Brands send creators a product, a discount code and a list of features, then wonder why the footage does not perform. The brief is the ad. Everything downstream is execution.
Lead with the hook, not the product
Give the creator two or three opening lines you want tested, written as something a person would actually say out loud. The first three seconds decide whether the rest of the spend does anything. Leaving that to chance is the single most expensive habit in paid social.
Name the objection you want answered
Every category has one. Too expensive, will not last, my skin is sensitive, my dog is picky. Pick one objection per piece and let the creator answer it in their own words. Trying to answer all four produces an ad that answers none.
Ask for coverage, not a finished film
Request the unboxing, the usage shot, the reaction and two alternate hooks. Editing happens after, where you can cut four ads from one shoot and test the hooks against each other.
Tell them what not to say
Especially in health and wellness, a single claim can put an entire account into review. A short list of restricted phrases saves more spend than any optimisation you make later.
