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🚀 This Week's Growth Hack:

🎬 Steal my “Movie Director” Brief for Influencer Marketing

Steal My “Movie Director” Brief for Influencer Marketing

A couple week back I was sitting on a Zoom call with a Fractional CMO client who wanted to revamp their influencer marketing program. They had just spent nearly $100K on an influencer campaign… and had nothing to show for it. 

 👎🏻 No creators they wanted to work with again
👎🏻 No repurposable content for organic
👎🏻 No attributable sales lift

“Max,” they asked, “What are we doing wrong?”

So I asked to see the brief they sent to creators.

It was… a PDF. A long, wordy one. With zero visuals. No examples. Just bullet points and brand jargon pulled from their website.

Here’s the thing no one tells you about influencer marketing: your creators aren’t marketers… they’re artists! And artists don’t want to be told what brush to use, they want to be shown what masterpiece you’re trying to create together.

That’s where my “Movie Director” Brief comes in. And yes, I coined that name myself just then when I was helping that client 😎

If you want to actually get results from influencer marketing, you have to treat your campaign like a movie set. Here’s how:

🎬 Step 1: Cast the Right Actors
Just like in a great movie, casting is everything. The best actors for your movie (read: campaign) are creators who look like your actual customers. Don’t just pick whoever has the most followers or who is the least expensive with the fast turn around times… pick someone your buyers will see and say “hey, that’s me!”

🪞 Step 2: Set the Scene Visually
If your brand’s a vibe, show them the vibe. Creators think in visuals, not text. So don’t just drop a brand deck or a long paragraph. Send them TikToks, Pinterest boards, IG posts, and aesthetic moodboards that SCREAM your energy.

🎥 Step 3: Direct the Hook
The opening scene is everything. You’ve got three seconds to stop the scroll. Give your creators direction like a director setting the scene: “Start with a problem. Start with a gasp. Start with a weird but relatable moment.”

🙅‍♂️ Step 4: Don’t Let Them Flop
Bad lighting? No unboxing? Zero story arc? Let them know what not to do. You’re not micromanaging. You’re saving everyone time.

📋 Step 5: Share the Script (With Freedom!)
Wrap every brief with a “must include” checklist. Yes, still give them creative freedom, but don’t let key points get lost in interpretation. It's not restrictive. It's clarity.

Now here’s the good news. I’ve partnered with my friends over at minisocial to walk you through this brief step by step on their platform! If you sign up here you’ll get my personal takes walking you through all the above to ensure your first campaign feels less like guesswork and more like Spielberg.

So let’s recap the playbook:

🎬 Cast right
🪞 Show the vibe
🎥 Nail the hook
🙅‍♂️ Call out the flops
📋 Set expectations

Great growth marketers don’t just run influencer campaigns, they direct them like Oscar-winning films.

Which part of your next campaign needs a better director?

👉 Get started with MY BRIEF inside minisocial here

💕 Looking for more?

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That’s it for this week!

Talk soon,
Marketing Max
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Thanks for being a part of my journey :)

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