How to Develop Brand Guidelines and Key Messaging for Social Media Advertising Campaigns

How to Develop Brand Guidelines and Key Messaging for Social Media Advertising Campaigns

February 28, 2016 11:27 pm

Once you’ve enlisted social media influencers to review or promote your product, the next step is to develop your brand guidelines and key messaging. Here are a few pointers:

  1. Keep the Message Simple

Too many moving parts will obscure the key messaging, so it’s crucial to limit the talking points to 2-3 main  emphases.  Be specific: How does your product or service solve a problem experienced by your target demographic?  Does your product have patented technology that separates it from other products on the market?  What is the main reason people should use your product?  What values does your brand possess that are different or unique?  These are the types of questions your brand should answer before developing messaging to send to influencers.

  1. Add a Call-to-Action

A single, clear call-to-action (CTA) should be a fundamental component of most campaigns. For example, “Click the link in the description box and get 50% off your first purchase using promo code HALF.” The CTA should incentivize an immediate action or else the viewer/reader may miss out on the opportunity.  Many marketers also choose to limit the promotion’s availability (e.g. expires in 48 hours).

  1. Always Offer a Discount or Special Offer

Often informing viewers or users about your product isn’t enough; your brand should consider offering a discount/promo code or special offer. While some brands are interested in general product awareness, the majority are looking for specific results such as increased sales or site traffic.  Giving viewers a compelling reason to act on the offer will ensure favorable campaign results are achieved.  Click here to learn more about the types of discounts and offers that drive the highest campaign ROI.

  1. Provide optional talking points and background information.

To ensure an influencer has all the material he or she needs to create a great review, don’t hesitate to include additional, optional talking points. Transparency is essential in brand-influencer partnerships, so offering more background information on your company and product should yield a more accurate, thoughtful promotion.

  1. Include supplemental pictures or videos.

It should be no surprise that visuals will enhance any presentation. In fact, posts with images garner 94 percent more views, according to Optimind Technology Solutions.  As such, provide influencers pre-approved video and picture assets they can use in their reviews.

  1. Don’t forget about brand social handles or campaign hashtags.

The whole point of advertising on social media with influencers should be to increase awareness and/or conversions.  That’s why your influencers should also tag your brand social handles and include a campaign hashtag.  Especially if you’re enlisting multiple influencers, it’s crucial your brand captures and guides the social conversation.  

  1. Make sure influencers follow Federal Trade Commission guidelines for sponsorship disclosure.

Most importantly, your brand must ensure all influencers’ videos, pictures, and posts adhere to strict FTC guidelines (which can change quite frequently).

Click here to contact Trending Family for help designing effective brand guidelines.

Recent Posts


(Influencer) Content Is King

Nearly a quarter century ago, Bill Gates declared, “Content is King.”  As played-out as his message may sound, it is perhaps truer today than it was in 1996. Though Gates correctly foresaw the rise of Internet advertising, he couldn’t have predicted the landscape we now find ourselves in – a world of ad-blockers, spam filters, […]

Read More

3 Quick Tips For Mother’s Day Influencer Marketing Success

Mother’s Day is right around the corner and there is no shortage of fantastic influencer marketing campaigns for us to appreciate, analyze, and learn from! Team2Moms + DSW Major holidays like Mother’s Day are a perfect opportunity to establish positive brand connotations without the need for overt product placement.  Team2Moms shared a touching post with […]

Read More

Does my Brand Need an Influencer Agency or Can We Just Do it Ourselves?

According to recent estimates, the influencer marketing industry is expected to hit $10B by 2020 with over 75% of marketers currently utilizing the tactic. Nevertheless, some advertisers are still wary of diving in headlong with questions lingering about ROI and overall effectiveness.  Regardless of the evolving (and sometimes unpredictable) nature of the influencer marketing space, […]

Read More

3 Ways to Engage Millennial Parents with Branded Content

1. Create family-friendly YouTube videos. YouTube is quickly becoming America’s most watched media platform. Today’s parents use it as a source of family entertainment. They’re looking for clean, wholesome videos that are entertaining for both themselves and their children. So, as a brand, you can choose to produce your own content that is safe and […]

Read More

Lead time for influencer campaigns?

STRATEGY PLANNING FAQ Q: How long, from start to finish, does a video influencer campaign take to execute? A: At a minimum: 1-2 months.  Here’s the breakdown: Find and select ideal influencers + finalize creative brief (1-2 weeks) Negotiate/execute contracts with influencers (1 week) Influencer video production and editing (1-3 weeks) Brand/legal approval on video draft + […]

Read More

Here are the videos that influenced families in 2017.

Family-friendly content flourished in 2017, with more millennial families than ever turning to YouTube for tips, community, and entertainment. Watch Trending Family’s 2017 highlight reel to see the branded influencer videos that engaged both parents and kids all year long!

Read More

Holiday Case Studies from 2016 Influencer Campaigns

Many of our clients are finalizing their 2017 holiday promotion strategies so we thought it would be a good time to share some of our most effective activations from last year. From tech, to retail, to food, we launched engaging social media collaborations, festive videos, and marketing experiences filled with seasonal magic.

Read More

How to Convince Your Clients to Try Influencer Marketing

Influencer Marketing has quickly evolved into a pivotal tool agencies and brands can use to grow their audiences and sell their products and services.

Read More

Maintaining a Lasting Career as a Digital Influencer

As any digital influencer knows, maintaining relevancy and consistent popularity on social media platforms is no easy feat.

Read More

Finding the Right Influencers for Your Brand

In 2017, more marketers than ever are expected to incorporate an influencer marketing strategy as part of their marketing plans. Having an influencer marketing budget is important, but finding the right influencers for your brand or agency is of equal or of more importance.

Read More