Writing Your First Creator Brief

A great brief filters in the creators who can deliver and filters out everyone else. Skip the corporate fluff and write something a creator can actually act on.

What to include

• Deliverable: exactly what you want them to make. "One TikTok video, 30–60 seconds, posted to their main feed." Not "social media content."
• Budget: a number or a range. Creators self-select faster when they know up front.
• Timeline: when do you need it live? When are applications closing?
• Audience: who is this for? "US-based women 25–40 interested in wellness" works.
• The product: one paragraph. What it is, who it's for, why it matters.

What to leave out

• Corporate boilerplate. Creators are reading dozens of briefs. The third paragraph about your company history loses them.
• "Open to all creative directions." It sounds generous but it makes creators second-guess what you actually want.
• Requirements that contradict your budget. If you want a 30-second video with three product features, you're asking for $1,500 work, not $300.

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A brief is a sales pitch to the people who'll sell your product. Treat it like one.