How to Brief Creators Without Killing Their Creativity (or Your Results)

Hey Founder,

One of the questions I get asked all the time is:

"How should I brief creators? Do I give them a full script and storyboard, or do I just let them run with it?"

And my answer is… it depends.

If you’re working with new creators — especially ones who haven’t got a strong track record with other brands — you need to be specific. They don’t know your brand yet. They may not understand hooks, angles, or what drives performance. In this case, a clear, detailed brief sets guardrails that reduce risk and save time.

But once you’ve found trusted creators who consistently deliver, it pays to loosen the reins. Too much scripting with top talent can make content feel forced and less authentic. The best creators thrive when you give them space to experiment.

So how do you balance control and creativity? Here’s a framework I recommend:

📝 1. Scripted Briefs (Good for beginners)

This is your word-for-word style brief. You’re scripting the voiceover, hooks, and sometimes even shot directions.
When to use:

• New creators with little UGC experience

• Actors or talent unfamiliar with your product category

• Campaigns where you need exact messaging nailed

This gives you control and consistency — but don’t overuse it or you’ll end up with content that feels staged.

📝 2. Structured Briefs (The sweet spot)

Here you outline the audience, product benefits, angles, and must-have talking points. But you leave room for the creator to bring their own voice and style.

When to use:

• Creators with proven ability to make native, high-performing content

• Ads that need authenticity but still hit specific hooks and CTAs

This is often where you’ll find the balance between brand consistency and organic delivery.

📝 3. Open Briefs (For top-tier creators)

With trusted influencers or creators who have a strong following and track record, you can afford to go broad. Give them product details, key benefits, and some do’s/don’ts — then step back.

When to use:

• Proven creators with 30K+ followers or a track record of viral UGC

• Exploratory creative where you want something really original or breakthrough

• Campaigns where authenticity is more important than exact messaging

Sometimes these open briefs produce your best content, because it feels like the creator is genuinely sharing something, not reading a script.

🚨 The Trap to Avoid

Most brands default to over-scripting everyone. The problem? You spend hours writing detailed scripts that stifle creativity — and your best-performing ads often end up coming from the creators you gave more freedom to.

🎯 My Advice

• New creators = more direction

• Trusted creators = more freedom

• Always test a mix — you’ll learn which briefing style drives the best results for your brand

Once you’ve built a bench of reliable creators, your job shifts from scripting every line to building systems that consistently generate new ideas, test angles, and keep content flowing.

x Jessie

Ps. Did you know that I run a boutique group-coaching programme giving you hands-on support to grow your ecomm brand.

Want to find out more - book a call here: https://calendly.com/jessiehealy/coffee_with_jessie