Resources
Practical notes on TikTok formats, creator collaboration, and building brand campaigns people choose to watch.
It isn't a usage rights ask, and it isn't the file you're about to get. Before the offer goes out, settle who that second post would stand in front of and whether its sound is licensed to run there.
Read articleTell them where the sound can come from. On a sponsored post, the only sounds TikTok itself makes available come from its Commercial Music Library, and anything else needs rights your side gets separately. A track name belongs in the brief in two cases: the track is part of the meme format viewers recognize and is a sound this video may use, or it is the one sound licensed for everywhere the video will run. Check every placement off TikTok before it runs — ideally before the creator picks a sound.
Read articleAsk for the raw footage only when somebody on your side could cut it and a line in your plan needs material that is not in the posted video at all. Holding the files is not the permission to reshape them.
Read articleAsk for the name when the video needs viewers to know who makes the product. Keep that decision separate from disclosure, reach, and sales.
Read articleBefore you accept a rate, agree on the number, the source, the reading date, and which distribution counts.
Read articleA camera model answers the smallest part of what you are worried about. One ask a brief can make does need more than a phone, and it is cheaper to find before you book.
Read articleThe appeal is a clip somebody says already stopped a scroll. What comes with it is whatever that clip says about your category — a sentence nobody on your side wrote, and two more things the brief has to name.
Read articleA lower view count alone does not tell you a format is worn out. Decide what another round should resolve.
Read articleBefore you conclude the category is empty, look at the words you typed. What makes a video worth starting from was never which category it came from.
Read articleA warning video shows more than the part you want to rule out. Put the restriction in words.
Read articleThe count under somebody else's video is a fact about how far it got. What decides where the campaign starts is two readings and a free check, and none of them is the count.
Read articleMoving your own end date takes one edit. What it asks of the creators who already posted depends on one thing: whether their video named the date.
Read articleAn extra post nobody agreed to is a second purchase. Two things decide it: whether it carries anything the first one didn't, and what you can put behind the ask.
Read articleA message can't move a date on somebody else's calendar. Send one to carry what they can't post without, or to get an answer that changes a move still open to you.
Read articleWhat you set aside is counted in sends, not in videos, and what goes out with each send is gone whether or not a video arrives.
Read articleA follower breakdown counts the people who follow a creator. Your campaign's viewers haven't arrived yet.
Read articleA look is a record of how somebody presents when nobody's asking. It was never a swatch to match.
Read articleTwo percentages only sit side by side if you know what each one was divided by.
Read articleThree parts, three standings, and the one you still need has its place last.
Read articleAsking under their video isn't a send. What decides it is whether any send is still waiting on you.
Read articleThe page named nothing. What's left divides by whether they published the route.
Read articleWhat's in the message decides how many can go out. The calendar doesn't.
Read articleThe date arrives whether or not you decide. The answer is in the plan that starts after it.
Read articleThe line asking viewers to comment points at a window that opened with the post, and the post isn't yours. What's left to decide is one thing.
Read articleEach box can only be opened once, and only before anybody has used what's inside.
Read articleWhat this ask covers that the file and the rights don't, and the one test that says whether you need it.
Read articleWhat the request is asking you for, and which parts of what you watched can be read by somebody who wasn't there.
Read articleThey asked how it went. Which of the things on your side is an answer, and which ones only look like one.
Read articleWhat comes back answers a different question than the one their profile left open.
Read articleA video doesn't say which part of it you meant. Write that part down and you'll find out whether you still need the video.
Read articleThe one request whose content you can't write, and how to tell whether the person in front of you has one to give.
Read articleWhich parts of the post are yours to write, which belong to the creator, and what a hashtag is doing there.
Read articleA call to action is a brief line that finishes somewhere outside the video. That changes what you check before writing it.
Read articleBefore anything can be late, something had to fix the date. What that date was holding up decides what you can still do.
Read articleA discount code is two decisions wearing one name.
Read articleThe waits that set the floor are the ones on somebody else's calendar.
Read articleWhat came back was three things at once. Only one of them is something you can hand to somebody else.
Read articleTheir screen answers where people left. It doesn't answer whether anything landed.
Read articleA retainer fixes a rate, a count and a turnaround. Everything that belongs to a campaign is still decided one campaign at a time.
Read articleNo fee means nothing is owed. What that removes is specific, and you can write it down before the box ships.
Read articleThe profile may already have named the route. That's something you read off the page, not a preference you pick.
Read articleA name arrived before the campaign did. The answer runs in the other order.
Read articleThe video did its job on their account. Putting it on yours makes you the one posting it.
Read articleYou already read that comment section. Answering in it is a different job, with a different test.
Read articleIt buys nothing about the video. What it buys is a job they don't take.
Read articleWhat the fee is attached to, which moments you can pay against, and where that decision gets written down.
Read articleWhat a finished job tells you about the creator, what it doesn't, and what a second job decides from scratch.
Read articleWhat the permission buys, when your plan calls for it, and what to settle with the creator before you pay.
Read articleWhat the lines are, how you decide how many creators to hire, and what to keep back for after the videos post.
Read articleThe permissions you buy are your media plan, written down.
Read articleThree places where your first creator list is already visible, and what to write down before you search.
Read articleWhat you buy when you hire a UGC creator, and the question that tells you whether it fits your plan.
Read articleThe making and the posting go to the creator. The message, the facts, the terms, and the judgment stay with you.
Read articleWhat you're looking at came from the video and from how far it got. You can't get the second one back.
Read articleSomething in the structure varies between versions, and it's there to do a job. Your product either does that job or it doesn't.
Read articleTwo videos can sit at the same number and mean opposite things. The count can't tell you which one you got.
Read articleA published list prices an audience. The number you'd pay is attached to a job, and the job is yours.
Read articleSilence looks the same whatever caused it. What decides your next move is what you're holding, not what they did.
Read articleThree facts decide whether they can answer you at all. One more line tells them what a yes gets them.
Read articleThe brief decides how the video gets made. The agreement decides what you're buying, and what you can do with it.
Read articleIf you wouldn't ask for a change over it, it doesn't belong in the brief.
Read articleRule people out, and order the checks by what each one can settle and what it costs.
Read articleNot every note that bothers you is a revision request. Sort them before you send.
Read articleFive accounts to help you plan your next campaign.
Read articleDecide what the content needs to communicate before you decide how it should look.
Read articleA casual setup is one thing. What makes the difference is TikTok-native content.
Read article