The dos and don’ts of writing an influencer brief

Everything it is advisable to know when briefing a content material creator, from the presentation, the format, size and contract kind. Writing a brief for an influencer requires an solely completely different method from different briefs. They ought to encourage an influencer, not overwhelm them with info and guidelines.We requested consultants within the influencer advertising area for his or her tips about easy methods to correctly brief an influencer and, crucially, requested them what entrepreneurs ought to keep away from doing.

Imogen Coles, managing companion and UK head of affect, Ogilvy: “There are three necessities to writing an influencer brief. Firstly, it’s about inspiration, not an organization historical past. Remember that you simply’re making an attempt to encourage creativity; you’re not making an attempt to listing out every little thing your organization has ever stood for as a result of the influencer doesn’t care.“Secondly, consumer pleasant is every little thing, so it is advisable to keep in mind that an affect of brief is commonly getting used through the second of manufacturing – design your brief like a Pokemon card.“Thirdly, freedom inside a framework. You want to permit the influencers to interpret your brief in their very own persona; in any other case, why work with an influencer anyway.”

Chris Spearman, head of supply, Fourth Floor: “Always watch and perceive the channel earlier than you write your brief. Understand how the creator and the viewers will work together with your necessities to make content material that has shared worth for all sides. Briefs must be half of a collaborative course of, understanding that the creator is aware of their viewers and content material greatest. Sticking too rigidly to model tips dangers undermining the success of the marketing campaign by inserting the creator in an inauthentic place.”Holly Jackson, world director of skilled providers, Traackr: “Clearly lay out the small print of the marketing campaign: is it natural/gifted or sponsored? What are the utilization rights of the content material created? When ought to drafts be submitted, edits confirmed and content material reside? Which platforms ought to they submit on, are there any particular hyperlinks, social tags or messaging to incorporate?“Try sharing a temper board to assist share your artistic imaginative and prescient, spotlight some of their previous content material that you simply love that you simply really feel might work nicely in your marketing campaign or share normal messaging tips to assist get their artistic juices flowing.”Quentin Bordage, founder and chief government officer, Kolsquare: “Adhering to authorized constraints turns into extra and extra essential for influencer entrepreneurs as of late as so much of nations are introducing particular legal guidelines and frameworks. A template helps make sure that all influencer actions are clearly outlined with respect to authorized necessities, highlighting the need of declaring paid partnerships. This not solely aligns with world compliance requirements but in addition fosters belief amongst shoppers, positioning influencers as credible brokers of change.”
How to brief every tier of creatorJamie Ray, founder and chief government officer, Buttermilk: “The function of every tier of creator is nuanced: VIP, mega and macro creators are typically extra about large splash moments, mass attain and mass consciousness; in addition they are typically costlier in order that the model messaging might be extra mandated right here.“Lower tiers, resembling mid and nano, profit from being extra related and engaged with tradition and their communities, so they need to be given extra artistic freedom. It must be about inspiring them reasonably than telling them what content material to make as a result of it’s about.”What to keep away from when briefing influencers?Lucy Robertson, head of model advertising, Seen Connects: “Make certain you ditch the script. It is perhaps tempting to be too prescriptive when briefing key messaging or USPs, however in the end, in case you’ve chosen to companion with a creator, there must be a stage of belief that their content material will hit the mark when achieved in a means that feels true to them. Remember, they know what their viewers will work together with higher than anybody, so move on just a few key factors, however maintain it mild contact. The phrase ‘let creators create’ exists for a cause.” Vik Khagram, head of affect, Ketchum: “Long and prolonged briefs. I’ve spoken to many brokers and companies and so much of them will strip the brief proper again earlier than giving it to their influencers. A 15-slide doc crammed with pointless jargon and overly branded phrases is a recipe for catastrophe. Briefs must be informative but in addition informal and enjoyable for the influencer to have the ability to take the important thing factors and flip them into their very own. Brands have to study to let go and we, as entrepreneurs, have to push manufacturers to be extra courageous and give extra freedom to the creator.”Imogen Coles, managing companion and UK head of affect, Ogilvy: “Don’t change the brief after you’ve briefed them. For instance, in order for you them to incorporate one thing else, they will’t simply reshoot that one sentence; they should reshoot the entire piece of content material. Understand that that usually incurs an further price, which is barely honest as a result of they’re reshooting for you.“Don’t present a brief in case you aren’t paying them. If it’s a gifted piece of work, don’t over-brief any individual or anticipate content material.”

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How to write down an influencer contractMark Bassett, vice-president of creator integrations, BenLabs: “When we speak concerning the briefing and contracting phases, it’s essential to know that they serve distinct functions and should be handled as separate steps in our collaboration course of. Following the briefing, the contracting section cements the phrases mentioned. Contracts will not be simply formalities; they’re basic to making sure each events, the creators and the model, are protected. This section locks in deliverables, timelines, compensation and authorized protections.“It’s essential that the contract clearly outlines the expectations and obligations of each events. This not solely protects everybody concerned but in addition ensures that each the creator and the model are aligned on what’s anticipated, minimizing the potential for misunderstandings.”

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