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Toolkit · PDF + brief + spreadsheet
Brief creators once and get ads you can run
For online stores, apps and service businesses that hire creators: the brief, hooks, shots and rights paperwork that turn a creator's first draft into a usable ad.
120 hooks in 12 angles6 example scripts30-shot shot listEditable brief + spreadsheet
- A one-page, 20-line brief with Reels and TikTok specs and safe zones
- 120 hooks in 12 angles, each with the opening shot that makes it work
- Usage rights, partnership ads, Spark Ads and disclosure, checked against platform rules
$19One-time · instant download
Fewer reshoots, and ads you're cleared to run.
- 41-page PDF, Word templates and a spreadsheet
- Word, Google Docs, Excel and Google Sheets
- Download links by email, yours to keep
- Free updates to this edition
Secure checkout by Stripe. Files arrive on screen and by email the moment you pay.
Sound familiar
Creator videos that look good and still can't run as ads
Most problems with creator ads start before filming: a vague brief, a missing rights clause or a hook nobody planned.
Nice video, not an ad
The creator’s video was nice, but we couldn’t actually run it as an ad.
The product shows up late
The product doesn’t appear until second 8 of the video.
No raw footage to recut
We paid for one video and can’t recut it, because we never asked for the raw footage.
The Spark code expired
Our Spark code expired, and the ad just stopped running.
Unsure what we can run
I don’t know whether we’re allowed to run this from the creator’s account, or for how long.
Hooks that sound like ads
Every hook we get sounds like an ad: “Hey guys, you NEED this.”
34.5%
lower cost per result for Reels campaigns built in 9:16 video, with audio and key messages inside the safe zone, compared with image ads, across 15 split tests.
Source: Meta for Business
What you get
The brief, the hooks and the paperwork, in files you can edit
Each chapter ends with something you can hand to a creator or use in Ads Manager the same day.
The guide (PDF, 41 pages)
9 chapters with 120 hooks in 12 angles, 6 complete example scripts, a 30-shot shot list, a creator scorecard and a testing plan for creator ads.
Brief and creator templates (DOCX)
The 20-line creator brief with filming setup and shot codes, a draft feedback form, a 25-item rights and disclosure checklist and 6 outreach messages.
Hook library and tracker (XLSX, 5 tabs)
All 120 hooks, filterable by angle and business type, a 100-row creator tracker that flags rights and permissions expiring within 30 days, and the scorecard.
Chapter by chapter
- What makes creator-style ads work
- The brief a creator can follow
- The hook library
- Scripts that follow the five jobs
- The shot list library
- Finding and vetting creators
- Rights, partnership ads and disclosure
- Reviewing drafts without a third round
- Testing creator ads
Look inside
Real pages from the toolkit
The free sample covers chapter 1, the one-page creator brief from chapter 2, and the first page of problem hooks.
After you work through it
What changes from your next brief
- A one-page brief that gets a usable first draft, with specs that work on both Reels and TikTok
- Three hooks for any product in minutes, from the angle that answers your buyer's objection
- Creators scored and priced the same way every time, with usage rights bought separately from the video
- Meta partnership ads and TikTok Spark Ads set up correctly, with no rights or permission expiry missed
- Creator ads tested in numbered batches, so you know whether the angle, the hook or the creator made the difference
From our work
Creator content in our client work
Both projects appear in the toolkit and are written up on our site, with the numbers.
ONLINE SALES
1,032 of 1,276 purchases from one creator-content campaign
A body makeup brand’s automated Meta campaign ran on creator content at a 2.03 return, and the next quarter’s plan was modelled on that winner.
ONLINE SALES
121 sales from 15 creators, more than every ad combined
An online course gave each creator a tracked checkout link and a coupon: 2,610 clicks at a 4.6% conversion rate.
Is it right for you
Who gets the most from it
Made for you if
- You run marketing for an online store, app or service business and hire creators for paid ads
- You are a junior marketer handed a creator budget for the first time
- Your brand is moving from organic influencer posts to creator-led paid ads
Probably not for you if
- You are a creator looking for brand deals: it's written from the brand's side
- You want a list of creators or agencies to hire
- You sell health, finance, alcohol or children's products and have no legal review for claims
How to use it
STEP 1
Day 1, about an hour
Read chapters 1 and 2, then fill in the brief for one product.
STEP 2
Day 2, 20 minutes
Pick 3 hooks that fit the brief’s angle and rewrite them in your buyer’s words.
STEP 3
Days 3 and 4
Score creators, send outreach, and agree rights and permissions before anyone films.
STEP 4
Days 5 to 7
Review drafts with the feedback form, then launch your first numbered batch.
The Word file opens in Word, Google Docs and Pages. The spreadsheet works in Excel, Google Sheets and Numbers. No macros, no add-ons.
Questions
What brands ask before they download
What format are the files, and what do I need to open them?
A PDF guide for any PDF reader, a Word file that also opens in Google Docs and Pages, and an .xlsx spreadsheet that works in Excel, Google Sheets and Numbers. No macros and no add-ons.
Who is it for: brands or creators?
Brands. It's written for the person who briefs creators, approves drafts, buys usage rights and runs the ads, at an online store, app or service business.
Does it cover TikTok and Instagram?
Yes. Specs, safe zones, music rules, Meta partnership ads and TikTok Spark Ads were checked against Meta and TikTok help pages.
Are the 120 hooks generic templates?
No. Each hook is written for a specific angle, with the opening shot that makes it work and a note on which business type it fits. Hooks that describe a real event are marked "only if true".
Is this legal advice on disclosure?
No. It summarises platform rules and the FTC's Endorsement Guides as a sound default. Regulated categories should get a legal review for each market they sell in.
How do I receive it?
The download links appear on screen as soon as payment completes, and the same links arrive by email. They keep working, so you can download again later.
Instant download
Send your next creator a brief that works
The guide, the 120 hooks, the brief template and the creator tracker, delivered the moment you pay.
$19One-time · instant download
Fewer reshoots, and ads you're cleared to run.
- 41-page PDF, Word templates and a spreadsheet
- Word, Google Docs, Excel and Google Sheets
- Download links by email, yours to keep
- Free updates to this edition
Secure checkout by Stripe. Files arrive on screen and by email the moment you pay.
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