SayPro: Influencer Brief for Campaign Objectives, Content Creation Guidelines, and Brand Messaging

To ensure influencers create content that aligns with SayPro’s goals and resonates with their audience, it’s essential to provide them with a clear, concise, and comprehensive brief. This brief will serve as a roadmap for the influencer, outlining campaign objectives, content creation guidelines, and key brand messaging. Below is a detailed structure of the influencer brief:

1. Campaign Overview & Objectives

Provide a brief but informative summary of the campaign, its goals, and what SayPro hopes to achieve with the influencer collaboration.

Key Points to Include:

• Campaign Name: [e.g., SayPro Product Launch Campaign, SayPro Spring Sale, etc.]
• Objective:
  Explain the purpose of the campaign (e.g., brand awareness, product launch, generating leads, increasing sales, or promoting a new service).
  • Example: “The goal is to increase awareness of SayPro’s new product line and drive traffic to our website, specifically targeting small business owners looking for productivity tools.”
• Target Audience:
  Describe the audience SayPro is targeting (e.g., age, gender, location, interests).
  • Example: “Our target audience consists of tech-savvy entrepreneurs and small business owners aged 25-40, primarily based in the U.S. They are looking for innovative solutions to improve productivity and grow their businesses.”
• Call to Action (CTA):
  Clearly define the actions you want the influencer’s audience to take.
  • Example: “We want the audience to visit our website and explore our new product collection. Use the promo code SP10 for a 10% discount on the first purchase.”

2. Content Creation Guidelines

Provide specific instructions on the type of content the influencer should create, ensuring it aligns with SayPro’s campaign objectives.

Key Points to Include:

• Content Types:
  Specify the formats required (e.g., Instagram posts, Instagram Stories, TikTok videos, YouTube reviews, etc.).
  • Example: “We are looking for a combination of a carousel Instagram post, an Instagram Story, and a short TikTok video showcasing how you use SayPro’s tools in your daily life.”
• Key Messages:
  Provide clear messaging you want the influencer to include in their content.
  • Example: “Make sure to highlight how SayPro helps streamline productivity, save time, and improve workflow for entrepreneurs. Emphasize ease of use and the unique features of the product.”
• Hashtags:
  Share any specific campaign hashtags or branded hashtags.
  • Example: “#SayProEfficiency #WorkSmarterNotHarder #SayProTools”
• Brand Tone and Voice:
  Explain SayPro’s tone and how it should be reflected in the content (e.g., friendly, professional, inspirational, etc.).
  • Example: “Our brand voice is professional yet approachable. We want the content to be helpful and informative while staying authentic to your unique style.”
• Required Mentions:
  Mention any specific phrases, handles, or websites that need to be included in the post.
  • Example: “Please mention @SayProOfficial and tag our handle in your post. Use the hashtag #ad for sponsored content disclosures.”

3. Brand Guidelines

Provide influencers with detailed guidelines to ensure consistency with SayPro’s brand identity.

Key Points to Include:

• Logo and Visual Elements:
  Provide high-quality versions of SayPro’s logo and any visuals that need to be included in the content.
  • Example: “Please incorporate our logo in a visible but non-intrusive way, such as in the corner of your video or as a subtle background element in images.”
• Colors and Style:
  Describe any brand colors, fonts, or visual styles to follow (if applicable).
  • Example: “Please use our brand colors, blue and white, in any graphics or text overlays. Make sure the visuals remain clean and professional.”
• Do’s and Don’ts:
  Clearly outline what should and should not be done when creating content to ensure brand consistency.
  • Do: Showcase the product in action and highlight its benefits.
  • Don’t: Use negative language or imply that competitors’ products are better than ours.
• Examples:
  Provide examples of previous influencer collaborations or content that align with your brand.
  • Example: “Here is an example of a previous influencer post that effectively showcases our product with an engaging, authentic tone.”

4. Legal and Compliance Requirements

Ensure influencers are aware of the legal and regulatory requirements for content disclosure and usage rights.

Key Points to Include:

• FTC Guidelines:
  Remind influencers about the necessity to disclose sponsored content per FTC regulations.
  • Example: “Please include the hashtag #ad or #sponsored in your post to comply with FTC guidelines for sponsored content.”
• Copyright and Permissions:
  Ensure that influencers understand they are responsible for the rights to any third-party content used in their posts (e.g., music, video clips, etc.).
  • Example: “If you use music or any content that is not your own, ensure it is royalty-free or properly licensed. SayPro cannot be held responsible for any copyright infringement.”
• Content Usage Rights:
  Specify whether SayPro has the right to repurpose influencer content for promotional use.
  • Example: “By participating in this collaboration, you grant SayPro the right to share and repurpose your content across our own social media platforms, website, and email marketing.”

5. Deliverables and Deadlines

Provide clear timelines and expectations for the influencer’s content submission and posting schedule.

Key Points to Include:

• Submission Deadline:
  Provide a date for when content must be submitted for review and approval.
  • Example: “Please submit your content for approval by [date], at least 3 days before the scheduled post date.”
• Post Date:
  Set specific dates or timeframes for when posts should go live.
  • Example: “The Instagram post should be live by [date], and the TikTok video should be posted by [date].”
• Approval Process:
  Outline the process for reviewing and approving content before posting.
  • Example: “Once you submit your content, we’ll provide feedback within 24 hours. You will have up to 2 rounds of revisions before final approval.”

6. Performance Tracking and Reporting

Explain how SayPro will measure the success of the campaign and track the influencer’s performance.

Key Points to Include:

• Analytics and Tracking:
  Share how you will measure the campaign’s success (e.g., tracking links, unique discount codes).
  • Example: “We will track the performance of your posts using unique discount codes and referral links. We will also measure engagement and website traffic driven by your content.”
• Engagement Metrics:
  Specify the engagement metrics that will be tracked (likes, comments, shares, etc.) and any required reporting.
  • Example: “Please share the analytics of your posts (reach, impressions, engagement, etc.) at the end of the campaign so we can assess overall performance.”

7. Compensation and Incentives

Clarify the compensation structure for the influencer, including any incentives or bonuses.

Key Points to Include:

• Payment Terms:
  Outline the agreed-upon payment structure.
  • Example: “You will receive a fixed fee of $X per post. Payment will be made within 10 business days after the campaign concludes.”
• Bonuses:
  Explain any bonuses for exceptional performance.
  • Example: “If your posts exceed a 5% engagement rate, you will receive a bonus of $X.”

Conclusion:

End the brief by reinforcing the excitement for the collaboration and offering support.

Key Points to Include:

• Contact Information:
  Provide a point of contact for any questions or clarifications.
  • Example: “If you have any questions or need additional guidance, feel free to reach out to [Name] at [Email Address].”
• Gratitude and Encouragement:
  Express appreciation for their participation and enthusiasm for the upcoming collaboration.
  • Example: “We are excited to work with you and can’t wait to see your amazing content showcasing SayPro. Let’s make this campaign a success!”

Final Thoughts

This brief provides influencers with all the essential information they need to create content that aligns with SayPro’s goals and brand values. Clear communication from the start sets expectations and ensures a smooth collaboration that maximizes campaign effectiveness.