Best Practices for Writing Your Campaign Brief

In this lesson you will learn:

• What makes a good campaign brief

• The value of writing a good campaign brief

• Important information to consider when building your campaign brief

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Now that you've created your campaign on #paid, you'll need to finish your brief!

You can go back and edit the brief at any time before clicking "Start Collaborating" in the creator tab. Creators will not see any edits or non-final versions of the brief until after they are contracted.

Here is an example of a great campaign brief. 

 

✍️Here are some tips on filling out a great brief:

• Firstly, when filling in the brief details tab, always keep in mind your creators will be contracted based on this information. 

• Always be as detailed as possible.

The Basics

• Name your campaign and choose your flight dates - keep in mind this is the first thing creators see when they receive an initial opt-in message.

Campaign Summary

Describe your brand & campaign for creators:

• Be sure to position your brand and your campaign in the way you want the creators to relay this to their audience.
• Describe the campaign differently than how you'd describe the brand. For example, if you're running this campaign on another marketing channel, describe the campaign attributes here.

For more information on how to write a great Campaign Summary, check out this help article on

What Makes a Strong Campaign Summary. 

 

In the later sections, Creator Content, Post Captions, Hashtags, and Tagging, Travelling and Events, and Additional Info

• Be Detailed: If there are specific aesthetic nuances that you prefer, note them here.

• Stay Organized: Break out the subject matter by content type. 📸🎥 (ie. if your content includes photos & stories, be sure to include what you require in both types of content).

  • TIP💡: A great way to optimize your organic budget is to leverage IG Story content in video format in place of full Video assets. Make sure to clearly articulate in the brief that you’re requesting video over static imagery for the IG Story. Keep in mind 1 IG Story is inclusive of 3 frames and you may, for example, require that creators do 3 unique video frames (3 assets for the price of 1). IG Stories is a great medium to help maximize storytelling opportunities using engaging video content.

• Product Details: Include key messaging points about the brand or product in this section (ie. if you're a fragrance company, include the perfume notes and scents you want the creators to talk about).

• Visual Details: Make sure to include any visual pointers as well! This can include anything from the direction of the content (vertical or landscape), location (kitchen, outside, bedroom, etc) to lighting and overall vibe descriptors (airy, bright etc)

• Mentions and Hashtags: Be sure to include mentions and hashtags that need to be included in captions or stories 

• Content Specs: If you are leveraging creator licensing, be mindful to include any technical formatting guidelines within the brief that are required come time to create your ads - you can even request that creator's multiple sizing options of the same piece of content. You want to make sure you don’t run into any sizing/ content ratio issues further down the line.

Once you've filled out your brief in detail, be sure to hit 'Save'. 

✨That's it, you've created your brief!