How to brief a creator so the content actually works

A great brief is short, specific and generous. It tells a creator what you need, why it matters, and where they have freedom.

Start with the outcome, not the script

Tell the creator what success looks like — awareness, signups, store visits — before you describe a single shot. Creators know their audience better than any brand team; a clear goal lets them choose the format that will land.

Separate the must-haves from the nice-to-haves

List the non-negotiables (product name, legal disclosures, mandatory hashtags) in one short block. Everything else is guidance. When everything is mandatory, the content reads like an ad and audiences scroll past.

Share what's worked before

Two or three examples of content you loved — from any brand — communicate tone faster than a page of adjectives.

Agree on review and payment up front

State how many revision rounds are included, how long approvals take, and when payment is released. Clarity here is the single biggest driver of repeat collaborations.