The one-page brief we send our 70 creators, and the parts we leave out on purpose.
Most creator ads look like ads because the brief told the creator to make an ad. Ours is one page, and half of it is what we don't want.
What goes in
The line. One sentence they'll say in the first two seconds, from a real customer review. We tell them they can change the words if it sounds more like them. They usually do, and it's usually better.
The one thing to show. A single moment with the product: the tin running low, the shoe on a dirt trail, the bottle at 4pm. Not a product tour.
The proof. Something specific the viewer can check: a date, a number, a screenshot. "I timed it for a week" is proof. "It really works" isn't.
The setting. Their home, their car, their walk, in daylight. Wherever they'd actually use the thing.
Length and sizes. 20 to 40 seconds, vertical, with room at the top and bottom for captions.
What we leave out
No script beyond the first line. No list of product features. No "mention the discount." No brand colors or outfits. No ring lights, unless they already film that way. And never "make it look natural," which is the fastest way to get something that doesn't.
What we ask for back
Four takes of the opening line, said differently each time, then one full take. We cut the ad ourselves. The four openings become four tests, so one shoot often gives us a winner and three things we learned.
How creators get paid
A flat fee per video, paid within 14 days, plus a paid-usage license for 12 months. If an ad becomes a winner and runs past that, we renew the license at the same rate. Creators who keep winning get first pick of new briefs.
Maya Reyes
Creator lead. Runs a roster of 70 creators across the US.
