Start today! In influencer marketing, there is nothing worse than a confusing campaign with no clear guidelines and directions. An effective influencer brief is one that an influencer can clearly understand and follow, and leads to measurable campaign results. However, brands should remember that influencers are often better equipped to connect with their audiences than a brand. : An influencer brief is a critical document to help influencers understand and carry out the collaboration with your brand in the most seamless way. For that reason, you should…. (Make sure you also check out our, Compensation type (Flat amount, commissions, others, etc. Adding these features to your brief will play an important role in how the influencer creates content that is in line with your brand’s voice, aesthetics and how they pull important product messaging points to the foreground. It defines the way your collaboration should go, and what are the obligations of each party. Additionally, contests and giveaways typically need to follow legal as well as platform guidelines. Discover how Upfluence can help you run successful campaigns. Whether a brand wants to advertise the launch of a new product, raise brand awareness overall, or both, an influencer should be clearly informed of a campaign’s goals so he/she can structure content accordingly. Wolfe’s creative brief to her influencer army of sorority leaders was simple: Help us make it socially acceptable to find a date through an app. Remember, this brief isn’t set in stone. It’s a marketer’s favorite thing to have, where all variables are defined clearly, all elements are explained, and all questions are answered. Influencer marketing is far from a new concept. : If there is a specific tone you’d like the influencer to lean towards, make sure to include it! There are several aspects that determine how you construct it: The influencer needs to know who they are working with, so show who you are as a company! It’s important that the influencer brief and/or brand does not get flagged for running a contest improperly.Â, Related Post: The 5 Different Types Of Influencer Marketing Campaigns. To avoid sponsored content that is overly branded or annoying to audiences, marketers should limit the number of messaging points influencers must include in sponsored content. It’s important to establish goals so everyone is on the same page. Let them know you appreciate having them in the campaign, and that this should be the beginning of a great relationship. Almost all influencer campaigns include tracking links that document user actions related to campaign ROI, such as product purchases, downloads, or sign-ups. The document offers an overview of the campaign’s purpose and spells out what is expected of the influencer. Or a monthly influencer campaign? If you’re not sure how to write a killer influencer brief… Whether the verbal and written inclusion of a discount code or a statement asking followers to check out the brand, a specific CTA should be included in every influencer marketing brief. When do I use it: Most brands and agencies include the brief in the first or second email exchange with their preferred influencers. Or do they have a unique affiliate code? Yes, it lets influencers know about your campaign but, more importantly, it’s a great way to ensure they’re the right fit for it! For example, if the brand wants its logo to appear within the first minute of a YouTube, this requirement should be outlined in advance. : Giveaway rules, event dress code, or any other information relevant to your campaign type. Most influencer … Just as important as including messaging points that an influencer should highlight is the omission of talking points detrimental to a brand’s image or campaign goals. Hint: Mood boards are a great way to introduce influencers to your brand’s visual representation. For that very reason, and for the fact that the most successful influencer briefs utilize this approach, include any number of visuals, including videos of previous work, for example, which will help deliver to the influencer … … P/S: As promised, here’s your free Influencer Brief Template to construct your very own campaign on! In this case, influencer briefs serve … The method by which you promote your brand through an influencer … How are you different from everyone else? First, by creating the brief you will make it easier to communicate your plan with your team and management. The best influencer briefs lay the foundation for successful campaigns and productive ongoing relationships with influencers.  Â. We’ve included these aspects as additional means of conveying your objectives and goals to the influencer. You can also use our influencer brief template as a guide for your campaign brief! Instagram? To ensure that an influencer includes the correct tracking link within sponsored content, any necessary tracking links should be provided in the brief. has become increasingly active in enforcing proper disclosure of sponsored content. A Great Influencer Brief Leads to a Great Influencer Campaign. For example: “This Instagram giveaway contest is our Holiday influencer campaign, where you and your followers can get to know our brand better through a minigame and free gifts.”. What are your values? It’s a marketer’s favorite thing to have, where all variables are defined clearly, all elements are explained, and all questions are answered. Don’t forget. We love sharing influencer marketing news, tips, and free resources with you, so make sure to subscribe to our newsletter for more! By using this form you agree with the storage and handling of your data by Upfluence. This is THE most important part of your influencer marketing brief! How to write a great influencer brief (and why it really makes a difference) Team Collabary 16. Is it a new launch? : This is optional and can be as simple as “Within 14 days of receiving products”, or as specific as “On the 02/02/2020 at 9 p.m. your local time.”. Don’t be afraid to construct the brief in a way that screams. The Brief: What and Why. Given the thousands of influencers listed on our Influencer Directory platform, brands often reach out to influencers through PHLANX.com and don’t know HOW to correctly brief them on the right way to represent their brand – so that both parties are clear and concise.. First thing’s first – a social media influencer … We’ve always learned from the experiences of our friends and family or looked to aspirational figures for inspiration on what to buy.. One of the first "influencer… … The brief should include both a reminder of the FTC guidelines as well as the specific language the influencer must use. Similar to providing a list of messaging points, the inclusion of a CTA ensures that an influencer delivers on a brand’s specific goals. For instance, for an Instagram exclusive campaign, a brief should include the number of Instagram posts and Stories an influencer has agreed to create, as well as the date and time each piece of content must be published. : Will influencers create blog posts? To help get you started we’ve outlined a quick summary of the key elements of the brief below. Free Marketing Brief Template for an Influencer Campaign 1. The failure to include a clear CTA, or the inclusion of CTA that’s confusing, can result in a low-performing campaign. It’s best to lay these details out in a clear, straightforward style. The inclusion of several points lessens the impact of any given point and can result in sponsored content that feels inorganic or forced. Knowing that your brand values align with your influencers ultimately lead to a better, more effective influencer … Let us create a custom campaign to fit your brand's unique needs. Don’t forget to include links to your website, social media accounts, and any other photos or creatives to give a better visual of your brand. Your mood board images have more influence over the quality of submissions than any other part of your brief. This involves creating a campaign brief … In the simplest sense, an influencer brief is a document that a brand or agency provides an influencer after he/she has contractually agreed to participate in an influencer marketing campaign. In the interests of a brand and the influencer it’s working with, an influencer brief should always present proper FTC disclosure as an expectation an influencer must follow, not an optional recommendation. An influencer brief is an essential part of every influencer marketing campaign. Is this a holiday campaign? Although self-explanatory, an influencer brief should start by stating … for a given campaign. Youtube videos? Influencer Brief About us Our Company: Our Product: More Details: Inspiration What we like: presented by In-House vs Agency? Everything you need to create an awesome brief, plus this handy influencer brief template. Your influencer brief should also clearly define what the outcome of the campaign you’re running is, so everyone knows what they’re aiming for. Related Post: How Much Time Will You Spend On Social Media In A Lifetime? : Where will this campaign take place? Free Influencer Marketing Creative Brief Template (Google Doc). Critical to an influencer brief is the inclusion of specific talking points an influencer should follow when discussing a brand and its products. A brief is a written overview of a brand's campaign/project details, and overall expectations of what must be completed by the receiving party. In an influencer brief, marketers should provide any specific messaging points that an influencer must not state verbally or in written form. Bedrock Real Estate wanted to produce … The failure to state clear campaign goals can result in sponsored content that’s either ineffective or unrelated to a brand. This type of influencer marketing campaign falls more in line with the simple, ‘classic’ description I mentioned earlier. Product Background and Overview Share with the influencer details about the … What does your company bring to the public? If an influencer’s followers either aren’t offered a next step or are given instructions too cumbersome to follow they’re likely to disengage. You can choose to send the brief in your first outreach email to set clear expectations from the get-go or choose to wait until the influencers respond with their interest. You don’t have to explicitly state for the exact amount of engagement, clicks, or code usage, but your “ideal” vision is important when forming expectation and objectives. Influencer Rates: How Much Do Influencers Charge? Read our privacy policy. Typically a one-page long document, an influencer brief is a resource meant to assist an influencer when he/she creates sponsored content for a given campaign. Although it’s important to provide an influencer with clear talking points, requiring an influencer to mention a long list of points can result in sponsored content that bores or confuses his/her audience. An influencer campaign brief. By using this form you agree with the storage and handling of your data by Upfluence. Nous avons besoin de quelques informations. Specific messaging points like, “The cookies are organic,” serve to fulfill larger goals like providing audiences with useful product information. Poorly constructed briefs can spell … On Instagram, only one or two messaging points should be provided. Or simply encourage their followers to follow your brand’s Instagram? Now that the influencers have a brief understanding of the campaign, let’s jump into the nitty-gritty elements! Ultimate Guide for Influencer Marketing Budgeting. Many things contribute to the quality of your influencer brief. The brief sets clear guidelines and expectations for everyone involved – and that includes you! Whether you’re creating a big-budget TV ad or writing a new blog for the company website, everyone knows how important a good brief … : Most brands and agencies include the brief in the first or second email exchange with their preferred influencers. , such as product purchases, downloads, or sign-ups. Click the button to get in touch. Here we’ll outline 11 essentials every influencer brief should include and examine 4 specific influencer brief mistake marketers should avoid. We recommend a clear objective: “The campaign goal is to increase our brand’s awareness, with particular attention given to our actions and determination in producing/using environmentally-conscious products.”. Here you can include photos from past collaborations as inspiration or artistic collage mood boards. Or will it be an unboxing video? Example: “Hello Thomas, we are planning a new and exciting campaign in which we would love to have your collaboration. Name of the advertiser/brand. For YouTube or, In the event that an influencer’s sponsored content takes the form of, Almost all influencer campaigns include tracking links that document user actions related to campaign. In conjunction with stating the social media account(s) an influencer should use to publish sponsored content, an influencer brief should explicitly outline the sponsored content an influencer has agreed to make and when each piece of content must be published. Depending on the influencer’s channel(… Her army obliged, and the stigma was eradicated. that this campaign is for? Without clear direction regarding what sponsored content should convey to followers, an influencer is ill-equipped to properly serve a brand’s needs. Don’t forget to include a CTA! was brought to you by… Award Winner Digital Marketer, top Linkedin Influencer, Certified Facebook / Adwords Professional, Certified SEO … Campaign Brief 2. In general, when the influencer is receiving any type of … In the KPIs section of the brief, brands should clearly outline the goals they wish to achieve as a result of the influencer engagement. By providing an influencer with clear messaging points a brand prepares him/her to deliver on the campaign goals. To ensure that an influencer includes the correct tracking link within sponsored content, any necessary tracking links should be provided in the brief. Use this section as a prelude to the campaign, try to summarise it into a sentence or two. Typically a one-page long document, an influencer brief is a resource meant to assist an influencer when he/she creates. Marketers should also indicate when, where, and for how long a brand asset should appear in sponsored content. After all, a brief is where an influencer learns all about your company and campaign, so they should not only be fully informed but should also be excited to be a part of your campaign! Related Post: The Updated 2018 FTC Guidelines For Influencer Marketing [Infographic]. This could include discussing a specific product the brand doesn’t wish to advertise in the present campaign or any reference to competitors. : Make sure the influencers tag your brand, and/or include a unique hashtag for your campaign. Let's collaborate on influencer marketing and social media stories. Below we’ve outlined everything you need to know in order to construct a flawless influencer brief, as well as an Influencer Brief Template for you to use! Your campaign summary. The best influencer briefs lay the foundation for successful campaigns and productive ongoing, To avoid sponsored content that is overly branded or annoying to audiences, marketers should limit the number of messaging points influencers must include in sponsored content. Don’t forget to include links to your website, social media accounts, and any other photos or creatives to give a better visual of your brand. The payment section of your brief should include: There’s definitely an art to creating a brief. 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