Writing an effective influencer brief is not as difficult as it may seem at first. In fact, once you know what information you must include, the task won’t seem as complicated to you. Your brief must get the influencers’ attention, clearly define your campaign’s objectives, and explain your expectations to the influencer.
1. Understand the Importance of a Good Influencer Brief
It can be tempting to overlook the whole process of crafting a good influencer brief, but it is one of the most important steps in establishing a mutually beneficial relationship with influencers. This is why it is crucial to understand the importance of a good influencer brief.
There are two main reasons why dedicating time to craft a good influencer brief is necessary. The first is that influencers are always in demand. You probably already know about the power of influencer marketing. Otherwise, you wouldn’t be looking for a way to collaborate with them. Logically, influencers constantly receive dozens of requests to collaborate with other brands. Your brief must function as a pitch to “sell” your brand to the influencers and make them want to work with you.
The second reason is that if you rush through the process of creating your brief, you will not get a good result. This means that you don’t fully understand the goals of your influencer marketing strategy. If you want to get the return of investment from your influencer marketing efforts, then you have to write a killer influencer brief.
To write a great brief, start thinking of it as a business plan. Take it seriously and make sure that you know what you are talking about. Show your reader, aka the influencers, what you want to do and how you want to do it.
2. Incorporate the Three Key Elements
Many things contribute to the quality of your influencer brief. These include your brand message, information about your campaign, concrete deliverables, and so many other things. But the three key elements that every killer brief must have are:
- Clear Direction: Your influencers must know where they should be heading and why. Give them an aim to keep in mind.
- Gripping Visuals: Just like business pitches, influencer briefs must have visuals that add up to the information and help visualize your plan.
- Calls to Action: Imagine that you wrote a brief and didn’t include one or more calls to action. No matter how good your brief is, it won’t work.
3. Make a Comprehensive Outline
Making an outline of your future brief will help you while writing it afterward. The outline will have to include such sections as:
- About The Campaign: This section is a summary of your campaign with its goals and requirements as well as any future plans. It must inform the influencer bout your campaign in a comprehensive manner.
- Key Message & Key Performance Indicators (KPIs): Discuss the takeaway your customers should gauge after engaging with the influencer’s content. Don’t forget to make your KPIs specific.
- Campaign Timing: Make sure to include when the content must be posted and when is the start and end of the campaign.
- Deliverables: The deliverables must be clear and achievable so that there is no confusion between you and the influencer.
- Mandatory Requirements: Think of the mandatory requirements for the influencer. You must include the requirement for the influencer to credit your brand.
- Content Approval Guidelines & Breach Lines: If there are any guidelines the influencer must follow when creating the content, make sure to include them too. In addition to that, list the breach lines. The guidelines and breach lines are the do’s and dont’s your influencer must be aware of.
- Content Ideas & Examples: If there is any particular style or type of content you want the influencer to make, include a description of it so that they get a clear idea about what you want.
- Other Sections: Some other sections to consider including are Brand & Influencer Details, Audience Objectives, Disclosure Arrangements, Payment Details, and Extra Talent Notes.
When you have your outline ready, it will be much easier to start writing the brief itself. In case you don’t want to write your brief or need some tools to help you, here are some examples of such programs and services: Grammarly (checks text for grammar, spelling, and punctuation errors), Best Essay Education (an online writing service to create your brief instead of you), Google Docs (allows you to share and edit word documents), and WOWgrade (another great online writing service).
4. Include Your Expectations
Even if you don’t have concrete facts to support your claims, you must still make sure to include expectations about the campaign. What are you hoping to get from this collaboration? If there are any goals you are pursuing apart from promoting your product, list them. The more specific you are, the better.
5. Use Visuals to Support Your Arguments
As mentioned above, visuals are one of the three key elements of a great influencer brief. You must always include some sort of visuals to support your arguments. These can be anything from photographs and illustrations to infographics and GIFs. Videos are also perfect for conveying more complicated concepts.
You can use special tools to help you create the corresponding visuals. If you have photographs to edit or you want to make an infographic to explain some kind of process, you can use Canva and Venngage which both fit the job.
6. Describe Everything in Great Detail
It has been said before, but repeating it won’t be unnecessary: describe everything in great detail. No matter which section of the brief you are writing – all of it has to include as many details as possible. This will ensure that you don’t have any miscommunication with the influencers you want to work with.
7. Be Sure To Communicate Deadlines
For some reason, not everyone understands the importance of communicating deadlines properly. You must always have some kind of plan for when the first draft must be ready when it should be sent to the editor, when the final post must be prepared, and when it should be published. All of these deadlines have to be followed at every stage of your collaboration with the influencers.
In conclusion, to write a killer influencer brief you will need to dedicate some time to it and put in some effort, but it won’t be as hard as it seems at first. Follow the advice in this article to make your influencer brief stunning.
This is a guest post by Kristin Savage. She nourishes, sparks and empowers using the magic of a word. Along with pursuing her degree in Creative Writing, Kristin was gaining experience in the publishing industry, with expertise in marketing strategy for publishers and authors. Besides working as a contributor writer for SupremeDissertations, Kristin also runs her own FlyWriting blog.