You're struggling to convey your vision to influencers. How can you effectively get your message across?

Be sure to brief your creators on your objectives for your campaign - they won't be able to deliver on them if they don't know what they are! - but show understanding with their role in this process. Creators are by design creative, by which I mean they aren't seasoned marketers, so don't flood them with jargon and acronyms. Simplify their role by showing examples of content that's previously delivered on similar objectives, and have open conversations with them about what you'd like to achieve.

Para transmitir sua visão de maneira eficaz aos influenciadores, comece com uma comunicação clara e concisa, explicando os objetivos e valores da campanha. Use histórias e exemplos visuais que ilustrem sua visão, tornando-a tangível e inspiradora. Envolva os influenciadores desde o início do processo, ouvindo suas ideias e preocupações para garantir alinhamento e engajamento. Ofereça briefings detalhados e materiais de apoio que forneçam contexto e orientações claras. Finalmente, mantenha uma comunicação contínua e aberta, oferecendo feedback e apoio durante todo o processo, reforçando constantemente a visão e os objetivos da campanha.

A proper, detailed brief is very important in aligning with influencers on what you want from them: be sure to outline campaign objectives, provide all the necessary product information, as well as state your desired outcome and expectations from their platforms. Provide examples of work you like so that they can have a reference. And most importantly, be sure to crystallise the deliverables, KPIs, and timeline.

It’s crucial to have well-defined objectives before you even begin engaging with influencers. Your vision must be both clear and compelling. This means knowing precisely what you aim to achieve, be it boosting brand awareness, driving sales, or shifting public perception. When I approach influencers, I always ensure that I communicate our goals with absolute precision. This level of detail not only sets clear expectations but also empowers influencers to align their content with our overarching objectives. By providing them with a comprehensive understanding of our vision, they can craft messages and create content that genuinely resonates with our target audience.

Alignment over vanity metrics! Seek influencers whose values resonate with your brand. Genuine connections & shared audiences drive authentic content that resonates! #influencermarketing

Influencers cater to niches, so it’s always good to know who they’re talking to and engaging with. Choose your influencer based on their audience pool instead of their follower base. It’s also important that their content style, persona, and values align with your brand’s.

At Tru, ensuring authentic alignment between our brand and the influencers we work with has been crucial. We start by thoroughly researching potential influencers to understand their values, style, and audience demographics. For instance, when launching a new campaign, we partnered with influencers who had a genuine passion for our clients industry and whose audience closely matched their target market. This alignment made it easier for influencers to naturally integrate the brand’s vision into their content. By clearly communicating why we believe there is a synergy and how this partnership benefits both parties, we foster a more genuine and impactful collaboration that resonates authentically with their followers.

The key to a successful campaign isn’t just about finding influencers with big numbers. It's about connecting with those who truly align with your brand’s values. This kind of genuine connection is what makes a partnership really shine. When I look for influencers to work with, I focus on those whose ethos and audience vibe well with what our brand stands for. It’s this natural fit that allows them to create content that genuinely reflects our vision. I always make sure to communicate clearly why I think there’s a good match between their brand and ours, and how working together can be beneficial for both sides. This way, we build trust and end up with content that feels real and resonates with people.

Visuals, visuals, and visuals! I find that images and videos are better able to get the message of the brief across. We all know that images give 42% higher click-through rate than campaigns without images. Additionally, finding similar campaigns or previously published work will help to bolster your message in the brief. On the flipside, it's also important to let the influencer still have some creative control over the content and delivery as they know their audiences best.

Providing influencers with a detailed briefing is essential, including key messages and mandatory elements. However, it's equally important to allow creative freedom, as influencers know their audience best. Balancing guidance with creativity ensures a narrative that aligns with your vision and resonates with their followers.

Detailed briefing is important, including core messages, visuals, and any examples of previous content that has performed well. One of the best ways to ensure your message has landed with the creator is to request concepts from them before they get on with their creation process, either a written or mood-board format overview of their content. That being said, it's imperative that creators are given the freedom to do what they do best - create the content that works best for their audience! Over-stifling a creator with too much brand messaging will lead to throttled views and engagement.

Once you’ve found the right fit, it’s important to clearly outline your key messages, desired tone, and any essential elements like hashtags or calls-to-action. This helps ensure that everyone is on the same page and that the content aligns with your brand’s vision. By offering clear guidance but also encouraging creativity, you empower influencers to create content that resonates deeply with their audience while staying true to your brand’s goals.

Influencer marketing is built on relationships; the closer you are with your influencer, the better your work with them. Keep communication open, not just as a “reach out if you need more info” but continue to foster relationships with them past your campaigns — so your brands stay top of mind and the experience of working with you stays positive. Remember, influencers are real people, so it’s better to build advocates than engage with them only as-and-when.

You will never lose by over-communicating with your creators! The creative process is a two-way street, so rather than dumping a written brief on their lap and running, make sure the dialogue is kept open and transparent. Always brief in-person (via a Zoom call) where possible, to answer any concerns or questions, and give them a line of contact to feed back during their process of creation.

There's one SOP that's the backbone of all our affiliate marketing efforts. That is : 1- Reviewing all videos that are posted by creators. 2- Providing personalized feeback on what was good about the video and what are things that can be improved. 3- Going on weekly calls with your creators to brainstorm new ideas and chat on what has been working so every creator can implement it into their content.

Create a detailed brief that outlines your brand's values, campaign objectives, and desired outcomes. Use visual aids like mood boards to illustrate the look and feel you want. Communicate openly and be available to answer questions. Encourage a collaborative approach, allowing influencers to bring their unique style while staying aligned with your vision. Regularly check in to ensure everything is on track. This way, you can ensure your message is clear and your campaign is successful.

You have your standard success measurements when it comes to influencer marketing campaigns - engagement, conversion, sentiment. But nobody can better feed back on the nuances of a campaign than the creators themselves. Book a quick wrap-up chat with them, and ask what they felt went well and what could have improved. Did they notice the content gain more/less traction quicker/slower than usual? Did any comments stand out to them? Were there particular or notable audience segments engaging with the content? They're the experts!!

Be sure to always align on the measurements of success upfront, so your influencers know what they are driving towards — be it impressions, clicks, sales, engagement, etc. Have proper guidelines for them to follow when measuring these metrics, and standardise reporting so you get a fair overview of how all your influencers perform.