Briefing influencers in a critical point in any influencer marketing campaign.
Fail to communicate exactly what you are looking for in the collaboration and you will not get the content you’re expecting.
The ideal brief includes three components: what your expectations are in the production of the content, its distribution and what information you need from the influencer once the content has gone live.
On each point it is important to be as clear as possible what you want from the influencer, even if they have done sponsorships in the past do not make any assumptions they will automatically do something without your asking.
Lay out what you want from the content – is it an entire video or a mention, when do you want the first mention of your product to be in the video, how long should the influencer talk about your product?
Send them your brand communication guidelines, including anything they should not reference in the video like your competitors or swear words for example, and the tone you want them to express themselves in.
Are there any phrases or key information they need to make explicit in the content?
What should they do with your product, do you want them to demonstrate it to their audience, include stills, include app footage?
All this is necessary for the influencer to know before they are able to pitch you their creative outline for the content.
Once you have selected your influencer, the second part of your brief should focus on how they will distribute the content.
What platform(s) should it go on? Should there be additional promotion on the influencers’ other social media accounts?
What links or hashtags should the influencer include? Where should he or she include them? Should they be referenced in the video?
When should they have the content ready? Do you want to approve it before they put it live? How much time do you need for this?
What information do you need from your influencer after the content is published?
Most platforms have the information readily viewable to you, however, if you have commissioned an Instagram story, for example, perhaps a screenshot of the number of people who viewed it before it goes offline is necessary for your metrics.
You could also give the influencer some hint as to what results you are expecting, then if they are not met you will have better leverage to ask the influencer to do another shout out to try and boost the numbers.
Throughout the process it is important to remember influencers are not marketing professionals.
They do not know how you are calculating the success of your campaign, what your key performance indicators are or whether they have been met.
Their focus is on making the best content their audience will love, it’s why you hired them in the first place.
Don’t bog them down in jargon, but gently and clearly explain in plain language what you need them to do.
Split your brief into content production, distribution and after publication to ensure you clearly explain to your influencer everything you expect from the sponsorship – beginning to end.