When you're not happy with the submissions you're getting, the brief is where to look first. Every creator who submits to your campaign — whether it's a Contest, a Deal, or a CPM deal — is working directly from what you wrote. If the content is missing the mark, your brief is the lever to pull.
This is especially true for CPM deals, where creators submit without prior brand approval. The brief is doing a lot of the heavy lifting, and the more specific it is, the better your results will be.
Not Sure Where to Start? Use the Brief Builder
If writing a brief from scratch feels daunting, use our AI Brief Builder to get a strong starting point in seconds.
Here's how it works: you provide your company information and any inspiration content — TikTok videos, references, or examples of content you like — and the Brief Builder generates a tailored brief based on what's actually working on the platform. It studies the viral concepts behind your inspiration content and fine-tunes a brief specifically for your brand.
You don't have to use it, and you're free to edit anything it produces. Think of it as a first draft — one that's already grounded in what performs.
Your Brief Is Your Creative Direction
Think of your brief the way a director thinks about a script. Creators want to get approved and get paid — they will follow your instructions if those instructions are clear. Vague briefs produce vague content.
If you want:
A specific hook or opening line → write it out
The product shown within the first 3 seconds → say so
A certain tone, setting, or style → describe it in detail
A specific call to action → include the exact wording
You can be as specific as you want. There is no such thing as too much detail in a brief. Creators will thank you for it, and your submissions will reflect it.
If You're Getting Low-Quality Submissions, Update Your Brief
Not happy with what's coming in? That's your signal to edit.
Some common reasons submissions miss the mark — and what to do about it:
The instructions are too open-ended. If your brief says "be creative," creators will interpret that in a hundred different ways. Add concrete examples of what good looks like — reference videos, shot types, scripts, or specific moments you want captured.
The rules aren't clear enough. If something is a hard requirement (showing the product, mentioning a specific feature, filming in a certain way), make it a rule — not a suggestion buried in the description.
The style expectations aren't defined. If you have a specific aesthetic in mind, describe it. Fast-paced and energetic? Calm and educational? POV or talking-head? The more you paint the picture, the more likely creators will match it.
Your brief is editable at any time. Treat early submissions as feedback, update your brief, and watch the quality shift.
The Brief Is Your Responsibility — And Your Advantage
Posted provides the platform and the creator network. What we can't do is write your brief for you. The quality of the content you receive is a direct reflection of the quality of the brief you provide.
If you're consistently getting content that doesn't represent your brand well, the answer isn't to keep rejecting submissions — it's to tighten the brief so creators know exactly what you're looking for before they hit record.
The brands that get the best content on Posted are the ones who treat their brief like a proper creative document.
Need Help Building a Better Brief?
If you want a second set of eyes on your brief or need more hands-on support, our strategy team is here to help.
We'll walk through your campaign goals, look at what's working and what isn't, and help you build a brief that gets you the content you actually want.