Here's how you can create a powerful creative brief for an influencer marketing campaign.

- Campaign Overview - Campaign Goals and Objectives - Audience Insights - Brand Guidelines and Voice - Creative Direction - Content Requirements - Key Talking Points - Call to Action (CTA) - Timeline and Deadlines - Performance Metrics - Contact Information and Support - Legal and Compliance

If you don't set clear goals, you won't know what to measure for and your influencer won't have a clue what they're meant to do. Spend some time to make sure you do this right! Be specific and concise with your goals.

Crafting a potent creative brief for influencer campaigns: Clarity: Clearly define campaign objectives, target audience, and key messages. Authenticity: Encourage influencers to authentically integrate brand messaging into their content. Guidelines: Provide specific guidelines on content format, tone, and style to maintain brand consistency. Collaboration: Foster open communication and collaboration between your team and influencers. Flexibility: Allow room for creativity and adaptation while ensuring alignment with campaign goals. With a well-crafted creative brief, set the stage for impactful influencer collaborations!

From a B2B perspective, the end goal is to mobilise change at your target account. It won't be enough to simply state "Drive Sales" as the goal for your influencer. Your influencer may need guidance/coaching on how best to craft a post chock full of commercial insight, that makes the reader go "Oh god, we really are going about things the wrong way". That reader will have to influence their colleagues in the buying committee. Don't forget that.

As always - don't try and do anything in Marketing before knowing exactly who your audience is. Make sure you know that for yourself and you know that your influencer's fans cover that audience too. Next up comes you leaving the influencer to do what they do best and come up with content in an organic way!

As a creator who has delivered on over 50 influencer marketing campaigns, the most critical aspect to perfect is the content specs you'd like the creator to follow. Doing this will help drastically reduce the number of revisions a creator will need to go through in order to get approval from the brand. This makes both parties life's easier as there is less back and forth dialogue that could've been prevented had the initial guidelines in the brief been concretely outlined.

Explain and give guidelines to your influencer but do NOT micromanage! Do not come back with 150 revisions for how they should make content that looks more like yours and nothing like theirs just because that's what the documents say. The influencers have become that because they know how to connect with your audience. You haven't. So make the most out of the collaboration and let them unleash their creativity!

Very few things should be non-negotiable from the side of the brand. The name maybe being spelled correctly and no false-claims being made about the product are the two biggest I've seen across campaigns. Other than that, I tend to give our influencers the freedom to be themselves because that's what sells!