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Creative
6 min read
·
How to brief a creator so the video actually sells
Creators are great at making people watch. A good brief makes sure they also make people buy.
Article details
Topic
Creative
Reading time
6 min read
Published
Written by
Margin strategy team
Most creator videos fail for the same reason: the brief asks for vibes, not sales. The result is a lovely clip that never mentions why anyone should buy.
Three rules, not a script
Say the problem in the first line. Show the product in use within five seconds. End with one clear reason to buy now. Everything else is up to the creator.
What to send them
The product, three real customer reviews in their own words, and two example videos that worked. Reviews give creators language that sounds honest because it is.
Ask for raw footage too
Pay a little extra for the unedited clips. They let you cut new openings later without booking another shoot.
A good brief takes twenty minutes to write and saves weeks of videos that look nice and sell nothing.
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