how to brief creators: a practical guide for nz brands
a good brief is the difference between great content and wasted budget
the number one reason influencer campaigns underperform isn’t bad creators — it’s bad briefs. vague instructions lead to off-brand content, endless revision rounds, and frustrated creators.
a good brief gives creators clarity on what you need while leaving room for their creative voice. here’s how to write one.
what every creator brief needs
1. brand overview (2-3 sentences)
don’t assume the creator knows your brand. include:
- what your product or service does
- who your target customer is
- your brand tone (casual, premium, playful, etc.)
keep it short. creators don’t need your entire brand story — they need enough context to represent you authentically.
2. campaign objective
be specific about what you’re trying to achieve:
- awareness — get your brand in front of new audiences
- engagement — drive comments, shares, and saves
- conversions — drive traffic to a landing page or generate sales
- content — produce ugc assets for your ad accounts
pick one primary objective. if you try to optimise for everything, you’ll optimise for nothing.
3. deliverables
spell out exactly what you need:
- number of content pieces (e.g. “2 tiktok videos, 15-30 seconds each”)
- format (vertical video, carousel, story set, etc.)
- platform(s) where the content will be posted
- whether you need raw files, edited versions, or both
4. key messages (not a script)
list 2-3 key points you want the creator to mention. for example:
- mention the product name and what it does
- highlight the main benefit (e.g. “saves time”, “tastes amazing”)
- include a call-to-action (e.g. “link in bio”, “use code YUMA20”)
don’t write a script. scripted content performs poorly because it sounds scripted. trust the creator’s voice — that’s what their audience follows them for.
5. dos and don’ts
this prevents costly revision rounds:
dos:
- show the product in use
- film in natural lighting
- include the product within the first 3 seconds
don’ts:
- don’t mention competitors
- don’t use specific health claims
- don’t film in a cluttered background
6. timeline and deadlines
include:
- brief sent date
- draft content due date
- revision window (e.g. “1 round of revisions within 48 hours”)
- final content due date
- posting date and time (if applicable)
build in buffer time. creators work across multiple brands — last-minute deadlines lead to rushed content.
7. usage rights and compensation
be upfront about:
- how long you’ll use the content (30 days, 6 months, perpetual)
- where you’ll use it (organic only, paid ads, website, email)
- total compensation and payment terms
- whether spark ad rights are included (for tiktok campaigns)
unclear usage terms are the fastest way to damage a creator relationship. for typical nz rates, check our creator rate guide.
brief template
here’s a simple structure you can copy:
brand: [your brand name]
product: [product/service being promoted]
objective: [awareness / engagement / conversions / content]
deliverables:
- [number] x [format] for [platform]
- raw files: yes / no
- spark ad rights: yes / no
key messages:
1. [message 1]
2. [message 2]
3. [cta]
dos:
- [do 1]
- [do 2]
don'ts:
- [don't 1]
- [don't 2]
timeline:
- draft due: [date]
- revisions: [1 round within 48 hours]
- final due: [date]
- post date: [date and time]
compensation: $[amount] nzd
usage rights: [duration] for [channels]
payment: [terms, e.g. "within 7 days of posting"]want a customised version of this template for your brand? get in touch and we’ll build one for you.
common briefing mistakes
being too prescriptive
if you script every word and camera angle, you’ll get content that looks like an ad — and audiences scroll past ads. give creators the key messages and let them deliver it their way.
being too vague
“just make something cool about our product” isn’t a brief. creators need to know what you want, what success looks like, and what boundaries exist.
forgetting usage rights
if you want to run the creator’s content as a paid ad, negotiate this upfront. adding usage rights after the fact costs more and creates friction. this is especially important for tiktok spark ads.
no revision process
set expectations on revisions upfront. one round is standard. if you need more, build that into the compensation.
how yuma handles briefing
at yuma, we write all briefs for our clients. we know what works on each platform, what our creators respond to, and how to structure deliverables for maximum impact. our process:
- we learn your brand, goals, and audience
- we write a detailed brief tailored to each creator
- creators receive the brief with context and examples
- we manage revisions and quality control
- you approve final content before it goes live
this means better content, fewer revisions, and faster turnaround. check out our services for more on how we manage campaigns end-to-end.
need help briefing creators?
writing briefs is one of the most time-consuming parts of influencer marketing. yuma handles it for you — from strategy to final content approval.
start a campaign or use our roi calculator to estimate what your next campaign could deliver.