Tips for Communicating Your Influencer Campaign Vision

Many brands utilize external marketing teams to bolster their shopper’s experience. Of course, you want this team to act on behalf of your brand, which means you’ll discuss big-picture topics like your brand’s vision, mission and product line, but you’ll also get into the micro-level and talk about campaign specifics. What will the campaign look like? What channels would you like to use? What do you have in mind for creatives? To effectively work with an outside team, your brand must be able to communicate your influencer campaign vision and strategy. To help with the process, here’s what to do:

How to communicate your influencer campaign vision

Set a campaign goal

What are you hoping to achieve with this campaign? Sit down with your team and write out the campaign’s objectives. You need the ability to measure each goal, too. While your external team will help you with this aspect, think about the KPIs that you’d like to use to gauge success. When you work with IZEA Managed Services, this is a collaborative approach we take together.

Identify your target audience

Before you start thinking about the creative, pin down who you want to target. Be as specific as you can be. Rather than targeting “women over 30,” use your data to target a more narrow focus, like women between 30-45, with above-average income and a purchase history that’s tied to the product you’re trying to sell. 

Think through messaging

As always, you want promotions to be on-brand. What do you want the message to say? Focus on the product that you want to promote, be sure to include a value proposition, and think through your call to action. 

There might be items that are brand mandatory too. For example, if you’re working on social content, you can provide a list of brand-specific hashtags for the external team to review. 

Consider the creative

It can be difficult for brands to express what they’d like the creative aspects to be too. Providing a simple description like “showcase our product with a summer vibe” doesn’t provide enough direction. Remember, the outside team wants to dazzle you, but they’ll need a bit more to go on. 

To help, using AI tools can help. Our Managed Services and Flex customers have access to AI brainstorming tools that generate visual inspiration for a campaign that can be incorporated into a campaign brief to convey the messaging to creators.

You can also take a look at these campaign examples and use them as inspiration.   

Let the product colors inspire an artistic background

If you want to highlight your product, but add a little dimension or a pop of color, consider adding a background. Not just any background, though; let your product colors drive it.

In this picture, the product sits in the center of a color-blocked background that matches the purple, green, and cream colors of the products. 

Add product ingredients

If you want to spice up your product photography a bit, consider adding the ingredients that are in your product to the picture. Take a look at this Instagram picture below. The product packaging inspires the pink background, but the coconuts signify the coconut water that’s used in the makeup. 

Here’s another great example of highlighting the natural fruits that are in this drink.

Use a display or stands to add dimension

Rather than lining up products and taking a picture, add some dimension with boxes, stands, or a mini display or set. Take a look at this ad for tequila. Notice the green boxes used to prop up the product.

In this product picture, broken pieces of rock serve as a matching product display.

Take products out of the studio

Most product photography is done in a well-lit studio, which makes sense, but sometimes you want something a little less “produced.” Consider taking snaps of your product where it’s commonly used. For example, take pictures of sunblock at the beach. 

Trying to sell apparel? Rather than taking shots in a studio, ask the model to walk the city streets or consider using a local outdoor venue, like a park. In simple terms, change the scenery. 

Add people to photos or videos

Your campaign can include people too. Ask an influencer to use your product, like the picture below.  By adding a model or a customer to your campaign, you help the target audience connect. 

If you’d like to utilize a video, ask a customer or influencer to shoot and share a product demo or an unboxing video. Watch this tech influencer unbox Apple’s latest products:

Communicating with an external team about your campaign’s look and feel is important, and the best way to do that is to think through the campaign and review examples that you’d like the team to draw inspiration from.