by Google
Collaborations between brands and creators can be great because they create original content, the brand reaches a new audience, and the creator gets the opportunity to create something creative. But only in an ideal world. The reality is often that the creator gets a brief and doesn't know what the client actually wants from them. The client gets an output that doesn't reflect their brand, both parties are frustrated, and the collaboration ends in disappointment.
Why? Usually, it's a insufficient or chaotic brief to blame. No, it's not just a piece of paper that needs to be quickly hammered out, a good brief is the most powerful tool in the collaboration between the brand and the creator. It helps clearly set expectations, avoid unnecessary misunderstandings, and most importantly, save time, nerves, and money on both sides. 
What a brief should not look like
The length of the brief is not an indicator of its quality. The content is essential, because even one unclear sentence can derail the creator and cause misunderstanding. Here are examples of sentences that you as a brand should avoid in briefs:
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,,Do something funny with our product.
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,,Mainly let it go among the young.”
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,,Be creative, but put all these points there…”
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,,We leave it all up to you, but we want it to be professional, engaging, educational, with emotion and at the same time viral.”
At first glance, these sentences may sound harmless, but the problem is that none of it is concrete. The creator then sits over the brief and thinks about what the goal of the collaboration is and what the client actually wants from him. A bad brief causes misunderstandings, poor output, and frustration. It also robs the creator of the desire to create and time that he is not paid for. At the same time, he may reluctant to ask something so as not to appear insecure or incompetent.
What makes a good brief?
For successful collaboration, it is important that the briefing is clear, concise and at the same time specific. Ideally, the brief should fit into 1 to 2 pages, as it is not intended to overwhelm the creator, but to guide them. Some briefs also include moodboards, which means visual inspiration in the form of images, colors or keywords. Here is an overview of the basic parts that should not be missing in a brief:
How to adapt a brief to a specific creator?
Don't make a brief as a universal document that you send to everyone, because the best results are achieved when the brief respects the individuality of the creators. Don't consider the creator just as an advertisement, but as a personality with their own style, humor, community, etc. If you take these things into account, you can get content that is not only functional, but also authentic and trustworthy.
If a creator has a specific way of expressing themselves, the brief should not lead them to a different tone. The brand and the creator should respect each other. The brief should also reflect who the creator is communicating with and what their audience is like. Also focus on the creator's strengths, because some are great storytellers, some emphasize visuals, and some rely on interacting with the audience. 
,,If the brief is not clear or specific enough, the influencer may have to edit or recreate the output - even if it is not their fault. This requires additional energy and time that could be spent on further creation.
When a client enters into a collaboration with an influencer, they usually already have an idea of what type of content the creator creates and what to expect. However, overly detailed instructions or precise “notes” can feel restrictive. Most creators prefer assignments with as few restrictions as possible, which gives them the space to work in accordance with their own style and naturalness."
The most common mistake in briefs is that brands write texts for creators straight away. This may work in a TV spot - but on social media it kills authenticity.
Instead of: “Say: Now click the link in the description and take advantage of a 15% discount!”
Rather: “We need you to mention in the video that fans get a 15% discount through your link. Communicate this in the style you normally use.”
Most common mistakes
Even well-intentioned briefs can end up confusing the creator more than helping them. Be sure to avoid these mistakes when writing a brief:
1. Too many details - a brief is not a style sheet or an internal marketing department document. If you send a 10-page document to a creator, it is very likely that they will get lost in it or not even read it. Summarize the main points on 1 page and if you need to add more information, use attachments
2. Opposing briefs - what are those opposing briefs? Sentences like ,,Be yourself, but follow this exact script.” or ,,Make it natural, but don't forget to use this sentence, hashtags, call to action, and logo in exactly this order.” Content based on such a brief won't seem authentic, so set clear guidelines that need to be followed, but give the creator free rein in how they present it.
3. Ignoring the creator's target audience - sometimes the brand has its target audience, but the creator has a different one. The brief must take into account who follows the creator, otherwise both parties can get into very unpleasant situations. Check the creator's latest outputs and perceive who follows him and who his fans are.
4. Brief without feedback - the brief is not a one-way street. The brand should be open to discussion in case the creator comes up with suggestions, additions and questions. Communication is key in every area and when it is set up poorly, it will also be reflected in the output.
Don't see the brief as a contract full of instructions, prohibitions and "musts". The brief should be an invitation to cooperation and should show the creator that the brand has chosen them because they trust them. It is completely fine if you have a specific idea as a brand or agency. You have the right to want a result that meets your goals. Just don't forget to leave the creator space - it is in that freedom that the best ideas often arise.
Source: Meltwater
