Every campaign starts with a brief. It's your guide to making content the brand is happy with. Creators who read the brief carefully deliver better content, need fewer revisions and are more likely to be asked again. It's worth taking the time.
Read the brief before you apply
Don't just apply because you like the product. Read the full brief first, so you know exactly what's expected. That way you avoid surprises, such as a deadline you can't meet or a type of content you don't make.
The parts of a brief
- About the brand and product. What does the brand stand for and what is the product? This helps you understand the tone and style that suit the brand.
- Campaign goal. What does the brand want to achieve, such as brand awareness, more sales or a product launch? The goal determines what your content should focus on.
- Target audience. Who should the content appeal to? Tailor your examples, words and style to this group.
- Deliverables. What exactly do you need to deliver? Look at the number of videos or photos, the type of content, the platform, the format (such as 9:16) and the length.
- Key messages. What does the brand want viewers to remember? These are the points that have to be in your content.
- Do's and don'ts. What must you say or show, and what not? Think of claims you may or may not make, competitors you shouldn't mention, or things that must be visible in the image.
- Creative direction. Some brands share examples, a mood or a specific style. Use these as inspiration, not as something to copy exactly.
- Timeline. When does the product arrive, when must you deliver your content and, if applicable, when should it be posted?
- Compensation. What do you receive in return: a fee, a product or both?
- Usage rights and exclusivity. How may the brand use your content, for example in ads, and for how long? Are you allowed to work with competitors during or after the campaign?
- Posting requirements. If you post on your own channels: which tags, hashtags or links should you use? Don't forget to label the content as advertising.
Make your own checklist
Read the brief twice. Write down or highlight everything that's required: the deliverables, key messages, must-haves, things to avoid and deadlines. Use this checklist while you prepare, film and edit.
Ask questions before you start
Is something unclear? Ask the brand before you start filming. It's much easier to ask a question in advance than to redo a video afterward. Brands generally appreciate creators who think along with them.
Check before you submit
Go through your checklist one last time before you submit your content. Are all the key messages in it? Is the format correct? Have you avoided everything that isn't allowed? This simple check prevents most revisions.
Common mistakes
Watch out for applying without reading the full brief, missing a key message, using the wrong format or length, making claims that aren't allowed, missing the deadline, and copying the brand's examples instead of making your own version.
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