How to write a creative brief?

How to Write an Creative Brief in 15 Steps?

6 minute read

Accuracy and effective communication play a significant role in influencer marketing. Firstly, an influencer creative brief is an internal compass that directs any marketing campaign toward achieving results whose impact reflects the brand and the influencer.

Essentially, a content brief for an influencer is an outlined document that forms the foundation for a joint marketing undertaking. The roadmap is highly detailed, outlining stages within the campaign, key issues to highlight, and aims to achieve.

What is a Creative Brief?

A Creative brief is a document sent to the creator or Influencers that includes the content outline, key message, target audience, campaign objectives, etc. It’s kind of a way to communicate between the client and creator to ensure that everything is on the same page.

If you hear someone say, “I must know how to write creative briefs to get an expert to write papers for me of best quality,” they’re right. Still, a clear request is also important when it comes to writing on your own. Sometimes you need to consider so many things that it seems like you could easily do without a creative brief. So why is it so important?

Purpose of a Creative Brief:

  1. Clarity and Direction: A creative brief exists mainly to provide clarity and direction. It clearly lays out the objectives of the project, the target market, the message to be delivered, and other important aspects that reduce confusion or misinterpretation.
  1. Alignment: It brings the clients, the creative team, and other stakeholders on board. When everybody agrees to the brief, it makes sure that everyone’s efforts are harmonized towards producing one unified outcome.
  1. Efficiency: Thus, a good brief is usually time and cost-efficient. It reduces the need for revisions, ensuring that the creative team’s work aligns with what the client expects in the first place.
  1. Inspiration: The creative brief can also be a source of inspiration. This can inspire creative professionals by providing the necessary insights, such as the client’s objectives, target audience, and unique selling points.
  1. Accountability: It encompasses the expected outcomes, timelines, and roles. This ensures that the team members are responsible for the outputs of their inputs towards the project.

How to Write a Creative Brief

1. Define Your Objectives:

Therefore, begin by defining the project goals in a more definite manner. What will be your objective in this creative project?

2. Identify Your Target Audience:

To whom is the creative work addressed? Knowing your audience remains the key thing that helps you customize your content for proper delivery.

3. Campaign Overview:

Briefly describe the campaign or project. In what conditions was it created?

4. Key Messages:

Emphasize the core meanings and themes you wish the creative piece to address. How do you wish to present it?

5. Creative Direction:

The style, tone, and visual elements of the given work should be specified here. It informs the creative team’s approach.

6. Hashtags and Mention Requirements:

Provide any hashtags or mentions that might be needed for posting the content to social media or any online platform.

7. Content Format:

Specify the required format of the creative job, e.g., video, blog post, infographic, etc.

8. Usage Rights and Exclusivity:

Spell out the use rights and any exclusivity restrictions pertaining to the creative work. Will it be restricted to a certain platform or timeframe?

9. Compensation and Deliverables:

Describe the compensation plan for the creative team or contributors. What is it that is expected to be delivered in regard to content or assets among them?

10. Guidelines and Restrictions:

Identify any special rules or regulations regarding the creative work. For instance, it may refer to the company’s brand guidelines, tone, or legal restrictions.

11. Disclosure and Compliance:

State any disclosures or conformity prerequisites, particularly where creative work will involve partnerships, endorsements, or regulated industries.

12. Metrics and Evaluation:

Outline ways the success of the creative work will be evaluated and measured at the end. What constitutes KPIs?

13. Timeline:

Create a set of deadlines and timelines for the project. In what order should different phases of the project be completed?

14. Delivering Assets:

Explain how and where the final assets or content should be delivered. Include any file format requirements.

15. Payment Terms:

Define the payment terms, including milestones, currency, and payment methods.

This breakdown provides a comprehensive guide for creating a creative brief that ensures all parties involved have a clear understanding of the project’s objectives, scope, and requirements. It’s a valuable tool for effective project management and communication.

Creative Brief Examples

1. Asana

Using a creative request template in Asana is like having a flexible and dynamic version of a traditional creative brief. It helps you manage creative projects on a day-to-day basis. You can customize the template to fit your business’s needs, and it guides the project through its different stages while telling you what tasks, outcomes, and important details are required.

What’s more, Asana offers various ways to see this template, like on a calendar, in a list, on a board, or in a timeline. This means you can always keep track of how your project is progressing in relation to the creative brief.

Asana Creative brief examples

2. JotfForm

JotForm is the best creative request form template. Also, if you want a simple way to create, share, and manage the requests, JotForm is best for you.

You can even use a particular form to seek approval for these requests, whether it’s for an employee’s needs or product requests.

Jotform provides ready-made request templates, or you can begin with a basic request form template. Then, using the Jotform form builder, you can tweak and style your request form to match what you require.

JotForm Creative brief examples

3. Typeform

Typeform is an online platform that specializes in creating and managing interactive forms, surveys, and quizzes. It’s designed to provide a more engaging and conversational way to collect information from users, customers, or respondents. Unlike traditional, static forms, Typeform’s forms are visually appealing, user-friendly, and can be customized to match a brand’s identity and style.

Typeform Creative brief examples

4. Paperform

Typeform is an online platform that specializes in creating and managing interactive forms, surveys, and quizzes. It’s designed to provide a more engaging and conversational way to collect information from users, customers, or respondents. Unlike traditional, static forms, Typeform’s forms are visually appealing, user-friendly, and can be customized to match a brand’s identity and style.

Paperform Creative brief examples

Wrap Up

Crafting an influencer creative brief is an important step to making your influencer marketing campaign a success. Its purpose is multi-fold, ensuring clarity, alignment, efficiency, and accountability in the campaign’s execution.

The key elements of the creative brief, from defining campaign objectives to specifying content requirements, engagement, and compensation terms, provide a comprehensive guide for all stakeholders involved. It helps in setting expectations, maintaining consistency, and ultimately driving the desired results. By utilizing a well-constructed creative brief, brands and influencers can work together harmoniously, resulting in authentic and impactful content that resonates with the target audience.

Remember, open communication and detailed briefs are essential in influencer marketing, and the provided template and example offer valuable resources to create and manage successful influencer collaborations.

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