When creating a campaign, you’ll be given the option of writing a customized brief or choosing a brief template you can quickly fill in.
Choose your preference by selecting one of the seven tabs at the top of the booking request. You can choose:
Write your own!: Input your own brief.
Instagram | Branding: Generate awareness for your brand and product/service.
Instagram | Discount Code: Generate sales by giving creators discount codes.
Instagram | Promote App: Generate downloads of an app.
Instagram | CPA Deal: Increase sales of your product through a CPA deal.
Youtube | Product Review: Feature your product in a Youtube video.
Blog Post | Product Review: Feature your product on a blog.
If you choose templates 2-7, you’ll be provided with guidelines on how to complete the sections, and examples for each of them.
Note: You can also use these guidelines when writing your own brief.
There are 6 sections in each template:
1. About the brand
The purpose of this section is to give a simple overview of the brand, and encourage creators to join your campaign. This is where you can sell your brand to the creators. Let the creators know why you think their profile is a good match for your brand and why they should work with you!
2. The product/service
Provide a concise overview of the product/service you wish to promote in the campaign. Include a link to your webpage for creators to learn more about the product/service if possible. If they’re choosing between a variety of products/services, include descriptions and links to all of the choices.
If you want the creator to download an app, include a description of the app you want the creator to download. Detail the steps to download your app.
The fee summary at the top of the booking request includes the budget amount and delivery deadline you set for the creator. Refer to the fee summary and include any additional compensation here, such as the value of the products you’re sending them.
4. Campaign overview
This section gives an overview of what’s expected from the creator. Complete each section with your specific campaign requirements:
Channel: Specify the channel for the collaboration (e.g. Instagram).
Format: Specify the format of the sponsored content (e.g. 2 posts and minimum 2 stories).
Account to be tagged in image & caption: Specify the account that you want tagged in the sponsored content (e.g. @inzpire_me).
Hashtags: Include the hashtags you want the creator to mention in their sponsored content here (e.g. #inzpireme).
URL link: Share the link to be shared as a swipe-up link in the creators stories, or to be shared in their bio for a specified time period. Should you wish to include a UTM link to measure website traffic, share it here.
Please note that only profiles with 10,000 followers and above currently have access to the story swipe-up link function.
Disclosure of sponsored content: Different countries have different laws and regulations when it comes to disclosing ad content. It’s not always given whether you, as the brand, or the creator 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 creator 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 “ad” or similar should be the first word of the creators’ captions.
Campaign goals: Specify what you’d like the creators to achieve in the collaboration. It can be anything from creating awareness about your product, to creating content or encouraging app downloads.
This will give creators 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 of!
Publish between: Insert date range for the sponsored content to be sponsored within (e.g. 06/01/21 to 07/01/21).
5. Campaign structure & content guidelines
Specify any initial steps/instructions a creator will need to follow for the collaboration:
Are you going to send the creators a product? Do they need to confirm their address and phone number for you to arrange delivery?
Are you asking them to try out your service? Do they need to pick a service and get back to you about booking an appointment?
Do you want them to come to your event?
There’s a fine balance between setting guidelines and limitations to make sure you get what you want vs. giving the creator creative freedom. As a rule of thumb, we recommend that you aim for less “regulations," not more.
You know your brand best, but the creators know their audience. If you’ve expressed your goal in a clear way, you’ll be surprised by the level of creativity and dedication some creators 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 creator:
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 creator to use or not use? Specific talking points they should convey?
Are there certain selling points you'd like the creator to include in their posts? For example, discount codes?
Are there hashtags or tags you want the creator to include?
Are there specific periods during the collaboration you want the creator to post within to spread out content?
You can include links to your previous collaborations if you’d like to give the creator some inspiration for their posts.
6. Uploading your content and results to deliverables
This section is already filled in to inform creators how to correctly share their content and results in Deliverables, and does not need to be amended.
The friendly endnote
End your brief by letting the creator 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.
If the creator thinks that the budget isn’t high enough, the creator can request a higher fee. You’ll be able to see the counter-offer under Messages.
If you agree to the counter-offer, click Edit at the top of the brief.
Select Change budget, then type in a new fee and click Apply Changes.
Once the creator accepts your booking request, the terms you’ve agreed upon in the brief shouldn’t be changed and are applicable to both parties.
Note: If you need to edit the booking after it’s been accepted, be sure to communicate any changes to the creator. You should wait until the creator accepts the changes in Messages before making any edits.
Learn how to edit a campaign brief here.