Running a creator campaign
Quick answer. The brand side. How to write a brief that gets clips you can use, what actually moves the rate you pay, and which of the numbers in a campaign report answer a question worth asking. Written for the person buying, not the person filming.
3 guides in this topic
How to Write a Brief That Gets Usable Clips
The brief decides what you get back. What to specify, what to leave alone, and the four omissions that cause most rejections.
What to Measure in a Creator Campaign
Which number answers which question, why engagement rate misleads, and what a view actually is on each platform.
What Determines Your CPM in a Clipping Campaign
The factors that move the rate you pay per thousand views in a creator clipping campaign — and how to judge whether a quote is fair.
The brief does most of the work
Almost every rejected clip is a brief problem rather than a creator problem: something you needed was never written down. Twenty minutes spent on the four things a brief has to answer saves a fortnight of rejections, and it is the only part of a campaign that is entirely within your control before anything is filmed.
Specify constraints, not creative
The instruction that helps is a boundary — what must not be claimed, what must not be in frame. The instruction that hurts is a storyboard, because it removes the only thing you were buying: somebody else's instinct for what holds attention in their own feed. Count how many of your sentences start with “must not” versus “must”.
Decide what you are measuring before you launch
Each metric answers a different question, and the one that matters most — did this do anything for the business — cannot be answered retrospectively if the baseline was never recorded. A number you decided on in advance is a result; a number you interpret afterwards is a story.
Other topics
What it pays · Starting out · Making the video · Rules and proof · Which route to take
Or see every guide. The figures behind all of them are on OVERCLIP at a glance.
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