How to write a product brief for an Instagram creator

Reel brief requirements

Length: 15-60 seconds. 30-45 seconds is the sweet spot for product integration content. Reels above 60 seconds have significantly lower completion rates for sponsored content.

Hook direction: The first 3 seconds determine whether the Reel gets watched. Brief the hook outcome, not the exact script. "Start with the product transformation" or "open with the problem before introducing the product" gives direction without removing creative freedom.

Vertical format: Confirm 9:16 aspect ratio and that no important elements are in the bottom 20% (covered by the caption overlay) or top 15% (covered by the creator's handle).

Music note: If you have a preference for audio, include it in the brief. Original audio versus trending audio affects how widely Reels are distributed by the algorithm. Avoid requesting branded audio unless you have specifically cleared it for creator use.

Caption: Key messages to include, hashtag requirements (#ad before the first line break) and any specific call to action ("link in bio for 15% off"). Do not write the caption for the creator.

Feed post brief requirements

Image quality: Specify the aesthetic standard - natural/lifestyle photography, studio quality or authentic/lo-fi. Each has its place. Your choice should reflect your brand's existing visual identity and the creator's existing feed style.

Product placement: Specify where the product should be in frame. Primary focus, secondary inclusion or lifestyle context. The closer to primary focus, the more branded it looks - match the level to the campaign goal.

Carousel versus single image: If carousel, specify number of slides and what each should contain. Carousels typically have higher engagement than single images but require more creative direction.

Caption length and structure: Long captions (150+ words) tend to perform well on Feed posts for educational or storytelling content. Short captions work for aspirational content. Specify the intent.

Stories brief requirements

Number of slides: 3-5 for product campaigns. More than 5 and completion rate drops sharply.

Link placement: Stories are the most reliable Instagram placement for UTM links because the link sticker is available to all creators. Specify where in the Story sequence the link sticker should appear (typically slide 2-3 after context is established).

Highlights: If you want the Story saved to Highlights, specify which existing Highlight cover it should be added to (or create a campaign-specific one). Stories that are not saved to Highlights disappear after 24 hours.

Disclosure on Stories: #ad text overlay must be visible from the opening slide and large enough to read without pausing. Include this requirement explicitly.