In marketing, clarity is everything. If we don’t know what we want, who we’re targeting, or how we’re going to do it, it’s almost impossible to get good results, which is where an essential tool comes into play: the briefing (or brief).
Whether you’re launching an advertising campaign, an influencer marketing campaign, developing a marketing plan, or a complete digital strategy, the briefing is the starting point that aligns all the teams involved.
In this article, we’ll tell you what a briefing is, what it’s for, and how to create one step by step!
What is a Brief?
The briefing is a document that collects all the key information about a project, action, or campaign. In other words, it is a complete summary of the objectives, context, audience, messages, budget, times, and resources needed to develop a strategy or execution.
In reality, its literal translation from English is “report” or “instruction”, and that is precisely its function: to incorporate clear instructions so that everyone participating in a project works in the same direction.
A briefing can be focused on different areas: advertising, digital marketing, graphic design, audiovisual production, events, web development, etc. This type of document is suitable for any activity that involves, at least, a medium term.
What is a Briefing for?
We already know what a briefing is, let’s see what it’s for. A briefing is not just a formality, well done, it saves time, avoids misunderstandings and increases the effectiveness of the project. And it also serves to:
- Align expectations between client and agency.
- Guide creative and technical work.
- Establish measurable objectives.
- Define the tone, style, and key messages.
- Mark the delivery times and phases of the project.
- Detect possible limitations from the beginning.
In companies like 2btube, where we collaborate with brands in very diverse campaigns —digital actions, content on YouTube, branded content strategies or campaigns with content creators— having a good briefing is what makes the difference between an improvised execution and a well-rounded campaign.
Step by Step: how to Create a Marketing Briefing
Understanding what a briefing is and how to create it requires a series of steps and aspects that must be taken into account. We tell you what they are below:
1. General project information
Start by explaining clearly and concisely what the project consists of, what its name is, what brand or product it is linked to, and who are the main people responsible.
2. Objectives
What are you looking to achieve with this campaign or action? It can be to increase sales, improve brand recognition, generate leads, optimize the conversion funnel, monetize social networks, launch a product, etc. It is important that these objectives are SMART: specific, measurable, achievable, relevant, and time-bound.
3. Target audience
Who are we targeting? Here you have to define the target in detail: age, gender, interests, digital habits, purchasing behavior… The more specific this part is, the better the tone and channel can be adapted.
4. Key message
What is the central message we want to convey? What benefits or promises does the product or service have? This message must be clear, attractive, and consistent with the brand identity.
5. Channels and formats
Where will the campaign be executed? On social networks, YouTube, traditional media, email marketing, in ads like Facebook Ads or LinkedIn Ads, web, events…? And in what formats? (video, reels, Instagram carousels, landing pages, etc.).
6. Tone and style
Define the tone that the communication should have: serious and professional, close and casual, fun and creative? You can also include visual or textual references to inspire the creative team.
7. Budget
Establishing the available budget range helps define the type of actions that can be carried out and prioritize resources.
8. Timing
Include the project schedule: key dates, phases, intermediate deliveries, revisions, publication, and closure. It is vital to coordinate all teams and meet deadlines.
9. KPIs and success metrics
How will we know if the campaign has been effective? Define the key performance indicators (KPIs): number of views, conversion rate, leads generated, ROI, etc.
All these elements help us understand what a briefing is through its components.
Example of Briefing in an Influencer Marketing Campaign
Although it is not the only thing we do at 2btube, influencer marketing is one of our specialties, in this sector, having a clear briefing is crucial for content creators to understand what the brand expects of them, but without limiting their own style.
To understand what a briefing is in an influencer marketing campaign, it is necessary to take into account that it may include the following aspects:
- The content that must be created (number of publications, videos, stories, etc.)
- What message should the influencer convey.
- Keywords or hashtags to use.
- What should not be mentioned (for example, competing brands).
- Publication dates.
- Delivery format for approval.
- Tracking link or promotional codes.
- Influencer niche, such as cultural influencers, gastronomic influencers, or fashion influencers.
A good briefing allows the influencer to maintain their authenticity and, at the same time, meet the brand’s objectives. And most importantly: it avoids misunderstandings that can lead to delays, inappropriate content, or low effectiveness.
The Importance of the Briefing in any Marketing Strategy
As we have seen, a briefing not only serves to organize ideas, but also allows you to make smarter and more informed decisions from the beginning.
When a campaign does not work as expected, the problem is not usually in creativity or investment, but in a lack of initial alignment between what was wanted to be achieved and what was actually transmitted to the team.
A good briefing avoids these mismatches, because it forces you to ask the right questions before starting: what do we want to achieve?, who is our audience?, what do we want them to feel, think, or do?, what are the real resources we have?
In an environment where projects change quickly and teams can be multidisciplinary and distributed in different parts of the world, having a common point of reference is essential.
Do You Want to Improve your Digital Visibility?
At 2btube we are an agency specialized in connecting brands with real audiences through content creators, but our work goes far beyond influencer marketing.
We are dedicated to building complete digital strategies that combine creativity, data, and content production to generate tangible results. All this thanks to social media management, as an audiovisual production company and as a social ads agency.
Our work begins in the briefing, but it doesn’t end there: we accompany you throughout all your campaigns with analysis, optimization, and careful production, which gives shape to your ideas. Contact our team and we will be happy to chat with you.