One of the essential steps of launching an influencer marketing campaign is to clearly communicate with your influencers about what you expect out of the campaign.
This involves creating a campaign brief that lays out all of the campaign requirements such as your campaign goals, what type of content you need, how many pieces of content you need, etc.
You’ll need to create two different types of campaign briefs.
The first one will include all of the important campaign requirements.
This is what you display in the public campaigns page so an influencer can decide whether or not they’re interested.
The second will go into the details of the campaign requirements and will be sent to an influencer once recruited.
First Campaign Brief
As mentioned earlier, this is the brief that will be viewable on your public campaigns page.
It has to contain all of the major requirements of your campaign, so influencers can quickly go through it and decide whether or not they would like to participate.
Your first campaign brief should contain the following information:
About the Brand – The brief should have a summary of the brand and what they sell.
It should perhaps talk about the brand persona and a bit about the history.
It should also talk about what the brand is trying to achieve out of the campaign.
Influencer Requirements – You should clearly define what kind of influencers you’re looking for.
What’s the minimum follower count?
What’s the minimum engagement rate an influencer needs to maintain?
Do you wish to work with influencers from a specific location?
Is there a gender requirement?
You should also define the social media channels your ideal influencers should be on based on where you wish to execute the campaign.
And be clear about it if you’re looking for influencers who maintain a specific style and voice – whether it’s funny, quirky, fun, sexy, etc.
Other Info – The first brief should also clearly mention what influencers will be getting out of the campaign i.e. compensation details.
It should also talk in brief about what they will need to do for the collaboration.
Second Campaign Brief
The second campaign brief will be a bit more detailed and should be sent to influencers whom you’ve recruited.
It should clearly talk about the point of contact – the person who will be in charge of influencer communications.
In addition to this, here are some important details you should cover:
Posting Details – You should clearly mention the expected posting timeframe.
How many posts do you expect during a certain time period?
This will ensure that the influencers are prepared to produce the exact number of posts you require before the campaign deadline.
Do they have to tag certain accounts such as your brand’s social media account?
Maybe you expect them to use a certain hashtag and encourage their followers to do the same.
Or maybe you want them to mention some details about your product in the caption or video.
Which benefits and features do you want them to highlight?
Be clear about all these expectations so you don’t have to keep going back to the influencer asking them to make changes.
Speaking of changes, do you expect influencers to submit their content for approval before they post?
While some brands don’t necessarily require this, it might be a good idea just to ensure that the influencer is doing everything you expect them to before their post goes live.
Product Shipment and Ownership – If you’re dealing with physical products that need to be shipped your second brief will also have to lay out shipping details.
There may be shipping limitations in terms of timeframes and locations, which the brief should talk about in detail.
And make sure you also clearly define whether or not the influencer gets to keep the product.
Compensation Details – Another crucial detail that you shouldn’t miss is the compensation detail.
What will you pay your influencers?
Are you providing monetary compensation?
If so, make sure you clearly define the compensation plan – whether you’re paying them a certain amount per post or a certain percentage for each conversion.
You should also define your payment method so there’s no confusion later on.
And make sure you clearly mention the date of payment.
This will ensure that there’s no miscommunication or false expectation between you and your influencers.
These are some of the details you should include to ensure that you write an effective influencer campaign brief.
You can include additional details as necessary.
Got any questions that you’d like to ask?
Feel free to leave a comment below.