A creator brief should make the video easy to shoot and hard to misunderstand. Ours has four parts: the hook, the shooting instructions, the words the creator needs to say, and the part of the product they need to show.
Start with the hook. Write the opening line and specify any text that should appear on screen. If you’re adapting the format of an existing reel, share the link. Tell the creator what you want them to take from it, especially the opening shot or the way the hook is delivered.
Then write the main spoken section. The creator should know what they need to communicate without having to guess your product angle. Keep enough room for their delivery to feel natural, but be precise about the idea the viewer needs to understand.
The brief should also say what appears on screen after the hook. In our case, we want the creator to show the platform and specify which flight deals to feature. For another product, that could be the website, the app, or the exact feature connected to the story.
Start the demonstration at the useful moment. Skip the login screen and menu tour, physically tap the core action, and keep the device in the creator’s hand when that makes the proof feel more natural. A little glare or camera movement is fine; the video doesn’t need to look like a product film.
We’re spending money on these videos, so the product can’t disappear behind a generic piece of content. I approach this in the same way I would approach a performance ad. After someone watches, the next action should make sense. They should want to check the website or open the app because the video showed them what they’ll find there.
The ending should show the payoff rather than force a hard call to action. If possible, let it connect back to the opening problem so the video loops cleanly.
A reference reel by itself isn’t a brief. It can show pacing, framing, or the style of a hook. It can’t tell the creator which part of your product matters or what you want the viewer to do.
Review the script before it reaches the creator. If the hook could belong to any brand, sharpen it. If the product only appears in a vague closing line, bring it into the body. If the reason to visit the website or app isn’t clear, look again at what you’re asking the creator to shoot.