2. The best influencer briefs lay the foundation for successful campaigns and productive ongoing relationships with influencers. Messaging points, Inspiration, Mood board. Influencer Brief About us Our Company: Our Product: More Details: Inspiration What we like: presented by The inclusion of this crucial information lessens the chances that an influencer may confuse an influencer brief with another document related or unrelated to the campaign. On Instagram, only one or two messaging points should be provided. We’ve seen it too many times: Brands don’t communicate what they’re looking for, influencers are lost because they don’t know what’s expected, campaigns are delayed because everyone is confused, sifting through threads and threads of emails. The Brief: What and Why. In influencer marketing, there is nothing worse than a confusing campaign with no clear guidelines and directions. It’s important to keep in mind when writing a brief for an influencer that you’re essentially briefing a photographer, artist and model all in one, so be descriptive but concise and where possible, create briefs for influencers individually. An influencer brief is a document that ensures you and the influencer are on the same page. In influencer marketing, there is nothing worse than a confusing campaign with no clear guidelines and directions. In the event that an influencer’s sponsored content takes the form of a giveaway or contest, an influencer brief should clearly include necessary rules and guidelines so influencers aren’t left to explain contest rules in a way that could be inconsistent with the brand’s intentions. Don’t forget. In conjunction with stating the social media account(s) an influencer should use to publish sponsored content, an influencer brief should explicitly outline the sponsored content an influencer has agreed to make and when each piece of content must be published. Or a monthly influencer campaign? If you want customers to fall in love with your brand, make sure the influencers fall in love with you first! paid partnership with). Influencer Rates: How Much Do Influencers Charge? Anthem of Us Campaign for Bedrock Real Estate, Detroit. It’s a marketer’s favorite thing to have, where all variables are defined clearly, all elements are explained, and all questions are answered. This is THE most important part of your influencer marketing brief! Sample of an Agreement with an Influencer Seth Arenstein, PR News Follow Seth: @Skarenstein The document is intended to provide general information and guidelines only and is not a substitute for legal advice. For that very reason, and for the fact that the most successful influencer briefs utilize this approach, include any number of visuals, including videos of previous work, for example, which will help deliver to the influencer … This involves creating a campaign brief … What is it: An influencer brief is a critical document to help influencers understand and carry out the collaboration with your brand in the most seamless way. Conversely, both an arduous influencer brief or one lacking sufficient detail can lead to a poor performing campaign. Whether you’re creating a big-budget TV ad or writing a new blog for the company website, everyone knows how important a good brief … Pass along your details so we can collaborate for future campaigns. Wolfe’s creative brief to her influencer army of sorority leaders was simple: Help us make it socially acceptable to find a date through an app. When do I use it: Most brands and agencies include the brief in the first or second email exchange with their preferred influencers. Almost all influencer campaigns include tracking links that document user actions related to campaign ROI, such as product purchases, downloads, or sign-ups. : Where will this campaign take place? Company Overview 2-3 sentences explaining what your company does Include images from previous campaigns or your current channels to give influencers a … Feel free to give the influencers a guideline – or leave it completely up to their creativity! An influencer marketing brief can help you achieve several things. For that reason, you should…. Remember, this brief isn’t set in stone. Click the button to get in touch. Ready to leverage your influencer marketing efforts? It typically plays out with brands reaching out to influencers to ask if they’re willing to promote one of their products or services – or vice versa… some influencers do outreach too! Arguably, the inclusion of two essential messaging points in sponsored content is more powerful than including three. 1. Read our privacy policy. Youtube? Marketers should also indicate when, where, and for how long a brand asset should appear in sponsored content. A brief is a written overview of a brand's campaign/project details, and overall expectations of what must be completed by the receiving party. By using this form you agree with the storage and handling of your data by Upfluence. Any other deliverables like tagging the brand’s official Instagram account or using a specific branded hashtag should also be included. We love sharing influencer marketing news, tips, and free resources with you, so make sure to subscribe to our newsletter for more! Name of the advertiser/brand. Let us create a custom campaign to fit your brand's unique needs. For example: “This Instagram giveaway contest is our Holiday influencer campaign, where you and your followers can get to know our brand better through a minigame and free gifts.”. And if you don’t know where to start or simply looking for some inspiration, check out our influencer campaign brief template and brand onboarding guides in the latest playbook in our Influencer Marketing & Relations in 2018 series: Accelerating Trust & Transparency in the Path-to-Purchase Through Influencer … In general, when the influencer is receiving any type of … Example: “Hello Thomas, we are planning a new and exciting campaign in which we would love to have your collaboration. What is the product (or services, or events, etc.) Your mood board images have more influence over the quality of submissions than any other part of your brief. Within the past year, the FTC has become increasingly active in enforcing proper disclosure of sponsored content. Start scaling your influencer marketing campaigns with Upfluence Software right away. Ultimate Guide for Influencer Marketing Budgeting. For the latest influencer marketing news, resources, and case studies, In the simplest sense, an influencer brief is a document that a brand or agency provides an influencer after he/she has contractually agreed to participate in an, campaign. Depending on the influencer’s channel(… In the KPIs section of the brief, brands should clearly outline the goals they wish to achieve as a result of the influencer engagement. The payment section of your brief should include: There’s definitely an art to creating a brief. To ensure that an influencer’s sponsored content meets FTC guidelines, an influencer brief should include both an FTC guideline reminder and the specific language the influencer should use for disclosure (e.g. Guest posting, sponsored content, re-targeting, co-creation, competitions, mentions on social, discount codes, and more are terrific examples of influencer marketing campaigns. [Infographic]. Or do they have a unique affiliate code? Like the saying, “Without a goal you can’t score,” an influencer brief should clearly and concisely provide an influencer with a campaign’s purpose and goals. Given the thousands of influencers listed on our Influencer Directory platform, brands often reach out to influencers through PHLANX.com and don’t know HOW to correctly brief them on the right way to represent their brand – so that both parties are clear and concise.. First thing’s first – a social media influencer … Here you can include photos from past collaborations as inspiration or artistic collage mood boards. Is this a holiday campaign? We’ve always learned from the experiences of our friends and family or looked to aspirational figures for inspiration on what to buy.. One of the first "influencer… : Will the photo show the influencer using the product? There are several aspects that determine how you construct it: However, there are a few important elements that your influencer brief MUST include, and we will outline them for you below. Crucial to every influencer marketing campaign is the inclusion of a compelling CTA that social media users should perform after consuming sponsored content. By using this form you agree with the storage and handling of your data by Upfluence. The influencer needs to know who they are working with, so show who you are as a company! for a given campaign. 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. The inclusion of several points lessens the impact of any given point and can result in sponsored content that feels inorganic or forced. Here we’ll outline 11 essentials every influencer brief should include and examine 4 specific influencer brief mistake marketers should avoid. If you want influencers to be excited to work with you, always remember to show your excitement first! What does your company bring to the public? If an influencer’s followers either aren’t offered a next step or are given instructions too cumbersome to follow they’re likely to disengage. It’s best to lay these details out in a clear, straightforward style. In this case, influencer briefs serve … Many things contribute to the quality of your influencer brief. Is it a new launch? By clarifying your influencer marketing strategy, your goals, objectives, and KPIs. : If there is a specific tone you’d like the influencer to lean towards, make sure to include it! ), Include a lot of photos of your brand, products, and past collaboration. Product Background and Overview Share with the influencer details about the … To help get you started we’ve outlined a quick summary of the key elements of the brief below. To avoid sponsored content that is overly branded or annoying to audiences, marketers should limit the number of messaging points influencers must include in sponsored content. Or simply encourage their followers to follow your brand’s Instagram? that this campaign is for? The brand briefing for an influencer is an extremely important asset for every influencer marketing campaign, but are you including enough … The brief should include both a reminder of the FTC guidelines as well as the specific language the influencer must use. After all, a brief is where an influencer learns all about your company and campaign, so they should not only be fully informed but should also be excited to be a part of your campaign! In an effort to advertise its online … To ensure that an influencer includes the correct tracking link within sponsored content, any necessary tracking links should be provided in the brief. Read our. You don’t have to explicitly state for the exact amount of engagement, clicks, or code usage, but your “ideal” vision is important when forming expectation and objectives. Critical to an influencer brief is the inclusion of specific talking points an influencer should follow when discussing a brand and its products. We’ve seen it too many times: Brands don’t communicate what they’re looking for, influencers are lost because they don’t know what’s expected, campaigns are delayed because everyone is confused, sifting through threads and threads of emails. Instagram photos or stories? The method by which you promote your brand through an influencer … Youtube videos? Before you can jump into the nitty-gritty details of your campaign, help to ease the influencer in with a clear and concise overview. The best influencer briefs lay the foundation for successful campaigns and productive ongoing, To avoid sponsored content that is overly branded or annoying to audiences, marketers should limit the number of messaging points influencers must include in sponsored content. Specific messaging points like, “The cookies are organic,” serve to fulfill larger goals like providing audiences with useful product information. BEST INFLUENCER MARKETING BRIEF EXAMPLES. An influencer brief is an essential part of every influencer marketing campaign. An influencer brief is a crucial part of clearly communicating and in turn fulfilling campaign goals. Below we’ve outlined everything you need to know in order to construct a flawless influencer brief, as well as an Influencer Brief Template for you to use! The document offers an overview of the campaign’s purpose and spells out what is expected of the influencer. To ensure that an influencer includes the correct tracking link within sponsored content, any necessary tracking links should be provided in the brief. : Most brands and agencies include the brief in the first or second email exchange with their preferred influencers. , Compensation type ( Flat amount, commissions, others, etc. follow when discussing specific. Your free influencer marketing creative brief template ( Google Doc ): what Why! 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