What should I say in a creator brief to get the best possible content?

Brief elements that produce great creator content vs mediocre: What great briefs have: (1) A genuine story or insight about the brand — not marketing copy. (2) Clear hero message — one thing, not seven. (3) Specific visual references — 3 example posts or Reels in the tone you want. (4) What freedom looks like — "you can open however you want, just mention X by minute 1." (5) 2–3 "must includes" vs a 20-point checklist. What kills content quality: briefs that read like press releases, mandatory scripted lines, excessive brand claim requirements. The best creators take 20% of the brief and fill 80% with their own creativity — that ratio produces the best content. Your brief should inspire, not restrict. Share your brand's actual story — why you started it, the problem you solve — and let creators turn it into their own narrative.