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Creator brief template

The brief is where campaigns go right or sideways. This one gives a creator everything they need to make on-message content in their own voice — the first time.

A good brief is specific about the message and the guardrails, and loose about the creative — steer the point to land and the disclosure to include, then trust the creator's voice. Over-scripting is the fastest way to make sponsored content feel like an ad. Copy it, fill the [brackets], and send.

Creator brief

CREATOR BRIEF — [Campaign name]

1. OVERVIEW
   • Product: [name — one line on what it does]
   • Goal: [awareness / signups / launch]
   • Primary metric: [e.g., signups via your tracked link]

2. AUDIENCE & MESSAGE
   • Who this is for: [your ideal customer]
   • The one thing to land: [core message]
   • Why it matters to your audience: [the benefit, in their terms]

3. DELIVERABLE(S)
   • Format: [1× YouTube review / 2× IG stories / etc.]
   • Platform(s): [...]
   • Length / specs: [...]
   • Publish window: [dates]

4. TALKING POINTS (use your own voice)
   • [point 1]
   • [point 2]
   • Show the "wow" moment: [the exact thing to demo on screen]

5. PLEASE DO
   • Be honest — include where it shines and where it doesn't
   • Use your natural style; don't read a script
   • Include the tracked link / code: [link or code]

6. PLEASE AVOID
   • [claims we can't support]
   • [competitor comparisons] (unless agreed in advance)

7. DISCLOSURE
   • Include a clear #ad / paid-partnership label per platform rules

8. USAGE RIGHTS
   • [e.g., 6-month paid usage] · Whitelisting (run as our ad): [yes / no]

9. PAYMENT & TIMELINE
   • Fee: [$amount] — paid [on publish / net-30]
   • Draft due: [date] · Publish: [date]

10. TRACKING
   • Unique link / code: [...]
   • UTM parameters: [...]

Two things worth getting right every time: the tracked link (so you can measure signups per creator — see how to measure it) and usage rights, which are worth real money and easy to forget (see what to pay creators).

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