When a first cut misses the mark, the editor often isn’t the only cause. They may simply have had to guess what you wanted.
A good brief doesn’t need to be long. It just needs to answer the questions an editor would otherwise have to guess at.
What to include in your brief
The goal of the video
Start with one sentence on what the video should do. “Get new followers to trust us” and “get people to buy this serum today” lead to very different edits.
Tell the editor who it’s for as well. A video for existing customers can skip explanations that a cold audience needs.
Where it will be posted
Platform affects everything: length, framing, captions and pacing. A vertical Reel and a YouTube video may share footage, but they shouldn’t be cut the same way.
Spell out what you need, for example:
- A 30-second vertical Reel for Instagram
- A 10-minute horizontal YouTube video
- Three versions of an ad with different opening lines
Your footage, organized
Share one folder with clear file names. Mark your best takes if you know them, and flag anything that must be left out. If you’re sharing a long recording, timestamps for the parts you like will save time on both sides.
Upload original files where you can. Footage downloaded from messaging apps is often compressed, and an editor can’t fully restore the lost quality.
Your brand assets
Include your logo files, brand colors, fonts, and any intro or outro you always use. If you have a caption style, send an example.
Two or three reference videos
This is the most useful part of a brief, because words like “clean” and “energetic” mean different things to different people. Share a few links and say exactly what you like about each one:
I like the fast opening and caption style in the first video, and the calm pacing and color in the second.
References show direction, so be clear that you’re not asking for a copy.
Must-haves and deadlines
Note anything required, such as a call to action, disclaimer, product name or offer details. Double-check claims and prices yourself before you send them.
Then give your deadline and posting schedule, including how long you need for your own review.
A simple brief you can copy
Goal:
Audience:
Platform and format:
Length:
Footage link:
Best takes or timestamps:
Things to leave out:
Brand assets link:
Reference videos, and what I like about each:
Required text or call to action:
Deadline:
Who approves the final version:How to give feedback that helps
Good feedback is specific and comes all at once. Collect comments from everyone involved, resolve any disagreements, and send one list.
Use timestamps and say what you’d like changed:
| Hard to act on | Easy to act on |
|---|---|
| “The start feels slow” | “Remove the pause at 0:03 and start on the second sentence” |
| “Make it pop more” | “Add a text callout for the price at 0:12” |
| “I don’t like the music” | “Use something calmer, closer to reference 2” |
If something feels wrong but you can’t say why, tell the editor what you feel as a viewer. Their job includes working out how to fix it.
Early feedback should focus on the story and order of the video. Leave small details like caption wording until the structure is right, as they may be cut anyway.
Set the style early, then build a system
The first few videos usually take the most back-and-forth. Once you’ve approved a style, save the good examples and a short style note, and the following rounds should get easier.
If you post every week, batching your filming and agreeing a fixed delivery day can also help you stay consistent.
Frequently asked questions
How long should a video brief be?
Long enough to answer the questions above, which is often less than a page. Clear references and organized footage matter more than length.
How many revisions should I expect?
Agree that before work starts, since it varies between editors and projects. Clear briefs and combined feedback tend to reduce the rounds you need.
Should I write a script before filming?
For ads and explainers, usually yes, at least as an outline. For interviews and podcasts, a list of key topics may be enough. Tell your editor if there’s anything specific they should find and use.
Can an editor fix bad footage?
They can improve a lot, including color, pacing and some audio problems. Very poor sound or badly out-of-focus shots are hard to rescue, so film a short test and check it before a long session.
Next step
Copy the template above and use it on your next video. If you’d like a team to take on the editing, see how Roicket Agency’s video editing works, or read the video editing case studies.