Depending on the main objective of the campaign, there are certain recommendations to follow when creating a brief to achieve better results. Here are some guide examples as well as tips for the correct construction of your brief:
-Start the brief by giving a little information about the product, brand or service that you want the content creators to talk about. This will allow them to have a broader context on the subject. Who is the brand or product? what is its history? What does the brand want to communicate?
Similarly, provide information regarding the campaign. Is it a new release? Do you have any special features? Do you have a promotion?
-Include the type of content you expect to receive. Photo? Video? Does the photograph have to be taken in a special place? Do they have to include the product?
Our recommendation: If they have to include the product in their photograph, we recommend to request that they not only show the product itself, but also show how they use it, how they prepare it, who they enjoy it with, how they combine it, where they use it, when they use it. .
Invite the creator and your product to be displayed in a natural environment that is consistent with the use of your product. For example: If your service or product by its nature can be or is used outdoors, indicate that the photograph has to be taken in this circumstance. Give guidance and respect creativity. The posts that perform the best are usually those that have visually very attractive content, with which they can identify themselves, that shows some skill or that lends itself to be replicated by their followers.
- Caption: Indicate what type of message you want the creator to include. We DO NOT recommend that they be told exactly what to say, the creators knows how they communicate with their audience and with what kind of phrases they react best. We always recommend encouraging the creator to share their personal experience with the brand / product. Some points that could be touched (not necessary to include all) are: How did they find your product or service? Why did they need it? What solution did your product or service provide? What benefits does it provides them? Why do they recommend it? What does your product give that others don't?
After encouraging them to tell a little about their experience, they can include the specific message for the campaign according to the objective to be achieved.
OBJECTIVE: Acquisition of users
We recommend sharing what benefits were obtained from the use of the product or service and what it has to offer, this with the aim of creating a desire for belonging in its followers. Always include a call to action to go to register, to follow an account, etc. and start receiving the benefits.
We recommend this strategy when you have a defined time frame and an immediate benefit to communicate. For example, a special sale, take advantage of a limited edition, free shipping. It works much better when the conversion (purchase) can be done immediately through a website or app, since you can take advantage of the moment and impulse to see the message and at that moment do it.
In the caption, the user is invited to share this benefit and say that they have a limited time to use it, generating a sense of urgency and add call to action to the site to go shopping. Examples of strategies that work: Discount codes, special sale, trackable link, limited time sales.
OBJECTIVE: Brand awareness (Awareness)
We recommend focusing the caption to give information about the product or service so that it works as an introduction to those who do not know it yet. Add information about what makes it different, interesting or attractive. In this type of objective, testimonials of experience work in a special way.
This objective works in an exceptional way to highlight the differential of the product or service, it should be asked that in the caption they share why it is the best option, what they are specialists in, as well as share from experience why they chose that product or service, what conflict solved them, and why they recommend it. It also tends to bring good results to share a product or service as something exclusive, which gives you a certain level or "coolness" to use it.
It is ALWAYS recommended to choose to shorten the link to be able to measure the number of clicks (traffic) that it actually delivers.
In addition to this, you must always bear in mind the nature of social networks. For example, Instagram in its posts mode and Tiktok do not support links, which means that even if the creator adds the link text, whoever sees it will not be able to simply click and go to the site, but would have to copy the link text, open the browser and paste it to access, reducing from there the number of people who could actually access. Similarly, instagram in stories mode does not enable all accounts to add a swipe up. An alternative to this is for the creator to add it as a link in their biography and through their message make a call to click there.
In the case of wanting to use these networks that do not support links, we get it as they are the most popular and the ones that give the best results, and the creator cannot / wants to add it as a link in his biography or not have the swipe up available, it is recommended to tag the product or service’s profile in that social network and there they can consult all the information and go to the website through the link in the biography.
For the content it is recommended to show the result of going to that website, that is, what do you get from having gone there. For example, if it is a retail site, show the product that was purchased and say that they can find it at that link. It can also work to show yourself by entering the site as a "tour" to share what can be found there.
In the writing, talk about what that site is, what it does and why they should go to see it at that time.
So, taking all of the above into account, a brief structure would be as follows:
- Introduction to the product or service with a little background or context
- What is sought to achieve (that the audience knows the brand, go to the site, redeem a coupon on their next purchase, identify the product or service as the best for a certain situation, etc.)
-What kind of content do they have to do
-What they have to communicate in their writing according to the objective.
BRIEF EXAMPLE, change the words in parentheses to the ones that suit your campaign:
PRODUCT OR SERVICE NAME) is a (SERVICE, PLATFORM, STORE, BEVERAGE, SNACK, etc) that (MAIN PROBLEM SOLVED) through (MAIN PRODUCT OR SERVICE DIFFERENTIATOR).
With your collaboration we seek (MAIN OBJECTIVE)
For your publication we ask you to do (NUMBER OF ACTIONS, PHOTO OR VIDEO. Example: 2 photos) where you show how you use (PRODUCT OR SERVICE NAME) and when you use it, what you use it for, with whom you share and enjoy it, etc. . (ADD PHOTO SPECIFICATIONS AS ENVIRONMENT OR ENVIRONMENT, IF THE PRODUCT SHOULD BE VIEWED, IF THERE ARE INDICATIONS ON HOW THE PRODUCT SHOULD BE DISPLAYED, ETC).
In your writing, share with your followers what your experience is, why you like it, what it solved for you and what benefits you obtained.
-Based on the objective add:
Acquisition: Invite your friends and followers to (ACTION TO TAKE. For example: register, know the branch, follow an account, etc.) and begin to enjoy the experience of being part of the community of (PRODUCT NAME OR SERVICE)
Conversion: Invite your friends to come to the site and take advantage of (DISCOUNT CODE, SPECIAL PROMOTION, LIGHTNING SALE, SPECIAL EDITION, ETC.)
Awareness: Invite your friends and followers to know everything that (PRODUCT NAME OR SERVICE) offers and start enjoying (WHAT MAKES THEM DIFFERENT).
Positioning: Also, tell your friends and followers why (PRODUCT OR SERVICE NAME) is the best option in the market for (PROBLEM OR NEED TO BE SOLVED).
Traffic: Invite your friends and followers to visit the link or page that you are going to share so that they know it, follow it, interact, etc.
We hope these tips will help you, if you have any questions please contact us.