How to Write a Brief That Gets Great Content
You've found the perfect creator. They've got the right vibe, great sample work, and they're excited about your brand. But the content that comes back misses the mark. Nine times out of ten, the problem isn't the creator — it's the brief.
Be Specific About the Must-Haves
Every brief should clearly state the non-negotiable elements: key messages that must be mentioned, product features to highlight, any required CTAs, and format specifications (length, aspect ratio, platform). These aren't creative constraints — they're the guardrails that ensure the content serves its purpose.
- Product name and key talking points (maximum 3)
- Required format: length, aspect ratio, platform
- Any legal or compliance requirements
- Deadline and number of revisions included
Show, Don't Just Tell
Include 2–3 reference videos that capture the tone and style you're after. "Casual and fun" means different things to different people, but a reference video removes all ambiguity. Note what you like about each reference — is it the pacing, the humor, the camera angles, or the overall energy?
Leave Room for Authenticity
The paradox of UGC is that you're paying for authenticity. Over-scripting defeats the purpose. Give creators the key points and let them deliver in their natural voice. The best briefs describe the desired outcome — not a word-by-word script. Trust the creator's instinct; it's why you chose them.
The golden rule: a great brief is one page, max. If it takes longer than 5 minutes to read, you're overcomplicating it.
Include the "Why"
Tell creators why this content matters. What campaign is it for? Who's the target audience? What problem does the product solve? When creators understand the context, they make smarter creative decisions. A creator who knows the content is targeting new mums will approach it very differently than one who thinks it's for fitness enthusiasts.
Set Clear Expectations
Spell out the process: how many concepts do you want before filming? How many revision rounds are included? What's the timeline? When do they get paid? Ambiguity creates friction. The clearer you are upfront, the smoother the collaboration — and the better the content.