1. Name one objective and one audience
Write what you want viewers to understand or do after watching. For example: “Show a first-time customer how to set up the product.” Keep one primary objective so the creator knows what deserves the most attention.
Describe the audience through a situation or question they recognize. In this example, explain where a new customer is likely to need help and provide the product instructions the creator should follow.
2. Make the deliverables concrete
Specify the number of pieces, formats, channels, approximate length, and delivery dates. Say whether captions, cover images, or alternative openings are included.
List any essential product shots or factual points. A simple checklist gives both sides a shared way to confirm that the assignment is complete.
3. Protect the creator’s choices
Mark each note as a requirement or a suggestion. “Show the setup steps” tells the creator what the viewer needs to see. The opening and the way those steps are explained can remain the creator’s choice. If you share a reference video, explain what you like about it rather than asking for a copy.
Flag phrases or claims that need checking. Name someone who can answer product questions before filming, so the creator does not have to guess.
4. Agree on use and approvals
Discuss where the finished content may be reused, for how long, and whether paid promotion, edits, or source files are part of the arrangement.
Name one feedback owner, the review stages, response dates, and included revision rounds. Confirm these details together before production so the schedule reflects the actual work.
5. Decide how you will learn
Choose measures that match the objective and confirm which reporting data will be available. Set a review date and distinguish observed results from interpretation.
Finish with a short conversation after publication: what did viewers ask, which message was clear, and what would you change in the next brief?