A campaign brief is often overlooked, but I believe this is instrumental to a successful campaign and it certainly decreases the time spent on influencer management. Your campaign brief will explain what you’re looking to have content creators do and it’ll end up answering many of the typical questions you’d otherwise get from them.
As you can imagine, if each influencer has 2-3 questions about the campaign, you can to have to exchange several more emails per influencer relationship. Multiply this by a couple dozen influencers, and suddenly you’re spending way more time on communicating with influencers than you should be.
Influencers will also appreciate it, especially if you include example posts from other campaigns you’ve done. This way, they can get inspiration for their content and will be better positioned to tell you whether or not they think they can pull it off creatively. Sometimes what you’ll ask for does not fit with the aesthetics of their page.
The ideal length for a campaign brief is 5-7 pages, including a title page and a thank-you page – meaning you need to touch on several key points within only a handful of pages. To make things more difficult, you want to have minimal text on each page. You’ll need to be ultra concise, but also clear and comprehensive. Difficult? Yes. Impossible? No, we do it all the time. It’s like anything online – if there’s too much text, people won’t read it. If the campaign brief looks pretty, is nicely presented, and written in a fun and engaging way, people will be more likely to read it and ultimately feel more connected to your brand. It should make them smile more than once.
Having a campaign brief also means that you don’t have to explain to each individual influencer what it is that you want them to do.