How to write a creator brief that gets good content

A brief is the only thing a creator sees before deciding whether to apply. A clear one gets better applications and fewer rounds of changes.

Say what the content is for

Tell creators the goal (awareness, engagement or sales) and who the audience is. A creator who knows you want sign-ups will put the offer up front; one who thinks you want reach will optimise for views.

Be specific about deliverables

Write exactly what each creator should post: format, length and anything that must be shown or said. "1 Instagram Reel, 30–60 seconds, showing the product in use, with the code GLOW20 on screen" is far easier to deliver than "a fun reel".

List the must-haves and leave the rest open

Keep mandatory points to three or four. Creators know what works for their audience, and over-scripted content tends to perform worse.

Set dates you can keep

Give an apply-by date and a posting window. If you need to approve drafts first, leave time for one round of changes.

Ask for usage rights up front

If you want to reuse posts in ads, set a usage-rights period on the campaign so creators can price it in before they apply.