The Creator Autonomy Paradox | Later

What ‘briefing for outcomes’ truly appears to be like like 

Model-creator alignment begins with the transient. Fifty-three p.c of creators cite clear briefs as crucial. But, solely 10% of them really feel that they’ve any management over the content material they produce. The excellence between a controlling transient and a results-oriented transient comes all the way down to the place the inventive selections reside.

A controlling transient tells a creator what to say, find out how to say it, what to indicate, what sequence to comply with, and which model speaking factors to hit. It treats the creator as a manufacturing car. A results-oriented transient tells the creator what you’re making an attempt to perform and what you may’t compromise on, then trusts them to determine the ‘how.’

Right here’s what a controlling transient appears to be like like:

Open with a direct point out of the product identify. Display the [specific feature] within the first 15 seconds. Embrace the next three key messages: [bulleted list]. Finish with the model tagline verbatim. Don’t reference rivals. Footage should be shot in pure mild. The caption should embody [specific hashtag and call to action].

Examine that to this results-oriented transient instance: 

• Objective: Drive consciousness amongst 25-35 yr previous ladies contemplating a profession change.

• Should-haves: Disclose the partnership per FTC pointers, embody our URL in bio through the marketing campaign window.

• Can’t-haves: Don’t place us as a final resort or disaster product. 

• Success appears to be like like: Content material that sparks real dialog in your feedback. All the pieces else? Your name. You recognize your viewers higher than we do.

The outcomes-oriented transient could also be extra open-ended, however in some methods, it’s tougher to write down. It requires the model to be genuinely clear on what success appears to be like like. However that readability, mixed with inventive latitude, is precisely what unlocks a creator’s finest work.