If you haven’t worked with influencers before, writing a brief can feel a bit daunting. What can I ask for? What should I keep in mind? What does the influencer expect? Here’s a checklist that will help ensure you write sharp briefs.
1. About Us
If you haven’t worked with the influencer before and your brand isn’t well known, giving a short introduction of your brand might be a good way to start the brief. Let the influencer know why you think their profile is a good match for your brand.
2. The Campaign Goal
State what you’re trying to accomplish with the booking. It can be anything from soft goals like creating awareness about your product, to more tangible goals like gaining more Instagram followers, newsletter signups, or sales on your eCommerce site. This will give influencers important insights that will make it easier for them to help you achieve your goals. They may even come up with ideas you haven't thought about!
- Sales on website
- Signups to your service
- Newsletter signups
- Increased followers on your social profile
- Attract more readers to content on your company’s website.
3. The Tasks
A) Explain what you would like the influencer to do:
- Are you going to send the influencer a product that you want them to feature?
- Are you asking the influencer to try out a service you deliver?
- Do you want them to take photos and/or create a video?
- Do you want them to show up at an event you’re hosting?
- Do you want the influencer to post in one of their channels or all their channels?
- Do you want the influencer to post more than once over a period of time? (Remember to take this into account when you are setting your budget)
- Do you want to use the influencer's content in your own channels after they have posted?
- Are you suggesting a budget that is lower or higher than the influencer's average fee? Explain why.
B) Guidelines and Limitations
There’s a fine balance between setting guidelines and limitations to make sure you get what you want vs. giving the influencer creative freedom. As a rule of thumb, we recommend that you aim for less “regulations," not more. You know your brand best, but the influencer know their audience. If you’ve expressed your goal in a clear way, you’d be surprised by the level of creativity and dedication some influencers will show to help you achieve your goal. That said, think through these points and decide what you want to control and what you want to leave up to the influencer.
- Do you have specific opinions on how photos should be taken? A photo of the product in use? A photo where the logo is highly visible?
- Are there certain words you want the influencer to use or not use? Specific talking points they should convey?
- Are there certain selling points you'd like the influencer to include in their posts?
- Are there hashtags or tags you want the influencer to include?
- Are there specific time slots during the day you want the influencer to post within? Evening? Morning?
You can include links to collaborations you like to give the influencer some inspiration for their posts.
If you're sending the influencer a product:
Add a description of the product you're sending the influencer, as well as a link to the product, so they know what they will be sponsoring. If you're giving the influencer the freedom to choose between a variety of products, include descriptions and links to all of the possible products.
If you want the influencer to download an app:
Include a description of the app you want the influencer to download. Detail the steps to download your app.
6. Disclosing Sponsored Content
Different countries have different laws and regulations when it comes to disclosing sponsored content to the end consumer. It’s not always given whether you, as the sponsor, or the influencer will be held accountable for undisclosed sponsorships. From both an ethical point of view and legal point of view, we recommend that you always tell the influencer to clearly disclose that the content being posted is sponsored. What "clearly disclosed" means can be (and is) disputed, but as a rule of thumb, the text “sponsored” or similar should be easily visible when consuming the content. Examples of this can include adding "sponsored" above the fold in the caption on Instagram and above the fold in the description on YouTube.
7. The Friendly Endnote
End your brief by letting the influencer know that you’re excited about the opportunity to work together and that they can message you if there are any questions about the brief. You can edit the budget and delivery date as long as the booking status is “pending" and not yet accepted. Once the influencer accepts your booking request, the terms you’ve agreed upon in the brief and messages cannot be changed and are applicable to both parties.