Most influencer marketing briefs go a little something like this: “Dear blogger XYZ: We’re excited to partner with you on our product launch! Here are some benefits to highlight and ideas on how to style your product shots. Can’t wait to see what you come up with!”
There’s a gaping hole in this strategy.
If your influencers don’t know what prevents your dream customer from trying or buying your product—like price or a perceived social stigma—how can you expect them to create content that will effectively persuade their audience?
The key to developing a better influencer brief is to start thinking more like a public relations practitioner and less like a marketer.