How to write a creator brief so the integration works

Even with a good creator, an integration fails if the brief is bad. Too rigid — it sounds like a read-out ad; too empty — the creator didn't get the task. Let's break down how to write a brief that works.

What to include in the brief

• The product and essence — what it is, what problem it solves.
• The main message — one key thought the viewer should remember.
• The target action — what the audience should do (visit, download, promo code).
• Mandatory elements — name, link, promo code, hashtag.
• Stop-words and limits — what can't be said (legally, by positioning).
• References — examples of good integrations as a guide.

What NOT to do

• Write a word-for-word script. The creator knows their audience better — let them present the product in their own words.
• Overload with talking points. One thought = one integration.
• Demand a "selling" tone. Naturalness converts better than pressure.

The balance of control and freedom

A brief sets the frame (what to say and what not to) but leaves the creator freedom of format and delivery. That's the recipe for an integration that doesn't look like an ad while still conveying what's needed.

Before publishing

Approve the draft/script, check the mandatory elements and the tagged link — so you can measure the result later.

Takeaway

A good brief = a clear message + mandatory elements + freedom of delivery. We prepare briefs and run integrations so the ad lands with the audience and brings leads.