HOW TO WRITE THE BEST INFLUENCER MARKETING BRIEF IN 2024

Learn how to write the best influencer marketing brief document for 2024. The top influencer brief steps & tips. Influencer brief template ready on Google Docs or downloaded as Word or PDF.

Get this exclusive Influencer brief template brought to you by Mau, a Senior Influencer Marketing Specialist at eDigital.

HOW TO WRITE THE BEST INFLUENCER MARKETING BRIEF IN 2024

You are about to learn the top techniques I have professionally been using when writing successful influencer briefs for more than 15 years to get the best results from my paid influencers, Youtubers and creators. 

What I discovered in this process was that most of the principles for writing a powerful influencer brief remain the same regardless of industries, company sizes and changes in the way brands connect with consumers.

However, one fact emerged:

You should always map out your top two/three goals for investing in Influencer Marketing and have specific metrics defined for each of your goals. It is in this format that you can find out what exact actions – from your selected influencers – are driving the best results for your business.

That’s exactly what I do.

Whether I am hiring a popular content creator, a Youtuber or a TikToker; I will write an Influencer brief document.

You know you have done your Influencer briefing process correctly when your Influencer offers only the best strategies and tactics that best reach, convert and nurture your key audiences.

In this article, I will take you through the step-by-step process of writing the best Influencer brief.

I think you will be surprised at how easy it is to craft it once you read the important steps involved and learn about the strategic Influencer brief design thinking process you have to develop.

What you are about to read will take the complexity out of the process while it will show you how you can write a winning Influencer brief even if you have never written one before.

In fact, the most popular comment I get from professionals who get my Influencer brief template is:

Thank you MauI now realise how important and easy is to write a great Influencer brief document

Several business owners and marketers have paid me to show them the below steps you are about to learn for free.

That’s right, being able to write a successful Influencer brief is a powerful marketing skill that will serve you for the rest of your marketing professional career.

And before you get ready, grab a comfy chair now, a cup of your favourite drink, lock the door and let me guide you through the below steps you will follow as you quickly learn how to write a successful Influencer brief document.

To start, it is important to fully understand what an Influencer marketing brief document really is. 

WHAT IS AN INFLUENCER MARKETING BRIEF DOCUMENT?

Knowing how to work with influencers will help you optimise your influencer marketing budget and this includes the process of instructing (briefing) your influencers about the task and goals you want to achieve.

A  winning Influencer briefing document outlines all expectations, deliverables, guidelines and requirements by both the brand and the influencer before collaboration can begin. You should present a kick-ass Influencer briefing document as you do when working with any other celebrity, personality, industry leader, freelancer or consultant.

“A successful influencer campaign comes only from the best brief! A well-detailed brief will ensure expected deliverables are crystal clear: campaign messaging, mood boards, tasks, products, dos and don’ts and more”

Mau

When working with influencers on a contra 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 monetary compensation. But 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.

Trending today > The best Influencer Marketing platforms – list

When a well-written brief is not offered to an influencer, obstacles will come up throughout the campaign, and some could have a detrimental impact on the overall success of your influencer marketing campaign.

Therefore, having a well-crafted Influencer Creative Brief specifying the exact type of work and results you are after is especially important for marketers who want to minimise errors and optimise campaign budgets, resources and time.

THE TOP BENEFITS OF AN INFLUENCER BRIEF DOCUMENT / TEMPLATE

The key goal when writing an influencer brief document is to allow you and the influencer to:

  • Understand your brand, business goals and target market.
  • Let your influencer become aware of how the influencer campaign aims to hit your marketing goals (in which context and for what purpose) using the influencer’s tribe (fans)
  • Help your influencer deliver 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 include:

  1. Deliver the right creative content.
  2. Reduce any misinterpretations.
  3. Ensure expectations from both parties (client and influencer) are clear.
  4. Agree on campaign timings.

Get this exclusive and premium Influencer brief template you won’t find anywhere else.

BEFORE WRITING AN INFLUENCER BRIEF DOCUMENT

Before you embark on 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 to.
  • Check out the influencer’s work and her/his creative content process and how it aligns with your brand vision and visual strategy.

Please find below the points you should follow when writing an influencer brief.

Below are our top tips and key important areas when briefing an influencer.

THE TOP 12 STEPS FOR WRITING AN INFLUENCER BRIEF

1. SET CLEAR OBJECTIVES AND GOALS

You want an influencer for a specific reason!

A clear brief will let your influencer learn the exact reasons you want to collaborate and the exact actions/activities you aim to achieve.

You should write exactly what you want to achieve (measurable goals and objectives) with specific metrics to measure ROI. Remember, influencer collaborations are commonly used for different purposes.

Some of the most popular objectives for an influencer marketing campaign include:

  1. Promote a 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 promotions, etc.
Influencer campaign Cristiano Ronaldo Theragun

Influencer campaign –  Theragun – Instagram video post – Cristiano Ronaldo is the world’s top 25 most-followed sports athlete on Instagram.

  1. Publish a well-crafted product review. You are looking for influencers to review your product or service.
  2. Promote a product launch or a new feature. In the photo example below, Dua Lipa (One of the top 25 British influencers on Instagram) share some “behind the scenes” for the new launch of YSL Beauty Loveshine lipstick. 

influencer marketing campaign Dua Lipa YSL Beauty Loveshine lipstick. Photo: Dua Lipa’s post on Instagram. Dua Lipa is one of the top 25 British influencers on Instagram.

 
  1. Shift brand sentiment. Especially after a challenging or controversial issue.
  2. Boost brand preference.
Influencer campaign Calvin Klein Hannah Balanay

Influencer campaign Calvin Klein video post – Hannah Balanay is one of the top 25 most popular Australians on TikTok

  1. Rewarding customers. Selected customers get invited to have a “money cannot buy” experience with a top influencer.
  2. Change a common behaviour. Usually, these campaigns are aimed at citizens.

Below is a Victoria Government #NeverLeaveKidsinCars influencer campaign using Australian model and tv presenter Rebecca Judd’s Instagram account to amplify the message of not leaving kids locked in cars especially in the summer months as many kids had to be taken to hospital for heatstroke or dehydration.

Victoria Government never leave kids in cars campaign Rebecca Judd influencer post Instagram

Victoria Government – The “Never Leave Kids in Cars” campaign – Rebecca Judd influencer – Instagram post

Before approaching your preferred influencers, please have clear answers to the below questions:

  • What do I want people to feel when consuming our influencer’s content?
  • How unique does 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 a “call to action“? What exactly do you want the audience to do once they have watched the branded piece, Do you want them to call/email your business, post a “like” on your content, subscribe to your blog/e-newsletter, download a guide, buy a specific product, send an enquiry or book a demo?

2. DEFINE YOUR CREATIVE INFLUENCER CAMPAIGN STRATEGY

Product placements are not your only option when working with influencers. Sending products out to influencers and getting them to publish posts with your products is not the only way to do influencer marketing.

How to get creative with influencer collaborations

Take a peek below to get your creative juices flowing…

  • Instagram/TikTok takeovers. you can hire your customer’s favourite blogger to take over the reins of your Instagram account for a takeover. Your customers will be pretty happy to see some fresh content from their popular blogger. Collaborating with a relevant blogger can also do wonders for your credibility, meaning you become a top-of-mind choice when it comes time to buy. A common way is to let the blogger take you through “a day in the life” kind of scenario
  • Influencer + fan-generated content. This is a new hybrid approach some brands are testing at the moment. You hire a few influencers and let them use their fan-generated content to create a powerful story that relates to your brand. Example campaign: HP + Meghan Trainor + fans content created videos with the hashtag #BendTheRules.
  • Weekly influencer video series. A great example of this creative influencer strategy is Mogo Money which hires bloggers Kastor + Pollux to create funny weekly videos.
  • Giveaways. Giveaways are one of the most exciting ways to collaborate with influencers. Everyone loves free stuff, especially when it’s super relevant. If you have the budget to work with a high-calibre influencer, this can be a great way to earn some serious credibility too. If your budget is more limited partnering up with a handful of smaller bloggers on a group giveaway can work quite nicely too. Featuring your product through a giveaway is a great way to draw extra brand awareness. You can encourage participation amongst the influencer’s tribe (raving fans) by asking them to comment on your influencer posts that feature your product. Successful “Giveaways” campaigns should generate tons of comments, shares and active participation among your influencer’s audience.
  • Ambassador programs. Depending on your influencer marketing budget you can invite 5, 10 or 50 influencers to publish content on a branded campaign website where your customers and potential buyers can see more authentic, interesting content that is highly relevant to your brand. Ambassador programs are a subtle way to promote your brand while offering a different view of your products and category in general.
Influencer campaign Chris Hemsworth BOSS

Chris Hemsworth is one of the top 25 most popular Australians on Instagram  – BOSS is one of the top 25 most popular  luxury fashion brands on Instagram – Influencer marketing campaign post.

  • Influencer-driven event. Bringing popular influencers to co-host at your next physical event or a live selling show will ensure your event is fully packed. Let the influencer take the lead of your event and show attendees how she uses your product in the most creative, unique ways that will inspire people to try it out.
  • Influencer cross-pollination. Instagram launched “Collabs” in Nov 2021. The Collabs feature enables any type of user (creator, influencer, brand) to co-author posts and reels, unlocking an entirely new way to reach untapped audiences. Through “Collabs,” anyone can invite a fellow Instagram user to collaborate on a post/reel and the post will appear on both IG profiles. To maximise this feature, it is crucial to know how to brief both creators/influencers who are collaborating to promote your brand.

3. 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.

Below is a benchmark of Influencer content license fees when buying photography from an influencer platform. The more photos you buy, the cheaper per photo.

Photography Licensing prices 2018 Benchmark

Photography Licensing prices Benchmark

4. SOCIAL MEDIA ACCOUNTS

Some popular influencers have multiple accounts within one social media platform. It is important to confirm the exact social media accounts you want your branded content to be published. Most influencers offer sponsored content on their social media accounts on Instagram, Facebook, TikTok, YouTube, Twitch, Snapchat, Linkedin, Quora, Twitter, etc.

Tip: Do not underestimate their own channels such as websites, blogs and e-newsletters as they may reach a loyal audience who frequently visit the influencer’s content.

5. DECIDE ON CAMPAIGN DATES AND EXACT CONTENT PUBLISHING DATES

Decide well in time the dates you want the influencer to be publishing your collaborative content pieces. Will competitors be having also a marketing campaign? Keep in mind that if your influencer campaign is also during a public holiday, night time or weekend day, influencers might charge you more.

6. CONFIRM CREATIVE GUIDELINES

The influencer brief vorlage is a great chance to ensure your influencer has a good 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.

7. AGREE ON THE NUMBER OF CONTENT PIECES 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 may be better off with 5 amazing content pieces than 50 average ones.

8. DEFINE CONTENT FORMATS AND QUALITY  

Define creative types, formats and quality images needed if you want to amplify the influencer photos on your channels. Just a few formats you can request or expect from influencers include:

  • Boomerangs. Boomerangs are booming on Instagram. They’re quick, quirky and – let’s face it – addictive AF. Not quite a video and not quite a still, Boomerangs are a string of images that flash back and forth, creating a “boomerang” effect. Boomerangs are a perfect way to add fun and action to your summer marketing plan – think big splashes, clinking glasses and twirling sundresses. Delightful!
  • Stop-motion.  Stop Motion videos are a compelling way to “grab” the attention of your social media tribe (followers). This technique is already trending on social media – even Instagram has incorporated a camera tool that allows you to take a long series of photos, turning them into a stop-motion video that you can post on your Stories. So if you’re not already on the stop-motion train, you better move on. Stop motion can work for almost any subject. People, cars, food: if it can move, it can be made into stop motion! This technique is great for nailing those foodie briefs or adding a unique spin to step-by-step recipes. You could even make two products do the Cha Cha Cha if you wanted to! Just make sure your content reflects the concept that you’re trying to put into (stop) motion.
  • Slow-motion. Also called Slow-Mo is a cool video effect where it appears to be moving slowly. Most recent versions of smartphones, photography and video cameras – allow content creators to play normally recorded footage at a slower speed. You might want your influencer to create some cool slow-mo videos.
  • Flat-lays. If you’re a marketer looking for unique influencer content, you will have seen some spectacular flatlays from your favourite bloggers, influencers and brands on Instagram, TikTok and other social media platforms. A good flatlay is carefully constructed and pieced together with purpose, yet effortlessly tells a stylish story. You will like your influencer to opt for a flatlay background that complements your featured products and doesn’t distract the viewer from the main subject. Simple backgrounds, such as tabletops, wooden floorboards, white cardboard, benchtops, marble tiles, shaggy rugs and clean bed sheets work well in almost any situation, so have your influencers look for great yet simple surfaces to flatlay on.
  • Cinemagraphs. Cinemagraphs are the latest motion trend taking our socials by storm, and it’s not hard to see why – these illusions are seriously thumb-stopping! Simply a still image within which a minor and repeated movement occurs. Cinemagraphs are something a little bit outside the box and are perfect for capturing your brand or product in a stunning summer light – think shimmering oceans and flickering bonfires. Mesmerising!
  • Drone footage. The potential for the most amazing content often lies in the least accessible of places. Thanks to drones, influencers can display your brand from an entirely different perspective – bird’s eye to be specific! Shot from above, drone footage can instantly transform an otherwise regular photo or video into something truly incredible. Think sweeping shots of breathtaking beaches, stunning landscapes, or glistening oceans.
  • After Effects. After Effects is a way of producing animations and special effects in video content. After Effects, high-quality compositions have been popular for music videos, television programs, commercials and even feature films. After Effects uses a similar general workflow as most video editing software: Each project includes a collection of media assets that are arranged in layers on a timeline. Where After Effects differs from normal editors is that it is specifically designed for special effects. Although After Effects does let you perform the most common editing tasks, its real purpose is to create advanced effects and composites rather than just cutting shots together. After Effects is a tool that requires imagination from your influencer. If your influencer or content creator is wondering “how to edit in After Effects” they are probably missing the point. After Effects is like a canvas and some paint — you decide what to make with it.
  • Time-lapse. Since Instagram launched Hyperlapse, the app designed to capture high-quality time-lapse videos in an easy-to-use format.  it’s no surprise to see thousands of time-lapse videos created by everyone including influencers, brands and celebrities.
  • Instagram stories. Jumping on an influencer’s Instagram Stories is a super effective, authentic marketing move for brands. Stories are an opt-in form of content – where people can actively choose to engage – which means that the interaction you receive is more meaningful, authentic and deliberate. Plus, it gives an influencer’s tribe (followers) the feeling that they’re getting a genuine, sneaky peek into their world, giving your brand even more cred.
  • Unique art/illustrations.

Other aspects you might want to confirm are:

  • Do you need the influencer photos as NEF (Raw), JPEG, GIF or PNG?
  • 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?

9. DEFINE POST CAPTIONS AND TAGS

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 be aware of your influencers’ visual styles before you select them for a campaign and should be comfortable with the way influencers address their own audiences.

You want to tap influencers’ ability to reach their specific audience as they are a trusted voice to their audience, not you or your brand. If they are manufacturing a voice and providing it to you, that’s a violation of the trust they hardly have built.

Conclusion: Influencers should post freely in their own voice, within a set of predetermined brand guidelines. Influencers – should offer you – the client approves written captions. That way, you – the client – are not scared influencers say something too scandalous, but you – the client – are also not dictating copy that sounds inauthentic to the influencers’ feed.

Hannah Balanay TikTok influencer Tory Burch ad

Hannah Balanay is one of the top 25 Australians on TikTok on assignment for Tory Burch clothing and designer shoes brand

10. AGREE ON PROPER DISCLOSURE*

Below is the best practice when disclosing sponsored/paid content:

When posting sponsored content, The FTC recommends (1 – See references at the bottom of this article) that the disclosure should be placed with the endorsement message itself.

Adding disclosure hashtags such as #Sponsored, #sp, #spon, #promotion or #ad hashtags is no longer enough.

The new FTC endorsement guidelines confirm that creators posting images/photos must superimpose the disclosure over the picture to make sure viewers have enough time to notice and read it.

If creators are posting videos, the disclosure should be in the video and not just in the description uploaded with the video.” And by “in the video,” the FTC means with verbal and written (superimposed) disclosures, as some viewers may watch without sound and others may not notice superimposed words.

Disclosure hashtags should not be posted and hidden within a string of hashtags and should be in the caption, not a comment.

You (the Marketing Manager) and the influencer have the responsibility to ensure all audiences (your followers and the influencers’ tribe) are aware that the influencer is being compensated in some way to share the content.

Walmart Influencer campaign on TikTok closet makeover

Walmart Influencer campaign on TikTok closet makeover

11. SUCCESS METRICS

When running paid ads through an influencer account on TikTok or Instagram, it’s important to specify that influencers should share the ad results through their analytics data. Some valuable information is only available to them, so make sure to get a screenshot to see how the ad content performed.

Some of the paid ad metrics influencers can share with you are:

  • Total plays
  • Total likes
  • Total comments
  • Total shares
  • Total favourites or bookmarks
  • Total playtime
  • Average watch time
  • Watched full video
  • Reached audience
  • Video views weighting on the “For You page” vs “Personal Profile” (Applies to TikTok only)
  • Video views by region

Marketers are also reading: The best digital marketing metrics your boss cares about

12. AGREE ON PAYMENT INSTRUCTIONS

  • Confirm how you are going to pay your influencer (via an influencer platform or directly).
  • Never pay the full amount in advance. There are scummy influencers who will vanish once you pay them. 
  • Agree on the first invoice date with your influencer.
  • You might want to ask your influencer for a discount if you can pay for full collaboration well in advance.
  • Some influencers are also freelancers who can offer you a discount for “early bird” payments.
media kit influencer dogs smell like a scam funny meme

media kit influencer dogs smell like a scam funny meme

THE BEST INFLUENCER BRIEF DOCUMENT TEMPLATE FOR 2024

This exclusive and premium template has been designed in Google Docs.

Benefits of having this template in Google Docs:

  • Real-time interactive collaboration. See immediate changes and updates as they happen from different users.
  • A universe of plugins/addons for Google Docs to manipulate your information.
  • Bring data as a powerful graph to your brief document. Turn numbers on a Google Sheet file into powerful graphics you can add to your Google Docs briefing document.
  • Make copies in seconds and hand briefing documents to multiple influencers.
  • Access it anywhere/anytime. Just need an internet connection.
  • You can even use your voice to type! Use Google Docs voice recognition.
  • Download as a Microsoft Word or PDF file. 

⭐️⭐️⭐️⭐️⭐️  The best template

Before purchasing this template we were not aware of all the intricacies when briefing an influencer. We now feel more confident our influencer marketing investment will work. The template was super easy to use and saved us so much time. 

Chris  J. Verified user

TEMPLATE SECTIONS

You will get exclusive and premium access to the following sections:

  1. Contact details
  2. Company bio
  3. Campaign summary
  4. Brand personality, voice and tone
  5. Key Product/Service to be promoted
  6. Specific objectives and KPIs
  7. Key messages
  8. Audience objectives
  9. Campaign timelines
  10. Mandatory requirements
  11. Things to avoid
  12. Top priority content themes
  13. Content style suggestions
  14. Creative inspiration/mood boards
  15. Content grouping
  16. Disclosure rules
  17. Deliverables
  18. Metrics to be shared
  19. Influencer channels
  20. Content approval process
  21. Extra talent
  22. Prefer location
  23. Public access time frame
  24. Content rights
  25. Payment details

FREE EXTRA BONUSES (this week only)

+ The Ultimate Guide to Successful Influencer Marketing Campaigns: An “All you need to know” nine-page PDF Guide

+ Influencer Contract Checklist: conduct your due diligence before entering a contract with an influencer.

⭐️⭐️⭐️⭐️⭐️  I use it daily

I was not aware of the level of detail needed when briefing an influencer to get successful results. I am now using this template daily when briefing my new influencers. 

Tom  S. Verified user

HOW TO GET THIS PREMIUM TEMPLATE

Steps:

  1. Complete payment on Paypal.
  2. Once payment is completed, PayPal will show you a “Return to merchant” link. Click on this link to be taken to the page where you will find this premium template.
  3. Viola! You will have immediate access to this exclusive template, make edits and save your own copy.

You can always contact us if you have any questions or issues.

SAVE TIME AND GET YOUR INFLUENCER BRIEF TEMPLATE TODAY! 

marketing template download eDigital

Influencer brief marketing document download eDigital

THE TOP 6 MOST COMMON INFLUENCER MARKETING ISSUES ARE SOLVED WITH A PROPER BRIEF DOCUMENT 

Below are the six most common issues and complaints marketers have when working with influencers. Ensure your influencers read and understand all the factors that might affect the delivery of work.

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’ts” list, 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 messes up one important brand detail or takes photos of the wrong product, you can ask them to redo the whole project.

Solutions:

  • Meet with your influencers one to one if possible and make sure they read and listen to 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.

Collaborations with influencers can be more effective than traditional celebrity sponsorships. The celebrity sponsorship rules and best practices brands used for decades don’t necessarily apply when partnering with an influencer.

Tip: Too many instructions can also waste the creativity the influencer can bring to your campaign. A key suggestion is to: let go of control.

L’Oréal—a company whose history is fueled by celebrity endorsements—knew that if it was going to connect with a younger demographic, it had to think outside the celebrity sponsorships and allow creative freedom to its influencers.

Young people today increasingly relate to influencers who look and sound like they do

Axel Adida, global digital chief operating officer at L’Oréal.

2. INFLUENCERS WILL RESPOND LATE TO A BRIEF OR PUBLISH CONTENT LATE

Another common complaint from marketers is that influencers reply after a campaign deadline when they have already hired another influencer. Some influencers also post after the agreed posting dates.

Solution: Ensure your brief gives enough detail as to what to expect if an influencer posts late. Do they still get paid? Get that clear.

If you are an influencer, make sure you’re sticking to timelines, if you can’t – for any reason -, it’s usually not a big deal as long as you update the client on the new date for the content to be published.

3. INFLUENCERS SUDDENLY DEPART

Some flaky influencers may suddenly disappear or fully vanish and clients do not get updated on campaign progress. Influencers who do not answer emails are seen as 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.

⭐️⭐️⭐️⭐️⭐️ Great template

This template forced us to look at all the key aspects and important considerations when briefing our influencers in order to achieve our Influencer marketing goals. Thank you.

Belinda  M.  Verified user

4. INFLUENCERS INCLUDE OTHER BRANDS IN CONTENT

Yes, this happens quite often.

Solution: You need to ensure your briefing document has 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 its social media channels.

5. INFLUENCERS DELETE CONTENT BEFORE THE AGREED DATE 

Sometimes, when marketers are ready to repost a piece of content produced by one of their paid influencers, they find out the influencer has deleted the branded content.

This is a bummer for both the influencer and the brand, the influencer misses 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 adds specific dates each content piece can be deleted from the influencer accounts and ask your influencer to send you the image so that you (the client) can use the content you have paid for even if the influencer removes it from his channel.

If you are an influencer and you delete the content before the agreed-upon campaign date is over, your client might not compensate you for the campaign.

6. WE NEVER KNEW WHAT WE COULD HAVE DONE BETTER

Poor influencer campaign results left marketers wondering what they could have done better with their influencers.

Solution: get an insightful “campaign wrap-up” report that includes the influencer’s thoughts on why the campaign may have underperformed.

Some reasons may include a lack of brand fit, too much content direction, insincere captions, 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 a good fit.

WHY INFLUENCER MARKETING?

Why does influencer marketing work? There are some startling comparisons of the emotions evoked and memories created by influencer ads as compared with TV, FB and the priming effect of influencer ads on TV, Facebook and Youtube ads.

A study completed by neuro-marketing company Neuro-Insight (commissioned by influencer platform: Whalar); used Steady StateTopography to measure real-time responses to content and generate “subconscious” insights. The study found that when compared to TV adverts, influencer ads are 277% more emotionally intense, and 87% more memorable. When compared to FB ads, influencer ads are 64% more emotionally intense, and 182% more memorable. When compared to YouTube ads, influencer ads are 28% more emotionally intense and 73% more memorable.

Moreover, if consumers are exposed to an influencer ad before the TV, FB or YT ad from the same campaign, they are 58% more likely to feel positive toward the TV, FB or TV ad, and 47% more likely to remember it.

These results confirm the power of influencer marketing when authenticity and creativity are well-briefed and planned as part of an Influencer marketing campaign.

As research from Nielsen, Binet & Field and Unruly has consistently proven, emotions evoked and memory created by advertising are key drivers of sales.

Furthermore, the priming effect of influencer ads on TV, FB and YT is significant.

Without first being primed by influencer ads, responses to TV, FB and YT ads were generally negative, and after being primed by influencer ads they were positive.

This indicates that influencer ads should play a pivotal role in campaign strategy, planning and media mix.

Influencer ads vs tv ads

Influencer ads vs tv ads – Source: Neuro Insight and Whalar

⭐️ Popular this month> Learn “How to make an Employee Influencer Marketing Program” and get influencing success internally from your employees.

References

  1. Federal Trade Commission Announces Updated Advertising Guides to Combat Deceptive Reviews and Endorsements. Media Release

CONCLUSION

Most marketers think a good brief should operate as an instruction manual for influencers. However, briefs to influencers should allow for some level of freedom and creativity. Briefs should also clearly outline the what, when and why of the influencer campaign. Some of the best influencer briefs are written in simple language with visual evidence to illustrate each point.

eDigital can help you conceptualise, plan, develop, run and optimise successful Influencer marketing campaigns that generate leads and sales for your brand.

Our digital marketing services include:

  • Strategic planning for social media and other digital marketing channels.
  • Online advertising management and optimisation: Google Ads Search, Display, Re-marketing and social media advertising.
  • Training: social media marketing training and digital marketing training. 
  • SEO strategy and execution. Including content development:articles, stories, eye-catching and SEO-optimised visuals.
  • Celebrity and influencer marketing campaign strategy. 
  • Brand development. Logo creation, brand personality development and design of marketing materials.
  • Consumer contests/competitions/giveaways.
  • Email marketing. Dip sequence design and deployment. 
  • Conversion rate optimisation. It is also called “path to purchase” optimisation. 

Next > Start writing your winning influencer brief with this template now!

Contact us today and start boosting your leads and sales.

Hundreds of marketers have supported us with their generous donations. Please donate today! or join 5k+ marketers receiving our e-newsletter.

Final note: Want to reduce customer acquisition costs and dependency on paid media? eDigital‘s marketing strategy training will unmercifully review your marketing, help you build a marketing engine with channels and assets you own, stir your team’s thinking, bring new ideas for new conversion paths and boost customer lifetime value.

BRIEFING AN INFLUENCER: DOS AND DON’TS

was brought to you by Mau
cat laptop rug book red glasses illustration

Mau is one of the most popular marketing consultants offering the best marketing strategy training and the best social media training. Top marketers use Mau’s popular Digital Marketing Plan and Social Media Plan templates

Book Mau for your next training day or join 5k+ marketers receiving Mau‘s e-newsletter