Creating content that resonates with diverse audiences is a complex endeavor. While every brand seeks to build engagement and awareness, doing so in an authentic way requires tapping into a breadth of perspectives. This is where partnering with a diverse range of creators comes into play.
Yet facilitating quality collaborations at scale brings its own difficulties. With numerous creators involved, how can brands align messaging while allowing creative freedom? The solution lies in thoughtful briefing.
As LaToya Shambo, Founder and CEO of Black World Digital explains, “Creating a creative brief for multiple creators with diverse audiences and backgrounds can be challenging.” However, these three tips will help you build an effective creator creative brief that remains consistent and effective regardless of the creator:
Define Success Metrics Upfront
LaToya emphasizes first focusing on end goals. She advises, “Clearly defining what success looks like for your campaign can help creators understand the goals and tailor their content accordingly. This ensures that their creative efforts are aligned with your expectations and objectives.”
Specifically, brands should begin by identifying key performance indicators (KPIs) that align to campaign aims. As LaToya notes, “We want to specify those key metrics that will be used to measure the success of the campaign such as engagement rates, click-through rates, conversions or brand awareness.”
With KPIs established, set measurable objectives for each. LaToya highlights the importance of tangible aims, stating “Provide specific targets for these KPIs – for example, we aim to achieve a 10% increase in website traffic within the first month.” This gives creators insight into how their role moves the needle on broader business goals.
Offer Clear, Concise Direction
LaToya stresses that structure and clarity are vital for collaboration at scale. As she explains, “A well-structured brief saves time and ensures that creators have all the necessary information to produce content that meets your standards. It reduces the need for back-and-forth communication and also minimizes any misunderstandings.”
To build this solid foundation, first highlight 3-5 essential creative elements. As LaToya advises, “Identify those key points that the content must include. This could be specific messaging, themes or calls-to-action.” These guardrails give creators direction while allowing flexibility in approach.
Additionally, offer guidance around branding and legal considerations. On product placement, LaToya notes, “If a product needs to be featured, provide detailed instructions on how it should be shown.” Outlining dos and don’ts helps maintain consistency across creators. She also recommends stating restrictions outright, commenting, “Clearly state any legal restrictions or content limitations. This really helps creators avoid any potential issues and ensures compliance with brand standards.”
Foster Collaboration And Creativity
While structure is key, LaToya emphasizes that inviting creator input and artistry leads to standout results. As she explains, “Creators bring a unique perspective and creativity to the table. Allowing them some freedom can lead to more authentic and engaging content that resonates with their audience.”
To tap into creators’ expertise, LaToya first recommends soliciting their ideas. As she advises, “Encourage input – invite creators to share their ideas and suggestions. This collaborative approach can lead to innovative content that you might have not otherwise considered.” Early alignment allows creators to incorporate their style organically.
Building An Engaged Instagram Community
While TikTok’s growth presents new opportunities, brands shouldn’t neglect Instagram’s potential for community building. As LaToya explains, “Instagram is more intentional about community building. TikTok is designed for random content while on Instagram, you have to find your niche.” By understanding key differences in user intent, brands can cultivate authentic connections.
LaToya outlines three tips for growing an engaged Instagram following:
1. Focus On Loyalty Over Immediate Sales
On cultivating commitment, LaToya notes, “On TikTok, people are more eager to buy. But on Instagram, people are looking for more detailed and pertinent information.” While TikTok favors impulse purchases, Instagram requires relationship building.
She advises, “The difference in entertaining versus building trust takes time. It’s about showing the problems you have and how your products helped solve them.” By sharing authentic stories over time, true loyalists emerge.
2. Find A Sustainable Niche
Given Instagram’s niche communities, LaToya stresses identifying an authentic niche. As she explains, “You have to find something you can sustain long-term based on your lifestyle.” Whether it’s backyard gardening, baking, or traveling, the key is finding relevant products versus forcing irrelevant placements.
3. Leverage Cross-Platform Content
While approaching each platform uniquely, LaToya notes efficiencies in repurposing content. “The beauty of TikTok is you can strip branding and repost to Instagram. You don’t have to start from scratch,” she explains. By maximizing existing assets across platforms, brands can build their Instagram presence efficiently.
To learn more about LaToya Shambo and her approach, visit her website here.
