How to brief a product video that converts
A great product video almost always starts with a great brief. Whether a real creator or an AI one is delivering the lines, the difference between a clip people watch and a clip people skip is usually decided before a single second is generated. The good news: a strong brief is short. It just has to be sharp.
Lead with the hook
The first line does all the heavy lifting. You have about a second to earn the next five. Open on the problem, a bold claim, or a pattern interrupt — not the brand name. "I stopped buying three products after I found this" beats "Introducing our new serum" every time. Write the hook first and write three versions of it.
Pick one core message
The instinct is to cram in every feature. Resist it. A converting video makes one point and makes it well. Choose the single benefit that matters most to this audience and let everything else go. If you have five things to say, that's five videos, not one.
Bring a reason to believe
Claims need backup. Add one concrete proof point — a result, a number, a before-and-after, a specific detail only a real user would mention. Specificity is what separates a believable recommendation from generic ad copy.
Name the audience and the tone
Tell the creator exactly who they're talking to and how. "Speak like a busy parent who just found a shortcut" gives more direction than a page of adjectives. Tone is part of the message: hyped, calm, expert, or friendly each land differently.
Write the way people talk
Read your script out loud. If it sounds like a brochure, rewrite it until it sounds like a person. Contractions, short sentences, the occasional aside — that's what makes delivery feel natural rather than performed.
End with one clear ask
Close with a single action: visit the link, use the code, tap to shop. One ask, stated plainly. Then specify the format and length so the video is built for where it's going. Keep the whole brief to a page, and you'll get a video worth posting — and worth testing.