In influencer marketing, the brief is central to the success of collaborations with content creators. A well-crafted brief clearly defines objectives, expectations and guidelines, facilitating smooth campaign execution. According to a study by the Standish Group, 75% of projects fail due to incomplete or ill-defined specifications (1). In this article, follow the advice of 18h08, France's #1 influencer agency, on how to write an effective brief. We present the five essential elements for structuring a successful influencer brief.
1. Present your brand and your objectives
Start by clearly presenting your brand. Influencers need to understand your company's identity in order to talk about it authentically. Mention your history, your values and what makes your brand unique. This introduction helps influencers to connect with your world and to transcribe your values in their content.
Then make a point of explaining your campaign objectives. Do you want to raise your profile, drive traffic to your site or promote a new product? The more information your influencer agency communicates, the better the influencer will be able to adapt his or her content. Specify the results you expect and the key performance indicators (KPIs) that matter most.
It's also important to talk about past results and share examples of successful campaigns. This gives the influencer a better understanding of your expectations and inspiration from what has already worked. Previous campaigns illustrate what you consider to be quality content and provide a solid starting point.
Add details about your target audience. Who are your ideal customers? What are their interests, needs and expectations? These details help influencers tailor their approach and create content that resonates with their audience.
2. Define key message and strengths
Each campaign must convey a clear message. Identify the key points the influencer should emphasize. Whether it's a slogan, a product benefit or a promise, make sure the message is simple and direct.
Detail the features of the product or service you want the influencer to present. Indicate the competitive advantages and the aspects you wish to highlight. An effective influencer agency knows that the influencer must have all the information he or she needs to create engaging content.
Don't leave important messages open to interpretation. For example, if your product is eco-friendly, the influencer needs to know how and why. Explain why this is central to your brand and how it fits into your overall strategy. Add specific language elements that the influencer can pick up on to ensure perfect consistency between his or her publications and your brand image.
You can also include examples of phrases, concepts or descriptions to be used to ensure clarity of message. Make sure these examples are easy to integrate and don't limit the influencer's creativity. The aim is to guide without constraining. For example, we guided influencers through the creation of concepts for Muzz. A dating app showcased in an influencer campaign.
3. Clarify content expectations
Specify the type of content you expect. Whether it's photos, videos or stories, the influencer needs to know your preferences. Indicate the desired style and general mood (professional, casual, humorous, etc.).
Detail mandatory mentions, such as hashtags or @ mentions. Also specify any calls to action you want to include, such as "Swipe up" or "Link in bio". A good influencer agency ensures that each publication respects the guidelines while leaving room for the influencer's creativity.
It's also important to provide visual examples to illustrate what you expect. These examples can include previous publications, screenshots or links to similar content. This avoids misunderstandings and enables the influencer to create content that meets your expectations.
Discuss specific elements to be included in the content, such as framing, filters or visual effects. For example, if you prefer natural lighting and a minimalist atmosphere, make this clear. These details will save you time and ensure a better match between the content and your brand identity.
4. Establish a precise timetable
Timing is everything in an influencer campaign. Define publication dates and deadlines for content delivery. Allow time for feedback and adjustments if necessary. A well-planned calendar helps the influencer manage his or her schedule and ensures that content is published at the most relevant times.
Mention important periods for your brand, such as product launches or special promotions. If your campaign coincides with a particular event (sales, Mother's Day, etc.), make sure the influencer knows about it in advance. A well-organized influencer brief ensures that everything is coordinated to achieve the best possible impact.
Incorporating intermediate steps can also be beneficial. For example, schedule a follow-up meeting a few days before publication to discuss final adjustments. This ensures that everything is ready and aligned with your expectations. The influencer feels supported and you reduce the risk of delays or misunderstandings.
Be flexible with the schedule to allow for the unexpected. Creativity doesn't always follow a rigid schedule. Leave room for the influencer to adjust their work and still meet the deadline. Good timing ensures that content is published when your audience is most engaged, optimizing the impact of your campaign.
5. Define budget and remuneration conditions
Budget transparency is essential to establish a healthy collaboration and avoid misunderstandings. State from the outset the budget allocated to the campaign, and specify the terms of remuneration, whether it's a fixed payment, an exchange of services, or an affiliate program. The more the influencer knows about the financial conditions, the better he or she can assess the investment of time and resources required.
Also specify payment deadlines and validation stages. For example, if you have scheduled payments by phase (briefing, content creation, validation), clearly inform the influencer. If you're working with an influencer agency, they'll make sure that every financial detail is well documented to avoid any surprises.
Itemize potential extras. For example, if you want the influencer to take part in events or produce additional content, these elements need to be factored into the budget. At 18h08, we can help you balance your budget to make the most of your investment.
Bonus: building trust
An effective brief is more than just guidelines. The relationship between brand and influencer must be based on trust and transparency. Explain that you're open to suggestions and that you want to collaborate constructively. Influencers appreciate brands that value their expertise and creativity.
Let the influencer express his or her vision and propose ideas. Flexibility and listening will optimize results and create lasting partnerships.
Finally, establish a clear and accessible communication channel. Influencers need to feel comfortable asking questions and providing feedback. This creates a climate of trust that encourages smooth, efficient collaboration. Regular exchanges keep the influencer on track, so you can make adjustments if necessary.
Conclusion
The brief is the cornerstone of successful marketing campaigns. For an influencer agency, this document is fundamental, ensuring good communication and perfect alignment between the brand and the content creators. A clear, precise brief is the key to an effective influencer campaign, so you have every chance of success.
If you're ready to work with an influencer marketing agency, contact us. We're the number 1 influencer marketing strategy agency in France. We'll work with you to identify your needs and create a tailor-made strategy. We've already worked with Booking, Oysho, Décathlon... So why not you?
See you soon to perfect your influencer marketing strategy!
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