I N F L U E N C E R M A R K E T I N G R E S O U R C E S
H O W T O G U I D E S F R O M Z I N E
C R E A T I N G A C A M P A I G N B R I E F
ZINE INFLUENCER FOCUS
ZINErsquos lsquoHow Torsquo guides provide explanations amp actionable advice to help you tackle some
some o the biggest challenges faced in the in-fluencer marketing industry
2
HOW TO GUIDES FROM ZINE
How to create a campaign briefHOW TO GUIDES FROM ZINE
In this lsquoInfluencer Marketing How To Guidersquo from ZINE we take you through the ins amp outs of creating a campaign brief amp setting influencer guidelines
Creating a campaign brief for an influencer marketing campaign may seem easy enough but it can big the single biggest hurdle to your campaign running succesfully and effectively Supplying the right information upfront can prevent a lot of back and forth with your influ-
encers which can lead to the relationship(s) to turn sour as you constantly push back on creative However if your influ-encer research has been conducted well and your campaign brief is on point this authentic content will deliver a far better outcome as 78 of consumers admit to being influ-enced to buy a product from someone they trust relate to
In this lsquoInfluencer Marketing How To Guidersquo from ZINE we give
you a step by step guide into creating a killer campaign brief
INTRODUCING YOUR BRAND
Depending on your brand this may be a more or less relevant but even for large and well known brands this section has an important purpose For a specific campaign you may want to highlight a certain or even new aspect of your brand In any case giving the influencer a short overview of who you are and what you do is best practice
SHARE YOUR CAMPAIGN GOALS
Letting influencers know what your objectives are will help shape their content Whether your goals are awareness consideration buying or advocacy providing details of specific goals and how they will be measured eg clicks new follows etc means the influ-encer can weave these objectives in their content strategy
CONTENT GUIDELINES
78 of over 1300 consumers surveyed said they were more likely to buy products based on the recommendation of someone they trust and at the same time 68 of influ-encers said they prefer loose or no guidance when creating content for their social media channels We admit that this is a challenging balancing act Too little guidance may lead to a creative interpretation that is off brand and too much guidance often results in uninspiring look alike content across the board Because this is such a tricky topic we have
3
CREATING A CAMPAIGN BRIEF
broken down these content guidelines in some key compo-nents
CONTENT GUIDELINES FRAMEWORK
Providing a consistent framework that allows for creative freedom but aligns content with the overall campaign strategy and branding is the way forward
This framework can be broken down in two parts content guidelines and caption guidelines and is mostly not about creative guidelines but a restrictions and the overall creative guidance that should be provided
C O N T E N T G U I D E L I N E S
Itrsquos ok to ask for some specifics here especially what you donrsquot want Apart from giving creative guidance there are plenty of other things to cover and think off It is often those details that lead to disagreements between brands and In-fluencers but misunderstandings can easily be avoided by addressing key points from the beginning
M E D I A T Y P E
Boomerang still image Carousel long video short video - how would you like the influencer to communicate your message You can specify your preferred or one and only media type or leave it to the influencer to pick the best format
I M A G E S T Y L E
Flatlays street style close up collages - are there any formats you feel will not fit your campaign and brand objec-tives
B R A N D P R O D U C T V I S I B I L I T Y
It can be difficult to orchestrate content which focuses on the product or brand without coming across too staged (see also the section on branded content below) There is always a bit of a trade off between the visibility of the promoted brand and the natural feel of the content Manage your own expectations by picturing how your brand would come across either way and how much freedom you are willing to give to influencers
A good compromise is to allow the influencer to post a more natural image with less brand visibility and another carousel image with a product close up This allows the influencer to create content that feels natural to them and their audience without compromising your brand visibility
L I G H T I N G C O L O U R M O O D
Even if an influencer rarely posts in black and white you should be clear what setting and mood you are expecting A brand mood board can often help communicate this visually Donrsquot think just because itrsquos summer the influencer will create particularly sunny content - when creating content constantly this can be easily overlooked and influencers want to mix up their feed a little too Make sure yoursquore not caught in the wrong mood
O T H E R B R A N D S
ABOVE Sponsored content hardly noticed
ABOVE Difference in engagement between sponsored amp organic content
4
HOW TO GUIDES FROM ZINE
A U T H E N T I C I T Y I N I N F L U E N C E R M A R K E T I N G
I S K E Y - 7 8 O F C O N S U M E R S A R E I N F L U -
E N C E D B Y S O M E O N E T H E Y D O N T K N O W B U T
T R U S T
5
CREATING A CAMPAIGN BRIEF
To mitigate the risk you take in handing over the creative reigns carefull due diligence must be done on your influ-encers ahead of the campaign Following that a carefully planned camapign brief
Itrsquos worth mentioning that effective and easy communica-tion also plays a decisive role for the success of a campaign Ask if the influencer has any questions around the brief if anything is unclear and be available for any concerns or clar-ifications
You can ask the influencer to share their thoughts around what content they are going to produce and adjust the creative direction of the post before any pictures were taken avoiding duplication of work and frustrated influencers
To find out how ZINE can help you scale your influencer marketing campaign get in touch with us today
ZINEwww zinecocontactzineco
Twitter zineco_officalFacebook zinecoofficalInstagram zinecoofficalLindekdIn ZINE
Make sure to ask specifically for no other brands to be visiblein the content if that is a criteria for you
C A P T I O N G U I D E L I N E S
The caption should be in the influencers own words to maintain authenticity so itrsquos best to refrain from prescrib-ing captions or phrases from the start Apart from communi-cating your overall campaign goal again eg a caption that inspires your audience to try the product you can provide some highlights of your productbrand or service you would like to emphasise You can also provide a list of lsquogood to mentionrsquo attributes and ask influencers to pick one or more to include in their caption
CAMPAIGN RULES
Prior to posting content you should make sureyour campaign rules are communicated to allsteakholders Namely
1 Timeline - post by date and submit content for review by date
2 Content review - let influencers know if you would like to review the content and how they can best submit it with you alongside with their proposed caption
3 Exclusivity - you can ask influencers to not work with a competitor for a minimum period after your collabo-ration has gone live Careful though strict exclusivity agreements come at a price tag
4 Content rights - will you be repurposing the content on your own social media website or print
5 Product delivery - if the influencer is to use a product or service for this collaboration clearly state how the productservice is best obtained
6 Tags - provide the social media handle of your brand
7 Hashtags amp Brand tags - provide your campaign s
8 Disclosure - yes always include ad or similar
SUMMARY
It always pays to give your influencers a certain degree of creative freedom This can be a difficult notion when its your budget and or reputation at risk but the end result will be better performance of your influencer marketing campaigns as the message will be much more authentic and trustworthy for consumers which is vital
6 6
B R A N D S A C H I E V E M O R E - W I T H Z I N E
W W W Z I N E C O
2
HOW TO GUIDES FROM ZINE
How to create a campaign briefHOW TO GUIDES FROM ZINE
In this lsquoInfluencer Marketing How To Guidersquo from ZINE we take you through the ins amp outs of creating a campaign brief amp setting influencer guidelines
Creating a campaign brief for an influencer marketing campaign may seem easy enough but it can big the single biggest hurdle to your campaign running succesfully and effectively Supplying the right information upfront can prevent a lot of back and forth with your influ-
encers which can lead to the relationship(s) to turn sour as you constantly push back on creative However if your influ-encer research has been conducted well and your campaign brief is on point this authentic content will deliver a far better outcome as 78 of consumers admit to being influ-enced to buy a product from someone they trust relate to
In this lsquoInfluencer Marketing How To Guidersquo from ZINE we give
you a step by step guide into creating a killer campaign brief
INTRODUCING YOUR BRAND
Depending on your brand this may be a more or less relevant but even for large and well known brands this section has an important purpose For a specific campaign you may want to highlight a certain or even new aspect of your brand In any case giving the influencer a short overview of who you are and what you do is best practice
SHARE YOUR CAMPAIGN GOALS
Letting influencers know what your objectives are will help shape their content Whether your goals are awareness consideration buying or advocacy providing details of specific goals and how they will be measured eg clicks new follows etc means the influ-encer can weave these objectives in their content strategy
CONTENT GUIDELINES
78 of over 1300 consumers surveyed said they were more likely to buy products based on the recommendation of someone they trust and at the same time 68 of influ-encers said they prefer loose or no guidance when creating content for their social media channels We admit that this is a challenging balancing act Too little guidance may lead to a creative interpretation that is off brand and too much guidance often results in uninspiring look alike content across the board Because this is such a tricky topic we have
3
CREATING A CAMPAIGN BRIEF
broken down these content guidelines in some key compo-nents
CONTENT GUIDELINES FRAMEWORK
Providing a consistent framework that allows for creative freedom but aligns content with the overall campaign strategy and branding is the way forward
This framework can be broken down in two parts content guidelines and caption guidelines and is mostly not about creative guidelines but a restrictions and the overall creative guidance that should be provided
C O N T E N T G U I D E L I N E S
Itrsquos ok to ask for some specifics here especially what you donrsquot want Apart from giving creative guidance there are plenty of other things to cover and think off It is often those details that lead to disagreements between brands and In-fluencers but misunderstandings can easily be avoided by addressing key points from the beginning
M E D I A T Y P E
Boomerang still image Carousel long video short video - how would you like the influencer to communicate your message You can specify your preferred or one and only media type or leave it to the influencer to pick the best format
I M A G E S T Y L E
Flatlays street style close up collages - are there any formats you feel will not fit your campaign and brand objec-tives
B R A N D P R O D U C T V I S I B I L I T Y
It can be difficult to orchestrate content which focuses on the product or brand without coming across too staged (see also the section on branded content below) There is always a bit of a trade off between the visibility of the promoted brand and the natural feel of the content Manage your own expectations by picturing how your brand would come across either way and how much freedom you are willing to give to influencers
A good compromise is to allow the influencer to post a more natural image with less brand visibility and another carousel image with a product close up This allows the influencer to create content that feels natural to them and their audience without compromising your brand visibility
L I G H T I N G C O L O U R M O O D
Even if an influencer rarely posts in black and white you should be clear what setting and mood you are expecting A brand mood board can often help communicate this visually Donrsquot think just because itrsquos summer the influencer will create particularly sunny content - when creating content constantly this can be easily overlooked and influencers want to mix up their feed a little too Make sure yoursquore not caught in the wrong mood
O T H E R B R A N D S
ABOVE Sponsored content hardly noticed
ABOVE Difference in engagement between sponsored amp organic content
4
HOW TO GUIDES FROM ZINE
A U T H E N T I C I T Y I N I N F L U E N C E R M A R K E T I N G
I S K E Y - 7 8 O F C O N S U M E R S A R E I N F L U -
E N C E D B Y S O M E O N E T H E Y D O N T K N O W B U T
T R U S T
5
CREATING A CAMPAIGN BRIEF
To mitigate the risk you take in handing over the creative reigns carefull due diligence must be done on your influ-encers ahead of the campaign Following that a carefully planned camapign brief
Itrsquos worth mentioning that effective and easy communica-tion also plays a decisive role for the success of a campaign Ask if the influencer has any questions around the brief if anything is unclear and be available for any concerns or clar-ifications
You can ask the influencer to share their thoughts around what content they are going to produce and adjust the creative direction of the post before any pictures were taken avoiding duplication of work and frustrated influencers
To find out how ZINE can help you scale your influencer marketing campaign get in touch with us today
ZINEwww zinecocontactzineco
Twitter zineco_officalFacebook zinecoofficalInstagram zinecoofficalLindekdIn ZINE
Make sure to ask specifically for no other brands to be visiblein the content if that is a criteria for you
C A P T I O N G U I D E L I N E S
The caption should be in the influencers own words to maintain authenticity so itrsquos best to refrain from prescrib-ing captions or phrases from the start Apart from communi-cating your overall campaign goal again eg a caption that inspires your audience to try the product you can provide some highlights of your productbrand or service you would like to emphasise You can also provide a list of lsquogood to mentionrsquo attributes and ask influencers to pick one or more to include in their caption
CAMPAIGN RULES
Prior to posting content you should make sureyour campaign rules are communicated to allsteakholders Namely
1 Timeline - post by date and submit content for review by date
2 Content review - let influencers know if you would like to review the content and how they can best submit it with you alongside with their proposed caption
3 Exclusivity - you can ask influencers to not work with a competitor for a minimum period after your collabo-ration has gone live Careful though strict exclusivity agreements come at a price tag
4 Content rights - will you be repurposing the content on your own social media website or print
5 Product delivery - if the influencer is to use a product or service for this collaboration clearly state how the productservice is best obtained
6 Tags - provide the social media handle of your brand
7 Hashtags amp Brand tags - provide your campaign s
8 Disclosure - yes always include ad or similar
SUMMARY
It always pays to give your influencers a certain degree of creative freedom This can be a difficult notion when its your budget and or reputation at risk but the end result will be better performance of your influencer marketing campaigns as the message will be much more authentic and trustworthy for consumers which is vital
6 6
B R A N D S A C H I E V E M O R E - W I T H Z I N E
W W W Z I N E C O
3
CREATING A CAMPAIGN BRIEF
broken down these content guidelines in some key compo-nents
CONTENT GUIDELINES FRAMEWORK
Providing a consistent framework that allows for creative freedom but aligns content with the overall campaign strategy and branding is the way forward
This framework can be broken down in two parts content guidelines and caption guidelines and is mostly not about creative guidelines but a restrictions and the overall creative guidance that should be provided
C O N T E N T G U I D E L I N E S
Itrsquos ok to ask for some specifics here especially what you donrsquot want Apart from giving creative guidance there are plenty of other things to cover and think off It is often those details that lead to disagreements between brands and In-fluencers but misunderstandings can easily be avoided by addressing key points from the beginning
M E D I A T Y P E
Boomerang still image Carousel long video short video - how would you like the influencer to communicate your message You can specify your preferred or one and only media type or leave it to the influencer to pick the best format
I M A G E S T Y L E
Flatlays street style close up collages - are there any formats you feel will not fit your campaign and brand objec-tives
B R A N D P R O D U C T V I S I B I L I T Y
It can be difficult to orchestrate content which focuses on the product or brand without coming across too staged (see also the section on branded content below) There is always a bit of a trade off between the visibility of the promoted brand and the natural feel of the content Manage your own expectations by picturing how your brand would come across either way and how much freedom you are willing to give to influencers
A good compromise is to allow the influencer to post a more natural image with less brand visibility and another carousel image with a product close up This allows the influencer to create content that feels natural to them and their audience without compromising your brand visibility
L I G H T I N G C O L O U R M O O D
Even if an influencer rarely posts in black and white you should be clear what setting and mood you are expecting A brand mood board can often help communicate this visually Donrsquot think just because itrsquos summer the influencer will create particularly sunny content - when creating content constantly this can be easily overlooked and influencers want to mix up their feed a little too Make sure yoursquore not caught in the wrong mood
O T H E R B R A N D S
ABOVE Sponsored content hardly noticed
ABOVE Difference in engagement between sponsored amp organic content
4
HOW TO GUIDES FROM ZINE
A U T H E N T I C I T Y I N I N F L U E N C E R M A R K E T I N G
I S K E Y - 7 8 O F C O N S U M E R S A R E I N F L U -
E N C E D B Y S O M E O N E T H E Y D O N T K N O W B U T
T R U S T
5
CREATING A CAMPAIGN BRIEF
To mitigate the risk you take in handing over the creative reigns carefull due diligence must be done on your influ-encers ahead of the campaign Following that a carefully planned camapign brief
Itrsquos worth mentioning that effective and easy communica-tion also plays a decisive role for the success of a campaign Ask if the influencer has any questions around the brief if anything is unclear and be available for any concerns or clar-ifications
You can ask the influencer to share their thoughts around what content they are going to produce and adjust the creative direction of the post before any pictures were taken avoiding duplication of work and frustrated influencers
To find out how ZINE can help you scale your influencer marketing campaign get in touch with us today
ZINEwww zinecocontactzineco
Twitter zineco_officalFacebook zinecoofficalInstagram zinecoofficalLindekdIn ZINE
Make sure to ask specifically for no other brands to be visiblein the content if that is a criteria for you
C A P T I O N G U I D E L I N E S
The caption should be in the influencers own words to maintain authenticity so itrsquos best to refrain from prescrib-ing captions or phrases from the start Apart from communi-cating your overall campaign goal again eg a caption that inspires your audience to try the product you can provide some highlights of your productbrand or service you would like to emphasise You can also provide a list of lsquogood to mentionrsquo attributes and ask influencers to pick one or more to include in their caption
CAMPAIGN RULES
Prior to posting content you should make sureyour campaign rules are communicated to allsteakholders Namely
1 Timeline - post by date and submit content for review by date
2 Content review - let influencers know if you would like to review the content and how they can best submit it with you alongside with their proposed caption
3 Exclusivity - you can ask influencers to not work with a competitor for a minimum period after your collabo-ration has gone live Careful though strict exclusivity agreements come at a price tag
4 Content rights - will you be repurposing the content on your own social media website or print
5 Product delivery - if the influencer is to use a product or service for this collaboration clearly state how the productservice is best obtained
6 Tags - provide the social media handle of your brand
7 Hashtags amp Brand tags - provide your campaign s
8 Disclosure - yes always include ad or similar
SUMMARY
It always pays to give your influencers a certain degree of creative freedom This can be a difficult notion when its your budget and or reputation at risk but the end result will be better performance of your influencer marketing campaigns as the message will be much more authentic and trustworthy for consumers which is vital
6 6
B R A N D S A C H I E V E M O R E - W I T H Z I N E
W W W Z I N E C O
4
HOW TO GUIDES FROM ZINE
A U T H E N T I C I T Y I N I N F L U E N C E R M A R K E T I N G
I S K E Y - 7 8 O F C O N S U M E R S A R E I N F L U -
E N C E D B Y S O M E O N E T H E Y D O N T K N O W B U T
T R U S T
5
CREATING A CAMPAIGN BRIEF
To mitigate the risk you take in handing over the creative reigns carefull due diligence must be done on your influ-encers ahead of the campaign Following that a carefully planned camapign brief
Itrsquos worth mentioning that effective and easy communica-tion also plays a decisive role for the success of a campaign Ask if the influencer has any questions around the brief if anything is unclear and be available for any concerns or clar-ifications
You can ask the influencer to share their thoughts around what content they are going to produce and adjust the creative direction of the post before any pictures were taken avoiding duplication of work and frustrated influencers
To find out how ZINE can help you scale your influencer marketing campaign get in touch with us today
ZINEwww zinecocontactzineco
Twitter zineco_officalFacebook zinecoofficalInstagram zinecoofficalLindekdIn ZINE
Make sure to ask specifically for no other brands to be visiblein the content if that is a criteria for you
C A P T I O N G U I D E L I N E S
The caption should be in the influencers own words to maintain authenticity so itrsquos best to refrain from prescrib-ing captions or phrases from the start Apart from communi-cating your overall campaign goal again eg a caption that inspires your audience to try the product you can provide some highlights of your productbrand or service you would like to emphasise You can also provide a list of lsquogood to mentionrsquo attributes and ask influencers to pick one or more to include in their caption
CAMPAIGN RULES
Prior to posting content you should make sureyour campaign rules are communicated to allsteakholders Namely
1 Timeline - post by date and submit content for review by date
2 Content review - let influencers know if you would like to review the content and how they can best submit it with you alongside with their proposed caption
3 Exclusivity - you can ask influencers to not work with a competitor for a minimum period after your collabo-ration has gone live Careful though strict exclusivity agreements come at a price tag
4 Content rights - will you be repurposing the content on your own social media website or print
5 Product delivery - if the influencer is to use a product or service for this collaboration clearly state how the productservice is best obtained
6 Tags - provide the social media handle of your brand
7 Hashtags amp Brand tags - provide your campaign s
8 Disclosure - yes always include ad or similar
SUMMARY
It always pays to give your influencers a certain degree of creative freedom This can be a difficult notion when its your budget and or reputation at risk but the end result will be better performance of your influencer marketing campaigns as the message will be much more authentic and trustworthy for consumers which is vital
6 6
B R A N D S A C H I E V E M O R E - W I T H Z I N E
W W W Z I N E C O
5
CREATING A CAMPAIGN BRIEF
To mitigate the risk you take in handing over the creative reigns carefull due diligence must be done on your influ-encers ahead of the campaign Following that a carefully planned camapign brief
Itrsquos worth mentioning that effective and easy communica-tion also plays a decisive role for the success of a campaign Ask if the influencer has any questions around the brief if anything is unclear and be available for any concerns or clar-ifications
You can ask the influencer to share their thoughts around what content they are going to produce and adjust the creative direction of the post before any pictures were taken avoiding duplication of work and frustrated influencers
To find out how ZINE can help you scale your influencer marketing campaign get in touch with us today
ZINEwww zinecocontactzineco
Twitter zineco_officalFacebook zinecoofficalInstagram zinecoofficalLindekdIn ZINE
Make sure to ask specifically for no other brands to be visiblein the content if that is a criteria for you
C A P T I O N G U I D E L I N E S
The caption should be in the influencers own words to maintain authenticity so itrsquos best to refrain from prescrib-ing captions or phrases from the start Apart from communi-cating your overall campaign goal again eg a caption that inspires your audience to try the product you can provide some highlights of your productbrand or service you would like to emphasise You can also provide a list of lsquogood to mentionrsquo attributes and ask influencers to pick one or more to include in their caption
CAMPAIGN RULES
Prior to posting content you should make sureyour campaign rules are communicated to allsteakholders Namely
1 Timeline - post by date and submit content for review by date
2 Content review - let influencers know if you would like to review the content and how they can best submit it with you alongside with their proposed caption
3 Exclusivity - you can ask influencers to not work with a competitor for a minimum period after your collabo-ration has gone live Careful though strict exclusivity agreements come at a price tag
4 Content rights - will you be repurposing the content on your own social media website or print
5 Product delivery - if the influencer is to use a product or service for this collaboration clearly state how the productservice is best obtained
6 Tags - provide the social media handle of your brand
7 Hashtags amp Brand tags - provide your campaign s
8 Disclosure - yes always include ad or similar
SUMMARY
It always pays to give your influencers a certain degree of creative freedom This can be a difficult notion when its your budget and or reputation at risk but the end result will be better performance of your influencer marketing campaigns as the message will be much more authentic and trustworthy for consumers which is vital
6 6
B R A N D S A C H I E V E M O R E - W I T H Z I N E
W W W Z I N E C O
6 6
B R A N D S A C H I E V E M O R E - W I T H Z I N E
W W W Z I N E C O
![Seeking Micro-influencers for Brand Promotion Micro-influencers for Brand... · ty influencers [6, 17, 24]. For the reasons above, micro-influencers are treated as the best fit for](https://static.documents.pub/doc/80x56/5ed795b767b53e06555d2ec8/seeking-micro-influencers-for-brand-promotion-micro-influencers-for-brand-ty.jpg)
