This right here is THE most important gift you can wrap this year! An influencer brief can transform the way you market your brand, but it can be tricky to know where to begin.
Not sure what the Influencer Marketing trend is? Read this first.
1. Firstly, find the right partner
It’s easy to be led by follower numbers when finding an influencer to really make your brand shine, but in a day where friends can literally be bought, you can’t truly base your search on this alone.
In fact, the Aspire team recently went to an IAB UK event for Influencer Marketing which identified that micro influencers have shown the most uplift in engagement. How's that for thought?
If the individual is consistently growing in both followers and quality engagement, you can avoid the fakers of the industry.
2. Sell an authentic story
Once you’ve found an influencer who really cares about promoting your brand, and you love their content, tell them what you’re all about.
If you get them excited about your product or service, they’re more likely to be passionate about it too.
So, make sure you tell them all the nifty quirks about what they’re sharing. Why not tell them something they didn’t know so they can spread the word.
3. Less can sometimes be more
This one relates to the whole brief. Add what you want them to do, add what you’re trying to achieve and add your key messages to put across, all within reason.
Sticking to three key messages is more than enough.
The idea is to inspire your influencer, not to confuse them.
4. What NOT to include
Telling them what to avoid can be just as important, if not more, as telling them what to do.
An example might be to avoid references to alcohol in a video for families with young children, or even featuring a fur coat for a vegan audience.
Save time and frustration on both sides by explaining these points up front. It just makes sense.
In addition to this, it helps to tell an Influencer the barriers that face what you’re selling so together you can tackle them head-on.
5. Give creative control
A brief tells an Influencer what you want from them, but what if they don’t agree? Worst yet, what if they’re audience don’t agree?
You’ll be working with an influencer to utilise their mass networks, hopefully, people that match your target audience.
Therefore, it would be a big mistake if you didn’t listen to them as the experts of their army, their tribe, their followers.
It’s key to trust in their judgement. If they think something won’t wash well, you should trust their experience to work with you to tweak the brief to suit.