HOW TO WRITE A KILLER INFLUENCER BRIEF DOCUMENT 2018 + TEMPLATE
An Influencer Briefing document outlines all expectations, deliverables, guidelines and requirements by both the brand and the influencer before a collaboration can begin. You should present an Influencer briefing document as you do when working with any other contractor, freelancer or consultant.
A successful Influencer Campaign comes ONLY from a successful brief!
A well detailed brief will give you the opportunity to be super clear on what you expect from an Influencer through your campaign – everything from campaign messaging, mood boards, tasks, products, dos and don’ts and more!
When working with influencers on a contra only strategy (where they are gifted a complimentary product or service in exchange for content or promotion), you – the marketer – are limited on what you can set as expectations or deliverables, as it is not an official working arrangement where there is no monetary compensation.
When working with influencers on a commercial arrangement, it is a MUST to present a detailed and professional brief document that includes all the tasks, messaging, post examples and type of content to be produced to ensure you get the best from your influencer marketing campaign. If you cannot offer a proper brief, obstacles will come up throughout the campaign, and some could have a detrimental impact on the overall success of your Influencer Marketing Campaign.
Therefore, writing an Influencer Creative Brief specifying the exact type of work and results you are after is specially important when campaign budgets, resources and time are limited. Having a proper Influencer brief document will not only ensure you are in the right path for a successful Influencer Marketing Campaign but also will help you minimise potential errors.
BENEFITS OF A INFLUENCER BRIEF DOCUMENT / TEMPLATE
The goal when writing an influencer brief document is to allow you and the influencer to:
- understands your brand, business goals and target market.
- Let your influencer knows exactly how the influencer campaign is aim to hit your marketing goals (in which context and for what purpose)
- Help your influencer deliver an extraordinary work for you with no hassle at the right time and on budget.
Some of the top benefits of a well written influencer brief document includes:
- Deliver the right creative content.
- Reduce any misinterpretations.
- Ensure expectations from both parties (client and photographer) are clear.
- Agree on campaign timings.
We are really happy using this Influencer Brief Template, super easy to use and have saved us so much time. Belinda
GET THIS COMPLETE INFLUENCER BRIEF DOCUMENT TEMPLATE TODAY!
ABOUT THE INFLUENCER BRIEF DOCUMENT TEMPLATE
✔︎ The template is in Microsoft Word format: easy to edit and brand it with your company logo.
KEY TEMPLATE SECTIONS
✔ Brand and Influencer details
✔ Key Product/Service to be Promoted
✔ Audience Objectives
✔ Campaign Period Details
✔ Mandatory Requirements
✔ Things to Avoid
✔ Top Priority Content Themes
✔ Content Style
✔ Top Content Examples / Mood Board
✔ Content Grouping
✔ Disclosure Arrangements
✔ Influencer Content Amplification via Branded channels
✔ Extra Talent Notes
✔ Preferred Location(s) details
✔ Payment Details
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+ ✅ 👉 THE ULTIMATE GUIDE TO SUCCESSFUL INFLUENCER MARKETING CAMPAIGNS – a fantastic nine page PDF Guide – See a screenshot
+ ✅ 👉 INFLUENCER CONTRACT CHECKLIST – A one pager checklist with all the things you need to consider on an Influencer Contract.
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Below are our top tips and key important areas when briefing an influencer.
TOP 6 MOST POPULAR CLIENT COMPLAINTS SOLVED BY HAVING A NEAT BRIEFING DOCUMENT
The below 5 are the most common issues and complains brands have when working with influencers. Ensure your influencers READ and understand all the factors that might affect a proper delivery of work.
NUMBER 1: INFLUENCERS DO NOT FOLLOW ALL INSTRUCTIONS
Many influencers do not read the exact instructions on your brief. This might include client expectations, content types, required tags, do’s and don’t, approval dates, etc. in a neat influencer brief document so they can quickly reference it. If an influencer does 90% of the project correctly, but they mess up one important brand detail or shoot photos of the wrong product, you can ask them to redo the whole project.
- Meet with you influencers one to one if possible and make sure they read and listen your exact instructions.
- When working with an influencer platform, ask whether they have scheduled sms/email “reminders” that recap the most important pieces.
If you are an influencer, reading all of the directions ahead of time and making sure you’re following them is a way to make your projects successful, time-efficient and thus more profitable to you.
NUMBER 2: INFLUENCERS WILL RESPOND LATE TO A BRIEF OR PUBLISH CONTENT LATE
Another common complaint from brands is that influencers reply after a campaign deadline when they have already hired another influencer. Some un-professional influencers also post significantly after the agreed posting dates.
Solution: Ensure your brief give enough detail as to what to expect if influencer post late. Do they still get paid? Get that very clear.
If you are an influencer, make sure you’re sticking to timelines, if you can’t it’s usually not a big deal as long as you communicate that the client stays up to date and knows when to expect your content.
NUMBER 3: INFLUENCERS SUDDENLY DISAPPEAR
Some flaky influencers suddenly disappear and clients do not get updated on campaign progress. Influencers who do not answer emails are seen as they are no longer interested in working with the brand and the agreement should be cancelled.
Solution: Ensure your brief document includes some SLA (service level agreement) confirming how quickly influencers should respond to your calls or emails.
NUMBER 4: INFLUENCERS INCLUDE OTHER BRANDS ON CONTENT
Yes, this happens quite often.
Solution: You need to ensure your briefing document have specific do’s and don’ts for branded content and unless a brand has agreed to be part of a “round up” style post, it is best practice for influencers to not include any other brand on the agreed content.
If you are an influencer, it doesn’t matter if the brands are non-competitive with your client. If another brand is added or mentioned in a brand’s commissioned (paid) content two negative things happen: the brand’s message is diluted and the brand might decide not to use the content on their social media channels.
NUMBER 5. INFLUENCERS DELETE CONTENT BEFORE THE AGREED UPON DATE
Brands frequently go hunting for a post they loved, ready to repost to their follower base, only to find that the influencer has deleted the branded content. This is a bummer for both the influencer and the brand, the influencer miss out on the exposure of the brand extending the influencer content’s life. The brand misses out on the beautiful content the influencer created, and that they paid the influencer for.
Solution: Make sure your brief document add specific dates each content piece can be deleted from the influencer accounts and ask your influencer to send you the image so that you (client) can use the content you have paid for even if the influencer remove it from his channel.
If you are an influencer and you delete content before the agreed up on campaign date is over, your client might not compensate you for the campaign.
NUMBER 6. WE NEVER KNEW WHAT WE COULD HAVE DONE BETTER WITH OUR INFLUENCER PARTNER
It is important to get insightful Campaign Wrap Up Report that includes the influencer’s thoughts on why the Campaign might have underperformed. Some reasons include: bad brand fit, too much content direction, insincere caption, or too many posts required in the partnership. Putting this kind of thought into each campaign wrap up will not only impress your boss and give you a great reputation in the field, but will also help you hone in more quickly on which influencer partnerships are actually a good fit.
BEFORE WRITING AN INFLUENCER BRIEF DOCUMENT
Before you embark in the process of spending time writing an influencer brief document, you should:
- Ensure the influencer’s audience is the exact audience you want to reach out.
- Check out the influencer work and her/his creative content process and how it aligns to your brand vision and visual strategy.
Please find below a the points you should follow when writing a influencer brief.
I was not aware of the level of detail needed when briefing an influencer to get successful results. I am using this template on a daily basis when briefing my new influencers. Tom
STEPS – HOW TO WRITE A KILLER INFLUENCER BRIEF DOCUMENT
1. Set clear objectives and goals
You want an influencer for a specific reason!
A clear brief will let your influencer know the exact reasons you want to collaborate and and the exact actions/activities you aim to achieve.
You should write exactly what you want to achieve (measurable goals-objectives) with specific metrics to measure ROI. Remember, influencer collaborations are commonly use for different purposes. Some of the different type of campaigns might include:
- Promote your product or service. This might include distributing information about a sale and/or promoting a sale end period: discount codes, promo codes, deals, offers, discounts, loyalty program promotion, etc.
- Product or Service Review. You are looking for influencers to review your product or service.
- Introducing a new brand
- Shifting brand sentiment after a challenging issue
- Offering a third party voice who can offer a comparison with your top closed competitors
- Retargeting an old product that you want to give it a boost.
- Rewarding brand ambassadors with unique experiences with a top influencer
Before approaching your preferred influencers, please have clear the answers to the below questions:
- What do I want people to feel when consuming our influencer’s content?
- How unique the content need to be to stand out from the other collaborations the influencer might be engaging with?
- What is the best time to get the influencer to publish the branded content?
- Do you want the influencer to include call to actions on the branded content? What do I want the Influencer audience to do once they have consume their content? Do you want them to call/email your business? “like” the content? subscribe to your blog/e-newsletter? download a guide? buy a specific product? send an enquiry? book a demo?
Related reading: How to measure ROI on an influencer marketing campaign.
2. Agree on copyrights
If you are looking to use the content/images an influencer has produced on your own channels this might also include large scale posters or billboards. Ensure you set clear expectations about copyrights. Want to know about image copyrights in Australia, you should read the photographers and Copyright Guide from the Australian Copyrights Council.
3. Specify Influencer Media platforms
Let your influencer know about the exact media platforms you would like him to use for your campaign. Some influencers might have multiple social media platforms such as Instagram, Facebook, blogs, e-newsletters, Linkedin Profiles, Quora profiles, Youtube Channels, Twitter Accounts, etc.
4. Decide the Influencer Marketing Campaign Dates
Decide well in time the dates you want the influencer to be publishing your collaborative content pieces. Do competitors will be having also a marketing campaign? Keep in mind that if your influencer campaign is also during a public holiday, night time or a weekend day, influencers might charge you more.
5. Confirm Creative Guidelines
The influencer briefing document is a great chance to ensure your influencer has a well understanding of your brand essence, vision, visual cues, positioning and voice and tone. Here, the idea is to give the influencer an idea of creative guidelines while giving her/him control over the final output. It is also common to use a mood board to offer the influencer an idea of the type of images required.
6. Agree on the amount of content to be published
It is imperative that you agree on the final amount of “best” creative content pieces to be published.
Tip: Respect their influencers’ audience and do not try to over publish too many branded pieces. Let the influencer guide you on the most optimal amount of creative content pieces. You might be better of with 5 amazing content pieces than 50 average ones.
7. Define creative types, formats and quality images needed if you want to amplify the influencer photos on your own channels.
- Do you need the influencer photos as NEF (Raw), JPEG, GIF, PNG?
- What exact image size -height and width. Important!
- Are the photos going to be edited/manipulated by a professional re-toucher? Would the influencer be happy with that? Is the influencer going to give you the RAW files?
Should you as a client dictate/decide on specific post captions? Answers: No. If you are a marketer or social media manager asking your influencers to copy/paste a caption you wrote, stop doing it. You should have done your homework and know your influencer style before you select them for a campaign and should be comfortable with the way that the influencer addresses her audience. You want to tap her ability to reach her specific audience. out because you are a trusted voice to your audience. If they are manufacturing a voice and providing it to you, that’s a violation of the trust you’ve built.
Influencers should post freely in their own voice, within a set of predetermined brand guidelines. You should offer to allow them to pre-approve a written caption. That way they’re not scared that you’ll say something scandalous, but you are also not dictating copy that sounds inauthentic to the influencer’s feed.
These are some disclosure guidelines to ensure you – as a brand manager – and your paid influencers add into the content you both create.
- Instagram Posts – Influencers should include #Sponsored or #Promotion or #Ad as well as tag and hashtag the brand in the caption and image. The disclosure tag should be at the start of the post or within the first three lines of the caption where users on mobile devices will see it without hitting the “more” button to expand the content. #sp and #Spon are not enough to disclose to audience that aren’t used to this language and don’t know what the industry terms mean. Disclosure hashtags should not be posted and hidden within a string of hashtags and should be in the caption, not a comment. Since June 2017, Instagram released a new “promoted post partnership” tool that allows both influencers and advertisers be clearer when publishing paid content. Advertisers can now be notified when an influencer tag its business on an Instagram post. Advertisers can also have access to insights about how well that paid post perform. We strongly suggest you to read more about this new tool. c
- Blog Posts – A disclosure statement or hashtag at the top of the article, near the heading preferably, is satisfactory to indicate disclosure on blog content.
- Twitter Posts – #Ad in a Twitter post is an acceptable form of disclosure. Limited space and characters is not an excuse to leave out disclosure on a sponsored Tweet.
- YouTube and Video Content – A disclosure statement should be in the first line of the description of the video on YouTube (such as “This video was sponsored by…”) and should be included in the video itself in an easy to read format, such as text that remains on the screen long enough to be read and understood or a spoken disclosure statement that is in clear, simple language.
- Podcasting and Audio Content – Disclosure on audio content should be spoken clearly and simply in a tone that is easy for consumers to follow and in language that they understand. The disclosure statement should be at the start of the content before the marketing message is received, and should be communicated at a sufficient volume for an ordinary consumer to hear and comprehend.
It is you – as a Marketing Manager or Business owner – and your influencers responsibility to ensure your audience and the influencers’ audience both are aware that the influencers are being compensated in some way to share the content and both your followers and your influencer followers are not misled.
*These disclosure guidelines are not considered legal advice and are presented as a guide when working on influencer marketing campaigns as a marketer or influencer.
10. Instruct how your influencer will be paid – payment
- Within the influencer brief, write clearly how you are going to pay to your influencer – via a influencer platform? directly?
- Also provide the date for the influencer to send you the first invoice.
- You might want to ask your influencer for a discount if you can pay full collaboration well in advance.
- Some influencers are freelancers and will not mind to give you a discount if you can bring offer payment in advance.
- Need a hand with your next influencer marketing campaign? Contact us today!
- Learn “How to make an Employee Influencer Marketing Program” and get influencing success internally from your own employees.
- Find out “How to measure ROI on an Influencer Marketing Campaign“
- Check out the list of the 2017 “Best Influencing Marketing Platforms/brokers“
- Browse some of the best Influencer brief examples
HOW TO WRITE A KILLER INFLUENCER BRIEF DOCUMENT 2018 + TEMPLATE
WAS WRITTEN BY…
Mauricio Escobar is the Global Head of Digital Marketing Strategy at eDigital 🏆 One of Australia’s Top 10 Most Visited Marketing Websites. Mauricio is Sydney based Top Linkedin Australian Marketing Influencer (over 5k connections) who trains marketing and agency teams with Best Digital Marketing Practice via Strategy Workshops, Campaign Management, templates & Training Sessions. Mauricio enjoys photography & teaching Digital Marketing. Certified Facebook/Adwords Digital Marketer – Social Media Specialist – Sydney SEO Consultant – StartUp Investor – International Speaker. Contact Mauricio or follow him on Instagram – Facebook. Subscribed to his e-newsletter
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