What to Include in a YouTube Sponsorship Brief

A good brief helps a creator make an ad that fits the channel. It also helps the brand check the right facts.

Use this page as a quick checklist. For each step, read our guide to writing a clear creator brief. To fill in each field, use the campaign brief template.

Send the full brief after the deal is clear

First, agree on the idea, the work, the fee, the rights, and the timing. Then send the full brief.

The brief should match the deal. It should not add new work or ask the creator to make a full plan for a deal that is not set.

Start with trust, the viewer, and one goal

Tell the creator why this ad may fit the channel:

• What does the viewer trust this creator to help with?
• What problem does the viewer have?
• How may the product help with that problem?
• What is the one goal for this ad?

Do not ask one ad to do many jobs. Pick one action for the viewer. Then name one main way to judge if the ad worked, such as clicks, sign-ups, or sales.

Use product proof that is true today

List the facts the creator may use. Add the source and date for each fact. This may be a live product page, a new study, or data from your team.

Check the price, offer, feature, and proof before you send the brief. If a fact has changed, fix it first.

Let the creator use their own voice

Give the creator true facts and clear limits. Let them pick the words and examples that fit their viewers.

Show what must be said, what must not be said, and what can be said in the creator's own way. Mark any words that must stay the same. Do not send a full script unless both sides chose that kind of work.

Name the work, link, and tracking

Write down what the creator will make and post:

• The ad type and where it will go in the video
• Any screen shots, demo, or other parts the brand needs
• The one link or code the viewer should use
• Each place where the link or code should go
• The name used to track the creator's results

Test each link and code before the creator records.

Put all scope fields in one place

The brief should show these parts of the deal:

• Work: What the creator will make and post
• Usage rights: Where the brand may use the work and for how long
• Exclusivity: Which rivals or product groups are blocked, with a start and end date
• Reports: What data the creator will share and when

These fields should match the deal. A brief should not hide a new task or new right.

Use dates made for this campaign

Each campaign has its own needs. Use real dates, not a set rule. List:

• When the brand will send the product, link, and final facts
• When the creator will send the first draft
• When the brand will send its notes
• When the final work will be checked
• When the video will go live
• When the results will be shared

Use one review owner

Name one person at the brand who owns the review. That person should get all notes from the team and send one clear list to the creator.

Say what the review will check, such as facts, links, and the work both sides agreed to. A new idea or new task is not a fix to the old brief.

Cut what the creator does not need

• A long brand story
• Old proof or a long list of product facts
• More than one main goal or action
• A full script that does not sound like the creator
• Vague notes, such as "make it better"
• Work that was not part of the deal

Check the brief before you send it

The creator should be able to find each answer fast:

1. Who is the viewer, and what problem do they have?
2. Why does this product fit this creator and video?
3. What is the one goal, one viewer action, and one main measure?
4. Which facts are true today, and where did they come from?
5. Which words are fixed, and where can the creator use their own voice?
6. What are the format, ad spot, link, code, and tracking name?
7. What are the work, usage rights, exclusivity, and report needs?
8. What are the dates, and who owns the review?

If an answer is hard to find, make the brief shorter and clearer.