Influencer briefs may be highly effective instruments. A nicely crafted influencer temporary may also help you land the partnerships you need, keep away from frustrations or miscommunications, and get essentially the most out of each partnership in your influencer advertising and marketing campaigns. That being stated, it’s no straightforward process to craft an excellent influencer temporary — there’s positively an artwork to it! Within the article beneath, we break down the fundamentals of what ought to go into an influencer temporary so it’ll be clean crusing for you and your influencer companions from the beginning.
After you’ve learn by means of this text, it’s also possible to obtain our influencer brief template to make use of as a place to begin!
3 Parts for a Good Influencer Temporary
Influencer Temporary Ingredient #1: Clear and Concise Influencer Advertising Marketing campaign Particulars
An influencer temporary must be as quick and succinct as attainable. Bear in mind, your influencer companions aren’t simply full time content material creators – they’re additionally small enterprise house owners. Their time is efficacious, so the extra environment friendly you may be together with your communications, the higher!
In your influencer temporary, be sure to clearly lay out the small print of the influencer advertising and marketing marketing campaign that you really want this companion to participate in. Particulars ought to embrace detailed logistics resembling:
- Marketing campaign timing – embrace the timeline of the influencer advertising and marketing marketing campaign with particulars on when drafts must be submitted, remaining approvals, and when content material ought to go reside.
- Kind of marketing campaign – make clear whether or not the influencer advertising and marketing marketing campaign is natural or paid. If it’s paid, embrace the small print about compensation.
- The place to submit – title the platforms you prefer to influencers to share their content material.
- Parts for posts – if there are any influencer advertising and marketing marketing campaign hashtags, hyperlinks, or social tags that must be included in posts, make it recognized!
Just remember to are abundantly clear on utilization rights in your influencer advertising and marketing temporary. In case you plan to reshare any creator content material from an influencer advertising and marketing marketing campaign in your model’s social channels, incorporate influencer content material in conventional adverts, or repurpose content material in your model’s web site, you should let creators know and state your intentions within the influencer temporary.
Influencer Temporary Ingredient #2: Embrace Vital Authorized Language that’s Related to Your Market
The influencer advertising and marketing business goes by means of a glow up — turning from a “good to have” to a necessary a part of the advertising and marketing combine that’s closely professionalized. One of many unwanted effects from this transition is that each manufacturers and influencers are below larger scrutiny relating to their promoting techniques.
This can be a good factor! It protects everybody concerned (shoppers, manufacturers, influencers, and so on). Nevertheless, it implies that you do want to incorporate language in your influencer briefs that guarantee correct steps are taken to comply with related laws. To keep away from any potential sizzling water be sure that your influencer temporary incorporates steerage on what can/can’t or ought to/shouldn’t be stated. Just a few examples embrace:
- Phrases influencers ought to avoid in your product class, i.e. “keep away from direct claims to outcomes resembling this removed my darkish circles and as an alternative use the looks of darkish circles has been decreased”.
- Info surrounding related restricted classes in your market, resembling prescription drugs pointers, alcohol consumption laws, playing restrictions and so on.
- Accountable portrayal of your product, for instance, hair extensions shouldn’t be worn in content material that promotes hair progress/thickening merchandise.
- Acceptable labeling of sponsored and natural content material. The foundations for these items modified, relying on what market you’re working in however the normal greatest apply is to ask all influencers to speak in confidence to their audiences when a product is presented or a submit is sponsored.
Influencer Temporary Ingredient #3: Embrace Inspirational Parts however Keep away from Inventive Management
By now you in all probability know that your influencer temporary mustn’t learn as a script. It may be tempting to try to share your in-depth imaginative and prescient for the content material that you just wish to see together with your influencer companions. However, finally influencers usually see this type of oversharing as an infringement on creativity.
“Once I sense that there’s restricted inventive freedom, I instantly pull again as a result of I don’t wish to do exactly an advert. I wish to do one thing that’s humorous, relatable, and promotes the corporate in my very own voice.” – Kat Stickler, Influencer & Comic
Scripts don’t simply stifle influencer creativity, they’ll additionally negatively affect the efficiency of content material. Content material merely received’t come throughout as genuine if influencers should learn by means of a storyboard. Your influencer companions know their viewers greatest — belief them to create the content material they know will land!
As a substitute of together with scripts and storyboards in your influencer temporary, contemplate:
- Together with concise details about the product and a normal checklist of do’s and don’ts to attenuate confusion on specifics and guarantee correct model illustration.
- Get inventive and infuse some enjoyable and inspirational visible aids in your influencer temporary. This may very well be a mash up of inspirational content material that you just’ve seen, or may even be a few of your favourite content material items that your influencer companion created prior to now!
- Craft a temper board to assist talk a few of your imaginative and prescient, with out getting too prescriptive. For instance, Chunk Toothpaste Bits created an “influencer toolkit”, which was a temper board-esque tackle an influencer brief that efficiently communicated all of the vital particulars of the marketing campaign, whereas additionally offering inspiration for creativity.
On the finish of the day, an influencer temporary is simply a leaping off level for you and your influencer companions. It wants to speak some vital particulars to allow them to get began of their course of, however it doesn’t must be the end-all-be-all doc of fact. Consider your influencer temporary as a solution to get the inventive course of going — you’ll (and may) have at the least a number of conversations together with your influencer companions between sending your temporary and seeing content material go reside!
Now go forth and temporary! (And bear in mind it’s also possible to obtain our influencer brief template free of charge.)
