The campaign brief creators actually read (and how to write one)
A brief has one job: give the creator enough direction to make content you both love, without scripting them into an ad that performs like an ad. Shorter is almost always better — here's the structure that works.
Open with the one goal
Creators can't optimize for three goals at once. Write one sentence — sales, content you can reuse, or awareness — and name the single metric that decides success. Everything else in the brief supports that one thing.
'Get 10k+ views per Reel' is a briefable goal. 'Build brand love and drive conversions' is a hope.
Be precise about deliverables and dates
Count × format × platform, written out: '2 Instagram Reels (30–60s) posted to your feed + 3 Story frames with link sticker.' Add the timeline: ship date, draft deadline if approval applies, and the posting window.
Ambiguity here is where collaborations die. If the product ships late, the posting window moves — say that explicitly.
Direction, not a script
Give creators the non-negotiables (required disclosure, mandatory claims, forbidden claims) and 1–3 style references — ideally their own past content you liked. Then step back: the reason you picked them is their voice.
A script produces a hostage video. A guardrail produces content that performs.
Money and rights, in writing
Fee, payment date, bonus structure, and usage rights — can the brand repost? Run it as an ad? For how long? Paid usage deserves a licensing fee, and both sides should know the number before content goes live.
We built a free template with all nine sections — copy it, fill the brackets, send it.
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Nine sections, ready to copy — the exact structure this article describes.
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