Why Bad Briefs Kill Good Creators
A great brief should be so clear that any creator could produce exactly what you want on their first try. Here's how to write one.
The Perfect Brief Has 10 Elements
1. The One-Sentence Hook: "I want a video where [person type] discovers that [product benefit]."
2. The Problem: Be specific and emotional. Make the creator FEEL the pain.
3. The Solution: What's the specific benefit, not just features.
4. The Vibe/Tone: Give 2-3 adjectives + examples. "Like this TikTok [link]"
5. The Hook: How should the video begin? First 3 seconds determine everything.
6. The Demo: Exactly how to show the product being used.
7. Must-Include Elements: Product name, price, discount code, brand name
8. Call-to-Action: What should viewers do? "Click link in bio" vs "Use code X"
9. Avoid/Don't Include: List things that would kill the video
10. Length and Format: 15 seconds vertical, no multi-camera cuts, shot on phone
Pro Tips
- No internal jargon; explain everything
- Show reference videos
- Be opinionated ("Match this energy" not "Make it fun")
- Include revision limits in pricing