Once you’ve selected the best influencer to work with, it’s time to set your campaign in motion. The next stage of the process is where influencer marketing efforts often fail, and so getting it right is of prime importance. We’re talking about writing and delivering your campaign brief.
Communicating your requirements to your chosen influencer is a tricky and delicate business – one small aspect getting lost in translation can mean the difference between success and failure. Thankfully, we’re here with a helpful checklist, to ensure that your campaign brief will put you and your influencer firmly on the road to success.
1. Have you contextualised?
This is dependant on whether or not you have previously worked with your selected influencer. If not, they will need to be given a comprehensive idea of your brand, your raison d’etre and your core values. The influencer should be clear about what you represent, as you will be counting on them to emulate and communicate it to their followers.
If you have previously worked with your influencer, be sure to communicate to them how you want your brand values to be represented within the campaign, and which aspects of them you most want to shine through. Also, include the reach of the campaign, and any further branches of it that will be happening outside of the influencer’s involvement. This will help them get a better idea of the campaign’s aims. In any case, the influencer should be familiar enough with your brand that you are comfortable for them to act as an ambassador and representative of it.
2. Have you been concise and clear?
We all know from personal experience than long, wordy chunks of information are a turn off. No one is primed to absorb key points if they are buried within paragraphs of waffle. Being as concise and clear as possible within your brief is essential (it’s not called a ‘brief’ for nothing!) Use bullet points, numbers, section headers – whatever you feel will make your writing as clear and unambiguous as possible. If you find yourself writing any unnecessary words, simply highlight and delete!
3. Have you avoided jargon?
As much as influencers will of course be aware of industry jargon, including it unnecessarily in your brief will only serve to muddy the waters. Unless it absolutely cannot be referred to in any other way, choose simple language over industry specific terminology.
4. Have you included objectives and expected ROIs?
For an influencer to be absolutely sure what it is you are hoping to get out of working with them, objectives and expected ROIs (returns on investment) are imperative. If an influencer is unclear about what the campaign is aiming to achieve, the message they are conveying to their audience on your behalf is already blurred and diluted.
Objectives should be listed at the very beginning of the brief, but try and narrow them down to only 3-4 maximum. Try to communicate them in as few words as possible for maximum clarity. ROIs should be listed also, so that the influencer knows exactly what is expected of them from the beginning.
5. Have you avoided making assumptions?
You live and breathe your brand, but it is important to remember that an influencer does not (yet). Don’t assume that they are aware of every intricate detail about your brand, how it works, the industry you work in and the way you operate. If it’s important that the influencer knows it for the campaign to be a success, spell it out in the brief. The clearer you are, the easier the whole process will be.
6. Have you defined your specifics?
Campaign briefs exist to ensure that both influencers and brands are on the same page, and this extends to even the most basic minutiae of the campaign itself. Clearly list the following:
- The agreed budget for the campaign (this should have been pre-agreed between you and the influencer)
- The key dates and timescales – which aspects of the work do you expect to have been completed/demonstrative and when?
- The location of any supporting documents/resources the influencer may need
- Key contact information of anyone involved in the process
7. Will you inspire your influencer?
For an influencer to advocate your brand to their audience in an engaging way, they need to be enthused about your brand and the project itself. Balancing clear, direct language with an inspiring tone is tricky and takes a bit of practice, but can be done. Remember, influencer marketing is a two-way process, through which both the influencer and the brand benefit more than financially. You are responsible for making that happen for your influencer, as much as they are for you!