A long brief produces worse videos than a short one. The reason is simple: the more lines you write, the more the creator performs and the less they sound like a person talking about a product.
The seven lines of a usable brief
| Brief section | What to write |
|---|---|
| 1. The product and what it does | In one sentence, the way a customer would say it. |
| 2. Who buys it | Not a thirty word fictional persona, but a real profile. |
| 3. The problem it solves | If there is none, there is no video either. |
| 4. One or two points that must be said | Not eight. |
| 5. What cannot be said | Legal constraints, banned claims, comparisons to avoid. |
| 6. Format | Length, vertical, subtitles, with or without a face. |
| 7. Delivery | Date, number of variants, revisions included. |
What to leave open
The words. If you write the script line by line, you get an actor reading, and that is exactly the kind of video people skip. Give the point, not the phrasing. The creator's value is that they talk the way your customer talks, and that value disappears when you make them read.
The instruction that ruins a video
"It should feel natural but follow our official tone of voice." Those two do not go together. Choose: either it is brand material, and then it is advertising, or it is UGC, and then it sounds like a person.
Briefing for the Italian market
Italian audiences spot a teleshopping tone instantly. An overly enthusiastic opening loses half the views in the first three seconds. Ask for an opening that describes a situation, not an exclamation.
Keep reading
- UGC for Home and DIY Brands in Italy
- UGC for Kids and Family Brands in Italy
- UGC for Pet Brands in Italy
- The UGC Media Kit That Gets Replies in Italy
- The complete UGC guide for Italy
Find creators for your brief →
Frequently asked questions
How long should a brief be?
One page at most.
Should I write the script?
No. Give the key points and leave the words to the creator.
How many revisions should I plan?
One or two, written into the brief.
Should I say what not to say?
Yes, it is the most useful line in the brief.
