Decide what one short video should communicate
Begin with one clear purpose. A video may introduce a new product, show a styling idea, set the mood for a collection or invite viewers to visit a product page. Trying to cover every feature and every audience in a short edit makes the sequence feel crowded. Write a single sentence describing what a viewer should understand by the end. Use it as a filter when deciding which shots belong.
Name the intended channel and placement. A vertical Reel or TikTok post has different viewing habits from a product page video or a landscape presentation. Meta’s guidance for Reels ads highlights vertical video, audio and keeping key messages in the safe zone as considerations for creative prepared for that placement (Meta for Business: Reels ads). Check the current placement specifications in the publishing or ads interface before delivery because platform requirements can change.
Write a simple beginning, middle and end
A useful short-video brief can describe three beats. First, the opening frame establishes the product or mood. Next, one or two visual changes show detail, styling or movement. Finally, the ending gives the viewer a clean product view or a clear next step. This is a planning structure, not a fixed formula. The sequence should suit the product and the campaign.
For example, a clothing concept might open on a full look, move into a detail and close on a second styling angle. A beauty product could begin with packaging, introduce a texture or use moment, and end on the product name. Describe the action in plain terms. Avoid asking for a list of disconnected effects when the goal is a coherent product story.
Give references and boundaries
Share the product photo, the brand’s visual references and the specific things that must remain accurate. A short moodboard or a few reference links are easier to use than a large folder of unrelated images. Explain what you like about each reference: its pacing, colour, framing, lighting or typography. Also name what should be avoided.
Include product facts that matter: colour, label wording, shape, material, package size and any pieces that are not part of the sale. If the source photo is not the final product version, say so. If the campaign should not include on-screen copy, state that. If copy is needed, supply the exact approved words and the required call to action. This prevents creative interpretation from changing the offer.
Plan sound, copy and delivery details
Tell the editor whether you expect music, voice, captions or no sound design. If you provide audio, confirm that you have the rights needed for the intended use. If you want text on screen, give the approved wording and identify which words are essential. Keep copy short enough to read at the pace of the edit. The creative should remain understandable when viewed without sound if spoken information is essential to the message.
Specify file orientation, intended placements, delivery format and where the call to action should lead. If one edit needs alternate openings or different copy for testing, list those as separate deliverables in the scope. Do not assume that one master file automatically includes several platform-specific versions. A clear delivery checklist might name the main edit, duration, aspect ratio, captions, cover frame and any approved variants.
Build a review process before editing
Choose who gives final feedback and how comments will be collected. One consolidated response avoids contradictory notes arriving from several people. Review the edit for sequence, product accuracy, typography, pacing, sound and any text near interface overlays. Watch once for the overall feeling and again with a checklist. If a detail is inaccurate, point to the timecode and describe the correction.
Separate a small change from a change in direction. Kola’s package descriptions include specific revision counts. A revised text line or background adjustment can fit a normal feedback pass; replacing the product concept or changing the objective may require a new scope. Agreeing this boundary up front keeps the review calm and makes the timeline easier to manage.
Keep the story focused on the real item
The visual treatment should help a customer imagine the product without implying facts that are not true. Review accessories, fit, colour, packaging and scale. If a visual includes styling pieces that are not sold, distinguish them from the product or leave them out. For fashion products, make sure the selected frames show enough of the garment to support the intended message. For a product-focused edit, give the item enough time on screen.
Think about accessibility as part of the brief. Supply captions for spoken content, choose text with strong contrast, and avoid putting essential words only in the first or last frame. If a viewer needs to read a product name or price, allow time and space for it. Consider muted playback when planning the edit and check the final export on a phone-sized screen.
A one-page brief you can reuse
Use a short outline: product and launch, audience, purpose, channel, duration, orientation, opening beat, middle beats, closing frame, visual references, product facts to preserve, text and audio needs, deliverables, feedback owner, deadline and approval date. Add one or two links to assets, not a sprawling folder without labels. Mark details as fixed or flexible. This tells a creative partner where to follow the brief and where to explore.
Kola’s video-only launch packages are $29 for one 20-second video, $79 for three 20-second videos and $179 for six 30-second videos. Bundles combine video and images. Longer 45–60 second videos are listed as a $25 add-on. The package page explains the associated delivery times and revision counts. If the brief needs different outputs, ask for a written scope before production starts.
Bring your brief to Kola
Start with the product, the intended placement and the facts the creative must preserve. Explore AI product photography, see promo video options, or compare the launch packages.
For web storefront support, see Shopify and WordPress development; for campaign planning, explore Meta ads management.