If you haven’t worked with creators before, writing a brief can feel a bit daunting. What can I ask for? What should I keep in mind? What do the creators expect? 

1. About Us

If you haven’t worked with the creator before and your brand isn’t well known, giving a short introduction of your brand might be a good way to start the brief. Let the creator know why you think their profile is a good match for your brand.

2. The Campaign Goal

State what you’re trying to accomplish with the booking. It can be anything from soft goals like creating awareness about your product, to more tangible goals like creating content or gaining more Instagram followers. This will give creators important insights that will make it easier for them to help you achieve your goals. They may even come up with ideas you haven't thought of!

Example Goals

  • Sales on website
  • Content creation
  • Increased brand awareness
  • Engagement/actions 

3. The Tasks

A) Explain what you’d like the creators to do:

  • Are you going to send the creators a product?
  • Are you asking them to try out your service? 
  • Do you want them to take photos and/or create a video?
  • Do you want them to come to your event?
  • Do you want the creators to post in one of their channels or all their channels?
  • Do you want the creators to post more than once over a period of time? (Remember to take this into account when you’re setting your budget and delivery date) 
  • Do you want to use the creators’ content in your own channels after they’ve posted?
  • Are you suggesting a budget that’s lower or higher than the creators’ average fee? Explain why. 

B) Guidelines and Limitations

There’s a fine balance between setting guidelines and limitations to make sure you get what you want vs. giving the creator creative freedom. As a rule of thumb, we recommend that you aim for less “regulations," not more. You know your brand best, but the creators know their audience. If you’ve expressed your goal in a clear way, you’ll be surprised by the level of creativity and dedication some creators will show to help you achieve your goal. That said, think through these points and decide what you want to control and what you want to leave up to the creator.  

  • Do you have specific opinions on how photos should be taken? A photo of the product in use? A photo where the logo is highly visible?
  • Are there certain words you want the creator to use or not use? Specific talking points they should convey?
  • Are there certain selling points you'd like the creator to include in their posts?
  • Are there hashtags or tags you want the creator to include?
  • Are there specific time slots during the day you want the creator to post within? Evening? Morning? 

You can include links to your previous collaborations if you’d like to give the creator some inspiration for their posts. 

5. Products

If you're sending the creator a product, add a description and link to the product, so they know what they’ll be sponsoring. If they’re choosing between a variety of products, include descriptions and links to all of the choices.

If you want the creator to download an app, include a description of the app you want the creator to download. Detail the steps to download your app. 

6. Disclosing Ad Content

Different countries have different laws and regulations when it comes to disclosing ad content to the end consumer. It’s not always given whether you, as the sponsor, or the creator will be held accountable for undisclosed sponsorships. From both an ethical point of view and legal point of view, we recommend that you always tell the creator to clearly disclose that the content being posted is sponsored. What "clearly disclosed" means can be (and is) disputed, but as a rule of thumb, the text “ad” or similar should be the first word of the creators’ captions. 

Find more information about disclosures here (the UK and US) or here (the Nordics).  

7. The Friendly Endnote

End your brief by letting the creator know that you’re excited about the opportunity to work together and that they can message you if there are any questions about the brief. 

If the creator thinks that the budget isn’t high enough, the creator can request a higher fee. You’ll be able to see the counter offer under Messages. If you agree to the counter-offer, click Edit Brief at the top of the brief. Select Edit budget, then type in a new fee. 

Once the creator accepts your booking request, the terms you’ve agreed upon in the brief shouldn’t be changed and are applicable to both parties. 

Note: If you need to make changes to the brief after the booking request has been accepted, be sure to communicate them to the creator. You should wait until the creator accepts the changes in Messages before making any edits to the brief.

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