Use this template when creators need enough direction to stay on strategy, but not so much direction that the content starts feeling like an ad.

A strong creator brief is short, specific, and useful. It gives the creator a job, a context, and a boundary. It does not write the video for them.

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The rules

Why not exact words?

Exact scripts can work for paid ads and controlled shoots. Organic UGC behaves differently.

Creators usually perform better when they can keep their own voice, pacing, facial reactions, phrasing, and editing instincts. The brand should control the strategic direction. The creator should control the native execution.

Copyable one-page creator brief

CREATOR BRIEF

Product:
Campaign:
Platform:
Audience:

1. The job of this video
What should this video make the viewer feel, understand, or want to do?

2. Audience context
Who is this for?
What do they already care about?
What are they skeptical about?

3. Core angle
Main idea:
Why this angle matters:
What belief should the viewer have after watching?

4. Creator direction
Show a real moment where:
- [moment]
- [situation]
- [reaction]

Do it in your own words. Keep it native to your usual style.

5. Reference vibe
Reference 1:
What to borrow from it:
What not to copy:

Reference 2:
What to borrow from it:
What not to copy:

6. Non-negotiables
Non-negotiable 1:
Non-negotiable 2:

7. Avoid
- Unsupported claims:
- Banned language:
- Visuals or edits to avoid:

8. Deliverable
Length:
Format:
Posting requirements:
Caption or link requirement:
Deadline:

9. Success signal
Primary metric:
Secondary signal:
What counts as a winner:

Bad vs good examples

Bad brief Why it fails Better brief
“Say this exact script and show the app for the first three seconds.” It makes the creator sound like an ad unit. “Open with a moment where you realize the old way is annoying, then show how the app changes that moment.”
“Mention all five features.” Too many jobs for one video. “Focus only on the feature that solves the setup problem.”
“Make it viral.” No strategic direction. “Test a relatable mistake format around this customer objection.”
“Copy this reference exactly.” It creates stale content and creator resistance. “Use the pacing and casual camera style from this reference, but write your own example.”

Handoff rules