Most bad sponsored content isn't the creator's fault — it's the brief's. Vague goals, eleven "key messages" and a shot list written like a ransom note. After a decade on both sides of the brief, here is the six-step format I wish every brand used.
1. One goal, in one sentence
If the brief can't say what success looks like in a single sentence, the video won't either. Awareness, launch buzz or direct sales — pick one and let everything else support it.
2. The audience, not the demographic
"Women 25–34" tells a creator nothing. "First-time campers who are scared of looking silly" tells them everything. Describe the viewer as a person with a worry, and the content writes itself.
3–6. Mandatories, freedom, logistics, money
- Mandatories: the three things that must appear — never more than three.
- Freedom: explicitly state what the creator controls. This line buys you authenticity.
- Logistics: dates, formats, review rounds and usage, all on one page.
- Money: fee, usage buyout and payment date, in writing, up front.
Get the free template
I've packed all six steps into a one-page template my crew uses for every partnership — goals, mandatories, timeline and payment terms. Mention it in the contact form and I'll send it over with my next newsletter-style update post.
Maya Bennett
Video creator and YouTube influencer behind Virelle. Maya writes about the creator economy, live culture and honest gear.