How to write a sober-curious app creator brief

A sober-curious app 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, 26-38, already bounced off I Am Sober streaks and a Dry January badge they hid, watches ‘I am not an alcoholic I just hate Sunday’ and mocktails-that-still-feel-sad videos after a wedding RSVP.

Problem in their mouth: I missed one Saturday and the app treated me like I fell off a cliff.

Already tried: I Am Sober they felt watched by, Dry January they broke on the 12th, and a group chat that still sends bar photos.

Watch: sober-curious, ‘I hate Sunday’, Dry January collapse, NA-beer arguments, wedding-RSVP dread.

Reject: the recovery-coach selling a $2k container whose content is medical-adjacent lectures.

Adjacent: Sunday dread, wedding RSVPs, not clinic ads and not drinking-game content.

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 day counter that does not lecture a slip, or a Saturday-night plan that is not a 12-step clinic. A live listing that is a day counter or a plan, not a treatment center.

CTA: Open the counter, plan Saturday, no lecture if they skip.

Forbid: Do not ask them to diagnose anyone or say the app cured them. Ask them to log a Saturday plan. No medical claims. No fake “not sponsored” energy when you paid them.

A working counter they can start without a community feed of strangers. 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 #sobercurious. 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 declining a drink, opening a streak app that scolded them for last Saturday, and closing it.

Sunday-dread videos already have the audience; a counter that does not lecture a slip is the tone they will actually keep open.

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 sober-curious apps