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Here’s something most clients don’t hear enough: when a video comes back wrong, it’s rarely because the editor isn’t good. Nine times out of ten, it’s because the brief was vague.
I’ve worked with brands in wellness, lifestyle, and fashion. Across all of them, the projects that ran smoothly, one or two revision rounds, clean delivery, happy client, had one thing in common: a clear brief upfront. The ones that dragged on? Almost always started with “just make it look good” or “you’ll figure it out from the footage.”
Writing a proper brief doesn’t take long. But it saves you hours of revision time, protects your budget, and means the final video actually does what you need it to do. Here’s exactly how to write one.
Why most briefs fail
The most common mistake is confusing describing what you want visually with explaining what you need the video to achieve. These are very different things. “I want it to feel premium and cinematic” is a style note, it tells an editor something, but not enough. “I want a 30-second Instagram ad for a skincare serum, targeting women 28–40, with the goal of driving traffic to our product page”, that’s a brief.
“A video editor isn’t a mind reader. The more clearly you define the goal, the closer the first draft will be to what you actually wanted.”
The second most common mistake is sending the brief after the footage. Ideally, the brief comes first, or at the very least, alongside the raw files. It shapes how an editor approaches the material from the first cut.
What a good brief includes
1 The goal of the video
What do you want someone to do, feel, or think after watching? Drive a purchase, build brand awareness, sign up for a newsletter? One clear objective per video, not all three at once.
2 Where it will live
Platform matters enormously. A TikTok and a LinkedIn video are edited completely differently, pace, aspect ratio, caption style, hook length. Specify: Instagram Reels, YouTube pre-roll, website homepage, paid ad, etc.
3 Your target audience
Who is watching this? Age range, interest, where they are in the buying journey. The more specific you are, the better the editor can make decisions about pacing, tone, and music.
4 Desired length
Give a target, not just “as long as it needs to be.” If you don’t know, ask your editor, they’ll have a recommendation based on the platform and the footage you have.
5 Tone and style
High energy or calm? Minimal or dynamic? Warm and natural or sleek and polished? If you have reference videos, even from other brands, share them. References are worth more than adjectives.
6 Must-haves and hard no’s
Is there a specific clip that has to be in there? A line of dialogue that can’t be cut? A logo placement, a legal disclaimer, a product shot? Conversely, anything that’s off-brand, off-limits, or just not you? Say so upfront.
7 Deadline and number of revisions
When do you need the final file, and how many revision rounds are included? Setting this upfront avoids misunderstandings and keeps the project on track for both sides.
Bad brief vs. good brief
Scenario: 30-second product ad for a wellness supplement
Too vague
“Hi, here’s the footage. Can you edit it into something nice? We want it to feel premium. Let me know if you have questions.”
Clear brief
“30-second Instagram Reel. Audience: health-conscious women 30–45. Goal: drive clicks to product page. Tone: calm, clean, trustworthy. Must include the logo at the end. No music with lyrics. Delivery: Friday.”
Same footage. Completely different starting point for the editor. The second brief means the first draft is already 80% of the way there, the first one means the editor has to guess, and guessing leads to revisions.
How to share reference videos the right way
References are one of the most useful things you can give an editor, but only if you explain what you like about them. Sending a link and saying “like this” isn’t enough. Instead, try: “I love the pacing of this one” or “the colour grade in this video is exactly the mood I want, but our footage is more upbeat” or “ignore the music, just look at how they cut between product and lifestyle shots.”
You don’t need to send five references. One or two strong ones, with a note on what specifically resonates, is far more useful than a mood board of ten videos pulling in different directions.
The brief checklist
Goal of the video is clearly defined
What should the viewer do, feel, or think after watching?
Platform and format specified
Where will it live, and what aspect ratio / length does that require?
Target audience described
Who is this for, and where are they in the buying journey?
Tone and style communicated
Adjectives plus at least one reference video.
Must-haves and no-go’s listed
Required shots, text, logo, music restrictions, brand guidelines.
Deadline confirmed
Final delivery date and number of included revision rounds.
One last thing
A brief is a starting point, not a contract. Good editors will ask clarifying questions before they start, and that’s a green flag, not an inconvenience. It means they’re thinking about your project before they open the timeline.
The goal of a brief isn’t to micromanage the edit. It’s to give the editor enough context to make smart decisions on your behalf. The more you can hand over that context upfront, the more creative energy goes into the actual work, and the better the result.
If you’re not sure where to start, most freelance video editors, myself included, are happy to walk you through it. Sometimes a five-minute conversation before the project kicks off is worth more than three rounds of revisions after the fact.
Need a video editor who makes the process easy from day one?
I work remotely with brands in wellness, lifestyle, and direct-response advertising. Clear communication, fast turnaround, and no guesswork.
