Your brief is the most important part of your deal. It tells creators what your product is, what makes it great, and what kind of video you want. If your brief is confusing, you’ll get bad content. If it’s clear and simple, you’ll get great content.

Here’s what to include:

1. Project Overview:

Explain what your product is and why people love it. Focus on one main emotional reason—something that makes people feel something. Don’t list every feature. That won’t make a good ad.

2. Links to Your Product:

Add links to your website, app, or product page so creators can easily learn more.

3. Rules:

Set basic rules for your content. For example:

• What language should the video be in?

• Should it follow a certain style?

• Is there anything specific you want shown (like earnings, features, etc.)?

4. Call to Action (CTA):

Tell creators what action the viewer should take at the end. Example: “Download the app” or “Buy now.”

5. Content Style & Inspiration:

Think about what kind of videos already work well for your product—or what’s working for your competitors. Include examples if you have them. If not, do a bit of research and explain the style you want.

Pro tip:

The best-performing videos don’t feel like ads. They feel like real, engaging content with a strong CTA at the end. Make sure your brief guides creators to create something like that.

The better your brief, the better your results.