A good brief sets a creator up for success. A bad one either smothers their creativity or leaves them guessing. Creators know their audience better than anyone, so the best briefs give clear direction on the essentials and leave room for their voice.
What every brief should include
- About the brand: a few sentences on who you are and what you stand for.
- The goal: what you hope the content will achieve, such as awareness or sign-ups.
- Key message: the one thing you want the audience to take away.
- Deliverables: the number of posts, formats, platforms and timing.
- Must-haves: any required mentions, links or product details.
- Must-avoids: claims they cannot make, competitor mentions or sensitive topics.
- Disclosure: a reminder to label the content clearly as advertising.
- Approval and timelines: when drafts are due and how feedback will work.
- Usage and payment: how you may use the content and when they will be paid.
Leave space for creativity
Avoid writing full scripts. Instead, share the message and let the creator decide how to express it. Offer a few loose ideas if helpful, but make it clear they are suggestions. Content that feels natural to the creator usually feels more natural to their audience too.
Keep it short and clear
A brief does not need to be long. Two pages is often plenty. Use headings and bullet points so key details are easy to find. If you need to include product information, attach it separately.
Talk it through
Where possible, walk through the brief on a short call. Ask the creator what they think will work for their audience. Invite questions. A brief is the start of a conversation, not a set of orders.
Check before sending
- Is the goal clear?
- Are the must-haves truly essential?
- Are dates, fees and usage terms written down?
A clear, respectful brief leads to better content and better relationships. If you would like help writing your next creator brief, reach out to the Northpeak team.
