Write a brief that gets replies
A strong brief covers what to make, where, when, the brand voice, the do's and don'ts, the disclosure rules, and the success criteria. Vague briefs are the
The essential elements
- Goal in one sentence, what should this post do for the brand
- Deliverable spec, platform, format, count, length
- Brand voice cues, formal vs casual, key phrases, banned words
- Required mentions, handle, hashtag, link, disclosure tag
- Visual guidance, colors, must-show assets, must-avoid visuals
- Deadline + posting window, exact dates
- Usage rights, can the brand repost / boost as ads / use in perpetuity
What makes a brief bad
- “Just make something fun about our product.” Vague + impossible to dispute later
- 4-page legal annex with 50 hashtags
- Conflicting requirements (“must be 60 seconds” + “must be a Story”)
Templates
We ship 3 starter briefs in Campaigns → New → Pick a template:
- Awareness post (Reel / Story combo)
- Conversion post (link in bio, swipe-up, affiliate link)
- Tutorial / how-to (3-part Reel series)