How to write a Brief creators can actually run

Most disputes in a campaign trace back to one thing: an ambiguous Brief. The fix is rarely more rules. It is a Brief a creator can read once and run, without a single message to you. Below is what goes in one, what breaks it, and a version you can copy.

What every Brief needs

1. Format and platform: a clip, an original, a review, or a demo, and where it should post.
2. The rules: what must appear, what is off-limits, and any claims to avoid.
3. The payout: the model, the rate, the verification window, and the cap.

Each line removes a question a creator would otherwise ask. Leave any of them vague and you get submissions you never wanted, then arguments about whether they count.

What makes a Brief fail

• A payout with no rate or window, so nobody knows what a view is worth.
• Rules that say what to do but never what to avoid.
• No example, so every creator guesses at the format.
• Goalposts that move mid-campaign with no version note.

A Brief that works, in five lines

1. 1

   Format

   A 30–60s clip from the attached footage, posted to TikTok and Reels.

2. 2

   Rules

   Hook in the first 3 seconds, keep the captions, no other brands in frame.

3. 3

   Payout

   $2 per 1,000 verified views, counted for 14 days, capped at $500 per creator.

4. 4

   Approval

   Submit the link; we confirm it fits the rules before it counts.

5. 5

   Proof

   Views verified against the platform's public count inside the window.

Common questions

A clear Brief is one piece of the campaign. See how to run a clipping campaign for review and payouts, and what clipping is for the model around it.