The campaign brief is the main creator-facing document in your campaign. It's where you share what to create, posting instructions, brand guidelines, dos and don'ts, and deadlines. A thorough brief gives creators everything they need before they start producing content.

Public Campaign Summary vs. the Full Brief

The Brief tab contains two distinct sections:

Public Campaign Summary

A short overview visible to creators on the Find Campaigns page and in their campaign manager before they're accepted. Use this to describe your campaign at a high level — content style, platforms, compensation, and timelines — without revealing proprietary creative direction or campaign strategy.

Full Campaign Brief

The detailed creative and operational brief shared with creators only after they're confirmed into the campaign. This is where you include messaging scripts, visual concepts, content requirements, linked documents, and any information you'd rather keep private during the application stage.

Set Up the Public Campaign Summary

The Public Campaign Summary is at the top of the Brief tab in Campaign Setup. It should give creators enough context to decide whether they want to apply — without revealing the full campaign strategy.

Good things to include: 

• Linked brand website or social accounts
• Content format (UGC, posted, etc.)
• Platforms required (TikTok, Instagram)
• Compensation overview
•  Timeline

Write the Full Campaign Brief

A default brief template populates in all new campaigns. You can edit it directly or replace it with your own content. The template is organized to cover the core elements most campaigns need.

You can also add campaign-specific Brand Suitability guidelines in the Marketing Plan tab of Campaign Setup. This input gives Later’s AI model custom instructions on specific areas to evaluate creators against, and the suitability summary is tailored to those guidelines when assessing creator–campaign alignment. See Brand Suitability: Evaluate Creator–Brand Fit for more detail.

Default Brief Template

The template below covers the core elements of a typical campaign brief. Customize it to fit your campaign's deliverables and platforms.

About the Brand & Product: [Describe your brand and the product(s) featured in this campaign]

Concept: [Describe the content concept — what you want creators to make and why]

Must-Hit Messaging: [Include 1–3 key talking points creators must incorporate, in their own words]

Inspiration: [Add reference images or links to inspire the content direction]

Draft Submission Guidelines:

• Submit content as you intend to post it — including all text overlays, voiceovers, and captions
• Do not watermark draft submissions
• If using music, include the song and artist name in the Additional Notes field when uploading

Platform-Specific Brief Templates

Depending on your campaign's platforms and content types, add the relevant sections below to your full brief.

Instagram Post

• [Number] in-feed Instagram post (image or video)
• Caption must contain [required hashtags]
• Caption must tag @[brand handle] as a Branded Content Partner

Instagram Reels

• [Number] in-feed Instagram Reels post
• Caption must contain [required hashtags]
• Caption must tag @[brand handle] as a Branded Content Partner
• Film out-of-app where possible for higher production value; stitch clips in-app afterward
• Create with vertical video in mind
• Do not use stickers containing licensed IP
• Do not feature logos, third-party IP, other people, or recognizable public locations without written approval

Instagram Stories

• [Number] Instagram Stories (minimum [number] slides)
• Each slide must contain [required hashtags] — add hashtags as text, not using the hashtag sticker
• Each slide must tag @[brand handle] as a Branded Content Partner

TikTok

• [Number] TikTok video ([length range] seconds)
• Caption must contain [required hashtags]
• Caption must tag @[brand handle]
• Film out-of-app where possible; edit in-app afterward
• Hook required in first 3 seconds
• Only use royalty-free music from the TikTok Commercial Library
• Use original audio or licensed sound — do not use personal music subscriptions

YouTube

• [Number] YouTube video ([length range] minutes)
• [Placement instructions — e.g., dedicated video or integration]
• Must verbally mention [brand name] within the first [time] of the video
• Include [required disclosure language] in the first 3 lines of the description
• Caption must contain [required hashtags]

Pinterest

• [Number] Pinterest Pin
• Pin must contain [required hashtags] in the description
• Link Pin to [destination URL]

Music Guidelines (All Platforms)

All music in campaign content must be copyright-free. Use the TikTok Commercial Library for TikTok content and the Meta Sound Collection for Facebook and Instagram content. Do not use music from personal subscription services — these are not commercially licensed for sponsored content. When submitting drafts, include the song title and artist name in the Additional Information field.

FTC Disclosure Guidelines

All sponsored content must include a clear, prominent disclosure. Accepted formats:

• #ad or #sponsored (with brand name)
• #Gifted (with brand name — "#Gifted" alone is not sufficient)
• Verbal disclosure in video: "This video is sponsored by [Brand]" or "This is a paid partnership with [Brand]"

Disclosure language must match the language of the post. If a creator posts in Spanish, the disclosure must also be in Spanish. Disclosures must appear at the start of video content, not buried in captions or at the end.