Overview
A clear, professional, and descriptive ad attracts influencers to your company. Framing your ad in the right way can help influencers understand what your company is about and give them the confidence to work with you.
In this post, you will learn:
What makes a good campaign brief.
The value of writing a good campaign brief.
Important information to consider when building your campaign brief.
Guidelines:
Include the name of your business and describe your company. What drives you? Who is your target market? Let the influencer know who they are working with.
Post sample creatives (i.e. images and videos) to show your influencer what creative direction you want to take.
Describe what you want from the influencer and what you are specifically offering the influencer.
Outline your goals in your campaign brief. Be detailed! If there are specific aesthetic nuances that you prefer, note them here. Mention things like certain promo codes, specific hashtags, whether you want to use Instagram Stories or a normal Instagram post, captions, etc.
Include key messaging points about the brand or product in this section (ie. if you're a fragrance company, include the perfume notes and scents you want the creators to talk about).
Template:
Campaign objective: Discuss the goals that you would like to accomplish with your influencer.
Creator Qualifications: List what you’re looking for in an influencer - ex. Their follower size, their engagement rate, their age, where they live, or what category they influence in (Lifestyle, Makeup, Etc.).
Content: Include how you would like your brand to be presented - ex. Are there caption requirements? Should they include your product in the post? Should they publish a post on their feed or as a Story? Does the influencer have creative control? Etc.
Payment: Discuss how you intend to pay your influencer (ex. Money, a free product, etc.)
Sample text description
“ We are looking for an influencer specializing in _____ to promote ______
The influencer can have any number of followers, they must have an engagement rate of ___, they can be of any age, they must reside in the United States and…
There must be a clear mention of our brand name, what our company is about, your favorite product at our company, and you must include the sales coupon _____ in your caption.
The content can be promoted as a post on your Instagram feed or as a story.
You will be paid ___ dollars for your post which must remain on your account for at least a full 24 hours.
The influencer will have creative control over the post but must be up-beat and reflect positively on our brand. “
Congratulations! You've created your brief!