Say what you want people to do
Every brief should name one action you want viewers to take: visit a store, use a code, download an app. Creators can design content around a clear goal. They can't design around "brand awareness".
Be specific about deliverables
List exactly what you're paying for:
- Format and count, for example one reel and two stories.
- Must-have messages, kept to three or fewer.
- Dates: draft due, approval window, go-live.
- Usage rights: organic only, or paid ads, and for how long.
Leave room for the creator's voice
The audience follows the creator for their style. Scripts written by the brand usually perform worse. Share references and guardrails, then let the creator pitch the idea.
On NexaGuru your reviewer reads every brief before it reaches a creator and will flag anything unclear.
