Send your editor six things in one message: your goal, your audience, the length and format, your material, references you like, and your deadline and budget. One page covering these is enough to get a first draft close to what you want.
A good brief saves you a round of revisions. You don't need to be technical. You just need to answer six questions.
The brief template
- Goal. What should the video do? For example: explain a new feature, get sign-ups, or grow your audience.
- Audience. Who will watch it, and where? A LinkedIn feed and a product page need different videos.
- Length and format. Vertical, square or landscape, and how long.
- Material. What you're sending: raw footage, screen recordings, a script, a logo and brand colors.
- References. Two or three videos you like, with a line on what you like about each.
- Deadline and budget. A date, and the budget range you have in mind.
Common mistakes
- Saying "make it pop" without examples. References say more than adjectives.
- Sending files in many separate messages. Use one shared folder.
- Leaving the deadline until the end.
Copy the six points into a message and fill them in. If something is unclear, tell the editor. It's their job to ask good questions back.
A filled-in example
This is an invented brief to show what a good one looks like.
- Goal: Explain our scheduling app to new visitors and get free sign-ups.
- Audience: Small business owners, mostly on mobile.
- Length and format: 45 seconds, vertical and wide versions.
- Material: Logo, brand colors, a draft script and screen recordings in a shared folder.
- References: Two videos we like, and a note about what we like in each.
- Deadline: First draft in 10 days, final by the 30th.
Common mistakes to avoid
- Sending a script without saying who it is for
- Attaching files in many separate emails
- Not naming a decision maker
Frequently asked questions
Do I need a long brief?
No. One page is enough if it covers the six points.
What if I don't have a script?
Say so. Many editors can help shape one. You'll still need the key message and the main points.
What if I don't know what style I want?
Send reference videos and note what you like or dislike. Examples are easier to discuss than adjectives.
Where do I send my brief?
Use the contact form and paste your answers. For the list of files, see what to send your video editor.
Should I include a budget in my brief?
Yes, a range helps the editor suggest a scope that fits. If you prefer not to share it, say what is most important so they can prioritize.
How many reference videos should I send?
Two or three is enough. Add one line on what you like about each.
Bhavesh Vaghela
Freelance video editor and motion designer in Rajkot, India. I make short-form videos, motion graphics, SaaS explainers, logo animations and AI video for clients worldwide.
