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Written by Hoozu’s Client Strategy Director, Lara Mowforth.

A huge mistake I see brands make over and over, is to launch an influencer campaign without sharing an inspiring and comprehensive talent brief. The outcome? Underperforming content that lacks direction, alignment and excitement… in other words, a flop. But fear not, below I’ve outlined the key information your influencer briefs should cover, to maximise your chances of success. 

While we ultimately leave creative control in the hands of Influencers, a well-thought-out brief can guide and inspire them to produce content that genuinely aligns with your brand’s vision. This is particularly important for rebrands, product launches, and ongoing partnerships. So let’s get into it – how to create an effective, informative and motivating influencer brief in 5 steps:

But first, Define the Purpose

Before you even begin, consider the ‘why’ of your brief. Remember, Influencers are not professional marketers. Most of them have transitioned into this role with little prior experience in brand collaborations. Think of the brief as an easy-to-follow content contract, containing everything the Influencer needs to know to create their final piece of content. It should be clear, concise, and not overwhelming. A brief that’s too wordy risks being ignored, leading to mistakes and reshoots.

Customise for Different Audiences

If you’re working with multiple audience types, such as parent Influencers, fitness Influencers, or foodie Influencers, tailor the brief to each group. This ensures the content is relevant and aligns with the Influencer’s style and audience. Avoid a one-size-fits-all approach.

How to Start

Influencers work in a visual world, so meet them there! Avoid dull, lifeless word documents. Instead, use platforms like Canva to create visually appealing briefs. Incorporate pictures, videos, and graphics to make it engaging and inspiring. Maintain brand consistency by using your brand colours, logos, and other branded content throughout the brief.

Step 1: Welcome the Influencer

After almost a decade in this industry, I’ve learned that Influencers thrive on feeling like they’re genuinely collaborating with a brand. They appreciate seeing a brand’s personality and receiving customised touches. Start by welcoming the Influencer with a personalised message and include their name on the front page. This approach makes the collaboration feel less transactional and more special.

Cover page for an influencer brief

Example Influencer @lady.lolas

In the next 1-2 pages, provide a brief yet informative overview of your brand. Highlight your values, what sets you apart, and your brand’s story. Include brand pictures and logos to help them understand your identity right from the start.

About the brand page for an influencer brief

Example text about Hoozu, change for your brand. 

Step 2: About the Campaign

Introduce your campaign and build excitement. Translate the passion you have for your new product launch/event/brand message into the brief so that the Influencer can feel and channel that same excitement into their content. 

Next, provide a clear and concise overview. Detail the campaign’s focus, the products involved, the platforms to be used, along with the expected deliverables and campaign schedule. 

Step 3: Content and Inspiration

Think of this section as the Influencer’s creative style guide. Provide visual examples to illustrate the kind of content you’re looking for. This helps set expectations without stifling their creative freedom. Canva is great for this, as you can upload video content as examples which can show quality, energy and aesthetics.

Content Inspiration Page

Example text, video & images only.

Encourage Influencers to integrate their personal stories into the content. Offer prompts related to key life moments or challenges that their audience can relate to. Include a page on key messages, but keep it concise. Focus on 1-2 must-include messages and a few additional ones they can incorporate if relevant to their personal story.

Step 4: Mandatories

Detail the essential elements that must be included. Specify tags, hashtags, and any features like the paid partnership tag or collaborator tool. Surprisingly, many Influencers might mispronounce or misspell your brand name, so clarify this detail in the brief.

Outline any specific creative requirements, such as, “the logo must be visible within the first 3 seconds,” or “the Influencer must actively use the product on camera”. Provide a list of dos and don’ts, for instance, “you must show your face on camera”, “you must include UTM in story content” and “don’t display other brand logos in the content” or “don’t use filters.” Ensure you cover ad disclosure guidelines and emphasise key requirements.

brief mandatories page

Example only.

Step 5: Next Steps

Conclude the brief with a clear outline of the next steps. This should include confirming the booking, product delivery, concept approvals, content shooting, and live dates. Add any other important steps relevant to the campaign. Assign dates to these steps, so you and the Influencer have a comprehensive roadmap for the campaign.

And that’s it – an exciting, comprehensive and organised influencer brief in 5 steps! Creating a great influencer brief is an art that requires a blend of information, inspiration, and clarity. Don’t be afraid to have fun with it… a brief should be emotive, so channelling your passions into it will allow the Influencer to do the same in their content. By following these steps, you can ensure that your Influencers are well-equipped to create content that resonates with their audience while staying true to your brand. Happy briefing!

If you’re looking for assistance with your Influencer Marketing strategy, get in touch with us today.