General guidelines + Vidovo’s recommended approach
A strong campaign brief is the foundation for getting authentic, high-quality content from creators. It sets expectations clearly while giving creators the freedom to make content that feels real and relatable.
Vidovo’s Recommended Two-Step Approach
Step 1: Start With Creative Freedom
Begin with a light brief that outlines the basic do’s and don’ts but leaves room for flexibility. Let creators test the product and craft their own approach. Authenticity shines when creators have the freedom to showcase how they genuinely use and love the product.
Step 2: Refine With Structure
After testing initial content and seeing what performs, refine your direction with heavier briefs or light scripting. This phase doubles down on what’s working while still maintaining a natural, organic feel. Think of it as fine-tuning rather than controlling.
Note: This is just a recommended starting point. Always apply what’s already working for you — we mainly suggest this approach if you’re new to creating briefs!
General Content Requirements
When setting up your campaign, we recommend requiring a few universal standards so creators deliver consistent, usable content.
Deliverables: Decide upfront whether you want a fully edited video or the raw footage. Requesting both is allowed, but keep in mind it usually increases creator cost.
Video Quality: Minimum 1080p resolution, steady framing, and clear focus. Natural light is preferred over harsh artificial lighting.
Audio: Speech should be crisp and free of background noise. If music is added, it must be cleared for commercial use and kept lower than the voice.
Aspect Ratios: Common formats are 9:16 and 4:5, but adjust to whichever platforms you prioritize.
Captions: Strongly encouraged. If used, keep them simple and clean — either native Instagram/TikTok fonts or an uncluttered captions app style.
Length: 15–60 seconds tends to work best. Avoid exceeding 60 seconds unless longer content is part of your strategy.
Messaging: Keep delivery conversational and authentic, not scripted. Encourage creators to highlight no more than 1–2 unique selling points naturally.
Closing CTA: Require a clear, brand-appropriate call-to-action at the end of each video.
To minimize back-and-forth, make your absolute must-haves explicit in the brief from the start.
Example Campaign Brief Structure
Overview
Short intro to the brand/product.
What the campaign is trying to achieve.
Content
Choose from one of the approved content concepts.
Outline the type of deliverable (e.g., 15s TikTok, 30s Reel).
USPs (Selling Points)
Include 1–2 key product or brand benefits.
Phrase them naturally in your own words.
Do’s & Don’ts
✅ Show product in natural lighting.
✅ Keep content within 30–60 seconds.
❌ Don’t mention competitor brands.
❌ Don’t use copyrighted music.
👉 A campaign brief should inspire creators, not restrict them. Give them room to be authentic, then use Vidovo’s two-step process to refine based on what works best.