Article
How to brief creators for short-form video
A simple approach to writing briefs that give creators enough direction without making the content feel scripted or stiff.
A good creator brief gives direction without removing the creator's own voice.
Start with the campaign goal and the single message the audience should remember. Then explain the product, proof points, mandatory claims, avoid-list, and preferred content examples.
Keep the video structure simple: hook, context, product moment, proof, and call to action. Share the non-negotiables, but leave room for the creator to adapt the line delivery.
The strongest briefs are easy to scan. Use short sections, plain language, and a clear approval timeline.