How to brief a creator on your product

A good brief is short. One or two pages is enough. Its job is to give a creator what they need to speak honestly about your product, and nothing that tempts them to overclaim.

What to include

• About the brand in three lines. What you make and why.
• Who the product is for. The customer you want to reach.
• Key messages. Two or three points you are happy for them to use.
• Claims you may and may not make. Give an approved list. Anything outside it needs your written approval.
• Disclosure rules, with examples. Show what a clear "Ad" label looks like on each format they use.
• Content ideas by format. A few starting points, not a script.
• Assets they can use. Images, logos and product facts.
• How commission works. The rate, the lock period, and who pays them.
• Timelines and a contact. A first content date and one person to ask.

The one ask that matters

Ask for honest content in their own voice, with a clear label. Do not make a free sample depend on a positive review. Creators who feel scripted produce content their audience ignores, and unapproved claims create risk for both of you.

Before they post

Check the first post before it counts toward results. Look at the label, the claims and the link. If something needs fixing, say so quickly and kindly. Most issues are honest mistakes.