Step 1: About the marketing campaign
What is the campaign and why are you implementing it? This section should be a high-level overview of the campaign and should include information about your brand, product or service and the campaign you want to launch in collaboration with the influencer.
Step 2: Key Brand Messages
This is an important part of the briefing because it helps the influencer understand the message you want to communicate through their content. It will also help in developing the call-to-action that they include, and particular aspects that should be highlighted about the product, service or brand.
Step 3: Campaign KPIs and Goals
In the KPIs section of the brief, brands should clearly outline the goals they wish to achieve as a result of the influencer engagement.
Step 4: Influencer Deliverables
This is where you define the deliverables that have been agreed upon, as well as the expectations surrounding them, such as deadlines and due dates. It’s also a good place to clearly include the mandatory requirements associated with the deliverables, such as the social tags, hashtags and/or link required, as well as any unique discount codes, landing pages or calls-to-action.
An example of what the deliverables section of the briefing could look like is:
- 1 x Instagram post featuring product with branded @tag and #hashtag on December 5th
- 1 x Instagram story featuring product with verbal mention of the brand on December 5th
- 1 x YouTube video post that encourages the audience to make a purchase using the discount code: XYZ by December 10th.
Step 5: Content Theme & Mood
Do you want the content to be family friendly, inspiring and creative, or fashion forward and classy? Or perhaps you're looking for dreamy and adventurous, or a particular style of photo, such as a close-up of the product, the product in use or a flat lay. You can also include suggested pieces of content to give the influencer an idea of the style you are after.
Step 6: Influencer Do’s and Don'ts
In your do's and don'ts section, be sure to include everything that will help the influencer create the best content for your brand and uphold the brand message.