The Influencer Creative Brief -- [TEMPLATE INSIDE]


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In this issue, we'll be discussing how to build a top notch creative brief for influencers you work with. Sample template linked below!

Today’s issue takes around 2 minutes to read. As always, if you have any feedback or questions I would love to hear. Feel free to reply to this email.

Let's get into it!

Key Elements of the Influencer Creative Brief

A great influencer brief can make or break our campaigns. There is nothing worse than spending time identifying, vetting, and contracting influencers only to receive content that is WAY off the mark...

So to avoid confusion we need to have an excellent creative brief.

Here are the must haves --

✅ Be specific about the technical specifications of the deliverables.

We can't assume that the creator can read our mind and know exactly how long the video should be, or that it should be in vertical 9x16 format, or that the videos need to include royalty free music.

Instead, we need to list out these exact specifications in the brief so there's no confusion.

✅ Provide some creative direction... but not too much!

We need to be clear about specific product value propositions, offers, or CTAs to include in the deliverables. Other than that, we have to trust that the influencer knows the audience and can deliver the performance we're looking for.

The general rule-of-thumb here is that the more requirements we layer on the creative direction the less authentic the final deliverable will be.

✅ Include examples of the posts you like from their profile.

In the brief include one or two example posts that demonstrate why you selected the influencer in the first place. This is helpful because the influencer can easily identify how to recreate elements of the post in the deliverable.
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These guidelines may seem obvious. But I recommend having a creative brief template ready to go whenever you plan to run influencer campaigns. It will save you LOADS of time!

Here's an example --

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