Let's start with an important question: what is the characteristic that is most important about the influencer briefing? Creative freedom. The perfect influencer brief provides enough creative freedom for the influencer to fill in, but enough guidance to point the influencer in the right direction. More than a briefing, it should be a creative framework. The rest is simple, and we'll explain it in this article.
Briefing instructions
Brand introduction
When we start creating the brief, we'll first need to introduce the brand we're doing a campaign for. In this step, you can simply connect a social media channel to import your profile picture, name and bio. Don't have a social media channel? You can also upload a picture manually. Keep your company description short and essential.
Campaign introduction
In the following section you can introduce the campaign. Make sure to not go into the specifics, but only broadly describe the campaign. Is the campaign focused around a certain theme, season, or specifically Valentine's Day? This is the place to let your influencers know. In this section, you can also add media. You can, for example, upload images to describe the style, specific images you want to add or influencer content that is previously produced. Next, the briefing shows you two check boxes. We'll discuss these in detail below.
This assignment includes visiting a location - This option lets you give extra information about a location or event that needs to be visited. In the first field, fill out the location information. In the second field, you can ask the influencers a question. Possible questions are, for example: Will you arrive by car or public transport? How many people will join the dinner? Are you vegan, y/n? Influencers will answer these questions as soon as they accept the briefing.
NOTE: when you select this option, influencers can request an extra payment for visiting the location. Once they've accepted, and indicated the extra payment, you will receive an e-mail with more info. The collaboration is only valid once you approve the extra payment.We will send influencers a product and would like to receive their shipping address - If you'd select this option, you will directly receive influencers address information as soon as they approve the briefing. The first field lets you describe what product you are going to send, the second field lets you ask a question. Possible questions are, for example: What is your size? Would you like the blue sweater or the black sweater? As soon as an influencer accepts the assignment, you can find their address information by going to creative brief and clicking "Go to sendlist."
Content instructions
Next, we're getting more concrete. In the content instructions, you can give specific instructions per content type. Say you've sent influencers your brand new model sneakers. You might want them to make an Instagram story when they receive and unbox the shoes, a stylish high-fashion Instagram post, a blogpost about the support-system in the soles and a YouTube video with a review. All these instructions can be given on this page. Thinking about specific hashtags and mentions per content type? You can also add these here. Content instructions that are frequently used are, for example, do's and don'ts, rules and guidelines, creative inspiration, etc.
Goals and expectations
Next, you can indicate your campaign goals and exceptions. We ask you to select one primary campaign succes indicator, next you can select as many additional campaign objectives as you like. Note that less additional campaign objectives is better. Additionally, you can indicate a call-to-action that influencers might need to use.
Campaign deadlines
Lastly, we set the default campaign deadlines. When doing so, we distinguish between two deadlines.
Content deadline - Before influencers publish their content, they will upload it on the platform for approval. This deadline is for that exactly: by what date do you want their content on the platform for approval? NOTE: give influencers enough time to create and upload their content. Moreover, try to keep some time between the content deadline and publication date. It's better to be prepared, and the content might need to be edited after feedback.
Publication date - This is the date when influencers should publish their content. Before, on and after the content deadline and publication date, influencers will receive messages and reminders. Later, in the sendlist, we can personalise the deadlines per influencer.
That's about it! When you click "preview," your briefing will be saved as a draft. You can still continue to edit your selection, the briefing remains in your campaign, ready to be edited whenever you feel like it. Good luck!