Start with a question a shopper would ask
A useful question gives the video a concrete task. How does the lid open with one hand? What fits inside the bag? How does the garment look during the movement shown? Keep the answer within what can be demonstrated or supported. The FTC's guidance says an endorsement cannot describe experience with a product the person has not tried or make a claim without the required support. Leave room for the creator's honest experience.
| Brief field | What to put there |
|---|---|
| Product | The specific item being shown and the facts available to support the demonstration. |
| Audience | The people the content is intended to help, with the relevant use or buying situation. |
| Question | One uncertainty the video should answer. Avoid a list of unrelated selling points. |
| Distribution | A creator post, an asset for the brand's channels, or both. Name the intended placement. |
| Goal | The observable action or response you plan to review, and where it will be recorded. |
Make a shot list the creator can use
Plan an opening that makes the question clear, a demonstration that answers it, and a closing action that matches the destination. TikTok's creative guidance uses a hook, body and close structure. Treat that as a planning aid, not a guarantee that a particular video will perform.
- Opening: show the product in the relevant situation or state the shopper's question plainly.
- Demonstration: show the action in a view where the detail can be seen. Note which facts still need confirmation.
- Explanation: add a short observation or caption that the footage supports.
- Close: show where to find the item or the next useful detail. Check the link before publication.
Worked example: can the bottle be opened one-handed?
This is an illustrative brief for a fictional bottle, not a completed OVO project. The audience is commuters carrying a bag. The question is whether the lid can be operated with one hand. The shot list shows the bottle on a stable surface, a close view of the actual opening action, and the creator's honest description of what they found. Do not extend that demonstration into an unsupported leakproof claim. For a brand-channel asset, the next action could point to the product's lid details. A creator post would be a separate publication decision.
Keep the first test interpretable
Write down which question or creative choice you are testing. Avoid changing the product, destination and distribution at the same time without recording those changes. Choose the reporting period and the available evidence before reviewing the result. A useful product explanation and a recorded sale are different outcomes; neither should be substituted for the other.
Use an AI prompt as a draft aid
If you take the brief to an AI assistant, give it the product facts you can share, the shopper question and the intended placement. Ask for a shot list and open questions. Tell it to flag missing facts and avoid invented testimonials, product claims or performance predictions. Review the draft before sending it to a creator. A prompt can organize a brief; it cannot establish that a statement is true or that you have permission to use footage.
Bring the brief to a campaign conversation
Share the product, question, intended audience, placements and timing when discussing creator work with OVO. Confirm the assets, publication and usage you need. You can bring an unfinished brief with open questions. Keep confidential launches and personal information out of public examples or prompts you plan to share.
Frequently asked questions
Is a creator post included in a content brief?
Only if publication is part of the agreed work. Making a video for the brand and posting it to a creator's own audience are separate deliverables.
Should every creator read the same script?
Give creators the facts, required demonstration and boundaries of the assignment. Leave room for wording and experience that are honest to them. Do not script a result they did not have.
Can I use the same video in advertising?
Confirm the intended advertising use, placements, duration and edits before using it. A production request alone does not settle those permissions.
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