What a creator brief should include before you send it

Start with a short, usable brief

Put the campaign goal and requested content near the top. A creator should be able to tell what they are making, who it is for and what happens next without reading a long brand presentation. Link background material where it helps.

The example below is fictional. Replace the sample product and placeholders with details for your own project.

Specify each deliverable

A request for content leaves too much open. State the asset count, format and intended use. A creator post and a video delivered for a brand's own channels are different deliverables.

• List each platform, asset count and format.
• Specify length, aspect ratio and any caption or accessibility requirements.
• Say who publishes and where the content will appear.
• Clarify whether delivery includes final assets, raw footage or both.
• Include the destination link, product page or other action viewers should take.
• Agree on the file requirements and delivery date.

Separate requirements from creative choices

Identify factual requirements such as the product name, offer and supported claims. Then explain which creative choices are open for discussion. A reference video can show a preferred pace or format without becoming a script to copy.

A brand can supply wording or a script. The FTC's guidance permits prewritten endorsements when they are truthful. The problem is a claim or experience the creator cannot honestly support. If a concept depends on personal use of a product, allow time for that experience before asking for a verdict.

Agree on content rights before production

List the channels, territory and dates for the proposed use. State whether the brand wants organic reuse, paid advertising or both. Describe any permitted edits. Keep the brief and agreement consistent so the requested work matches the permissions being discussed.

Advertising through a creator's identity is a separate access question. If that is part of the plan, name it in the brief and review the platform permissions. The whitelisting guide linked below explains the distinction.

Make disclosure part of the content

For US audiences, the FTC advises clear disclosure of material connections viewers would not expect. Explain the relationship accurately and place the disclosure where viewers can notice it with the endorsement. Video may need disclosure in the video itself. A platform label alone is not automatically enough.

Review the actual content for truthful claims and clear disclosure. Instructions in a brief do not establish that the published result complies. Check the platform's current policy for the relevant product and market before approving a concept.

Set dates for both sides

A final deadline is easier to assess when the earlier steps are visible. Include product arrival if production depends on it, the draft deadline, the brand's feedback date and final delivery. For creator posts, add the publication window and time zone.

Agree on which approval stages are needed, the included revision scope and how changes to the original request will be handled. Name a contact who can resolve questions. If a deadline changes, confirm the effect on the remaining dates.

Choose reporting that matches the goal

Decide what success would mean before launch. For a sponsored post, the agreed report may include reach, views, clicks or audience response. For UGC delivered to a brand, begin with whether the requested assets were delivered and usable. Paid results can only be assessed after the assets run.

• State the campaign objective and the metric used to assess it.
• Use consistent definitions and reporting periods.
• If engagement rate matters, write down its denominator.
• Separate paid distribution from organic post results.
• Identify available platform evidence and who will supply it.
• Treat missing attribution as a measurement limit, not proof of success or failure.

Check the brief before sending it

Use these questions to find missing decisions. Some projects will still need a conversation.

• Is the product, audience and purpose clear?
• Can the creator identify every requested asset and where it will appear?
• Are required facts distinguishable from creative preferences?
• Can the creator truthfully support any personal endorsement?
• Are disclosure and category requirements covered?
• Do the brief and agreement describe the same content rights?
• Are delivery, feedback and publication dates clear?
• Are revision scope and approval responsibilities agreed?
• Does reporting match the campaign objective?

Talk through a campaign with OVO Talent

OVO Talent works with consumer brands on creator campaigns and content for brand channels. Bring the product, audience, desired content and intended timing. If some details are still open, identify those questions in the inquiry.

Frequently asked questions