Writing a great brief & why we pick format first

Writing a great brief & why we pick format first

A custom order is only as good as the brief behind it. This article covers how to write one that gets you exactly what you want — and explains why we ask you to choose the format before the creator.

Writing a brief that gets great results

When you reach the brief step, give us exact details. The clearer you are, the closer the result matches what's in your head. Include:

  • What your product is — a one-liner on the app/product and what it does.

  • Who it's for — your target audience.

  • Your brand voice — e.g. confident and direct, playful, premium, calm.

  • Specific instructions — phrases to include, tone to hit, and anything to avoid.

The single best thing you can do: link to example videos you want us to match. Drop Instagram Reels or TikTok links right in the brief. A reference video communicates pacing, hook, and vibe faster and more precisely than any written description.

Rule of thumb: if you've seen an ad or reaction you love, send the link. "Make it like this" gets you a better result than a paragraph describing it.

Add a product demo

If you want the creator to show your product on screen, add a product demo — as an add-on to the order, or as its own video format. This is what turns a generic reaction into a video that's clearly about your product. Mention in the brief exactly what should be shown (key screens, the flow, the moment that matters).

Why we pick the format first, then the creator

The order flow is deliberate: format first, creator second. Here's the thinking.

The format is what drives performance

The format is the creative concept — the hook, the structure, the reason a video stops the scroll and converts. That's the part that determines whether the video works. So we start with the winning concept, then choose who delivers it. Picking a creator first would be choosing a face before you've decided what the video actually is.

Formats are proven; creators are the delivery

Our formats are curated and battle-tested (you can even sort the library by virality). Locking in a proven format first means you're building on something that already performs. The creator then brings it to life with the right face and voice for your brand.

One format, many creators — and the price builds from the format

A single format can be delivered by many different creators. The format sets the foundation (including its minimum order quantity and base price), and the creator you choose adjusts it — some creator types carry a multiplier. Choosing format first means you lock the concept and its baseline, then pick the face that fits, seeing exactly how that choice affects the total.

In short: decide what the video is (format) → then decide who delivers it (creator) → then tell us the specifics (brief). Concept, then face, then details.

Brief checklist

  • [ ] One-line description of your product

  • [ ] Target audience

  • [ ] Brand voice

  • [ ] Reference links (Instagram Reels / TikTok) 🔗

  • [ ] Must-include phrases and things to avoid

  • [ ] Product demo notes (if you added the demo)

Next steps

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