How to Write an Impressive Influencer Brief on Instagram
In the modern age, companies often fail to consider how much press and traffic an influencer on social media can bring to the brand’s social media profiles. Anyone who wants an advertisement created by Kylie Jenner needs to pay her approximately $1 million.
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While it sounds absurd, her 150 million followers, yes, you read it right. Instagram users will begin clicking on the product’s page and purchasing it or researching it. The added excitement ends with generating revenue for the business.
How can people determine what they should say regarding the brand? What are the benefits of advertising and promotion of the brand, and how long should the upgrade be? All of these and more are covered in the document, but it’s not like the Calvin Klein kind, but rather an outline that the person who follows it can follow.
At the end of this article, you’ll be more aware of what you need to include in your concise essay and all the subjects that must be covered.
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What is an Influencer Brief?
The document should not be less than a half-page paper, similar to a college paper. A brief is essential because of two reasons. The brief is the way you present your collaboration. It clarifies your identity and what you hope to achieve, and how will the other side benefit from the partnership.
The third reason for a brief to be important is that it can reveal many things about the business by what’s written and how it’s written. A brief that is rushed is one example. It will make someone ask questions, and you need to be precise and concise.
It must be attractive, and you shouldn’t be afraid to play around with the colors and fonts. This is done to catch the attention of readers.
What Should an Influencer Brief Contain?
A great brief should be thorough, but what exactly does that mean? It should, at a minimum, include the following: it should contain
- The campaign’s information
- The message or the goal
- The Influencer’s role in this campaign
- How many posts is an influencer required to write?
- What is the recommended frequency at which a blog post is written?
- Dos and don’ts to content
- Breach of Contract
- Incentives
To help you understand this better more clearly, we will describe a section in detail before illustrating. In this article, our campaign will be focused on Frosted Flakes because they’re not just than just good. They’re fantastic.
It’s important to remember that this won’t be the product of Kellogg’s. However, cereal is something people have had breakfast in the past, so it’s not an abstract instance.
The Campaign Info
This is where you inform the person with whom you’re working about the business, the main focus of the promotional campaign, and how the company utilizes content through this collaboration?
Example
Kellogg’s, and particularly, Frosted Flakes, stands for satisfying the needs of its customers, consumers, and communities. So, it’s launched a marketing campaign to highlight its two most recent flavors Honey Nut and Banana Cream Frosted Flakes.
Kellogs has launched an extensive advertising campaign to market its new flavors throughout Canada and the United States, and Canada through ads on television, Youtube, and Spotify ads and promotions in-store at a variety of supermarkets as partners, as well as activation of influencer marketing as part of the new campaign.
The Message or Objective of the Campaign
This is when the author of the brief talks to the prospective partner about the reason for this campaign and explains how they relate to the overall scheme of things.
Example
This marketing campaign aims to create awareness about the new Frosted Flakes flavors in a way that feels best authentic for your audience and channel.
The Influencer’s Role in this Campaign
We briefly discussed the campaign’s information section; however, informing the other side where they’re placed in the bigger picture is crucial. This way, they’ll know whether their job is to market a product or persuade their followers to choose an entirely new product instead of an existing one.
Example
Your job in this campaign is to spread the word about two Frosted Flakes flavors. These include Honey Nut and Banana Cream. Please pay attention to the flavor and aroma and compare them with the other cereals for breakfast.
Through regular updates on social media, Your followers will be more interested in the 2 new flavors. This will create more buzz and boost sales, which adds to the campaign’s efficacy to launch.
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How Many Posts/Videos is the Influencer Contracted For?
This is a fairly straightforward step. However, you’ll be shocked by how many briefs were written, but it wasn’t stated. This tells the Influencer the amount of content that must be created. Also, it would be best if you informed the Influencer of how often content needs to be produced.
Example
A video or picture must be uploaded each Monday and Thursday for six weeks. Ideas for content include a photo of the packaging or a reaction video to the product and how these new flavors compare with the original.
The Does and Do Not’s of the Campaign
Consider this section as the Influencer’s guidelines to create their content. You detail what you expect the Influencer to perform during the campaign and what they should not do. This is crucial to ensure that everyone is in the same boat about the material created for the campaign.
Example
Influencer To Do:
- Display the product for at least 60 seconds
- In any order:
- Color
- Flavor
- Smell
- How does it compare with the original
- Introduce the product on an Instagram story
- Through the clip, you can encourage your audience members to test these tastes
- Make use of the hashtags listed below when creating content.
- #tonythetiger
- #frostedflakes
- #theyremorethangoodtheyregreat
- #bananacream
- #honeynut
- Influencer Do Not Do:
- Do not speak negatively about Kellogg’s products.
- Do not discuss subjects that are not directly related to Kellogg’s
- Don’t make the entire video longer than 3 minutes.
- Incentives
Companies try to earn money from the collaboration, and so too are the various celebrities on social networks. Kylie Jenner is charged one million dollars for each sponsored post, while Selena Gomez charges around $800,000 per post.
But, the general standard for the amount you’re expected to shell out is $1,000 per 100,000 Instagram followers. The incentives can consist of money and products.
Example
The Instagram personality Joe Smith has a following of around 123,000 followers. Kellogg’s will offer $1200 to sign a collaboration with Joe. Joe will also receive a gift comprising six cases of Banana Cream and 6 boxes of Honey Nut Frosted Flakes. In addition, there will be a Frosted Flakes brand T-shirt in the package.
Breach of Contract
It’s not uncommon for this to happen, but usually, it’s not intentional. Based on the severity, the breach may result in something as minor as an influencer creating new content, and the contract is ended.
Example
If the Influencer’s post is not being posted on a Monday, Thursday, or Friday, they will be contacted and required to upload their video or post the next day. If there’s profanity within the blog post or negative publicity on the product, then the contract between Kellogg’s, the Influencer, and Kellogg’s will be deemed null and null.
If the contract ends before 6 weeks are up, the Influencer will not be compensated for the content that led to the violation of the agreement.
