Sales And Marketing Skills

Using An Influencer To Market Your Brand




drafting an influencer brief, creating a tracking template, and brainstorming video ideas for your YouTube influencer campaign.

1. Drafting an Influencer Brief

An influencer brief ensures your campaign goals and expectations are clearly communicated to influencers.

Template: Influencer Brief

1. Campaign Overview

  • Brand Name: [Your Brand Name]
  • Campaign Name: [e.g., "Glow Skincare Launch Campaign"]
  • Objective: [e.g., Increase awareness, drive traffic, or generate sales for Glow Serum.]
  • Target Audience: [e.g., Women aged 18-35, interested in skincare and self-care.]

2. Deliverables

Clearly outline what you expect the influencer to produce:
- Video Type: [e.g., Product review, tutorial, or unboxing video.]
- Length: [e.g., 6–10 minutes for an in-depth review, 2–4 minutes for integration in a vlog.]
- Number of Videos: [e.g., 1 primary video + 2 Stories promoting the video.]

3. Content Guidelines

  1. Talking Points:
  2. Highlight the product’s key features:
    • Example: “Glow Serum hydrates, brightens, and evens skin tone.”

  3. Mention benefits: “Cruelty-free, dermatologically tested, and suitable for all skin types.”

  4. Tone and Style:

  5. Authentic, conversational, and visually engaging.

  6. Avoid sounding overly scripted.

  7. Visual Requirements:

  8. Close-up shots of the product and application process.

  9. Well-lit environment (e.g., natural light or ring light).

  10. CTA (Call-to-Action):

  11. Mention the promo code: [e.g., "Use code GLOW20 for 20% off. Link in description!"]
  12. Encourage viewers to subscribe, comment, or share their feedback.

4. Timeline

  1. Product Shipment Date: [e.g., Jan 30, 2025]
  2. Draft Submission Deadline: [e.g., Feb 7, 2025]
  3. Go-Live Date: [e.g., Feb 10, 2025]

5. Compensation

  • Payment: [e.g., $500 flat fee + affiliate revenue of 10%.]
  • Affiliate Code or Link: [e.g., “Your unique link will track all sales for 30 days.”]

6. Contact Information

Pro Tips for a Strong Brief

  • Keep It Simple: Don’t overload with unnecessary details.
  • Provide Creative Freedom: Allow influencers to add their unique touch.
  • Incorporate Brand Assets: Share your logo, product images, or style guide.

2. Creating a Tracking Template

A tracking template will help you measure influencer performance and ROI effectively.

Example Tracking Template (Google Sheets)

| Influencer Name | Video Title | Followers | Views | Likes | Comments | Shares | Engagement Rate (%) | Clicks (UTM) | Conversions | Revenue |
|----------------------|-------------------------|---------------|-----------|-----------|--------------|------------|--------------------------|------------------|-----------------|-------------|
| Jane Doe | “My Skincare Routine” | 50,000 | 20,000 | 1,500 | 200 | 80 | 3.56% | 500 | 30 | $900 |
| John Smith | “Tech Gadgets 2025” | 100,000 | 60,000 | 4,000 | 600 | 150 | 4.75% | 1,200 | 100 | $3,000 |
| Sarah Lee | “What’s in My Bag” | 75,000 | 35,000 | 2,500 | 300 | 120 | 4.15% | 700 | 50 | $1,500 |

Metrics to Track

  1. Engagement Rate Formula:
    [ {Engagement Rate (\%)} = \frac{{Likes + Comments + Shares}} / {{Views}} * 100 ]

  2. Clicks: Use UTM links or Bitly to track traffic generated by the video.

  3. Conversions: Measure purchases made using the influencer’s affiliate code or link.

  4. Revenue: Total sales generated from the campaign.

How to Use the Template

  1. Customize Columns: Adjust the template to match your campaign goals (e.g., add "Video Type" or "Geo Target").
  2. Automate Tracking:
  3. Use Google Analytics to track UTM links.
  4. Use affiliate marketing platforms (e.g., Refersion or Impact) to monitor sales.

3. Brainstorming Video Ideas

Here are video ideas tailored to common niches and goals.

3.1 Product Launch Campaign Ideas

  1. Unboxing Video:
  2. Showcase the product packaging, first impressions, and excitement.

  3. Example: “Unboxing the Glow Serum—My Honest First Impressions!”

  4. Routine Integration:

  5. Show how the product fits into the influencer’s routine.

  6. Example: “My Morning Skincare Routine for Glowing Skin.”

  7. Challenge Video:

  8. Create a 7-day or 30-day transformation challenge with the product.
  9. Example: “I Used Glow Serum for 7 Days—Here’s What Happened!”

3.2 Comparison Campaign Ideas

  1. Side-by-Side Comparison:
  2. Compare your product with competitors to highlight unique features.

  3. Example: “Glow Serum vs. Drugstore Vitamin C: Which Is Worth Your Money?”

  4. Top 5 Video:

  5. Include your product in a list of recommendations.
  6. Example: “Top 5 Winter Skincare Must-Haves?.”

3.3 Evergreen Content Ideas

  1. Tutorials:
  2. Use the product to create a how-to video.

  3. Example: “How to Build a Skincare Routine for Beginners (Feat. Glow Serum).”

  4. Storytime + Product:

  5. Share a relatable story while using the product.

  6. Example: “How I Fixed My Dry Skin in 1 Month.”

  7. Day-in-the-Life:

  8. Include the product in a vlog.
  9. Example: “My Relaxing Self-Care Day (Feat. Glow Serum).”

3.4 Seasonal Campaign Ideas

  1. Holiday Gift Guide:

  2. Example: “Top 10 Gifts for Skincare Lovers.”

  3. New Year Resolutions:

  4. Example: “My 2025 Glow-Up Goals—Starting With Skincare!”

Pro Tips for Video Ideas

  • Align with the influencer’s style: Study their previous content for inspiration.
  • Incorporate trending topics: Use seasonal or viral trends to boost reach.
  • Focus on authenticity: Viewers value honest opinions over sales pitches.
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