How to write a brief that gets you a video that sells
The brief is the most important thing you write before filming. A clear brief means a video closer to what you want on the first try, and fewer revisions.
Abdulrahman Yaqut · Last updated:
A brief is a short message that tells the creator about the product, the audience, the goal of the video, the points that must appear, and anything that's off-limits. The clearer and shorter it is, the closer the video will be to what you want.
Why does the brief matter?
The creator doesn't know your product the way you do. If the brief is vague, like "film the product nicely," the creator will make their best guess, and the video may drift from your goal, meaning more revisions and more time.
A clear brief, on the other hand, gets you there faster: the creator understands what matters to you, focuses on the points that sell, and still has room for the natural style that makes UGC video work.
What goes in a brief?
- The product in one sentence: what it is, who it's for, and what sets it apart.
- The audience: who will see the ad? Their rough age, their interests, and why they need the product.
- The goal: sales, installs, visits to your location, or bookings.
- Video type: unboxing, honest review, how-to, or a location visit. See video types.
- Key points: three at most that the creator must mention.
- Call to action: what do you want the viewer to do at the end? "Order now," "Download the app," "Book your appointment."
- Off-limits: words, claims, or competitors you don't want mentioned.
What to leave to the creator
Don't write a word-for-word script unless you really need one. People stop on a video because it feels natural, and the creator knows how to talk to their audience. Leave them the delivery, the shot order, the setting, and how to open, and stick to the points you won't compromise on.
If you want more than one opening for the same video to test in your ads, say so in the brief from the start.
A ready-to-use brief template
- Product: a long-lasting women's perfume, suitable for work and special occasions.
- Audience: women in Saudi Arabia who shop for perfume online.
- Goal: sales from the online store.
- Video type: unboxing and first impressions.
- Key points: the packaging, the first impression, and how it lasts after several hours.
- Call to action: "Link in the description, and delivery is fast."
- Off-limits: no comparisons with other perfume brands by name.
Copy the template, change the details to fit your product, and paste it into your order brief on the platform.
Common brief mistakes
- A brief so long, with ten points, that what matters gets lost.
- Asking a UGC creator for a TV-commercial style, so the video loses its natural feel.
- Not stating the goal, so the video looks nice but doesn't push the viewer to do anything.
- Changing the request after filming instead of making it clear before the shoot.