Knowing how to write an influencer brief     1     be a task of priority when you’re working with creators. Because communication is crucial to a successful campaign. Sure, influencers can craft viral posts and content that translates into high-performing ads, that doesn’t mean they are mind-readers, whose     2     of public popularity is always correct. Influencers need direction. But not too much of it so as to     3     them to pursue their creative freedom. This balancing act is why influencer creative briefs require so much attention and can sometimes be particularly     4    —what if the brief is a total failure? What if something goes wrong? People in charge tend to be stuck with repeating     5     on such questions.

What is an influencer brief, anyway? It is an outline of instructions and expectations for creators prior to a social media campaign. These guidelines include everything from high-level creative direction to specific requirements. An influencer brief should sum up what a creator needs to create the best post possible. Simply put, brief are a blueprint for posts that delight brands and creators alike. Brands that cram (塞进) their instructions into an email don’t exactly reflect effort or attention to detail. Note that how you craft your influencer brief has a direct     6     on campaign performance.

Below are the     7     of what should be included in any given influencer brief:

Campaign Goals

You can’t provide direction to creators without defining what you want their content to achieve.

Be clear about your campaign     9    

Target Audience

An influencer brief should be     10     about who creators are speaking to, including:

You probably chose to work with specific influencers because their audience reflects yours, right?

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