Posting brief

What is a posting brief?

A posting brief is the written deal behind a promoter post. It turns "can you post about our party?" into something both sides can check afterwards: which format, on which date, at roughly what time, with which asset, which caption and which account tagged. Influencer marketing has used briefs for years; in nightlife they are still often a voice note and a flyer in a group chat.

A good brief protects both sides. The organizer knows the stories go out when they are useful, not after the tickets are gone. The promoter knows exactly what earns the reward, so there is no argument afterwards about whether one story on the wrong day counted.

What goes into a brief

A brief that leaves nothing to ask covers six things:

• Format: story, feed post or reel. For events, stories do most of the work in the final week.
• Dates and time: for example one story a week before and one on the day, in the evening, when people make plans.
• Asset: the flyer, a clip or a line-up graphic, or permission to use the promoter's own photo.
• Caption and mention: what to say, which account to tag, and whether a ticket link is wanted.
• How long it stays up: a story lasts 24 hours; say whether it may come down earlier.
• The reward: what the promoter gets, and when.

Example: a brief for a Saturday party

Say a crew in Frankfurt runs a party on a Saturday. Their brief asks for two stories: one on the Sunday before, with the line-up flyer, and one on the day from 18:00, with the set times. Each story tags the party account and stays up for 24 hours. The caption is free, as long as it mentions the date. The reward is guest list plus one, for promoters whose two stories both stayed up. Five lines, and nobody has to ask what counts.

Tips for writing a brief

• Write it before you invite anyone, and do not change it once people have said yes.
• Ask for fewer posts, done well. Two stories at the right moments beat five nobody wanted to post.
• Supply a ready asset, but leave room for the promoter's own words.
• Put the dates in the brief, not in a follow-up message. Dates are what people forget.

The brief on Parmo

On Parmo every event carries its brief. Each post is a story with a date on or before the event, an asset (the "Organizer's asset" or the promoter's own shot), a caption of up to 500 characters and a mention sticker for the brand account. An optional posting hour applies to the whole brief; without one, stories go out at 18:00 UTC. Parmo publishes each story to the promoter's Instagram, and the reward is released once every story in the brief is a verified story. The brief locks when the first promoter accepts. See Write the posting brief.

Common questions

What should a posting brief include?

The format, the dates, the asset, the caption and mention, how long the post stays up, and the reward. If a promoter could ask about it later, it belongs in the brief.

Can I change a brief after promoters have agreed?

Better not, because they said yes to that brief. On Parmo the posts and the reward lock once the first promoter accepts, and a different deal means duplicating the event.