Rules tell clippers what is allowed. A brief tells them what is good. The two are different documents doing different jobs, and campaigns that supply only the first get technically compliant clips that nobody watches.
Point at the moments
The single most valuable thing you can give a clipper is timestamps. You know your own content; you know which four minutes of the episode are the ones people quote back to you. A list of timestamps with a line about why each one works is worth more than any amount of styling guidance.
- →Timestamp, then one line on what makes it land.
- →Mark the priority moments explicitly, so the best material gets clipped first.
- →Say which moments need context and are therefore harder to use.
- →Note anything that must not be clipped, and why.
Say who the clip is for
A clip aimed at people who already know you looks nothing like one aimed at strangers. Tell clippers which it is. "Assume the viewer has never heard of me" changes every editing decision, usually for the better.
Give them a hook or two
If you have phrases that work — things you say that get repeated — hand them over. Clippers will find their own angles, but a couple of proven lines gives them a floor to work from and shows what register you are comfortable with.
What not to over-specify
Fonts, colours, transitions and caption styling. Clippers post to their own accounts and know what performs there, and prescribing a look tends to produce clips that fit your brand and nobody's feed. Constrain what matters for accuracy and rights, and leave the craft alone.
Length matters
A brief nobody reads is worse than no brief. One screen: what the content is, who it is for, the priority timestamps, and the hard constraints. Anything longer gets skimmed.
Attach a brief with timestamps to your campaign.
Launch a campaign