What are the most effective influencer content guidelines for your brand?

1 Content goals

The first step in creating influencer content guidelines is to define your content goals. What do you want to achieve with your influencer marketing campaign? Do you want to raise brand awareness, drive traffic, generate leads, increase sales, or something else? Your content goals will determine the type of content, the tone of voice, the call to action, and the key performance indicators that you will use to measure the success of your influencer marketing campaign. You should communicate your content goals to your influencers and make sure they understand and agree with them.

2 Content format

The next step in creating influencer content guidelines is to decide on the content format. What kind of content do you want your influencers to create and share? Do you want them to post photos, videos, stories, reels, blogs, podcasts, or something else? Your content format should match your influencer's niche, expertise, and audience expectations. You should also consider the platform that your influencer uses and the best practices for that platform. For example, if you want your influencer to post on Instagram, you should consider the optimal length, aspect ratio, hashtags, captions, and stickers for each type of post.

3 Content style

The third step in creating influencer content guidelines is to define your content style. How do you want your influencers to present your brand, product, or campaign? Do you want them to be formal or casual, humorous or serious, educational or entertaining, or something else? Your content style should reflect your brand personality, values, and tone of voice. You should also respect your influencer's creative freedom and authenticity and avoid imposing strict or unrealistic content style requirements. You should aim for a balance between consistency and diversity in your influencer content style.

4 Content disclosure

The fourth step in creating influencer content guidelines is to specify your content disclosure. How do you want your influencers to disclose their partnership with your brand? Do you want them to use a hashtag, a mention, a tag, a disclaimer, or something else? Your content disclosure should comply with the relevant laws and regulations for influencer marketing in your country or region. You should also follow the platform's policies and guidelines for sponsored or paid content. You should make sure that your influencers are transparent and honest about their relationship with your brand and that they do not mislead or deceive their audience.

5 Content approval

The fifth step in creating influencer content guidelines is to determine your content approval process. How do you want to review and approve the content that your influencers create and share? Do you want to have a pre-approval or a post-approval process, or a combination of both? Your content approval process should be clear, simple, and efficient. You should avoid micromanaging or interfering with your influencer's content creation and sharing. You should also provide constructive feedback and suggestions to your influencers and appreciate their efforts and results.

6 Content evaluation

The sixth and final step in creating influencer content guidelines is to plan your content evaluation. How do you want to measure and analyze the performance and impact of your influencer content? What metrics and tools will you use to track and report your influencer marketing campaign results? Your content evaluation should be aligned with your content goals and key performance indicators. You should also communicate your content evaluation criteria and methods to your influencers and share your insights and learnings with them. You should also reward and recognize your influencers for their contribution and collaboration.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?