When creator content comes back wrong, brands blame the creator. Nine times out of ten the brief was the problem: too vague to aim at, or so prescriptive that it killed the thing you hired them for.
You are buying someone's judgement about their own audience. Script them line by line and you get a stiff advertisement that their followers scroll past — you have paid a premium for a worse ad than you could have made yourself.
But leave it entirely open and you get a beautiful video that never mentions the one service you needed to sell.
Be rigid about the message. Be loose about the method.
| Section | Content | Length |
|---|---|---|
| The ask | One sentence on what you want them to make | 1 line |
| Why them | Reference their actual work | 2 lines |
| Must land | Three bullet points | 3 bullets |
| Never say | Explicit list | 2–4 bullets |
| Call to action | Exact wording | 1 line |
| Practical | Deliverables, dates, usage, disclosure | Short list |
One page. If your brief runs to four pages, the creator will skim it and you will get the first page.
The most useful thing you can add is one example of a post you liked — ideally from a different category, so they take the approach and not the execution. 'This energy, this length, our service' communicates more than a page of adjectives.
Build in one revision round, and say so upfront. Creators expect it and price for it. Brands that ask for changes without having mentioned revisions get resentment; brands that budget for one round get a better second cut.
We run influencer campaigns for Bengaluru brands — finding the right creators, briefing them properly, and keeping the disclosure clean.
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