How to write a video brief for editors and video creators

1. The goal and the audience

Start with one sentence about what the video should achieve, such as getting viewers to book a demo, explaining how a product works or introducing your team. Then describe who will watch it: their age range, what they already know and what they care about. A video for existing customers can move quickly through the basics, while one for people who have never heard of you needs more context. The goal also decides the call to action at the end, so state clearly what viewers should do next.

2. Platform, format and length

Say where the video will appear, because each platform has different expectations. A vertical short video for social feeds needs a strong hook in the first seconds and captions for silent viewing. A website video can be horizontal and a little longer. An ad may need several lengths and sizes from the same footage. List every format you need, such as 16:9, 9:16 and 1:1, and the target length for each. Our short-form vs long-form article explains the trade-offs.

3. Footage, script and assets

List everything you will provide: raw footage, a script or voice over, logo files, brand colors and fonts, product photos, screenshots and any existing intro or outro. Name files clearly and put them in one shared folder. If footage is long, note the best clips with timestamps, which saves the editor hours of searching. If you need new footage filmed, describe the locations, people, shots and equipment expectations, and whether the videographer should also edit.

4. Style references

Share two to four example videos and say what you like about each: the pace, the text style, the color, the music or the way it opens. Also share an example of what you do not want. References turn vague words like modern or dynamic into something concrete, and they help editors quote accurately because complex motion graphics and simple cuts take very different amounts of time.

5. Music, voice and captions

Decide who supplies music and how it is licensed. Music used in ads and on some platforms must be properly licensed for that use, so keep the license details. If there is a voice over, say whether you will supply it or need it arranged. State whether you need burned-in captions, a separate subtitle file, or both, and in which languages. Captions improve accessibility and help on platforms where many people watch without sound.

6. Revisions, timeline and delivery

Agree on how many revision rounds are included and how feedback will be given. Timestamped comments, such as change the text at 0:42, are far easier to act on than general notes. Set a date for the first draft and the final delivery, leaving time for your own review. Specify the final file format and resolution, and whether you also want project files, thumbnails or still images. Our feedback article covers how to give clear, useful notes.

Common brief mistakes

The most frequent problems are briefs that ask for every style at once, deadlines that leave no time for review and footage sent in many places without clear names. Keep the brief focused and organized, and the first draft will be much closer to what you need.

A simple brief template

• Goal and call to action.
• Audience and what they already know.
• Platforms, formats and lengths.
• Footage, script, voice and brand assets, with links.
• Style references, liked and disliked.
• Music source and license, caption needs.
• Revision rounds, deadlines and delivery files.

Share the brief before asking for quotes so every freelancer prices the same job. A good editor will read it carefully and may ask questions or suggest improvements, which is a strong sign they will handle the project well. Our video editing guide covers how to compare editors and packages.