How to brief a creator — and get content you can actually use

Creator content works because it feels authentic. But “authentic” doesn’t mean “no brief”. The best creator content comes from a brief that’s clear on the goal and flexible on the execution.

1. Start with the objective

Are you after awareness, sales, sign-ups or ad-ready UGC? The goal shapes everything — which creators you choose, what they make and how you measure it.

2. Explain the product and the audience

Give creators the key facts, the one or two messages that matter most and a clear picture of who you’re trying to reach. Keep it short enough to read in two minutes.

3. Set the must-haves — and the no-gos

• Key points to mention
• Anything to avoid (claims, competitors, language)
• Clear ad labelling, such as #ad — paid partnerships must be obviously identifiable as advertising in the UK
• Posting dates and platforms

4. Leave room for their voice

Creators know their audience better than anyone. Share examples and a rough structure, but don’t script every word — over-scripted content is easy to spot and easy to scroll past.

5. Agree usage rights up front

If you want to use the content in ads or on your website, agree how, where and for how long before the work starts.

6. Plan one round of review

Build in a single round of feedback, focused on accuracy and must-haves rather than personal taste.

7. Measure and learn

Track reach, engagement, clicks, codes or sales per creator. Keep working with the ones who deliver — long-term partnerships usually outperform one-off posts.