Dec 15, 2023
7 MIN READ
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.
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. 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 posts, stories, or videos.
Specific Platforms and Formats: Mention the desired platforms and content formats.
Review Process: Include any content review procedures and timelines.
"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."
"Please submit content drafts to our team at email@example.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.
“In your captions, please mention #HerbalTeaMoments and #Sponsored. Start with a personal story or experience related to herbal teas, ensuring authenticity and relatability."
"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."
"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.
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.
"Upon completion of the campaign, kindly send your invoices to firstname.lastname@example.org. 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.
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.