Mistakes of Creative Briefs
July 30, 2025
Let the creators do what they do best. But give them what they need to win.
One of the most common things we get asked by brands: “How do you give creative direction that will return good content from creators?”
The truth? Most brands overdo it.
At AGM, one of our core principles is simple: Let the creator create.
There’s a reason they’ve built a following. They understand what resonates with their audience… better than we do.
But that doesn’t mean you skip the creative brief. It just means you write it well.
Here are the top mistakes we see brands make when writing creative briefs:
Mistake #1: Overprescribing the concept
When you script the post or tell the creator exactly how to say something, it kills authenticity. Instead of asking for a “30-second UGC video with these 5 lines,” anchor to a clear outcome and trust the creator’s process.
Mistake #2: Making it about you, not the audience
Most briefs spend 90% of their time hyping up the brand and product. Focus instead on helping the creator connect your product to their audience’s problems, desires, or routines.
Mistake #3 Forgetting what not to say
Especially in health, wellness, and regulated categories, you must be clear on what's off-limits. What claims can’t be made? What needs to be disclosed? Don’t assume they know. This goes for any other lingo that your brand wants to avoid in how your product is described.
Mistake #4 Skipping examples of what works
Creators love clarity. Including real examples of what has worked organically or in paid gives them direction, not restrictions.
Done right, a creative brief is less like a script—and more like a compass. It gives direction while still letting the creator drive.
Let the creators do what they do best. But give them what they need to win.
Below, you can find our general creative brief template.
We usually put this info into a PDF format or short deck to make it visual.Just click the image below then FILE -> Make a copy to get access to edit.
For more questions about your creative briefs, our process, or how our agency can support your brand's influencer program, use the button below to book a call with our team.