What Makes a Great TikTok Creator Brief

If you’re working with creators to promote your product, one thing will make or break the experience: your brief.

Too vague, and the creator might miss the mark. Too detailed, and you risk sucking all the creativity out of it. The best briefs are clear, collaborative, and to the point.

So what makes a great one?

Start by outlining your goal. Is this about generating sales? Driving traffic to your shop? Or do you just want high-quality content you can repurpose?

Once that’s clear, define what needs to be said. Are there certain features or benefits the creator should highlight? For example, if your protein bar is nut-free and made in the UK, that’s worth including.

It’s also okay to have a few rules. If you don’t want pricing mentioned, or if there’s a specific claim they can’t make, say soup front. But keep it simple.

The best part? Showing examples. If there’s a video you love, link to it. If your tone is playful or serious, give them context. Most creators appreciate direction, it helps them understand what you’re after.

Then let go. Give the creator room to do what they do best: make content that connects.

A good brief is a guide, not a script. Set the foundation, then step back and let creativity take over.