BRAND PARTNERSHIPS
What to include in a LinkedIn creator campaign brief
A useful creator brief explains the business objective, the audience, the product story, the deliverables and the terms. It leaves room for the creator to explain the product in a voice their audience recognizes.
Start with the job the campaign needs to do
Introduce a product, explain a new feature, support an event or reach a specific kind of buyer. Pick a primary objective before choosing a format. A product walkthrough and an executive interview serve different purposes, even when both run on LinkedIn.
Describe the audience in concrete terms: founders evaluating a tool, marketers improving a workflow or teams learning how to use AI. “Everyone in business” gives a creator very little direction.
Make the brief usable
- Product: what it does, who it helps and access for testing.
- Story: the problem to explain and the claim the brand can substantiate.
- Deliverables: platforms, formats, number of posts and deadlines.
- Approval: one decision maker, a review window and agreed revisions.
- Usage: organic posting, paid amplification and how long the brand can reuse the work.
- Measurement: a tracked destination, campaign reporting and the outcome that matters.
Give the creator something real to work with
A founder-led campaign becomes more specific when the creator can test a workflow, speak with the team or show a practical application. Supply accurate product details and supporting evidence. Avoid writing a script that depends on the creator claiming an experience they have not had.
Decide how you will evaluate the campaign
Reach helps describe distribution. Clicks describe interest. Qualified inquiries and purchases connect the campaign to business outcomes. Agree on which signals are available before launch, and give longer sales cycles time to develop.
For Valerie’s content partnership work, explore previous brands and campaign formats. An inquiry should include your product, audience, objective, timing and budget.
Prepared with AI assistance from Valerie’s published work and public sources. This article is a practical guide; it does not describe a client’s results.