Today, we’re diving into the world of influencer briefs. If you’re a brand, a marketer, or even an influencer looking to understand the nuts and bolts of influencer marketing, you’re in the right place.
An influencer brief, also known as an influencer marketing brief or a creator brief, is a document that outlines the key details of an influencer marketing campaign. It’s the roadmap that guides influencers on how to align their content with your brand’s vision, goals, and expectations.
Why is it important? Well, a well-crafted influencer brief:
Long story short: with the right brief, it’s much easier to get results you want from your campaigns.
The terms “creator brief” and “influencer brief” are often used interchangeably in the context of influencer marketing. Both refer to a document that outlines the key details of a marketing campaign for an influencer or content creator.
However, there can be a subtle difference in connotation based on the terms “creator” and “influencer”:
So, while an influencer brief might focus more on leveraging the influencer’s reach and audience, a creator brief might focus more on the specifics of the content to be created. However, in practice, both terms refer to very similar documents, and the choice of term often depends on the specific context or preference of the person or company using it.
Now, let’s get to the meat of the matter: writing an influencer brief.
Imagine that your brief should be read by a person who has 2 minutes only. One more thing about the brief: it’s not a book or story. It’s something like instructions. There are all chances the brief will be read several times.
Be concise but comprehensive. Your brief MUST be well-structured and short. Remember, clarity is key in an influencer brief.
Here’s a step-by-step guide:
If you’re feeling overwhelmed, don’t worry. There are plenty of influencer brief templates out there to help you get started. These templates provide a structure that you can adapt to fit your specific needs. They’re a great time-saver and ensure you don’t miss any crucial information.
Key Talking Points:
Campaign Budget and Payment Terms:
Content Approval Process:
Influencer brief template for eCommerce also include this:
This info is important
The most simple way to create a brief is using ChatGPT for influencer marketing. Just try this prompt: “Ask me everything you need to create a comprehensive influencer marketing brief”. So you don’t need to think about a form. Focus on your objectives.
To give you a better idea, let’s look at a few influencer brief examples.
You need to understand that it can be:
The format of the document doesn’t matter, what’s important is its content. It could be created in Canva as a two-page PDF file like this:
Or it could be a 5-15 page presentation like this:
So there are no requirements for brief length, but it should cover all key points in the most comprehensive way.
If you want to create a one-page brief you need to be short, without deleting any points. Maybe, you shouldn’t add a full history of your brand (if it’s not a main concept of your communcation). Maybe, you could make one or two main accents. Be brief in your objectives description. It’s called a brief, not a long:)
As you can see, each brief is tailored to the specific campaign and influencer, but they all follow the same basic structure we outlined above.
Adding visuals and colors to your influencer brief can make it more engaging and provide clearer direction. You could include:
This helps the influencer understand your brand aesthetic and create content that aligns with it. Creating separate brandbook for the needs of your marketing team isn’t a bad idea at all.
Meanwhile, it’s not necessary to use your brand colors in creatives. Influencers are not simply ‘freelance designers’ creating content for you. Their task is to create engaging content to tell your potential customers about you. It’s a common situation when influencers create a post or reel in their own style to make your promo look native and authenctic.
When we talk about influencer marketing, we mention these steps: find → analyze → reach out and pitching → brief and agreement → track results and campaign analysis.
A brief is essential tool, not some type of improvement to this process.
You need to share some information with influencers to let them do their part of work. You can have a meeting or chat discussing all the details. You can even let opinion leaders gather all the data by themselves. But it won’t be effective. Creating a brief is the most convenient way to describe the task.
A very simple example from our campaigns: when we don’t say influencers about our advantages, they often don’t point out them. In this case we can’t even control our external marketing communication without an appropriate brief.
Finally, remember that each influencer is unique, with their own style and audience. So while your influencer brief should be personalized, it should also align with your brand’s voice and values.
Influencer briefs are a crucial part of influencer marketing. They help ensure that both you and your influencer are on the same page, leading to more successful campaigns. Take your time to craft a detailed, clear, and engaging influencer brief.
Remember, the best influencer briefs are those that effectively communicate your brand’s vision, resonate with the influencer, and ultimately create a win-win situation for both parties.
We hope this guide helps you in your influencer marketing journey. Happy briefing!