Collaborating with Instagram Nano-Influencers: Steps for a Complete Brief

According to an Ipsos study: 89% of followers say they have discovered a new product or brand after seeing content proposed by influencers on social media. The power of influencers over consumers is therefore no longer in question. As a brand, setting up influencer marketing campaigns with nano-influencers on Instagram is a particularly interesting lever to consider! After reviewing dozens of profiles and once you have identified the right nano-influencers for the launch of your influencer campaign and contacted them… The work is not finished! It’s time to write the influencer brief! So, how do you write an effective brief? Trustt tells you everything!

Quick Reminders…

To begin, and before diving into writing a complete brief to set up a partnership with nano-influencers on Instagram, let’s review the basics:

What is a nano-influencer?

There are several categories of influencers on social media, whether on accounts like Instagram, Facebook, Twitter, TikTok, or Snapchat. We find micro-influencers, macro-influencers, mega-influencers, and celebrities. All have their particularities and their communities can count “up to millions of followers or subscribers worldwide. Depending on your brand’s marketing objectives, you will call upon one category rather than” another.

Today, we will focus on the category of nano-influencers who are very numerous for free, and particularly on Instagram.

A nano-influencer is an influencer who has less than 10,000 followers on the social network Instagram. This influencer who has a very small community is regularly solicited by brands because they present many advantages:

• The nano-influencer is more accessible and more authentic because they have a small audience;
• This category of influencers has a very targeted or niche audience (verification of the number of followers and engagement rate);
• This influencer records a high engagement rate for each content or post they publish;
• The nano-influencer is recognized by the members of their community as being someone trustworthy. Their opinion matters to their followers.

What is the influencer brief?

Once the nano-influencers are selected, comes the step of writing the brief, a crucial step for the content they will create!

An influencer marketing brief is the starting point of any collaboration with each nano-influencer. It is a roadmap in which you will detail all the key points of your partnership:

• The role of the nano-influencer,
• The strategic objectives,
• The different stages of the influencer marketing campaign (and your ambassador program, if you have one),
• The results you expect from your partnership.

The influencer brief is a document that gives a guideline to the nano-influencer so that they do not lose sight of their initial objectives.

Moreover, as a brand, the brief allows you to ensure a certain unity between all the content they will share on Instagram and to measure the results of your influencer marketing campaign among consumers.

In short! The brief is an essential tool when launching an influencer campaign on Instagram to ensure an effective collaboration with the selected influencers.

What are the steps for writing an influencer marketing brief?

Here are the 4 key steps not to be neglected to write a good brief for your influencer marketing campaign:

1- Presenting your brand to the influencers

The first step in writing the influencer marketing brief is of course the complete presentation of your brand. In this presentation, you will talk about:

• The history of the brand’s creation, its evolution, and key milestones;
• The leaders and people who make up your company;
• The concept, typical customers, and products and/or services you sell;
• Your values and commitments;
• The future directions your brand wishes to take;
• Etc.

The goal of this presentation is to immerse each nano-influencer in your universe. It’s important that each of them embraces your brand, your story, and your products so they can best convey your messages in each piece of content and speak about them with conviction to their Instagram followers. Moreover, don’t hesitate to illustrate this presentation to make it more lively and impactful.

2 – The framework of the Instagram influencer marketing campaign

It’s time to get to the heart of the matter. The second step in drafting the influencer marketing brief concerns setting up the influencer campaign on Instagram. Here, it’s important to describe all the steps precisely so that the nano-influencer can fully grasp everything you want them to understand.

Thus, answer the following questions:

• What is the theme of the influencer marketing campaign?
• What is the ambition of this campaign on the Instagram social network?
• What are its objectives (boost your awareness, visibility, revenue, participate in the launch of a new product or service, or conquer a new market segment and help you acquire new customers, etc.)?
• Is this influencer collaboration part of a multi-channel media campaign?
• What are the messages you want the influencer to convey? What do you want your audience to remember after seeing the nano-influencer’s posts?
• What are the key values of this Instagram influencer campaign?
• What key performance indicators (KPIs) will you use to evaluate the effectiveness of the post?
• What is the budget allocated to the influencer campaign?
• Etc.

With all this information, you ensure that each nano-influencer chosen for your influencer marketing campaign fully grasps the context of your collaboration as well as its challenges.

3- The deliverables you expect as part of this campaign

At this stage, you will now present concretely what you expect from your collaboration with each nano-influencer. This part of the brief allows you to provide the guidelines for your influencer campaign and precise instructions to each nano-influencer.

Thus, you will explain:

• The expected formats on the Instagram social network: stories, live, feed posts…
• The type of posts you want: videos or photos…
• The number of posts you expect;
• The frequency and timing of posts to their community;
• Specific Instagram hashtags to be included in the post, if any;
• Elements that must be included in the content, such as promo codes, links to the website, call to action (subscribe to your Instagram account for example), mentions of your brand, etc.

Don’t hesitate to give ideas and examples of Instagram content you’d like to obtain, to guide the influencers a bit and inspire them regarding their followers.

4 – The dos and don’ts

Remember that this may be the first collaboration of this nano-influencer on Instagram with a brand like yours and that they may need guidance and direction.

To ensure that your collaboration with each Instagram nano-influencer goes as smoothly as possible and is of high quality, precisely list everything you absolutely want to see in the content they will publish on Instagram.

Conversely, enumerate all the elements to be avoided! For example, this could be the names of competing brands, or the use of certain filters in particular.

Finally, remember that the influencer marketing brief is a tool that guides your partnerships with nano-influencers. For your influencer campaigns to be a real success with consumers, you must let these nano-influencers absorb and adapt the brief in their own way. You have selected these influencers for their personality, their universe, their creativity, their content… It is therefore essential to give them the opportunity to express themselves as they wish with their audience and to give them your full trust.

You now have all the keys in hand to write a complete brief and confidently start your Instagram influence campaign with nano-influencers. It’s your turn to play!

To do this, Trustt is a SaaS software that allows you to set up influence campaigns with complete peace of mind!

Indeed, the Trustt platform allows you to:

• Identify the best influencers for your industry;
• Easily get in touch with them and not forget any step of your collaboration;
• Collect and then analyze valuable data on your products and your future customers.