Explain the goal in plain English
A useful brief starts with what you want people to understand or do. Instead of asking for a viral video, describe the actual business goal. You might want to introduce a product, show a venue experience or help people understand a service.
Describe the audience
Tell the creator who the content is for. Location, interests and the reason someone would care are more useful than a broad statement such as everyone. For an Adelaide venue, think about who can realistically visit and what would make the experience relevant to them.
Share the essential facts
Include the business name, website, location, key product details and any launch dates. Explain which facts must be included and provide evidence for claims where needed. A creator should not have to guess your opening hours or the conditions of a promotion.
Agree on deliverables and usage
List the number of videos or stories, where they will be posted and the expected timing. Discuss review arrangements, reuse rights, paid advertising and exclusivity before filming. These details affect scope and pricing, so they should not be left until the video is finished.
Leave room for the creator’s voice
People follow a creator for their approach and personality. A brief can provide direction without dictating every word. Agree on the message and important boundaries, then choose a format that feels natural for the creator and the audience.
Decide how to review performance
The measures should match the goal. Reach and engagement are useful for awareness, while enquiries or tracked visits may be more relevant to another campaign. No brief can guarantee sales or virality. Agree on what can actually be measured and reported.
Work with William
I’m an Adelaide content creator and qualified marketer, known as @sogrom. Tell me about your brand, timing and collaboration idea through the contact options on this site.