How to Build the Best Content Brief for Creative Freelancers

If you work in marketing, you know how important it is to have great content that resonates with your target audience. But creating that content can be a challenge – especially with the demand for high frequency and talent that is required on socials. Working with creative freelancers can be extremely beneficial but only when they have a deep understanding of your brand. That's why a well-crafted content brief (or brand guidelines) is essential to ensure that everyone is on the same page and working towards the same goals.

In this article, we'll discuss some key tips to help you build the best content brief for creative freelancers, specifically for short-form video production. These tips are based on our experience working with UGC creators and brands on Brkaway.

Make it Visual

When it comes to short-form video production, visuals are everything. In order to help your creative freelancers understand your brand, it's important to use visuals that represent your brand accurately. For example, a skincare brand should consider using images of people with clear, glowing skin and include close-ups of their products to emphasize their effectiveness.

To take it a step further, you can also create a mood board that includes images that represent your brand's personality, tone, and style. A mood board can help your creative freelancers understand the look and feel of your brand and ensure that their content aligns with your brand identity.

Include Video Do's and Don'ts 

Including a section on video do's and don'ts can help your creative freelancers get a better idea of what they can and can't do with the content they're creating. This can help ensure that your content aligns with your brand values and messaging. For example, an alcohol beverage brand might want to include guidelines on how to show their product on camera, while also avoiding any references to drunk behaviour or reckless activities. 

To create a video do's and don'ts section, start by identifying any specific brand guidelines or restrictions that need to be followed. For example, if your brand has specific colour schemes or fonts that need to be included in the content, make sure to include those details in the brief. Additionally, if there are any topics or themes that should be avoided, make sure to include those in the brief as well. 

Provide Specific Production Information

To ensure that your creative freelancers can create the best possible content, it's important to provide them with as much specific production information as possible. This includes details on lighting, camera angles, preferred sounds/music used, and more. For example, a fashion brand should consider specifying the clothing styles they want to feature (i.e. high fashion, athleisure, casual, etc.) and if there are any competing brands/logos that should be avoided in the content.

Keep it Concise

While it's important to provide your creative freelancers with as much information as possible, it's also important to keep your content briefs concise and to the point. This will help ensure that your creative freelancers don't get bogged down in details and are able to focus on creating great content. A technology company, for example, might want to focus on the key features and benefits of their product, but when presenting the information to a creator, they will really only need to know the key basic selling features. We recommend using bullet points and clear language to ensure that your creative freelancers can quickly and easily understand what your brand is all about. 

By following the above tips, your marketing team can create effective content briefs that provide freelancers with the information they actually need, with no fluff. From setting clear objectives and guidelines to specifying product shots, a well-written content brief can make all the difference in the success of a video project. So next time you're working with a creative freelancer, take the time to create a content brief that sets them up for success.