Free template
Video ad brief template
Know the hook before anyone opens the timeline.
This video ad brief template covers everything an editor needs before cutting an ad: where it runs, the goal, the viewer, one message, the hook, proof and offer, the call to action, lengths and shapes, footage, rules and sign-off. The hook and the one message matter most.
An ad that tries to say four things in the first seconds usually says nothing anyone remembers.
At a glance
- What
- An 11-section video ad brief in plain text, free to copy.
- For
- Businesses briefing an editor or agency on Meta, TikTok, YouTube or LinkedIn ads.
- Price
- Free. No email or sign-up.
- Next
- Send us the brief and your footage. We'll reply within the hour (working hours).
Ready when you are.
We'll reply within the hour (working hours).
Copy the video ad brief template
Copy it into a doc and fill in each section. Link to your footage folder rather than attaching files.
VIDEO AD BRIEF
Business: [name] Campaign: [name] Date: [date]
1. WHERE IT RUNS
Platforms (Meta, TikTok, YouTube, LinkedIn):
Placements (Feed, Reels, Stories, Shorts, in-stream):
2. THE GOAL
What the viewer should do next (visit, enquire, buy, book):
Where the ad sends them (link):
3. THE VIEWER
Who they are, and what problem they have:
Have they heard of you? (cold, warm, existing customer):
4. ONE MESSAGE
The single thing the viewer should remember:
5. THE HOOK
What happens in the first seconds to stop the scroll:
Two or three alternative hooks to test:
6. PROOF AND OFFER
Proof to show (result with a timeframe, review, demo, before and after):
Offer or reason to act now:
7. CALL TO ACTION
What the ad says at the end, on screen and in the caption:
8. LENGTHS AND SHAPES
Lengths needed (for example a short cut and a longer cut):
Shapes needed: 9:16 / 4:5 / 1:1 / 16:9
9. FOOTAGE AND ASSETS
Footage you have (link to folder):
Logo, fonts, colours, product shots:
Music (licensed for ads) or voiceover:
Subtitles: yes, burnt in
10. RULES
Claims that must or mustn't be made:
Anything legal or regulated to check:
11. VERSIONS AND SIGN-OFF
Versions to test (hooks, offers, lengths):
Deadline:
Who signs off, and when:How do you fill in a video ad brief?
Decide the message and the hook first. Lengths, shapes and music follow from those.
- 1
Where it runs
Each platform and placement has its own shape and pace. Name them all up front.
- 2
Goal and viewer
A cold viewer needs the problem first. A warm one needs proof and a reason to act now.
- 3
One message
One sentence. If you have three messages, you need three ads.
- 4
The hook
What the viewer sees and reads in the first seconds. Give the editor two or three to test.
- 5
Proof and call to action
Show it rather than say it: a demo, a review, a before and after. End with one clear next step.
- 6
Lengths and shapes
Vertical 9:16 for Reels, Stories, TikTok and Shorts. 4:5 or 1:1 for Feed. 16:9 for YouTube in-stream.
- 7
Assets and rules
Footage, brand files, licensed music, subtitles, and any claims you can or can't make.
Which video ad brief mistakes slow the edit down?
Most extra rounds of changes come from decisions that weren't made in the brief.
- No single message.The editor has to guess which point matters most.
- Only one hook.You can't learn what stops the scroll from one version.
- Landscape footage for vertical ads.Shoot vertical, or frame wide enough to crop.
- Music not licensed for ads.A track you can use in a post isn't always cleared for paid ads.
- No subtitles.Burn them in, so the ad works with the sound off.
How does Foundry brief and edit video ads?
Robert edits our clients' video ads in-house, so the brief goes straight to the person cutting the ad. We agree the message and two or three hooks, then deliver every shape and length the campaign needs.
Because the same team runs the ads, we see which hooks work and brief the next round from real results.
Our averages. Not our best days.
Our averages
4hours
Meta Ads setup
20mins
Average reply timethis service
Video ad brief template FAQs
Where it runs, the goal, the viewer, one message, the hook, proof and offer, the call to action, lengths and shapes, footage and assets, any rules, versions to test and who signs off.
As short as it takes to land one message. Test a short cut against a longer one. Our guide to video length for ads goes into it by platform.
Usually, yes. At the very least, different shapes. Pace and captions often need to change too.
What the viewer sees and reads in the first seconds. It decides whether they keep watching.
Often, yes. Clear, well-lit phone footage shot vertically can work well in social ads.
Yes. Send the brief and your footage and we'll come back with a plan. We'll reply within the hour (working hours).
Related
Footage ready? Get moving.
Tell us what you need. We'll reply within the hour (working hours), and most websites go live about 5 days after kick-off.
We'll reply within the hour (working hours).
Or email hello@foundryagency.co.uk