Brief – is the foundation of your campaign and 50% of its success. Brief creation won't take a lot of time and efforts. And what is more, making it right and clear, you'll protect yourself from possible problems in the future (misunderstanding with influencers, their unwillingness to participate in the campaign, incorrect task implementation).
Some brands understand the meaning of the brief too literally and make it really short, limited to one or two sentences. Actually, the brief should combine the brand description and instructions for influencers. It shouldn't be too long, describing the entire history of your products creation. So you don't have any difficulties at this stage of the campaign planning, we have made a list of things that should contain the right brief:
- Short and clear information about your product/service
- Clearly formulated goals
- A step-by-step task for influencers
- Hashtags, links, stop words
Above all, don't write a text for influencers, don't ask them to publish template posts. The campaign effectiveness, the reputation of influencers and your brand will suffer from it.