Influencer briefing – a guide to campaign success

• #Influencer Marketing
• #Kampagne

Imagine you’re about to put your brand in the spotlight with the help of influencers. Now is the time to do it. But before you start, there’s one thing that can make or break your campaign – the influencer brief. This document is more than just words on paper. It’s the guide that brings your brand and the influencer together. It is the story the creator should tell in their stories. It is the message that should reach your target audience. But how do you get your message to the influencer? In the next 10 minutes, we’ll show you how to create an influencer briefing that successfully aligns your vision with theirs.

Why is an influencer briefing important?

You can’t build a functioning empire without a foundation. Essentially, the briefing sets out the key cornerstones of your vision. This is important:

• A clear understanding of your brand: What makes it unique?
• Your campaign objectives: What exactly are you trying to achieve?
• Your expectations of the content: What do you want from the collaboration?

A clear briefing will allow the influencer to be creative within the framework of your objectives. They should embody your brand while building a bridge to your target audience. In short, a well-thought-out briefing is your ticket to a campaign that not only attracts attention, but also wins hearts. Please note: the influencer briefing does not replace the contract; it is simply a set of campaign guidelines to support content creation.

Why is the choice of influencer so important?

Choosing the right influencer is critical to the success of your campaign. It’s about more than just follower numbers and reach – it’s about finding someone whose values, style and community are a perfect match for your brand and products. Authenticity and a natural connection to the product are essential to creating a campaign that not only attracts attention, but also generates genuine excitement.

What do you need to look out for in a collaboration?

• Authenticity: Because we live in a world saturated with advertising messages. So how do we stand out? Through authenticity. An influencer who values your product and organically embeds it in their own content ecosystem will effectively engage their community.
• Audience affinity: The ideal influencer reaches the exact audience you have in mind. How do they do this? Their followers value their recommendations as relevant and trustworthy.
• Brand alignment: An influencer whose character and beliefs align with your brand will deliver your message in a way that resonates authentically.

How do I get in touch with my favourite influencer?

Working with influencers starts with making contact. It is the beginning of a potentially fruitful relationship. This step is crucial not only to generate interest, but also to lay the groundwork for transparent and direct communication. The following points are very important for a successful collaboration:

• Personalised approach

 Firstly, research the influencer and their content before you make your first contact. It is important to show that you have engaged with their social media content.

• Project conception

Present a clear idea of your project and what you expect from the collaboration. It is important that the creator immediately understands what it is about and why you have chosen them. This promotes mutual understanding from the outset.

• Be open for questions and suggestions

Be open to the influencer’s questions and ideas. This openness can not only clear up any misunderstandings, but also provide innovative approaches to the campaign. A collaborative partnership respects the influencer’s expertise and creativity.

• Give clear expectations

Even if a detailed briefing follows, it is advisable to address basic expectations from the first contact. Discuss objectives, timelines and possible performance indicators. This will give the influencer an initial idea of your plans.

• Outlook for the briefing

End your initial contact with a reference to the upcoming briefing. Let the influencer know when to expect the briefing and how the rest of the process will work. This signals that you have a structured approach and a clear roadmap.

What does a briefing with an influencer look like?

Make sure the most important practical information is immediately visible before going into detail.

1. Links: Which URLs should be shared? Is there a specific landing page for the campaign?
2. Special tags: What hashtags or tags should be used to increase visibility?
3. Tracking link: How will the success of the campaign be measured? Make sure the influencer knows how and where to insert tracking codes.
4. Discount codes and special offers: If there are special offers to be promoted, highlight them. They are often a key incentive for the target audience
5. Product and brand information: Provide all the information the influencer needs to know about your brand and product:
6. Your brand story: What makes your brand unique? What values does it stand for?
7. Product benefits: What are your product’s key benefits? Why should the target audience care about it?
8. Key facts: What important information does the influencer need to know to present your product authentically?
9. Inspiration for the storyline: This is where you can get creative. Give the influencer insights into possible storylines or campaign ideas that show how your product or service can be used in real life. This can be done through
10. Visual inspiration: Mood boards, photos or videos that convey the desired style or tone of the campaign.
11. Success stories: Examples of how similar products or services have been received positively.
12. Creative challenges: Ideas that encourage the influencer to present the product in a unique way.

Influencer campaign dos and don’ts

Clear guidelines are important to ensure the campaign meets expectations, without limiting the influencer’s creativity:

Dos: What are the dos of your marketing campaign? Are there specific messages or values that should be highlighted?

Don’ts: What should be avoided? Are there themes or representations that do not fit the brand?

Why is the influencer briefing the key to success?

It’s about finding the right balance between clear direction and creative freedom to not only inform, but also inspire. Here are some key points to consider when briefing influencers:

Build trust: The beginning of any successful collaboration is based on trust. Show the influencer that you value their work and believe they can authentically represent your brand. A carefully worded brief that allows for creative freedom is the first step in building this trust.

Provide clear and flexible instructions: The brief should act as a guide. It needs to be clear enough to avoid misunderstandings, but flexible enough to allow the influencer to add their personal touch. Avoid strict guidelines and instead focus on results-oriented objectives that support creative expression.

Provide visual inspiration: Supplement your influencer briefing with images or mood boards. These can often convey the desired mood or style better than words and help the influencer better understand and execute your vision.

Be open to dialogue: A successful briefing is the beginning of a dialogue. Be open to the influencer’s questions and feedback. This exchange can open up new perspectives and help refine the campaign.

Is an influencer briefing necessary?

In conclusion, an influencer briefing is much more than a document. It is the heart of any successful influencer marketing campaign. A well-thought-out influencer brief creates a solid foundation for the brand and influencer to work together by providing clear guidelines and objectives, while still leaving enough room for creative freedom. The importance of a carefully crafted brief cannot be overstated, as it can make or break a campaign.