I run a lot of TikTok creator campaigns and one thing I've learned is that brevity forces focus. Creators don't want long PDFs or endless back-and-forths — they want a clear, usable brief they can read quickly and act on. So I built a "90-second creator brief": a compact, scannable file that gives creators everything they need to produce TikTok content that actually drives signups.
Why 90 seconds?
Creators are busy, attention spans are short, and the platform rewards instinctive content. If a brief takes longer than the average TikTok soundbite to consume, it risks being ignored or misinterpreted. A 90-second brief forces you to strip out fluff and focus on what matters: the one key action, the audience, the hook, and the measurable outcome.
The components of a 90-second brief
Here’s the structure I use every time. It fits on a single mobile screen if you format it right, or a one-page doc if you prefer that approach.
One-page brief template (HTML-friendly)
| Core goal | Acquire trial signups at $15 CAC |
| Target user | Young professionals using side-hustles, 22–30, UK & US |
| Single CTA | Link in bio → 14-day free trial |
| Key hook idea | "How I stopped overpaying for X — here's the tool I used" |
| Must-have moments | |
| Tone & examples | Casual, helpful, slightly cheeky. See @creatorA and @creatorB |
| Mandatory copy | "14-day free trial. No card required." |
| Creative freedom | Creator can change hook, use own audio, show own setup |
| Deliverables & rights | 16:9 & 9:16 cuts, raw file. 6 months non-exclusive |
| Measurement | Use UTM: mediaflash.co/track ; report signups within 7 days |
| Contact | @campaignmanager on TikTok, review within 24 hours |
How I use this in practice
When I run a campaign, I convert that template into a short doc or a stickered image and send it via DM or email. I pair it with a 15–30 second kickoff call (or a 3-minute Loom) only when the creator is new to the brand. For creators I’ve worked with before, the 90-second brief plus a sample creative is enough.
I also include a mock script when I want more control. But I label it clearly as "optional script" — creators hate being boxed in, and the best performing TikToks usually deviate from scripts in small, honest ways.
Examples of hooks that work for signups
Metrics to include in the brief
Don't ask creators to be data scientists, but they should know the metrics that matter. Include three simple KPIs: view-to-click rate, click-to-signup rate, and cost-per-signup target. If you're running ads on top of organic creator posts, note the budget and target CPA so creators understand the commercial constraint.
Common pushbacks from creators — and how to handle them
Quick tips to make the brief more usable
I've tested this format across fintech trials, productivity apps and indie ecommerce launches. The common thread: creators appreciate clarity, but they need creative space. The 90-second brief gives them guardrails, not a chokehold. It reduces back-and-forth, speeds up approval cycles and — most importantly — helps teams focus on the metric that actually matters: signups.
