Below are a few suggestions for your first campaign in terms of formatting your brief.
Remember, the more details and key information the publisher can take, the better. We want to ensure that when creating the campaign, we are attracting the publishers to take a bite into the content. High-quality images are also key.
You can also reach out to our support team at any time to get more tailored assistance on specific campaigns.
Headlines
Your headline is the single biggest driver of whether a publisher accepts your campaign. The winning formula is: Key USP + Newsworthy Event + Call to Action (e.g. a discount code).
Do:
Include your brand name — it's the strongest driver of acceptance.
Keep it short and use simple, everyday words.
Write it as a statement, not a question (say what the product does, rather than "Struggling with acne?").
Write any discount into the sentence itself rather than in brackets at the end.
Example: Skincare Brand's Plant-Based Serum Is Winning Over Acne and Rosacea Sufferers — Save 20% With an Exclusive Code.
Description
Aim for roughly 300–400 words (about 7–10 paragraphs). Cover:
A short brand story / "about us" for context (keep this brief).
Your key USPs — what makes you better than the rest.
The purpose of the campaign (e.g. product launch, promotional event).
What the offer looks like (e.g. a discount code or free gift).
Put the campaign specifics and the offer near the top, use bullet points, and include specific numbers where you can!
CPC
A competitive CPC is one of the most effective levers for getting picked up quickly — a slight increase can be the difference between a brief being accepted or left unaccepted, and CPCs naturally rise around key retail periods like BFCM. As a guide, we typically recommend $2–5 in the US, £1.50–£2.50 in the UK, and $3–5 in Australia, with a minimum of $1.
Budget
Budget recommendations vary by campaign, and by how many publishers and regions you're targeting. We generally recommend a budget that lets you test a few best-fit titles for your first campaign. If you'd like tailored budget recommendations, our team is happy to help via the chat.
Campaign Duration
We recommend a minimum of 6–8 weeks for any campaign — the longer, the better, as publishers need time to accept, then produce and promote the content.
If your campaign is tied to a sale (e.g. BFCM), publishers understand these will run shorter. For listicle-led campaigns, we recommend 3+ months, as listicles tend to deliver more slowly and a longer window helps the publisher maximise your budget.
Lead Time
Where possible, allow a 2–3 week lead time so publishers can prepare and schedule the content, plus a 2–3 week window after publication for them to actively promote it.
Link / URL
Link to a specific, relevant page rather than your homepage where you can — readers clicking through already have context and are closer to converting.
We generally suggest enabling deeplinking, which lets the publisher promote any relevant product on your supplied domain. If you'd prefer the publisher to focus on a single product, leave deeplinking off.
Assets
Upload a mix of product-focused and lifestyle images (5–10 ideally), in both portrait and landscape, each under 5MB. Aim for high-quality, "Instagram-worthy" imagery — and make sure at least one image is uploaded so your campaign stands out on the publisher's dashboard. If needed, you can also share a Google Drive link in the description.
Publishers
Aim for 4+ publishers with a good audience fit for your brand. Because campaigns are first-come, first-served, pitching several titles creates urgency and increases your chance of pickup. If you'd like tailored publisher recommendations, our team can help via the chat.