Creators Aren’t Billboards: How to Brief Talent the Right Way.

If you want creators to act like hired actors reading a script in front of a branded backdrop, you’re probably better off buying ads. There’s a time and place for that kind of content. But if you're working with influencers — actual storytellers with an audience that trusts them — you need to approach them differently. That starts with the brief.

We've seen our fair share of horror stories. Ten-slide PDFs full of corporate jargon. Creative concepts that sound like they were cooked up in a boardroom with no internet access. Bullet-pointed do’s and don’ts that contradict each other. And our personal favorite: briefs that start with "we want something authentic" and follow it up with two pages of scripted lines.

So, let’s talk about it. If you're hiring a creator to tell your story, here’s how to brief them like a pro.

Know the difference between direction and control

A good brief should give the creator enough to work with, without boxing them in. Think of it like setting the GPS. You tell them where you want to go and any key stops along the way, but you don’t need to grip the wheel the whole time.

Tell them what matters. What’s the key message? What’s the action you want people to take? What absolutely must be included? Then let them figure out how to deliver it in a way that sounds like them. After all, that is why you hired them, isn’t it?

Share context, not just copy

One of the biggest mistakes brands make is treating creators like distribution channels. “Say this line, point to this link, wear this hoodie.” But great creators aren’t just amplifying your message. They’re adapting it for a specific audience.

So give them the why. Why is your product worth talking about? Why now? What do you know about the audience you’re trying to reach? What pain points are you solving? Even a short paragraph of context can spark ten better content ideas than any pre-written script ever will.

Clarity ➡️ cleverness

You don’t need to write a witty slogan or craft the perfect Instagram caption. That’s the creator’s job. What you do need is clarity. A jumbled brief is worse than no brief at all.

Structure matters. Use headings. Break things into sections. Use bold to call out the non-negotiables. Be explicit about deadlines, approvals, usage rights, and deliverables. If something’s flexible, say so. If something’s not, don’t bury it.

You can be friendly, casual, even funny … but don’t be vague.

Show them what not to do (if it matters)

Some brands are worried about appearing in certain types of content. Maybe you don’t want your product featured in a haul video. Maybe your legal team would hate being next to a curse word. Maybe your industry has strict compliance rules.

If that’s the case, say it up front. But don’t overdo it. A “do not” list longer than the actual brief is a red flag. If your brand needs to control every word, influencer marketing may not be the right fit.

Treat creators like creative partners

The best collaborations happen when creators feel like they’re in on the idea and not just hired hands. If you want good work, treat them like people whose perspective and tone actually matter. Ask for their ideas. Invite them to improve the concept. Let them shape the execution.

Creators have a pulse on what works with their audience. They know what performs, what flops, and what feels tired. If you give them the space to contribute, they’ll probably make your campaign better.

Final Thoughts

Briefs should be tools, not constraints. When done right, they make creators feel trusted, brands feel aligned, and campaigns feel cohesive without being forced.

If you find yourself writing a 12-page manifesto that includes words like “synergistic alignment,” it’s time to pause. Hit delete. And start over by asking yourself a simple question:

If I were a creator, would I be excited to get this brief?

Because that’s the difference between content that checks boxes, and content that actually moves people.