How to write a password manager creator brief

A password manager creator brief is not a media-plan age band. It is a session: a person, a problem, a pattern of watch-time. I write it before I open a fresh account.

The sentence I actually scroll as: US English, 28-45, already bounced off LastPass news and a Notes app of passwords they screenshot, watches ‘LastPass scared me’ and ‘I reset this account for the third time’ videos after a lockout.

Problem in their mouth: I got locked out and the backup was a screenshot in an album called ‘receipts’.

Already tried: LastPass they no longer trust, iCloud Keychain they do not understand, and a Notes screenshot of logins.

Watch: LastPass scare, lockout recaps, ‘I emailed myself a password’, family-sharing fights.

Reject: the cybersecurity YouTuber whose whole grid is VPN deals.

Adjacent: lockout shame, family sharing, not homelab flex.

Steal the shape at jumptrend.co/brief. Free. No account.

What to put on the page you send a creator

That later page is not the avatar brief. The avatar brief is for the phone. The creator page is: one mechanic, one CTA, one forbid list.

Mechanic: a family vault that is not a 40-minute IT lecture, or an autofill that survives an iOS update. A live listing whose first screenshot is save-a-login, not an enterprise admin console.

CTA: Save one login, autofill it, show the family share. Stop.

Forbid: Do not ask them to claim they are now ‘secure.’ Ask them to save one login and autofill it. No medical claims. No fake “not sponsored” energy when you paid them.

A working vault they can put one login into tonight. If they never open the product, the video will be a read-through of your website.

What to ignore

Follower counts, “micro vs macro,” competitor creator lists, and anything that starts with #passwordmanager. Those belong in the outreach spreadsheet, after you have names from a feed.

Also ignore “make it go viral.” An avatar brief cannot promise that. It can only promise match.

Example video to have in your head while you write: someone locked out of email, scrolling a Notes screenshot that is a year old.

Lockout recaps already have the audience; a vault they can actually share with a partner is the next beat.

Scout is $1,500/month for the list that comes out of this brief. You approve every creator and every rate. No demo. No download guarantee.

Related: - How I find influencers - How we find creators by scrolling a real TikTok avatar - Campaigns - Brief - Money page for password managers