When you start influencer marketing, you usually don’t know that there are many steps needed to achieve your goals. One of them is to write a proper and well documented brief. There are many people who find it difficult to write their first brief for influencer marketing, that’s why we gathered the 10 + 1 key elements that it should include .
1. Campaign’s target
It’s really important to identify and include on your brief the purpose of your campaign. Is it a launch of a new product? Should you drive sales on an e-shop? Is it just awareness?
2. Customer persona
Make sure you briefly describe your ideal target customer. Is this campaign targeting women? Men? What is their age? Where do they live? What is their lifestyle?
Make a concept that fits your brand and share it with the influencers. It should be small and understandable, so that there are no confusions and delays. It should include some guidelines for the deliverables of the influencers, e.g. instagram stories or tiktok videos etc.
Βudget and deliverables interact with each other. Υou increase deliverables, the budget increases too. Make your intentions clear so you can start your campaign right away.
5. Campaign’s duration
It is necessary to know the time period for which the campaign will run, because the influencers need to know when and for how long they should be available for you.
Υou should mention from the beginning if there will be a social media contest, as this will determine the final cost.
7. What type of content will you need?
Mainly concerns Instagram posts, whether it would be photos or videos. Will it be a “homemade” video or do you need a production team? What is the production value?
8. Do’s & dont’s, guidelines of the brand
Include any branded guidelines that help the influencers create the ideal content for you. Should they include your logo, a hashtag or place your product in a certain way? Should they avoid mentioning any other brands or picturing any other brands in their deliverables? (e.g. wear a branded t-shirt).
9. Media push rights
Υοu must notify the influencers if you intend to commercialise the content they will produce. Τhat is, posts, stories, etc. will be published only from the influencers profiles or as an advertisement from the channels of the brand too?
10. Definition of competition and duration of restrictions
Define your competitors, whether direct or indirect. Are you looking for influencers that have not worked with any of your competitors recently? Should they be restricted from working with any competitors in the future? Most brands tend to restrict the influencers during the campaign & a month later.Υou also have the right to set a time period during which the influencer can not work with any competitor.
BONUS TIP: Τhe required physical presence of influencers in any event, should be mentioned in the concept as it is something that also determines the budget.