Service 03
Brief and content direction
A clear brief protects your message and leaves room for the creator's voice, which is why audiences follow them in the first place.
AI-generated illustrative imagery; not our team, clients or campaign results.
Audience and the problem
For brands whose last campaign produced content that was either off-message or stiff and obviously scripted.
- Teams sending long documents that creators skim
- Brands with claims or legal wording that must be exact
- Launches needing consistent key messages across several creators
Deliverables
Material created before creators start filming.
- One-page creator brief: objective, message, must-haves, limits
- Content direction by format, such as short video, story or review
- Key message and approved wording for any claims
- Disclosure reminder as a checklist item for the creator
- Draft review checklist used for approvals
Process
How the brief comes together.
- Workshop or form to capture objective and message
- First draft of the brief in the language of the audience
- Your review and corrections
- Short creator call or note to answer questions
- Brief locked and shared with the approval log opened
What we need from you
The materials that make a brief precise.
- Product facts and what can truthfully be said about it
- Brand voice examples
- Offer details, codes or links and when they are valid
- Examples of content you liked and did not like
What drives the cost
Brief work varies with complexity.
- Number of creators needing individual briefs
- Formats and languages involved
- Regulated or sensitive claims that need more review
- Number of revision rounds on drafts
Questions buyers ask
Will the brief make creators sound scripted?
It is built to set the limits and leave the style to the creator. We specify what must be true, not how the creator speaks.
Do you write the creator's script?
Only if the creator and you want that. By default we guide direction and review drafts.
Who is responsible for disclosure?
Creators remain responsible for how they post. We include a disclosure reminder in the brief and check drafts against it. Confirm requirements that apply to you with your own advisers.
Keep reading
- 01Influencer selectionA reasoned shortlist of influencers that fit your audience, content style and brand rules, with the reasoning written down.
- 02Execution and reportingScheduling, posting follow-up and an honest report that separates views, reach, clicks and sales and states its limits.
- 03How to choose an influencer agency in Saudi ArabiaQuestions to ask, models to compare and warning signs to watch for when choosing an influencer marketing agency.
Every creator leaves a mark.
Need "Brief and content direction" for your campaign?
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