Explain the audience and objective
Describe who the campaign is intended to reach and what you want the audience to understand or do. Share relevant context about the product and why the message matters.
Avoid asking for several unrelated outcomes in one deliverable. A focused brief makes creative choices and later evaluation clearer.
List deliverables and requirements
Specify platform, format, number of assets, deadlines, links or codes, required disclosures and any factual points that must be accurate. Separate mandatory requirements from optional creative suggestions.
State how drafts will be reviewed, how many review rounds are included and who has final approval. Confirm the compensation and payment arrangements separately and in writing.
Agree on rights before publishing
Define where and how the brand may use the content, whether paid amplification is included, the duration of usage and any edits or cutdowns permitted. Confirm music and third-party material rights for each intended use.
Record campaign links, codes and reporting expectations before launch. Disclose sponsored relationships in line with applicable platform rules and local regulations.