Why should we create an influencer marketing brief?
With marketers juggling various campaign elements, writing an influencer creative brief looks like a low priority. However, what you might be overlooking could be a guide to compass your influencer marketing campaign.
Let's draw out the significance of the influencer campaign brief.
Clarifying Your Campaign
Since the influencer has little or no idea about your campaign, it's your necessity to make it clear to them. It's not about giving them a basic outline but also discussing your campaign's goals, KPIs, and strategy.
Streamlining Your Campaign
You might not realize this, but drafting the perfect influencer brief saves you a wealth of time. It streamlines the whole campaign, saving ample time at every step.
Building A Strong Influencer Relationship
When you convey your expectations clearly, you partner with the ideal influencers for your brand. It means you have connected with an influencer who can be a part of your brand for a long time. Did you know that 49% of influencers prefer to form long-term collaborations with brands?
Creating Content Aligning With Campaign
When you have laid out all your expectations to the influencer, they can provide the best content for your brand that aligns with your objectives. Therefore, you might have to change nothing or only a little when an influencer offers you their content for review.
If you are still in doubt about the necessity of an influencer brief, go through the rest of the post. We are pretty sure that you will change your mind with no time.
Suggested Read: How to Find Someone's Email From Social Media
So, What Should Be Included While Writing an Influencer Briefing?
It's crucial to make the briefing to the point and effective. And to do that, you will need to understand what to and what not to add in the briefing. Here are seven essential elements to consider including in your influencer briefing.
1. Company & Product Overview
Start by providing a concise introduction to your company and/or product. This should include links to your About Us Page, Team, and Product pages for detailed information.
Also, share real product reviews to highlight practical benefits. This will help influencers understand your brand and its products better, leading to more authentic and relatable content.
Finally, offer access to your media kit and logo for branding consistency.
2. Campaign Overview
Once you have introduced your company, it's time to let them know the purpose of this collaboration. And for that, include the following.
Campaign Purpose: Clearly define the aim of your campaign.
Timeline: Specify when the campaign will begin and end.
Target Audience: Describe who the campaign is intended to reach.
Offer Details: Include information about any specific offers involved in the campaign.
3. Objectives & KPIs
Outlining clear objectives and KPIs can help influencers understand the expectations of the collaboration. It's important to provide realistic targets for metrics such as reach, engagement, and conversions.
To give you a brief idea of what to include, read the following.
Clear Goals: Explain the campaign's goals and how success will be measured.
KPIs: Select simple, understandable Key Performance Indicators.
Non-Technical Language: Avoid complex analytics and acronyms, especially for micro-influencers.
Focus on Primary KPI: Emphasize the main KPI, such as using a promo code.
Extra Tips: Provide advice on increasing the KPI, like adding promo codes and clear CTAs in captions.
You can take the example we have given in the template [shown in the above image] of the one given below to get a better idea.
"Our aim is to increase the sales of our newly launched herbal tea blends through monthly subscription plans.
To measure the success of this campaign, we'll focus on the number of subscriptions initiated using your unique promo code. We will provide you with both a unique link and a personalized promo code. The primary KPI will be the total count of your promo code's usage."
Even if you are tracking other KPIs like views and engagement, giving a clear idea of the most crucial one will help influencers get a clear idea of your campaign goals.
4. Influencer Deliverables & Timeline
Be straightforward with the influencers about your expectations. Be open about the type of content you want and the platforms to post. If there is a review process, then provide a clear idea about the timeline. To sum up, the following is what you should focus on here.
Expected Content: Detail the required influencer deliverables, stories, or videos.
Specific Platforms and Formats: Mention the desired platforms and content formats.
Review Process: Include any content review procedures and timelines.
Influencer brief example:
Expected Content:
"We expect 3 Instagram posts featuring our product in a cozy home setting and 2 creative unboxing videos showcasing the subscription package."
Specific Platforms and Formats:
"Content should be tailored for Instagram. Posts should be in a square format, and videos should be in a vertical format suitable for Instagram Stories."
Review Process:
"Please submit content drafts to our team at marketing@product.com by the 15th of the month. Allow up to 3 business days for review and feedback. The final content should be posted within a week after approval."
By laying out these specifics, we hope to make the campaign process seamless and efficient for both parties involved. We appreciate your cooperation and look forward to seeing your creative output.
5. Caption Guidelines & Inspiration
The key points to include here are -
Caption Direction: Offer guidance on caption writing, including necessary hashtags and ad disclosures.
Key Messages: Provide bullet points or key messages for captions.
Creative Prompts: Suggest interesting angles or benefits instead of just listing product features.
For example, suppose a tea brand - Herbal Tea. So, if this is the case, then your approach should be something like the following.
Caption Directions
“In your captions, please mention #HerbalTeaMoments and #Sponsored. Start with a personal story or experience related to herbal teas, ensuring authenticity and relatability."
Key Messages:
"Emphasize the natural and organic ingredients."
"Highlight the calming and relaxing effect of our teas."
"Mention the convenience and variety of our monthly subscription box."
Creative Prompts:
"Instead of just saying 'Our teas are made from natural ingredients,' you could share a personal moment of relaxation with our tea, like 'Unwinding after a long day with the soothing flavors of nature in my cup.'"
"Talk about the excitement of receiving a new blend every month. E.g., 'Every month is a surprise with new flavors to explore – can't wait to see what's next!'"
6. Visual Guidelines & Inspiration
You should give creative freedom to the influencer but ensure that boundaries are set. Why? Because you should be able to maintain your brand identity while allowing the influencer to express their creativity.
For this, you can share mood boards or past content that aligns with your brand style. Or you can mention any particular creative requirements, like themes, product usage, or logo visibility.
Here’s an influencer guidelines template to make the process easier.
7. Payment & Contact Details
You might have already discussed payment details in the influencer contract, but it would be best to reemphasize it. Doing so could avoid any unwanted confusion.
Be open about the framework for payment procedures, albeit the rate could differ from influencers. Also, offer a point of contact for invoicing and any campaign-related queries.
For example:
"Upon completion of the campaign, kindly send your invoices to marketing@teabrand.com. We will provide specific details for the invoice address upon agreement confirmation."
By including these elements in your influencer briefing, you create a comprehensive and clear guide for influencers to understand and effectively contribute to your campaign, ensuring alignment with your brand's goals and strategies.
What Not to Include in an Influencer Briefing
Here are some key points to keep in mind while writing your influencer brief.
1. Avoid Inappropriate Content:
Refrain from including any images or references to alcohol or drugs in your content. We prioritize promoting a healthy and positive image.
2. Maintain Professional Language:
Avoid the use of profanity in your posts. We expect all content to maintain a level of professionalism that aligns with your brand's values.
3. No Negative Comparisons:
Do not engage in negative comparisons or criticism of Brand X or compare your products to those of your competitors. Focus instead on the unique qualities and benefits of your offerings.
4. Exclusive Content Focus:
Please ensure that the content created for your campaign does not incorporate or mix with other sponsored posts. Each piece of content should be dedicated solely to promoting your brand and its products.
By adhering to these guidelines, we can ensure that the content remains on-brand and appropriate, reflecting positively on your brand and the influencers involved in the campaign.
Suggested Read: Top 11 Influencer Marketing Trends That Will Shape 2024
Use Our Influencer Brief Template
You have to make the most out of your influencer collaboration, and for that, you'll need a great influence briefing.
Templates are always a great relief, and we know that. That's why we have created one for you. You can make a copy of the presentation and edit it to your needs. To get the influencer briefing template, click below.
Takeaway
Influencer briefing is undoubtedly paramount in influencer marketing. Therefore, it's essential for marketers to take extra care while drafting the brief. However, with our influencer guidelines template, you can effortlessly and accurately create the ideal influencer creative brief.
Influencer briefing sets the stage, but that's just the start. To enjoy the full potential of your influencer marketing journey, partner with impulze.ai, a game-changing ally.
Here's why impulze.ai stands out in the influencer marketing scene:
1. Slashes influencer prospecting time by a staggering 90%, saving time for other activities.
2. Offers a vast reservoir of over 250 million global influencers, ensuring that you partner with the best.
3. Unveils fake influencers, guaranteeing genuine partnerships.
4. Keeps you ahead of the curve with real-time insights into your campaign's impact.
5. Simplifies collaborations with a single dashboard for multiple collaborations
Seeking more reasons to jump on board? Try impulze.ai for free and experience the magic yourself!!!
We Also Recommend To Read
Find, analyze, and contact influencers from a database of over 250 million profiles.
Find, analyze, and contact influencers from a database of over 250 million profiles.
Find, analyze, and contact influencers from a database of over 250 million profiles.
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Join over 15000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
20K+ Active Users
May be Later
Join over 15000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
20K+ Active Users
May be Later
Join over 15000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
20K+ Active Users
May be Later