The one-page brief that gets you on-brand content

Once a creator says yes, you have 24-48 hours to send them a brief. Too long and you lose momentum. Too short and you get off-brand content. The right brief is one page, clear, and trusts the creator's voice.

The 8 sections of a good brief:

Section 1: About us (3 sentences max). Just enough context for the creator to talk about you naturally. "We're [Business Name], a [type] in [neighborhood]. Our [signature thing] is [one detail]. We're known for [one experience]."

Section 2: The collaboration in plain language. "You come in [date range], try [experience], and post about it on [platform] within [X] days."

Section 3: What we'd love you to mention (not require). 3-5 talking points. Phrase as "if it fits naturally" — never required. - "If it fits naturally, mention our [signature item]" - "Tag us @[handle]" - "Mention we're located in [neighborhood]" - "Use the discount code [CODE] (works for your followers, gives us tracking)"

Section 4: The hard requirements (the non-negotiables). - "Disclose as a paid partnership using Instagram's built-in label and/or #ad in the first line" - "Tag @[your handle] in the post and in any Stories" - "Send us the post link within 24 hours of publishing so we can track and engage"

Section 5: What we're not asking for. This is the trust-builder. Explicitly state: - "We don't need to review or approve the post before it goes live." - "We don't have a script we need you to follow." - "We trust your voice — if you don't love something, you can mention that too."

This single section makes you 10x more pleasant to work with than 90% of brands and dramatically improves the content quality you get.

Section 6: Deliverables. Be specific: - "1 in-feed post (photo, carousel, or Reel — your choice)" - "3-5 Stories from your visit (real-time is fine)" - "Optional: 1 follow-up Story 1-2 weeks later if you want to come back"

Don't over-spec the format. Let the creator do what works for their audience.

Section 7: Timing window. "Please post within [X] days of your visit. Sweet spot is 3-7 days."

Don't make them post the same day — content posted same-day looks rushed. 3-7 days lets them edit and post when their audience is most active.

Section 8: Payment and discount code. - "Payment of $[X] via Venmo/PayPal/Zelle, sent within 24 hours of the post going live" - "Your unique discount code for your followers: [CODE10] (gives them 10% off, helps us track)"

Note: paying after the post goes live (within 24 hours) is industry standard for micro-creators. Some larger creators want 50% upfront — fine for them, but for sub-50K creators, post-completion is the norm.

The full brief template:

--- [Business Name] x [@CreatorHandle] — Collaboration Brief

About us: [Business Name] is a [type] in [neighborhood, City]. Our [signature item] is [one detail that makes it unique]. We're known for [one experience or vibe].

The deal: You come in [specific date or range], try [experience — meal, service, etc.], and post about it on Instagram within 3-7 days. Compensation: $[X] + the experience on us.

If it fits your voice, we'd love a mention of: - Our [signature item] - That we're in [neighborhood] - Tag us @[handle] - Use the discount code [CODE] for your followers

The non-negotiables: - Disclose as a paid partnership using Instagram's label and #ad - Tag @[your handle] - Send the post link within 24 hours so we can engage

What we're not asking for: - We don't need to approve the post - We don't have a script - If something didn't land for you, you can say so — we trust your voice

Deliverables: - 1 in-feed post (Reel preferred but your choice) - 3-5 Stories from your visit - Optional: 1 follow-up Story 1-2 weeks later

Timing: - Visit: [agreed date] - Post by: [agreed deadline]

Payment: - $[X] via [method] within 24 hours of post going live - Your unique discount code: [CODE]

Questions? Text/DM me anytime: [your direct contact]

Looking forward, [Your first name] ---

Adapt and send to each creator who agreed yesterday.

The 24-hour rule on briefs. After the visit, send a "Thanks for coming in!" DM with the post deadline reminder. Most creators are great, but a gentle nudge keeps you top of mind.

The post-publish handoff. When the post goes live: 1. Like and comment thoughtfully within an hour 2. Share to your Story (this drives mutual visibility) 3. DM the creator "Thank you — looks amazing" 4. Pay them within 24 hours as promised 5. Save the post permanently — you'll use it again in your own marketing

The "what if the post isn't great?" question. This will happen 10-20% of the time. Options: - Live with it (most common — don't burn the relationship over a so-so post) - Politely ask if they'd be willing to tweak (only for major issues like missing disclosure) - Don't book them again (the right answer for repeated misses)

Never publicly criticize a creator's content. Word travels fast in the local creator community and burning one creator can lose you 10 others.

The 7-day follow-up. About a week after the post, follow up with: "Hey [first name] — Loved the post. Quick request: any chance you could re-share a Story about us this weekend? No payment, just helpful for the algorithm. If not, no worries."

About 60% will do this. The Story re-share extends the campaign's life and is free.

Tomorrow: payment, tracking, and measuring ROI.