Businesses nowadays frequently fail to see the immense publicity and site visits that may result from an influencer’s promotion of a product or service on social media. In order to get Kylie Jenner to write a sponsored post for their brand, they will need to give her something in the neighbourhood of $1 million.
Despite the fact that this is absurd, it will cause her 150 million (yes, you read that correctly) Instagram followers to visit the page of that product and either buy it or research it further. The increased interest ultimately leads to more sales for the firm.
While promoting the product, how can you ensure that your words are effective? How long should a promotion last, and what are the benefits of doing so? The brief (not the Calvin Klein variety) provides guidance on all of these issues and more.
We hope that by the time you finish reading this post, you’ll have a firmer grasp on how to put together a brief and the many points that should be included.
Can you explain what an Influencer Brief is?
The length of this paper should exceed half a page and take the form of an academic essay. There are two main reasons why you should have a brief. The brief is similar to a business pitch in that it should address who you are, what you hope to achieve via the collaboration, and how the other party may profit from it as well.
The second reason a brief is vital is that the content and tone of the document reveal a great deal about the company. If you want to avoid leaving questions unanswered in a hurried brief, for instance, you need to focus on clarity and brevity.
It needs to stand out; don’t be scared to experiment with different colours and fonts. Aiming to pique the interest of the reader, this is done.
What Information Should Be Included in an Influencer Brief?
How precisely does one define “detailed” in the context of a good brief? Include at least the following:
- Details of the campaign
- Consider the meaning or purpose
- This campaign’s reliance on the influencer’s
- Influencers are required to produce a certain number of posts, but how many exactly?
- In what increments of time should a post be made?
- What to include and avoid in your material and when
- Financial Rewards
For clarity, we’ll offer a quick explanation of one part and then show how it works in practise. In this piece, we’ll be promoting Frosted Flakes since they’re excellent in every way.
Cereal isn’t an abstract example, and this isn’t sponsored by Kellogg’s, but it’s something most people have had for breakfast at some point.
Data From The Campaign
Describe your firm, the nature of the promotion, and the intended usage of any material produced in conjunction with this collaboration here.
Example
Serving its consumers, customers, and communities is at the heart of what Kellogg’s and Frosted Flakes stand for. As a result, it has begun advertising its two newest kinds of Frosted Flakes, Honey Nut and Banana Cream.
In order to get the word out about its new flavours, Kellogg’s is launching a massive advertising campaign across the United States and Canada. This campaign will feature television commercials, online advertisements on YouTube and Spotify, in-store promotions with a number of partner supermarkets, and influencer marketing activation.
The Campaign’s Intended Message or Goal
During this phase, the brief’s author conveys to the prospective collaborator the reasoning for the campaign and explains where the collaborator fits into the bigger picture.
Example
Our goal with this campaign is to get the word out about the new varieties of Frosted Flakes in a way that fits in with your brand’s voice and tone.
The Influencer’s Function in This Marketing Effort
This element of the campaign information was only touched on briefly, but it’s crucial to let the other side know where they are in the grand scheme of things. This way, they will know whether their task is to just advocate for the product or whether they must also persuade the audience to switch to the new product.
Example
In this campaign, you’ll be responsible for spreading the word about two different Frosted Flakes varieties. Honey Nut and Banana Cream are the names of these two tastes. Evaluate them in terms of aroma, flavour, and how they stack up against other morning cereals.
You may get people interested in these two new tastes by posting consistently about them on social media. This will increase the launch campaign’s success by creating more interest and driving more sales.
Does the Influencer’s Contract Include a Certain Number of Posts or Videos?
This is an obvious requirement, but you would be amazed at how many briefs are written without this being stated. Indicating the quantity of material that has to be made by the influencer. You should also let them know how often they should expect new information.
Example
Every Monday and Thursday over the next six weeks, you must post a photo or video. Content suggestions include showing the packaging, showing customers’ reactions to the items, and discussing how the new tastes stack up against the old.
Incentives
Different social media influencers are in this collaboration for the same reasons that corporations are: to generate money. Kylie Jenner gets $1 million for each sponsored post, while Selena Gomez gets $800,000.
If you want to know how much you should anticipate to pay, the general rule of thumb is $1,000 for every 100,000 Instagram followers. Rewards can come in the form of both material goods and cash.
Example
Famous People on Instagram Over 123,000 people listen to Joe Smith’s podcast. If Joe agrees to work at Kellogg’s, the company will pay him $1200. Six boxes of Banana Cream and six boxes of Honey Nut Frosted Flakes will also be included in Joe’s shipment. A T-shirt bearing the Frosted Flakes logo will be included as well.