Writing an Effective Influencer Brief
Influencers, Social

There are plenty ways that brands and influencers can collaborate. Whichever the method of collaboration, a good influencer brief is a key element of the communication process that is integral to delivering a successful influencer campaign. If you’re starting out or want to ensure the success of your first campaign, read on for our tips for writing an effective influencer brief for your campaigns.

Campaign Overview and Objectives

Starting your brief with an overview of your campaign is the best way to get your point across to potential collaborators and ensure that creators get a clear understanding of the key points such as the target audience and the brand’s value proposition. By providing this information upfront, content collaborators will be able to get the big picture and see where they fit into your marketing objectives. Following the overview, it is also good practice to provide specific measurable objectives for the campaign – be it brand awareness, engagement or conversions for influencers to tailor their content to best achieve the outcomes.

List of Deliverables

Once general information about the campaign and brand has been laid out, a brief should also provide the following details:

Platforms: which platform(s) the content will be posted to or for event engagement, the location.

Content type: specify the type of content you are engaging the influencer for – will this be in the form of a podcast, Instagram photos, stories or reels, or event appearance? Influencers tend to know
which content type works best on the specific platform and what works best with their followers so it may be a good idea for brands to consult with them on the best content format.

Call-to-action: Define what you would like the influencers to include as a call to action, that is, what exactly is the intended action for the audience to undertake after viewing the sponsored content. An example could be a promo code that influencers can then include in their content to drive your KPIs.

Posting Schedule: Do not forget to include a clear timeline on when you require the drafts to be shared with you for approval and the posting dates, especially if these are meant for time-sensitive promotions and product launches. This also ensures that there is sufficient time to cater to any amendments where needed.

Hit the Essentials

While it is important to give influencers context and direction for the campaign, excessive briefs with overly scripted talking points may end up with a post that appears unauthentic and ‘hard sell’ as a result. While covering the essentials, keep in mind to leave enough room for creative freedom – Afterall, this is what you are engaging an influencer for! Instead of providing concrete talking points, inspirations and style references can be provided as a guide to help influencers get a good grasp of the type of content you are going for. This can be in the form of a mood board, examples of influencer posts from other creators you’ll like to emulate, or past campaign examples that empower your content collaborators.

Dos and Don’ts

Lastly, every brand should already be clear on the dos and don’ts and this is simply a matter of detailing them in a clear and concise manner for any avoidance of doubt. Do’s can include specific keywords that the influencer should use while don’ts include words and imagery that may be harmful to the brand or not to mention competitors. When it comes to listing dos and don’ts, the clearer, the better!

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