What to agree on before filming so the creative work and the business goals stay aligned.
Write the goal in one sentence
Say what you want to achieve and who should care. This gives the creator a reason to choose certain details and leave others out. A vague request to make something viral is not an actionable campaign objective.
Provide a factual source of truth
Include product names, available locations, dates, conditions, accurate pricing where relevant and claims that must not be made. Give one contact person responsibility for answering questions. Information scattered across chat messages invites mistakes.
Agree on production and approvals
Specify the number of videos or story frames, required tags, drafts, feedback rounds and publishing window. Be realistic about travel and filming conditions. If there are legal disclosure requirements, include them early rather than on publication day.
Confirm rights and reporting
Document reposting permissions, advertising rights, territories, duration and whether raw files are included. Decide which metrics will be shared and when. Everyone should know what a completed campaign looks like before work begins.
Good content begins with understanding people — not copying the last trend.
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