92% of marketers say influencer marketing is an effective form of marketing. Impressively, influencer marketing generates an average return of $5.78 for every $1 spent.
But simply recruiting an influencer is not enough – you need to properly brief them to maximize the partnership’s success. 60% of marketers say inadequate briefing is one of the biggest influencer marketing challenges.
With the right information and clear expectations set, influencers can become powerful brand advocates. Brief them effectively, and your next influencer campaign could lead to a huge boost in site traffic and sales
Follow these best practices for briefing influencers that we have given below, and you’ll be setting up your collaboration for optimal results.
1. Provide Background on Your Brand
“Make sure you and the influencer are a good ‘fit’ for each other”-FashionMonitor
Start your influencer brief by giving the influencer some background on who you are as a brand.
Share Your Brand Story and Mission
Give a brief 2-3 sentence overview of how your brand started and what your mission and values are. What problem does your brand aim to solve? What makes your brand unique? Sharing these core details will help the influencer understand your brand purpose.
Describe Your Target Audience
Detail who your brand’s target audience is including age range, gender, interests, and any other defining demographic information. This will help the influencer tailor their content accordingly.
Highlight Your Brand Personality
Define your brand personality and voice using a few descriptive words like “fun”, “authoritative”, “luxurious” or “youthful.” Brief descriptions of your tone and typical messaging will further assist the influencer in creating on-brand content.
Or you can simply leave it to professionals like us. We at PormotionalPact specialize in connecting your brand to suitable influencers for successful collaborations.
2. Provide Key Details About Your Product
To showcase the full experience of your brand, product understanding is important too
Now that you’ve introduced your brand, move on to providing all the important information about the specific product the influencer will be featuring.
Explain the Product Details
Give a clear overview of what your product is, key features and benefits, and what makes it better than competitors’ products. Providing specifics about how it works and what purpose it serves will enable the influencer to speak knowledgeably about it.
Share Pricing and Purchase Information
Let the influencer know price points, where consumers can purchase it, and any other helpful info about accessing the product. This allows them to seamlessly direct their audience to buy it.
Note Any Complementary Products or Services
If you have any complementary products or post-purchase services that enhance the customer experience, highlight those as well. The influencer can showcase the full experience your brand provides.
3. Communicate Your Campaign Goals and Expectations
“It’s important to define clear influencer marketing campaign goals”-Influencity
Now it’s time to provide very clear direction on what you hope to achieve with this influencer partnership.
Explain Overarching Campaign Goals
What are the objectives of this influencer campaign? For example, do you want to increase website traffic by 25% or make 100 new sales? Setting realistic but ambitious targets will allow the influencer to focus their efforts accordingly.
Share Key Performance Indicators (KPIs)
What metrics are you looking for this campaign to drive – impressions? Mentions? Clicks? Sharing the KPIs you have in mind will enable the influencer to optimize their content to achieve your desired results.
Provide Examples of Successful Campaigns
If possible, include 1-2 examples of influencer campaigns you’ve run in the past that delivered great results. This gives the influencer inspiration to model their work after.
4. Set Clear Content Expectations and Guidelines
“There really is no substitute for great content”-GRIN
Give the influencer clear instructions and guidelines regarding the type of content you expect them to create. But also provide creative freedom within those guidelines.
Specify Content Format and Length
Let the influencer know if you want them to create an Instagram post, YouTube video, TikTok series, etc., and the ideal length for each. Details like “one 60-second TikTok video” remove the guesswork.
Share Brand Style Guidelines
Provide visual guidelines on colors, fonts, logos, and imagery that fit your brand aesthetic. You might also share sample posts or a mood board for inspiration.
List Content Requirements and Suggestions
While you want to preserve the influencer’s creative voice, list 2-3 requirements or suggestions for the content like featuring a customer testimonial, highlighting certain features or benefits, or using a specific hashtag. This steers them in the right direction.
Define Your Approval Process and Timeline
Explain your content review process and deadlines for receiving the draft deliverables, providing feedback, and final approval. Clear expectations prevent delays.
5. Clarify Compensation Structure and Process
Finally, transparency regarding compensation is key for a smooth influencer partnership.
When it comes to pricing and payments, it’s important to provide transparency
Specify Compensation Amount and Format
Be clear about payment amount – whether it is a one-time fee, per post, tied to sales or other. Also specify the payment format – PayPal, check, etc.
Outline Payment Timeline and Terms
Detail when payments will be sent – for example, within 5 business days of content approval and receipt of W-9. Any requirements to receive payment should also be outlined.
Open Communication Channels
Provide contact info for who handles payments and is available to answer any finance-related questions. Maintaining open communication prevents misunderstandings.
Sample Template
Subject: Brand Influencer Partnership Brief
Hi [Influencer Name],
I’m excited to partner with you on an influencer campaign for [Brand Name]! I’ve put together this brief to provide you with all the key details about our brand, products, and our campaign goals:
About our brand:
[1-2 sentences on brand story and mission]
We aim to reach a target audience of [detail target demo and psychographics]. Our brand personality is [descriptors like fun, luxurious, etc].
Our product:
We would love for you to feature our , a [description of product]. Key features are [list features] which provide [main benefits]. It is priced at [price] and can be purchased [where to buy].
What we aim to achieve:
The main goals of this campaign are to [goals like increase sales or brand awareness]. Our target KPIs are [mentions, clicks, etc]. Some examples of successful influencer partnerships we’ve had are [examples].
What we need from you:
We would like you to create [content formats like an IG post, TikTok video, etc] that is [length of content]. Please share a draft by [draft deadline]. Our brand style guide and suggestions are attached. Your content should [2-3 specific requests or suggestions].
Let me know if you have any other questions! We’re thrilled to have you showcase and can’t wait to get started.
Looking forward to your brilliant content,
[Your name]
[Brand name]
FAQs and Answers
What details should I avoid including in my influencer brief?
Avoid overly promotional language that sounds like an ad. Don’t dictate word-for-word captions. And don’t overload on minutiae – stick to key relevant details.
How can I give creative direction while still allowing influencer freedom?
Give suggestions but not demands. For example, say “Consider featuring customer reviews” rather than “You must feature customer reviews.” Provide guidance but allow room for their own ideas.
Should I require a signed influencer agreement?
It’s a smart idea to have a formal agreement that covers content usage rights, payment terms, timelines and more. An agreement protects both you and the influencer. Send this as a separate document for them to sign after mutual briefing.
What if my product launch date changes – how do I notify the influencer?
Immediately reach out to the influencer and explain the situation if any timeline changes. See if they can accommodate new dates. If not, you may need to end the partnership and find a new influencer available on your new date. Communicate promptly to avoid issues.
How much creative freedom should I allow influencers in the brief?
Give clear guidelines to align with your brand but don’t be overly prescriptive. The influencer’s unique perspective is part of what their audience responds to. Find a balance between structure and creative license.
