What a good brief covers
- The product, in one or two sentences
- Who it is for and what problem it solves
- The one thing the viewer should remember
- Must-say points and words to avoid
- Where the videos will run: organic, paid ads or both
- Formats and length
- Examples you like, and ones you do not
- Deadline
Leave room for the creator
A brief should say what you need, not script every second. Creators know how people talk on these platforms. If you script too tightly, the video loses the thing you hired them for.
Be clear on rights and changes
Say how long and where you want to use the content, and how many rounds of changes you expect. Both affect the quote, and both are easier to agree before filming than after.
Send it with the product
A creator can work from a brief, but a creator who has the product in hand can show details a brief cannot. Ship early.