3.78 billion. According to Oberlo, that’s how many people worldwide hang out on social media. In fact, that is 48% of the world’s population. For businesses that market their products and services, there is no question that a social media presence is critical.
Consumers rely on social media for all sorts of information – news, keeping up with friends and families, and, yes, reviews and recommendations on products or services they are considering. In fact, they rely on these reviews and recommendations far more than they do any sales pitch that a company may make on its own – about 75% of them do anyway.
So how does a business expand its social media presence and get those reviews and recommendations that will grow its business? Among several ways is by using a social media influencer.
Just What is a Social Media Influencer?
Such a person can be any individual with a large following that meets the demographics of a business’s target audience and who publishes reviews and recommendations of products and services that would be of value to that audience. They have a loyal following that listens to what they say, and they are usually on several platforms. And these influencers can be found on any number of search sites set up for that purpose.
Once an influencer is found that meets a company’s criteria, it is time to make contact and negotiate a deal. Once that deal is finalized, it is time to provide that influencer with a brief.
What is an Influencer Brief?
In short, an influencer brief is a rather short document that provides the detail about your company, your product or service, and your marketing goals, along with any specifics that you want that influencer to focus on in a review and recommendations. It should be as clear and precise as possible so that there is no question about what is expected of the influencer.
The following steps will ensure that you have prepared a brief that will result in a successful campaign.
Key Steps to Create a Killer Brief
1. Always Begin with Your Brand/Company Title
Many influencers have lots of clients they are working with at the same time. Make sure they do not confuse you with another client – they will thank you for this.
2. Clearly State the Goals of Your Campaign
You need to remind the influencer of what you discussed relative to your campaign. Are you launching a new product or service? Are you trying to expand your customer base? These will drive almost everything else – where content is to be published, the kind of content the influencer will create, etc.
3. State Specifically Which Platforms and Accounts the Influencer is to Post On
You know where your target audience hangs out online. The influencer isn’t responsible for finding out. You need to state exactly which platforms the influencer is to use.
What’s more, most influencers have more than one account on each platform. It is up to you to research those accounts and select those that most relate to your product/service and to your audience. Your influencer may provide suggestions during your initial discussions and, if so, use those as guidance. They know their audience better than you.
4. Be Very Specific About the Content, Number of Posts, and Calendar of those Posts
This is your marketing campaign, and you know what content and types of content you want to be used. Are you introducing a new product or service? Are you focusing on the value of your product or service and showing how it provides a solution to your intended customers? This will have been discussed but now needs to be put into writing. The following must also be included:
- Who will supply the detailed content? Will you craft a part of the posts to be published or will you leave that to the influencer?
- How much will you want the influencer to use his own creative approach in crafting the content?
- How many posts are to be published on each account you have selected?
- What is the calendar of publication in each account?
- What visuals are to be included, and who will create those visuals?
5. List the Specific Messages You Want to Include
Every marketing campaign has unique messages. Most of them relate to the pain points/needs of the target audience. What problem is solved by your product or service; what is the unique value that you provide? Do you want to speak to your social responsibility? These are things you must list. It is then up to your influencer to craft content that focuses on these messages. Try to limit those messages to 2-3. And, if you are giving your influencer a lot of leeways to develop those messages, be certain that he knows what you do not want to be included.
6. Provide Time for Your Review
You may want to review what your influences have created before it is published. If this is the case, then that review must be placed into the brief, along with the addition of that amount of time to the calendar. Be certain that you have discussed this with your influencer before finalizing the agreement. The brief just reminds you and the influencer both of when each piece of content is deliverable to you for that review.
7. Determine Due Dates for Any Content You Will be Producing
If you are providing any content as a portion of what the influencer will be creating, that should be calendared in too. And if you have concerns about your own writing ability, you can hire a writer from the writing company, GetGoodGrade, to review and provide a grammar check before you submit it to your influencer for his inclusion. Even with the most casual posting, good grammar is still critical.
8. Decide on a Compelling CTA for Each Piece
No piece of published content is worth much, unless the reader/viewer knows what to do next. A part of your briefing must include a CTA for each post your influencer will publish. These most often will include a link to a landing page of some sort – the page where the product or service is presented in more detail, or perhaps a page that allows a consumer to pick up a discount or other reward (perhaps entry to a contest). You will need to identify the CTA’s that need to accompany each post. The influencer can use his creative talents to craft the right CTA message.
9. Provide Details of Any discounts, Freebies, Contests, and Such
Remind your influencer of any special information that should be included in each post, such as rules for a contest you may be offering or a first-time customer discount. It is your job to provide the details. It is the influencer’s job to weave them into the posts.
10. A Reminder of FTC Guidelines
Your influencer will be well aware of the newest FTC guidelines that require sponsored content to be indicated as such. Putting a reminder of this in the agreement, along with any specific language you want to be used, should be included in the brief.
This Seems Like a Lot
You have work to do in preparing your influencer brief. It should be as short as possible. And you do want your influencer to have the “poetic license” to add the creativity and compelling content that has made him an influencer with a large following. At the same time, you must be certain that your messages are included. Prepare your brief, review it many times, and be certain that it includes all of the steps listed above. If it does, you have every reason to expect success.
About the Author
Jessica Fender is a copywriter and blogger with a background in marketing and sales. She enjoys sharing her experience with like-minded professionals who aim to provide customers with high-quality services.
