Creative concept
The hook, story and CTA that guides the creator.
The creative concept is the narrative framework for your brief. It gives creators a starting point without scripting every word, leaving room for their natural voice and style.
The hook
The hook is the opening moment that stops someone from scrolling. Describe the problem, emotion, or situation it should capture. Example: 'Open with a relatable moment of frustration before discovering the product' or 'Start mid-action with the product already in use'.
The story
Describe the arc of the content. What journey should the viewer go on? A common structure is problem → solution → proof, but you can also use before/after, tutorial, or day-in-the-life formats. The more specific you are about the middle, the more consistent the output will be across creators.
The CTA
Tell creators what action the viewer should take at the end. Be specific: 'Visit the link in bio', 'Use code AGENTIC for 20% off', 'Download the app in the App Store'. Vague CTAs like 'check it out' reduce conversion performance.
References
You can include links to existing content that captures the style or energy you are looking for. References help more than long descriptions when it comes to tone and pacing.