Writing the Brief

The Brief Breakdown

Briefs are the foundation of your campaign. The right brief sets expectations between the brand and creator and gives context on what your brand is trying to accomplish. For influencers and creators, it’s the first step in determining if they should apply to partner with you. Once accepted into a campaign, the brief acts as the contract between the brand and the creator. 

We’ll lay out the basics of the brief and how to write a brief that sets you and the creators up for success. 

The basics: 

The brief lays out:

• The goals of your campaign
• Planned placement of content
• Requirements of creators
• Expected deliverables

 A good brief leads to fewer revisions, better communication, and more satisfied creators and brands.

Campaign Goals 

Before you put pen to paper, set a goal for your campaign. On the Popular Pays platform, you can set two types of goals:

1. Content
2. Reach

Content Campaigns:

If you plan to use creators for content only, you will be working with creators where follower count takes the back seat. Your goal with this type of campaign is to create content tailor-made for your brand’s social strategy.

Reach Campaigns:

A campaign with a reach goal is all about generating awareness for your brand on social. This means that reaching the right audience with the right message matters most to the success of your campaign.  

No matter the goal of your work on Popular Pays, our platform, and people are here to help you succeed. 

Read more on how to write the best brief for content & reach campaigns. 

Placement

Decide where the final creative will live once it goes live. Will final assets live: on social, on websites, in-app, or in print? Having this clarity before writing the brief, will give important context to create content that will perform best based on the placement.  

• Instagram
• TikTok
• YouTube 
• Facebook

Learn more about extending the life of your content. 

Deliverables 

This tells creators exactly how much, and what type of content is expected of them. Think Numbers here. 

What outputs are you requiring from every partner? Make sure you are clear

• Number of pieces of still content 
• Number of pieces of video content 
• Number of taps per story
• Number of stories
• Will creators need to submit multiple versions of a piece of content? 

Also, remind creators of the specs and/or lengths you need from these deliverables. 

Writing your brief 

Now it’s time to put pen to paper. You've got this! 🎉