How to Brief an AI Video Agency (With a Template)
A good brief gets you adverts that sell in the first batch. A bad one wastes weeks. What to tell an AI video agency, what to send them, and a simple template you can copy.
The quality of the adverts you get from an AI video agency depends heavily on what you tell them at the start. A clear brief gets you strong first drafts. A vague one gets you pretty videos that miss the point, and weeks of back-and-forth.
Here's what to include, what to send, and a template you can copy.
What a good brief answers
1. What are we selling?
The product or service, its price, and what makes it different. Be specific. "Quality bags" isn't a difference. "Full-grain leather, hand-stitched in Kumasi, with a one-year guarantee" is.
2. Who buys it?
Age, location, income, what they do. More useful still: what they're trying to achieve and what they're afraid of. "Women aged 25 to 40 in Accra who want a work bag that looks expensive and lasts" is a brief. "Everyone" isn't.
3. Why do people buy it?
The top three reasons customers give. If you don't know, look at your reviews and ask your best customers. These become the angles for different adverts.
4. Why don't people buy it?
The objections. Price, trust, delivery, fear of fakes, not knowing how to use it. Your WhatsApp chats are full of these. Every one is an advert waiting to be made. See handling price objections.
5. What should the viewer do?
One action. Order on the website, message on WhatsApp, book a call, visit the shop. Say where the advert will send people and make sure that page works. See product pages that sell.
6. What's the offer?
Price, bundles, delivery terms, pay on delivery, guarantees, deadlines. Adverts with a clear offer usually outperform adverts without one.
7. Where will the adverts run?
Facebook and Instagram feed, Reels, Stories, TikTok, YouTube, TV, digital screens. Each needs different formats and lengths.
8. What's off limits?
Claims you can't make, competitors you don't want named, words or images that don't fit your brand, and anything regulated in your industry.
9. What does success look like?
A target cost per sale or cost per lead, if you know it. If you don't, say what a customer is worth to you and the agency can work it out. See ROAS explained.
What to send
- Product photos: clear, well lit, from several angles, on a plain background if possible.
- Short phone clips: the product in use, being opened, being worn.
- Your brand files: logo, colours, fonts and any brand guide. See brand guidelines.
- Reviews and messages: screenshots of what customers say, good and bad.
- Past adverts: what you've run before and how it performed.
- Competitor adverts you like or hate, with a line on why.
The template
Copy this and fill it in:
Product: what it is, the price, and what makes it different.
Buyer: who they are, what they want, what they fear.
Top reasons people buy: one, two, three.
Top reasons people don't buy: one, two, three.
Offer: price, delivery, payment options, guarantee, deadline.
Action: what the viewer should do, and the link or number.
Platforms: where the adverts will run.
Off limits: claims, words or images to avoid.
Success: target cost per sale or lead, or what a customer is worth.
Attached: photos, clips, brand files, reviews, past adverts.
Mistakes to avoid
- Describing the product instead of the buyer. The agency needs to know who they're talking to.
- Asking for one perfect video. Ask for several different concepts and let the results decide.
- Hiding the weaknesses. If buyers worry about something, the adverts need to address it.
- Approving by committee. One decision-maker keeps things moving.
- Changing the goal mid-way. Decide whether you want sales, leads or awareness at the start.
What a good agency does with your brief
A good AI video agency treats your brief as a starting point, not the full picture. They'll do their own research on your buyers and competitors, come back with angles and scripts, and ask questions you hadn't thought of. If they go straight to production without asking anything, be cautious. See how to choose the best AI video agency.
Common questions
How long should a brief be?
One or two pages is plenty. Clear beats long.
What if I don't know my buyers well?
Say so. Research is part of the job. We start every project by studying reviews, chats and competitors. See our AI video production process.
Can I brief you on a call instead?
Yes. Most of our briefs start on a free strategy call and we write them up for you to check.