Write the creative brief around a buying decision
Tell us who should see the ad, what they already know and what might stop them from acting. Define the offer and the page the click will reach. Then choose the job of this video: introduce the problem, show the product, answer an objection or explain why the offer is relevant now.
The opening should earn attention from the right person. A surprising line that attracts an unrelated audience is not automatically useful. We shape the sequence so the hook, demonstration and call to action belong to the same argument. Supply the approved claims and evidence before asking for variations.
- Audience: the person and situation the creative is addressing.
- Message: the benefit or objection this version focuses on.
- Action: the next step and the page that delivers on it.
Turn a concept into versions you can compare
Separate a new creative concept from a simple resize. A concept changes the reason someone might respond: a demonstration, a customer story or a founder explanation. A version might keep that concept and test a different opening. A placement export adapts the framing and layout to where the ad will appear.
Name those differences in the brief and in the filenames. For example, a demonstration concept can have an opening focused on the problem and another focused on the finished result. Keep the offer and supporting material consistent when your team wants to compare the openings. The media buyer controls how the comparison is run.
- Concept: a distinct angle or way of explaining the offer.
- Variation: an intentional change within that concept.
- Export: the layout and file needed for a placement.
Design for the placement and the phone screen
Reels creative needs deliberate vertical framing, clear audio and room around key messages so the interface does not cover them. We check the product, captions, logo and call to action in the intended layout. A landscape edit cropped down the middle can lose the detail that made the shot useful.
Agree on the required Facebook and Instagram placements before delivery, then review the files in your actual Ads Manager preview. Interface overlays and placement options can change. Captions help the message remain understandable when sound is off, while the audio should still feel intentional when the viewer listens.
- Keep the subject and essential wording in the usable frame.
- Review captions at phone size, including names and numbers.
- Check the platform preview before the campaign goes live.
Keep the proof attached to the promise
If the opening makes a claim, the edit needs material that supports it. A product demonstration, approved customer quote or specific explanation can provide that support. Avoid using unrelated footage or removing qualifiers to make a statement sound stronger than the original evidence.
Your team confirms claims, usage rights, pricing, offer details and disclosures. We use the approved material to make a coherent edit and flag gaps that need a different shot or statement. A sample can demonstrate our treatment of your footage before a larger creative batch.
- Provide the evidence behind every product or performance claim.
- Keep testimonials faithful to what the customer said.
- Match the final offer to the live landing page.
Example: a small creative test with a clear question
Suppose a product solves a time-consuming task. One opening could show the task as it is usually done; another could start with the finished result. Both can lead into the same demonstration and offer. The question is which opening helps the intended audience understand the value, not which one wins an unrelated attention contest.
Build the test around your actual offer and available footage. Agree with your media buyer on the test setup and the outcome that matters. After the test, share the creative names, relevant audience context and results with the editing team. That creates a useful brief for the next batch.
- State the question before creating alternate versions.
- Keep a record of what changed in each file.
- Use the result to choose the next specific editing decision.
Define what the editing team and media buyer own
Our editing scope can include structure, pacing, captions, brand graphics and agreed creative variations from supplied assets. Your campaign team owns targeting, budget, tracking, account settings and publishing unless a different arrangement is explicitly agreed. Production, scripts and additional source footage also need their own scope.
Performance depends on the offer, the audience and the landing page as well as creative. We do not guarantee a return on ad spend. We can review the performance information you share and turn it into editing decisions: clarify a confusing benefit, add a useful demonstration or replace an opening that attracts the wrong viewers.
- Agree on deliverables, source review and revision rounds.
- Confirm the approver and the campaign deadline.
- Separate creative fees from ad spend and media buying.