Three reads against the list
LMNT has 503 sponsored videos from 115 creators in our data, so it's a good brand to learn from. These are Dennis's calls from going through three of its reads on camera.
| What to check | Creator talking about pregnancy | Creators talking about workouts | Podcast host |
|---|---|---|---|
| States the problem | No | Names brain fog and cramps, then moves on | Yes, starts with why water alone isn't enough |
| Sounds like the creator | Yes | The opening sounds scripted | Yes |
| Answers doubts | No | No | Partly |
| Gives a specific use | Mentions pregnancy but doesn't explain it | Yes, hot weather and workouts | Yes, after a sauna or a hard workout |
| Says who it's not for | No | No | No |
| Mentions a downside | No | No | No |
| Shares what they liked | Yes, a favorite flavor | Yes, a favorite flavor | Yes, a favorite flavor |
Source: Breakdown of Sponsored Influencer Videos That Actually Sell, Dennis Ksendzov, YouTube, January 2026
Why the two missing ones matter
When a read says who a product isn't for, the people it is for lean in. Say "this is for anyone who trains," and the people who train listen harder.
A downside makes the rest believable. With no downside at all, a product sounds too good to be true. Superman was hard to relate to until he had kryptonite.
The trick is to pick a downside that can also read as a good thing, like a drink that leaves you feeling a little full and extra hydrated.
“A big problem people make is they don't explain who it's not for because this will reel in the audience for who it's for.”
Breakdown of Sponsored Influencer Videos That Actually Sell, January 2026
What to put in the brief
- Give three problem statements. A lot of the time creators go blank, and a problem to start from lets them fit their own story into it.
- Offer a couple of opening lines to pick from. If people skip the opening, they skip the ad, and "today's sponsor is" sounds scripted. "Let me tell you about an experience I've been having" sounds like a person.
- List the common doubts, so the creator can answer them before the viewer asks.
- Say who the product is for and who it isn't for.
- Add one or two downsides they're allowed to mention.
- Message the creator first and ask what they liked and where they use it. Then ask them to mention those things in the read.
- If your product isn't FDA approved, keep guarantees and scare tactics out of the words, and add a clear disclaimer.
Then give the creator room
A good creator knows their audience much better than you do. Treat the brief as talking points, and let them say it their own way.
A smooth move from the video into the read and back also gives people less reason to skip.