Negotiating Deliverables, Creative Guidance, and Approval Workflows

Define Deliverables So They’re Measurable (and Easy to Execute)

Negotiation gets smoother when deliverables are written in a way that leaves no room for interpretation. “One TikTok” is vague; “one 25–35s TikTok with a 2-second hook, product demo, and pinned comment linking to the offer” is actionable. Precise deliverables reduce back-and-forth, prevent missed expectations, and make approvals faster.

Deliverable dimensions to specify (use all that apply)

• Quantity: number of posts and any supporting assets (e.g., 1 Reel + 3 Stories + 5 Story frames with link sticker).
• Format: Reel/TikTok/Short/Story/Carousel/Live; clarify if it must be native (shot for platform) vs repurposed.
• Length: exact range (e.g., 20–30s) and any required segments (hook, demo, CTA).
• Hook requirements: first 1–3 seconds must include a pattern interrupt, problem statement, or outcome promise; specify if text-on-screen is required.
• Key talking points: bullet list of must-include points (benefits, differentiators, who it’s for, how it works).
• Claims boundaries: what can/can’t be said (especially for health, finance, safety, before/after).
• CTA placement: where the CTA appears (spoken, on-screen text, caption, pinned comment) and how many times.
• Link/coupon use: exact URL, UTM rules, discount code format, where it must appear (bio link, link sticker, caption, pinned comment).
• Posting window: earliest/latest publish date, time zone, and whether the creator chooses the exact time.
• Caption requirements: include hashtags or avoid them; required disclosure language (e.g., “#ad”); brand handle tagging.
• Comment pinning & engagement: whether to pin a specific comment, respond to comments for X hours, or answer FAQs.
• Usage rights (if applicable): whether the brand can repost, run as ads, or use on website; duration and channels.
• Exclusivity (if applicable): competitor category restrictions and duration.

Step-by-Step: Turn “We Need Content” Into a Negotiable Deliverables Sheet

Step 1: Start with the minimum viable package

Begin with the smallest set that can still perform. Example: one short-form video plus one supporting Story sequence. You can add options later (whitelisting, extra hooks, additional cutdowns) without overwhelming the creator.

Step 2: Convert performance needs into creative requirements

Instead of asking for “high quality,” translate what typically drives results into concrete requirements:

• Retention: hook in first 2 seconds; quick cuts; show outcome early.
• Clarity: demonstrate product in use; show steps; avoid jargon.
• Conversion: CTA appears both in-video and in caption/pinned comment; link/coupon is easy to find.

Step 3: Specify what must be exact vs what is flexible

Creators need room to perform in their own style. Mark each requirement as:

• Non-negotiable: compliance, claims, disclosure, link/coupon accuracy, prohibited topics, posting window.
• Preferred: length range, CTA phrasing, shot list suggestions, caption style.
• Creator’s choice: scripting style, humor level, filming location, editing style, storytelling format.

Step 4: Add “acceptance criteria” so approvals aren’t subjective

Acceptance criteria are simple checks that determine whether a deliverable is approved. Example:

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• Video is 25–35 seconds.
• Mentions 3 key talking points (listed).
• Includes on-screen text naming the product in first 5 seconds.
• CTA includes code START10 and points to the correct link.
• No prohibited claims or language.

Step 5: Put it in writing as a one-page deliverables table

Creative Guidance: Set Boundaries Without Killing Authenticity

Creators perform best when they can use their own voice. Your job is to protect the brand and ensure clarity—not to rewrite their personality. The cleanest way to do this is to define boundaries (what cannot happen) and intent (what the audience should understand/feel), then let the creator choose the execution.

Brand safety boundaries to define

• Prohibited topics: politics, religion, sensitive events, explicit content, unsafe behavior, hate/harassment.
• Visual restrictions: no competitor products in frame; no alcohol; no minors; no driving shots; no weapons; no medical settings (if relevant).
• Tone restrictions: avoid profanity; avoid insults; avoid fear-based language; avoid shaming the viewer.
• Community guidelines risk: avoid “before/after” if it triggers platform moderation; avoid banned words; avoid misleading thumbnails.

Claims and compliance (write these as “allowed / not allowed”)

Claims are where brands get exposed. Provide a short list that creators can follow without legal training.

Prohibited language and “safe alternatives”

Instead of only saying “don’t say X,” offer replacements that keep the creator’s voice intact.

• Replace: “This will change your life” with: “This made my routine easier”
• Replace: “Guaranteed results” with: “Results vary, but here’s what I experienced”
• Replace: “Doctor-approved” with: “I like it because…” (unless you can substantiate the claim)

Preserve authenticity with “creative lanes”

Give creators 2–4 proven angles (lanes) and let them pick one. This keeps content on-strategy while staying native to their style.

• Lane 1: Problem/Solution: show the pain point, then the product as the fix.
• Lane 2: Tutorial: “how I use it” step-by-step.
• Lane 3: POV/Storytime: a personal moment that leads into the product.
• Lane 4: Myth-busting: address a misconception, then clarify.

Approval Workflows: What to Review, When, and How Fast

Approvals should protect accuracy and compliance while keeping momentum. Over-approving (or slow approvals) can push creators into missed posting windows and lower performance. Under-approving can lead to incorrect links, risky claims, or off-brand messaging.

Choose the lightest approval level that still manages risk

Recommended turnaround times (set expectations upfront)

• Brand review SLA: 24–48 business hours per round (faster if the posting window is tight).
• Creator revisions: 24–72 hours depending on complexity.
• Max rounds: 1–2 rounds for most content; more rounds usually means the brief wasn’t clear.

Put these in writing so the creator can plan filming and editing time. If you need a faster turnaround, negotiate it explicitly (and expect it to affect pricing).

What to check during approvals (performance + compliance)

• Accuracy: product name, features, pricing, link, code, availability.
• Compliance: disclosure (#ad), claims, prohibited language, restricted visuals.
• Clarity: viewer can understand what it is and why it matters within 5–8 seconds.
• Conversion path: CTA is obvious; link/coupon is easy to find; pinned comment is correct.
• Platform-native fit: pacing, framing, audio levels, captions/on-screen text legibility.

Feedback That Improves Performance (Without Sterilizing the Creator)

Creators often fear feedback because it can turn their content into an ad that doesn’t match their audience. You can avoid this by giving feedback that is specific, tied to outcomes, and respectful of the creator’s style.

Use a “keep / change / test” feedback format

• Keep: what’s already working (tone, pacing, comedic beat, storytelling).
• Change: what must be fixed (incorrect claim, missing disclosure, wrong link, unclear CTA).
• Test: optional performance improvements (alternate hook, earlier product reveal, stronger on-screen text).

Make feedback observable and time-stamped

Vague notes like “make it more exciting” lead to confusion. Instead:

• Better: “At 0:02, add on-screen text naming the product so viewers know what they’re watching.”
• Better: “At 0:18, move the code mention earlier and repeat it once in the caption.”
• Better: “Replace ‘guaranteed’ with ‘in my experience’ to stay within claims guidance.”

Prioritize edits that protect the hook, clarity, and CTA

If you request too many changes, you risk flattening the creator’s voice. When in doubt, prioritize:

1. Compliance and accuracy (non-negotiable)
2. Hook strength (retention)
3. Product understanding (clarity)
4. CTA visibility (conversion)
5. Polish (nice-to-have)

Give creators options, not rewrites

Instead of rewriting their lines, offer 2–3 acceptable alternatives and let them choose what fits their voice.

Instead of: “Say exactly this line.”  Use: “Any of these work—pick what sounds natural:”  1) “If you want to try it, use code START10.”  2) “I’ve got a discount code—START10—if you want to test it.”  3) “Code START10 gets you 10% off if you’re curious.”

Deliverables Checklist (Copy/Paste)

• Platforms: __________
• Deliverables: # of posts + type (Reel/TikTok/Short/Story/Carousel/Live): __________
• Specs: vertical 9:16? length range? caption required? __________
• Hook requirement: first ___ seconds must include: __________
• Key talking points (must include):
  • 1) __________
  • 2) __________
  • 3) __________
• Prohibited claims/language: __________
• Required disclosure: __________
• CTA: placement (spoken/on-screen/caption/pinned comment): __________
• Link: __________ (UTM rules: __________)
• Coupon code: __________ (exact formatting: __________)
• Tagging: brand handle(s): __________
• Posting window: earliest ___ / latest ___ (time zone: ___)
• Pinned comment: yes/no; text provided by brand? __________
• Engagement expectation: reply for ___ minutes/hours; FAQ guidance: __________
• Approval level: none / outline / script / rough cut
• Review SLA: brand returns feedback within ___ business hours
• Revision rounds: max ___ rounds
• Final asset delivery: file type (mp4), no watermark, via: __________
• Usage rights (if applicable): organic repost / paid ads / website; duration: __________
• Exclusivity (if applicable): category: __________; duration: __________

Sample Creative Brief Outline (One Page)

1) Campaign snapshot

• Product/service: __________
• Audience: __________
• Single-minded takeaway: “After watching, the viewer should believe: __________”

2) Deliverables

• Platform + format: __________
• Quantity: __________
• Length/specs: __________
• Posting window: __________

3) Messaging requirements

• Hook direction: (choose 1–2 lanes) __________
• Must-say talking points: __________
• Nice-to-say points: __________
• CTA: exact link/code + placement rules: __________

4) Creative boundaries

• Brand safety: prohibited topics/visuals/tone: __________
• Claims: allowed vs not allowed: __________
• Prohibited words/phrases: __________

5) Proof and assets provided by brand

• Product shots/logo guidelines (if needed): __________
• FAQ or objection handling: __________
• Examples of high-performing angles: (links) __________

6) Approvals and timeline

• Approval level: outline/script/rough cut/final: __________
• Brand review SLA: __________
• Max revision rounds: __________
• Planned publish date: __________