InstagramWhat the editor needs before the first cut
- The goal of the video in one sentence, and the audience it is made for.
- The approved hook options, and which one the cut should open with.
- The offer and the call to action, word for word as the client approved them.
- Every claim the video makes, with the source the client can show.
Format and delivery
- Aspect ratio, length and placement for each cut, for example one vertical and one square.
- Captions on, with the caption style and brand font written down.
- Safe areas kept clear of text and logos, and file names by the naming convention.
Material and rights
- The clip list and the usage rights that cover it, with music and sound licenses named.
Versions and review
- Ask for one main cut and the agreed variants, and check each one against the brief before the client sees it.
- Each version gets a creative ID and a note on what changed from the one before.
Made-up scenario: one shoot gives a 15 second main cut, a 6 second cut and a square cut. All three share the same hook and offer line, so the client approves them in one round.
File the approved cut in the creative asset library with the brief it was made from.
