How to write a creator brief that actually converts

The best creator ads don't sound like ads. That only happens when the brief gives creators enough direction to stay on message and enough freedom to sound like themselves.

1. One clear goal

Tell the creator exactly what success looks like: an install, a sign-up, a purchase. One goal per brief. If you ask for awareness and sales, you'll get neither.

2. The one thing to remember

Write the single sentence you want viewers to remember. Not a tagline, a reason: "It's the only app that shows your credit score for free."

3. Proof points

Give two or three facts the creator can use: a price, a number of users, a result. Creators are more convincing when they have something specific to say.

4. Must-haves and no-gos

• Must-haves: your brand name said aloud, the call to action, the link.
• No-gos: competitor names, claims you can't support, anything that breaks platform rules.

5. The call to action

Be precise. "Tap the link and use code POP20" works far better than "check it out".

What to leave out

The script. A word-for-word script is the fastest way to make a creator sound like a TV ad. Give them the points and let them choose the words.

The brief sets the guardrails. The creator brings the trust.