How to Brief Creators So You Both Love the Result
Most disappointing influencer content starts with a bad brief. Either it is so vague the creator guesses, or so rigid the content sounds like an ad read by a hostage. The best briefs do something harder: they set clear goals and boundaries, then trust the creator to do what they do best.
The seven parts of a strong brief
1. Why we are working together
Explain the campaign goal and why you chose this creator. When creators understand the purpose, their ideas get sharper.
2. Who we want to reach
Describe the audience you care about and what you want them to understand or do. One goal, one call to action.
3. The one thing to get across
A single key message, in plain language. Not a list of ten product features.
4. Mandatories and no-gos
List what must be included, such as the product, a link, or a code, and what must be avoided, such as competitor mentions, health claims, or sensitive topics. Keep this list short.
5. Creative freedom
Say clearly that the creator chooses the format, tone, and story. Share examples of their own past content that you loved, rather than examples from other brands.
6. Disclosure and AI
Specify how the partnership will be labeled on each platform, and agree on whether and how AI tools may be used and disclosed. Clear rules protect both of you.
7. Practical details
Deadlines, number of posts, review rounds, usage rights, payment terms, and who to contact. Limit reviews to factual and legal corrections, not personal taste.
After the campaign
Share results with the creator and ask what they would do differently. Creators who feel like partners give you their best ideas the second time, and the third.
