The shorter the brief, the better the content. Notes from a campaign where we handed creators one page and a deadline.
For Read Aloud we worked with 64 creators in six weeks. Afterwards we asked every one of them what made a brief easy to say yes to. The answers were more consistent than we expected.
Give one job, not a list
The briefs that worked asked for one thing: read one page, at bedtime, in your own home. The ones that struggled had five key messages and a hashtag. Creators know their audience better than we do. A single clear job lets them work out how to do it in a way their followers will believe.
Say what you won’t ask for
Several creators told us the line they valued most was the one that said what we would not do: no script, no approval of every caption, no last-minute product shot. It saved a round of nervous emails and made the first drafts better, because people weren’t guessing at hidden rules.
Pay on time and share the results
It sounds basic. It was the thing most often mentioned. We paid every invoice within fourteen days and sent each creator the campaign numbers at the end, including how their own post performed. Eleven of them have asked to work on the next one.
A brief is a promise about how the work will go. Keep it short and keep it.
( Next article )
Inside the Musée des Docks late openings