How to Create Your Creator Handbook

Without a proper Creator Handbook, you can't expect creators to film quality content.

Author

Creative Ad Lab
April 26, 2024

Happy Friday!

I hope you’re ready for the weekend. I definitely am.

Today’s topic will make you think about your internal systems and processes.

We all expect creators to film the best content. But are we providing them with the best resources and instructions?

What you will learn today:

  • How to structure your Creator Handbook

  • What to include in your Creator Handbook

  • Practical examples

And much more…

Bonus For You

If you run an e-commerce business and spend at least $5,000 a month on ads, I will write 3 creative concepts for your brand completely free.

I want to show you our creative process and why our clients love it.

Simply fill out this form and I will send you 3 concepts tailored to your brand.

Idea of the Week

❝

Without a proper Creator Handbook, you can't expect creators to film quality content.

Jakub Szunyogh

Top Content of the Week

  • A detailed breakdown of a WINNING ad with 4.15 ROAS and 50% Hook Rate. Read here.

  • How to source UGC from your customers on autopilot. Watch here.

  • How to maximize contribution margin with dynamic pricing. Watch here.

How to Create Your Creator Handbook

Before creators start filming, make sure they are familiar with the brand voice, aesthetics, and execution you’re looking for.

Provide them with a comprehensive guide that includes do's and don'ts, style preferences, and examples of past content that hit the mark.

This prep work helps prevent a ton of back-and-forth with creators and video editors.

Define the Brand Identity

You probably have this for your internal team. Why not share it with your creators too?

Start your Creator Handbook with a deep dive into your brand identity.

This should include your mission, vision, core values, and the emotional impact you wish to have on your audience.

It’s about creating a narrative that creators can refer to as their source of truth for all content.

Visual Style Guide

This part of the guidelines should detail the visual elements that define your brand.

Include information on color palettes and any specific dos and don’ts. Add examples of acceptable variations and common mistakes to avoid.

Tone and Voice

Clearly articulate the tone and voice of your brand.

Are you friendly and conversational, or authoritative and formal?

Provide examples of phrases or slogans that align with your brand voice, and contrast these with what doesn’t work.

Formatting Preferences

For video content, outline technical specifications such as aspect ratios, resolution, file formats, and any other relevant production standards.

If there’s a preferred style of transitions or a particular pacing, mention these as well.

Providing Examples

Include links to past content that has performed well and aligns perfectly with your brand.

Analyze these examples, explaining why they work.

This can help creators internalize what’s expected when filming content.

Filming Content

Creators can film better content when they clearly understand what you’re looking for.

Explain not just what but also why.

Are you aiming to educate customers, highlight a new product feature, or target a specific audience segment?

When creators know your goals, they can film better content that aligns with your strategic objectives.

For example:

"The goal of this concept is to highlight our new eco-friendly packaging targeting environmentally-conscious consumers.”

Share Background Information

Provide context that helps creators understand the market conditions, audience insights, or competitive landscape that prompted the concept.

This might include data from market research, feedback from customer surveys, or analysis of competitor campaigns.

For example:

"Our research shows that 70% of our target audience prefers to buy from brands that demonstrate sustainability, which is why we're focusing on our new eco-friendly packaging.”

Emotional Connection

Articulate the emotional impact you hope to achieve through the creative.

What feelings do you want to evoke in your audience?

Understanding this can guide creators in the tone and style of their content.

For example:

"We want our audience to feel inspired and hopeful about making environmentally friendly choices, so the tone should be uplifting and positive.”

P.S. Let creators know you’re open to their suggestions and ideas.

One email is not enough for all the lessons we collected over 3 years of reviewing thousands of creator applications and working hands-on with hundreds of creators.

We put everything we know about sourcing and managing creators into a full guide you can access completely free here.

Poll

How did you like today's newsletter?

Thank you for reading today's edition of Creative Ad Lab. We're always looking to improve and would greatly appreciate your feedback.

Login or Subscribe to participate in polls.

How I Can Help You

Whenever you’re ready, there are 3 ways I can help you…

  1. If you’re looking for a creative partner who will handle your entire creative production, deliver winning ads every month, and help you scale, apply to work with us here. We have worked with brands like HexClad, RYZE, BestSelf, Product Hunt, Morning Brew, and others.

  2. Want me to train your internal team and implement all of our creative production systems and strategies in your business? Apply here and I will help you build an in-house team that can create hundreds of winning ads every month.

  3. If you’re looking to take your ad performance to the next level and have a consistent stream of winning creative, but don’t want to hire anyone, I have created a program that teaches you our entire creative production process and everything I have learned over 3 years of creating tens of thousands of ads.