Estimated read time: 4 minutes
Now that you have handled the logistics of how influencers get your product, the next step is telling them what to post. This happens in the Social Media Task or Write Review Task section of the campaign builder.
You do not need to be a professional copywriter to write an effective brief. The best briefs are:
- Simple
- Specific
- Focused on why the product matters
1. Using Content Angles
A content angle is a direction for storytelling â not a script.
It tells creators how to frame the content, while still allowing them to speak in their own voice.
If youâre using a Guided Template, these may already be included. You can edit or replace them.
Common content angles:
Showcase
Focus on what the product looks like and its key features.
Usage
Show the product being used in a real-life context. Strong for beauty, food, fitness, lifestyle.
Unboxing
Highlight packaging and first impressions. Works well for physical or premium products.
Review
A short, honest reflection based on real experience. Best for trust-building.
Vlog style
A natural, story-driven experience (e.g. visiting store, trying service, ordering online).
Key principle:
- 1â2 angles per task is enough
- Too many angles leads to stiff, checklist-style content
2. Understanding USPs
A USP (Unique Selling Point) is what makes your product meaningfully different from alternatives.
Before writing anything, ask:
Why should someone choose this over everything else?
Most briefs fail here because they describe the product instead of explaining its value. Creators cannot build strong content from generic descriptions.
Compare the difference:
- âIt is a face creamâ
â âContains 10% Niacinamide, clinically shown to reduce redness within 3 daysâ - âWe sell coffeeâ
â âRoasted fresh in Singapore every morning, ground to order for maximum flavourâ - âIt is a fitness appâ
â âPersonalised workout plans that adapt weekly based on your progressâ
What good USPs do:
- Give creators something concrete to say
- Make content more believable and specific
- Remove the need for âfluffâ or filler writing
Aim for 2â3 USPs that are specific enough they would not apply to competitors. These become the foundation of your brief.
3. Social Media Task vs Review Task
You will fill in one of two instruction types depending on your campaign goal.
Social Media Task
Used for Instagram or TikTok posts.
Your role:
- Provide USPs
- Highlight key messages
- Include promo codes or calls-to-action if needed
Creatorâs role:
- Create their own caption
- Produce content in their own voice
Think of it as: you provide ingredients, they cook the meal
Review Task
Used for platforms like Google Maps, Shopee, or website reviews.
Your role:
- Highlight what aspects they should focus on (experience, features, benefits)
Creatorâs role:
- Write an honest review based on real experience
Important:
- Reviews must sound authentic
- Over-directing removes credibility
4. Common Mistake: Writing a Script Instead of a Brief
A frequent mistake is turning the brief into a full caption or script.
This reduces performance because audiences can immediately tell when content is:
- Overly polished
- Not personally written
- Lacking genuine experience
Example:
Good brief:
- âMention that the fabric is waterproof and quick-drying.â
Bad brief:
- âPlease write exactly: âI absolutely love this fabric because it is waterproof and quick-drying and perfect for any weather!ââ
Why this matters:
- First version leads to natural content
- Second version leads to ad-like content that people ignore
Key Principle to Remember
Your job in the brief is to define:
- What must be said (facts, benefits, USPs)
The creatorâs job is to define:
- How it is said (tone, story, delivery)
When both are clear, content feels natural â and natural content performs better.
Next Steps
We have covered the Strategy and the Brief. Now it is time to talk about How to set the right budget.