Prompting · 2 September 2026 · 2 min read

How to write a brief for each of the six video formats

Each format needs one fact to get started. A short template and an example for the ad, promotion, UGC, testimonial, explainer and social post.

By The Crewnema team

Crewnema makes six kinds of video, and each one needs one thing it cannot guess. If your first message does not include it, Crewnema will ask. Writing it up front gets you to a script faster. Here is what each format needs, with a short template.

Ad

What is being sold, and what is the one promise? An ad has a hook, a problem, the product, some proof and a call to action, in 10 to 30 seconds.

Promotion

What is the offer, and when does it end? A promotion is about a deal, a launch or a festival, so the dates matter as much as the product.

UGC-style video

Who is talking, and what do they say about the product? This is a phone-style, to-camera video in the voice of a customer or creator, so the speaker and the one thing they say are the brief.

Testimonial

Whose words, and what did the product change for them? A testimonial is built on a real quote, so start from what the customer actually said and use their permission.

Product explainer

What does it do, and for whom? An explainer runs 20 to 90 seconds and works in two parts: how it works, then why it matters.

Social post

What is the hook for the first second? A social post is a short reel made for the feed, and it lives or dies on its opening.

One more thing: tell it who you are

Set up your brand kit once, with colours, fonts, logo and tone, and it is applied to every video. The briefs above can then stay short. When you want advice on the details inside a brief, read prompting AI video: seven techniques that work.

Make your first video

Crewnema is in private beta and lets businesses in a few at a time. Request access and we will write when yours is open.