Writing the Perfect Influencer Marketing Summary: 7 Steps

Growing your business is an ongoing process. You can never stop working to increase brand awareness, increase sales, gain and retain more customers, and beat your competitors. Naturally, investing in the right marketing is your best tool, and influencer marketing can boost your sales and help you reach your goals faster. However, you have to be careful with influencer marketing if you want to be successful. This article will pass

What is influencer marketing?

Influencer marketing is a promotional marketing strategy. You find people with a social influence to promote your products or services to their target audience – they don’t have to be just instagram influencers.

You can search for all kinds of social media influencers. Because there are so many different types of influencers, whatever your job, you’ll be able to find relevant people to promote you. Some people use influencer marketing platforms for this, but others do their own searches to find the best fit.

This is an effective way to get more leads and should be included in your marketing planning. It is a very popular form of marketing because it is effective – people trust other people and word-of-mouth marketing even if it is sponsored content. Influencer marketing campaigns are also effective. On average, businesses earn $5.20 for every $1 spent. Nor does it need to be a celebrity endorsement to be successful.

You can write an influencer marketing brief to ensure that your collaboration with an influencer runs smoothly.

What is Influencer Marketing Summary?

Finding a new brand ambassador and making sure they do the job right is often risky and difficult. Collaborating with people you don’t know yet and trusting them to develop your business is delicate and takes caution.

While creative freedom is an important factor to consider, an influencer brief helps you approach the influencer with confidence and define the nature of your potential collaboration.

Simply put, an influencer marketing brief is a written document that summarizes the main points of collaboration between a business and an influencer promoting that business.

This document will secure a prosperous and stable cooperation between the two parties.

Why do you need it?

It can feel like word of mouth between you and more than enough for an impressive, successful collaboration. However, having an agreement makes it clearer for all parties involved.

We are not saying that influencers will try to deceive you or sabotage the campaign. However, unclear instructions and ambiguity can lead to major marketing errors that you will find impossible to correct once they happen.

That’s why you need an influencer marketing brief for:

  • describe the nature and details of the collaboration
  • secure your business interests
  • Demonstrate your credibility and professionalism to the influencer
  • set goals, demands and rules
  • make a mutually beneficial agreement

A written agreement between a business and an influencer provides assurance and security to both parties. That’s why you need to write an influencer marketing brief for potential collaborations.

How to Write an Influencer Marketing Summary: 7 Steps

Writing an impressive marketing brief may seem daunting at first, but with the right guidance and a little practice, you’ll soon be an expert.

We’ve put together the ultimate guide to writing an impressive marketing brief in 7 steps.

Impressive summary

Basic knowledge

Whether you have collaborated with this influencer before or not, every summary should begin with a formal introduction. This section should contain the following information:

  • your company name and logo
  • a brief description of what your company does
  • your mission and vision
  • product or service to be promoted

Keep this section as short as possible as you will explain everything in detail in the following section.

Campaign Details

Your collaboration with an influencer is part of the campaign you are preparing. Influencer needs to know the details of this campaign in order to fit in the campaign perfectly. This applies to everyone, from micro-influencers to nano-influencers, no matter what.

Therefore, this section explains the main details of the campaign and introduces the influencer to what you are preparing. Make sure you cover the following:

Campaign goals: Explain what you want to achieve with the campaign. You can set multiple destinations.

Channels to be used: Decide which channels your influencer will use to run the campaign e.g. social media platforms, YouTube, influencer’s blog etc.

Influential role: Define the influencer’s main role and how their actions will help achieve the campaign goal. Briefly explain what you expect them to do if they agree to cooperate with you.

You can also set a title for the campaign so that you can more easily refer to it in your future conversations. For this part, you can even add a mood board to show what vision you’re aiming for so the influencer’s content reflects that.

Campaign Main Message

Both you and the influencer should look at the campaign from the perspective of the target audience. The main message of the campaign sums it up and explains what you want your customers to receive after exposure to the campaign.

So, identify the key messaging points that you want the influencer to help you deliver. Here are some examples:

  • Your products offer a solution to a specific problem.
  • Your innovative solutions are unique and valuable.
  • You are socially responsible by selling new vegan or cruelty-free products.

Be clear about the main message to make sure the influencer is on the same page as you.

Sony impressive campaign

Image source: Instagram

specific requirements

Now that you’ve introduced the influencer to the nature of the campaign, it’s time to discuss more details. You need to clearly set expectations for the influencer and define them in your summary.

This includes:

  • Platforms that Influencer will use
  • The type of content they will use for promotion e.g. posts, stories, live videos, Q&A, interviews etc.
  • Specific hashtags to use
  • call to action
  • Links to share
  • Posting frequency
  • Parts of the day when posts are expected to go live

This part of the summary is to ensure that the influencer has clear guidelines and knows what is expected of them.

You need to be in control and make sure they represent your business values ​​and image as you define it in your brand.

Design Instructions

It’s important to describe the visual aspect of your collaboration with the influencer and include design instructions in your summary.

These instructions will explain what type of visual content you want as part of the campaign and how the influencer should handle it. Discuss specific details such as:

  • Image size and type
  • Video format and length
  • Colors and fonts

Influencers can be responsible for creating the images, or you can deliver the images for them to publish. Make sure all this is mentioned in the summary.

Windsor influencer marketing campaign

Image source: Instagram

Language and Vocabulary

When choosing an influencer to promote your brand, you should choose someone close to your brand and target audience. However, you can never be sure that they will respect your brand image unless you describe it in the summary.

This section should describe:

  • The type of word you want them to use
  • font style
  • tone and sound
  • The dos and don’ts of content creation

If you have some sensitive issues to address, think about political correctness, bias, and other necessary details.

Timetable and Payment

Finally, you need to define the technical details of your contract:

  • When will the campaign take place?
  • How long it will take?
  • How, when and how much will you pay the influencer?

final thoughts

When planning to collaborate with an influencer, it’s important to be in control of the campaign and be clear about what to expect. Writing an impressive marketing brief is essential to make sure things run smoothly and you meet the goals you set.

Use the 7 steps listed above to turn all your influencer campaigns into success stories.

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