An influencer marketing brief can help you achieve several things. In an effort to advertise its online … Free Influencer Marketing Creative Brief Template (Google Doc). Creative briefs are some of the most important documents in an influencer marketer’s toolkit and you shouldn’t overlook them. (Make sure you also check out our Ultimate Guide for Influencer Marketing Budgeting to see what type of costs and fees to be mindful of!) Although self-explanatory, an influencer brief should start by stating … For example, if the brand wants its logo to appear within the first minute of a YouTube, this requirement should be outlined in advance. First, by creating the brief you will make it easier to communicate your plan with your team and management. Remember, this brief isn’t set in stone. : This is optional and can be as simple as “Within 14 days of receiving products”, or as specific as “On the 02/02/2020 at 9 p.m. your local time.”. We also have influencer & content marketing specialists ready to take on your next campaign! If it’s an event, you can switch this to a location. Many influencers maintain more than one account on the same platform and therefore specific account handles should be stated to avoid any confusion. There are several aspects that determine how you construct it: The influencer needs to know who they are working with, so show who you are as a company! In this case, influencer briefs serve … To ensure that an influencer includes the correct tracking link within sponsored content, any necessary tracking links should be provided in the brief. in order to comply with FTC’s influencer marketing guidelines! Nous avons besoin de quelques informations. Beyond stating each platform that sponsored content should be published on, an influencer brief should include the exact social media accounts an influencer should use to publish content. We recommend a clear objective: “The campaign goal is to increase our brand’s awareness, with particular attention given to our actions and determination in producing/using environmentally-conscious products.”. Which Is Best For Influencer Marketing, Differences Between Influencer Marketing vs Affiliate Marketing. A Great Influencer Brief Leads to a Great Influencer Campaign. An effective influencer brief is one that an influencer can clearly understand and follow, and leads to measurable campaign results. Upfluence offers an end-to-end solution, where you can easily and effectively source influencers, perform scale outreach, manage campaigns, and track performance. Many things contribute to the quality of your influencer brief. Crucial to every influencer marketing campaign is the inclusion of a compelling CTA that social media users should perform after consuming sponsored content. How are you different from everyone else? If you cannot offer a proper brief… By providing an influencer with clear messaging points a brand prepares him/her to deliver on the campaign goals. The document offers an overview of the campaignâs purpose and spells out what is expected of the influencer. For that reason, you should…. 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. 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… If you want influencers to be excited to work with you, always remember to show your excitement first! Without clear direction regarding what sponsored content should convey to followers, an influencer is ill-equipped to properly serve a brandâs needs. How to write a great influencer brief (and why it really makes a difference) Team Collabary 16. Anthem of Us Campaign for Bedrock Real Estate, Detroit. In the interests of a brand and the influencer itâs working with, an influencer brief should always present proper FTC disclosure as an expectation an influencer must follow, not an optional recommendation. For instance, for an Instagram exclusive campaign, a brief should include the number of Instagram posts and Stories an influencer has agreed to create, as well as the date and time each piece of content must be published. Don’t forget to include links to your website, social media accounts, and any other photos or creatives to give a better visual of your brand. Click the button to get in touch. In-House vs Agency? Before you can jump into the nitty-gritty details of your campaign, help to … Let them know you appreciate having them in the campaign, and that this should be the beginning of a great relationship. December 2016. This is THE most important part of your influencer marketing brief! In general, when the influencer is receiving any type of … Let us create a custom campaign to fit your brand's unique needs. The value of a good brief. While the core of the brief … (Make sure you also check out our, Compensation type (Flat amount, commissions, others, etc. There you have it. Marketers should also indicate when, where, and for how long a brand asset should appear in sponsored content. However, brands should remember that influencers are often better equipped to connect with their audiences than a brand. If your campaign involves payment of any type, remember to include all terms and conditions so influencers know what to expect. Typically a one-page long document, an influencer brief is a resource meant to assist an influencer when he/she creates sponsored content for a given campaign. Guest posting, sponsored content, re-targeting, co-creation, competitions, mentions on social, discount codes, and more are terrific examples of influencer marketing campaigns. In the KPIs section of the brief, brands should clearly outline the goals they wish to achieve as a result of the influencer engagement. that this campaign is for? The inclusion of several points lessens the impact of any given point and can result in sponsored content that feels inorganic or forced. Read our privacy policy. The failure to include a clear CTA, or the inclusion of CTA thatâs confusing, can result in a low-performing campaign. It’s best to lay these details out in a clear, straightforward style. Campaign Brief 2. The brand briefing for an influencer is an extremely important asset for every influencer marketing campaign, but are you including enough … [Infographic]. : Most brands and agencies include the brief in the first or second email exchange with their preferred influencers. Like the saying, âWithout a goal you canât score,â an influencer brief should clearly and concisely provide an influencer with a campaignâs purpose and goals. An influencer brief is a document that ensures you and the influencer are on the same page. 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. Just as important as including messaging points that an influencer should highlight is the omission of talking points detrimental to a brandâs image or campaign goals. Everything you need to create an awesome brief, plus this handy influencer brief template. Is this a holiday campaign? Related Post: The Updated 2018 FTC Guidelines For Influencer Marketing [Infographic]. 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. You can choose to send the brief in your first outreach email to set clear expectations from the get-go or choose to wait until the influencers respond with their interest. The Brief: What and Why. Let's collaborate on influencer marketing and social media stories. On Instagram, only one or two messaging points should be provided. This could include discussing a specific product the brand doesnât wish to advertise in the present campaign or any reference to competitors. 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. Here you can include photos from past collaborations as inspiration or artistic collage mood boards. The document offers an overview of the campaignâs purpose and spells out what is expected of the influencer. Critical to an influencer brief is the inclusion of specific talking points an influencer should follow when discussing a brand and its products. 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. Whether the verbal and written inclusion of a discount code or a statement asking followers to check out the brand, a specific CTA should be included in every influencer marketing brief. Instagram? You can choose to send the brief in your first outreach email to set clear expectations from the get-go or choose to wait until the influencers respond with their interest. Feel free to give the influencers a guideline – or leave it completely up to their creativity! , such as product purchases, downloads, or sign-ups. This involves creating a campaign brief … Here weâll outline 11 essentials every influencer brief should include and examine 4 specific influencer brief mistake marketers should avoid. Or a monthly influencer campaign? Having clear guidelines and expectations is good, but remember to leave space for the influencers to be creative. What are your values? 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.”. Influencer Rates: How Much Do Influencers Charge? To ensure that an influencerâs sponsored content meets, How Much Time Will You Spend On Social Media In A Lifetime? You can also use our influencer brief template as a guide for your campaign brief! For YouTube or blogger content, messaging points should be limited to up to five. This is where you outline what you want the influencer to do on their side of the … Conversely, both an arduous influencer brief or one lacking sufficient detail can lead to a poor performing campaign. What does your company bring to the public? Although self-explanatory, an influencer brief should start by stating the name of the advertiser or brand running the campaign. Don’t forget to include links to your website, social media accounts, and any other photos or creatives to give a better visual of your brand. In an influencer brief, marketers should provide any specific messaging points that an influencer must not state verbally or in written form. A good company bio doesn’t only let influencers know more about your company, but also your. 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. Hint: Mood boards are a great way to introduce influencers to your brand’s visual representation. In influencer marketing, there is nothing worse than a confusing campaign with no clear guidelines and directions. ), Include a lot of photos of your brand, products, and past collaboration. If you want customers to fall in love with your brand, make sure the influencers fall in love with you first! At the end of the day, influencers are content creators who communicate with their audience extremely well. Bedrock Real Estate wanted to produce … : An influencer brief is a critical document to help influencers understand and carry out the collaboration with your brand in the most seamless way. : Giveaway rules, event dress code, or any other information relevant to your campaign type. : An influencer brief doesn’t have to be lengthy. Influencer Brief About us Our Company: Our Product: More Details: Inspiration What we like: presented by Therefore, in the interests of a high performing campaign brands should give influencers creative freedom by providing only one to two essential talking points and a succinct list of campaign goals to meet. One trap of messaging points is offering too many, which can result in the deterioration of any given pointâs impact. Brand assets such as a logo or slogan that an influencer should include in sponsored content should be stated in an influencer brief. Specific messaging points like, âThe cookies are organic,â serve to fulfill larger goals like providing audiences with useful product information. The brief sets clear guidelines and expectations for everyone involved – and that includes you!  Â. It’s a marketer’s favorite thing to have, where all variables are defined clearly, all elements are explained, and all questions are answered. Write a Detailed Campaign Brief [+Template] Since you’re doing your influencer campaign the right … In the event that an influencerâs sponsored content takes the form of a giveaway or contest, an influencer brief should clearly include necessary rules and guidelines so influencers arenât left to explain contest rules in a way that could be inconsistent with the brandâs intentions. If an influencerâs followers either arenât offered a next step or are given instructions too cumbersome to follow theyâre likely to disengage. One of the essential steps of launching an influencer marketing campaign is to clearly communicate with your influencers about what you expect out of the campaign.. BEST INFLUENCER MARKETING BRIEF EXAMPLES. Almost all influencer campaigns include tracking links that document user actions related to campaign ROI, such as product purchases, downloads, or sign-ups. Ultimate Guide for Influencer Marketing Budgeting. 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 … It’s important to establish goals so everyone is on the same page. When do I use it: Most brands and agencies include the brief in the first or second email exchange with their preferred influencers. To help get you started we’ve outlined a quick summary of the key elements of the brief below. Yes, it lets influencers know about your campaign but, more importantly, it’s a great way to ensure they’re the right fit for it! 1. Ready to leverage your influencer marketing efforts? Now that the influencers have a brief understanding of the campaign, let’s jump into the nitty-gritty elements! Instagram photos or stories? 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. Name of the advertiser/brand. Before you can jump into the nitty-gritty details of your campaign, help to ease the influencer in with a clear and concise overview. An influencer brief is an essential part of every influencer marketing campaign. 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. To ensure that an influencerâs 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. Within the past year, the FTC has become increasingly active in enforcing proper disclosure of sponsored content. Knowing that your brand values align with your influencers ultimately lead to a better, more effective influencer … Your mood board images have more influence over the quality of submissions than any other part of your brief. An influencer campaign brief. Free Marketing Brief Template for an Influencer Campaign 1. Make sure that the briefing … It’s a marketer’s favorite thing to have, where all variables are defined clearly, all elements are explained, and all questions are answered. Example: “Hello Thomas, we are planning a new and exciting campaign in which we would love to have your collaboration. Is it a new launch? Additionally, contests and giveaways typically need to follow legal as well as platform guidelines. For YouTube or, In the event that an influencerâs sponsored content takes the form of, Almost all influencer campaigns include tracking links that document user actions related to campaign. What is the product (or services, or events, etc.) for a given campaign. A good company bio doesn’t only let influencers know more about your company, but also your brand and voice. Any other deliverables like tagging the brandâs official Instagram account or using a specific branded hashtag should also be included. The brief should include both a reminder of the FTC guidelines as well as the specific language the influencer must use. 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 influencer marketing campaign. Start scaling your influencer marketing campaigns with Upfluence Software right away. was brought to you by… Award Winner Digital Marketer, top Linkedin Influencer, Certified Facebook / Adwords Professional, Certified SEO … Whether a brand wants to advertise the launch of a new product, raise brand awareness overall, or both, an influencer should be clearly informed of a campaignâs goals so he/she can structure content accordingly. : Make sure the influencers tag your brand, and/or include a unique hashtag for your campaign. … Step 4: Influencer Deliverables This is where you define the deliverables … An influencer brief is a crucial part of clearly communicating and in turn fulfilling campaign goals. If you’re not sure how to write a killer influencer brief… 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. Use this section as a prelude to the campaign, try to summarise it into a sentence or two. En nous contactant via ce formulaire vous acceptez le stockage et l'utilisation des données transmises par Upfluence. … Influencer Brief Example. Or simply encourage their followers to follow your brand’s Instagram? 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! 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. Typically a one-page long document, an influencer brief is a resource meant to assist an influencer when he/she creates. Depending on the influencer’s channel(… Or do they have a unique affiliate code? Enter the creative brief. Let’s start with the basics. 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. Since all promotional campaigns must be analyzed on a case-by-case … Read our. 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 … If your campaign involves payment of any type, remember to include all terms and conditions so influencers know what to expect. The failure to state clear campaign goals can result in sponsored content thatâs either ineffective or unrelated to a brand. In influencer marketing, there is nothing worse than a confusing campaign with no clear guidelines and directions. 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! The method by which you promote your brand through an influencer … Company Name Influencer Marketing Brief 2. Youtube? : Where will this campaign take place? Tinder’s #Menprovement Campaign With Top Meme Influencers. Youtube videos? Related Post: How Much Time Will You Spend On Social Media In A Lifetime? : Will the photo show the influencer using the product? Second, creating an influencer marketing brief … We’ve included these aspects as additional means of conveying your objectives and goals to the influencer. Below we’ve outlined everything you need to know in order to construct a flawless influencer brief, as well as an. 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. Don’t forget to include a CTA! Messaging points, Inspiration, Mood board. Similar to providing a list of messaging points, the inclusion of a CTA ensures that an influencer delivers on a brandâs specific goals. Incorporate the Three Key Elements. P/S: As promised, here’s your free Influencer Brief Template to construct your very own campaign on! 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 … Her army obliged, and the stigma was eradicated. To ensure that an influencer includes the correct tracking link within sponsored content, any necessary tracking links should be provided in the brief. We love sharing influencer marketing news, tips, and free resources with you, so make sure to subscribe to our newsletter for more! Your influencer brief should also clearly define what the outcome of the campaign you’re running is, so everyone knows what they’re aiming for. 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! : Is there a link to your website or product page that influencers can include? Most influencer … Such as bullets: 4. : If there is a specific tone you’d like the influencer to lean towards, make sure to include it! The solution? Don’t be afraid to construct the brief in a way that screams. Don’t forget. The word "influencer" was officially added to the English dictionary this week - and it's about time, too. A focused CTA should, therefore, be included in every influencer brief. By using this form you agree with the storage and handling of your data by Upfluence. Company Overview 2-3 sentences explaining what your company does Include images from previous campaigns or your current channels to give influencers a … The influencer needs to know who they are working with, so show who you are as a company! Deliverables. [Infographic], The 5 Different Types Of Influencer Marketing Campaigns, The Updated 2018 FTC Guidelines For Influencer Marketing [Infographic], The Influencer Marketing Industry Global Ad Spend: A $5-$10 Billion Market By 2020 [CHART], INFLUENCER MARKETING 2019 INDUSTRY BENCHMARKS, 8 Brands Doing Coronavirus Influencer Marketing Right on Instagram and TikTok, 10 TikTok Marketing Campaigns: How Brands are Using TikTok Influencers, The Best Influencer Marketing Case Studies: Campaigns From Top Brands, Influencers, & More. If you want customers to fall in love with your brand, make sure the influencers fall in love with you first! Your campaign summary. Influencer marketing is far from a new concept. This type of influencer marketing campaign falls more in line with the simple, ‘classic’ description I mentioned earlier. Product Background and Overview Share with the influencer details about the … The best influencer briefs lay the foundation for successful campaigns and productive ongoing relationships with influencers. Please find a detailed briefing on the campaign below.” Use vital points for your influencer briefing. Pass along your details so we can collaborate for future campaigns. Adding these features to your brief will play an important role in how the influencer creates content that is in line with your brand’s voice, aesthetics and how they pull important product messaging points to the foreground. has become increasingly active in enforcing proper disclosure of sponsored content. By clarifying your influencer marketing strategy, your goals, objectives, and KPIs. 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 … It defines the way your collaboration should go, and what are the obligations of each party. Poorly constructed briefs can spell … Arguably, the inclusion of two essential messaging points in sponsored content is more powerful than including three. paid partnership with). : Will influencers create blog posts? By using this form you agree with the storage and handling of your data by Upfluence. Start today! How do I create it: An influencer brief doesn’t have to be lengthy. The payment section of your brief should include: There’s definitely an art to creating a brief. For example, you need to make sure you’re detailing … 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. 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. It’s important that the influencer brief and/or brand does not get flagged for running a contest improperly.Â, Related Post: The 5 Different Types Of Influencer Marketing Campaigns. Or will it be an unboxing video? The brief sets clear guidelines and expectations for everyone involved – and that includes you! Discover how Upfluence can help you run successful campaigns. 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. One of the most popular influencer marketing examples is sponsored content. Although itâs important to provide an influencer with clear talking points, requiring an influencer to mention a long list of points can result in sponsored content that bores or confuses his/her audience. Cookies are organic, â serve to fulfill larger goals like providing audiences useful! Your brand Name here > 2 below we ’ ve included these aspects as additional of. Product purchases, downloads, or the inclusion of two essential messaging points the... When discussing a brand, or events, etc. over the quality submissions. Fulfill larger goals like providing audiences with useful product information should appear in sponsored that! Confusing campaign with Top Meme influencers tracking link within sponsored content that feels inorganic forced! 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Achieve several things so influencers know what to expect campaigns and productive ongoing relationships with influencers crucial to influencer. More than one account on the influencer amount, commissions, others, etc. brand make... You also check out our, Compensation type ( Flat amount, commissions,,! Collaboration should go, and past collaboration to measurable campaign results … your campaign involves payment of type! Marketing strategy, your goals, objectives, and what are the obligations of each party payment. A flawless influencer brief is a resource meant to assist an influencer includes the correct link. Doc ) amount, commissions, others, etc. detailing … Tinder ’ s important to establish goals everyone... Exchange with their audiences than a confusing campaign with Top Meme influencers purchases,,. Compensation type ( Flat amount, commissions, others, etc. for campaign. 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Terms and conditions so influencers know what to expect to communicate your plan with your team and management along details!, be included in every influencer brief the advertiser or brand running the,. For influencer marketing, there is a crucial part of clearly communicating and in fulfilling... Or product page that influencers are content creators who communicate with their audience extremely well to sure! Any other part of your campaign summary some of the campaignâs purpose and spells out what is expected of Key. Creative brief template ( Google Doc ) > 2 to connect with their audiences a. Brief understanding of the advertiser or brand running the campaign, try summarise... Campaign results documents in an influencer marketer ’ s # Menprovement campaign no..., â serve to fulfill larger goals like providing audiences with useful product information and in turn fulfilling goals! With influencers low-performing campaign to competitors rules, event dress code, or.... 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