Campaign Brief
| Field | Details |
|---|---|
| Product / Service | [[Product or Service Name]] |
| Platform | [[TikTok / Instagram Reels / YouTube Pre-roll / YouTube Long-form / Facebook Feed]] |
| Ad Length | [[15s / 30s / 60s / 90s]] |
| Tone | [[UGC Native / Polished Brand / Testimonial / Product Demo]] |
| Funnel Stage | [[Awareness / Consideration / Conversion / Retention]] |
| Target Audience | [[Primary Audience Description]] |
| Core Offer / Hook Angle | [[Main selling point or pain point to lead with]] |
Platform Spec
| Platform | Aspect Ratio | Max Length | Hook Window | CTA Style |
|---|---|---|---|---|
| TikTok | 9:16 vertical | 60s (optimal 15-30s) | First 1-2 sec | Swipe-up / Link in bio |
| Instagram Reels | 9:16 vertical | 90s (optimal 15-30s) | First 1-3 sec | Swipe-up / Shop now |
| YouTube Pre-roll | 16:9 landscape | 30s (skippable at 5s) | First 5 sec | CTA overlay / End card |
| YouTube Long-form | 16:9 landscape | 3-10 min | First 15 sec | Cards / End screen |
| Facebook Feed | 1:1 square or 4:5 | 60s (optimal 15-30s) | First 3 sec | Learn More / Shop Now |
> Active platform for this script: [[Platform selected above]]
> Aspect ratio: [[Ratio]] | Target length: [[Duration]] | Hook window: [[X seconds]]
Sound-Off Caption Plan
85% of social video is watched without sound. Every on-screen caption below is designed for sound-off comprehension - the message lands even with audio muted.
| Timestamp | Caption Text | Style |
|---|---|---|
| 0:00-0:03 | [[Hook caption - bold, large text, contrast background]] | Bold overlay |
| 0:04-0:08 | [[Problem statement]] | Subtitle bar |
| 0:09-0:15 | [[Solution / product name reveal]] | Animated lower-third |
| 0:16-0:22 | [[Demo moment caption]] | Floating callout |
| 0:23-0:27 | [[Social proof / stat / quote]] | Highlight text |
| 0:28-0:30 | [[CTA text - e.g., "Get yours at..."]] | Full-screen CTA card |
> Adjust timestamp rows to match your chosen ad length. Keep captions under 6 words per frame for mobile readability.
Script - [[Platform]] [[Duration]] Ad
Tone: [[UGC Native / Polished Brand / Testimonial / Demo]]
HOOK (Seconds 0-[[Hook End Second]])
Design this frame as the scroll-stopper. No logo. No slow brand intro. The first frame must create curiosity, shock, or immediate relevance.
| VO / Dialogue / On-Screen Text | Visual / Storyboard Notes |
|---|---|
| [[Hook line - question, bold statement, or surprising claim]] | [[Visual description: e.g., "Close-up of product in use - extreme tight shot on face reaction; no brand mark visible; high contrast lighting"]] |
| On-screen text: "[[Hook caption text - large, centered, high contrast]]" | [[Pattern interrupt note: e.g., "Jump cut at 0:01 to create urgency - avoid slow zoom"]] |
> Platform-specific hook guidance:
>
> - TikTok / Reels: Start mid-action. Scroll context is chaos - your first frame must feel native, not like an ad. Use a talking-head close-up, a bold text card, or an in-progress transformation shot.
> - YouTube Pre-roll: You have 5 seconds before skip. Use a direct question or a curiosity gap that cannot be answered without watching. Avoid brand logos in the first 3 seconds.
> - Facebook Feed: Motion in the first frame triggers auto-pause. Start with movement - a hand picking up the product, a quick cut, or animated text.
PROBLEM / AGITATE (Seconds [[Hook End Second + 1]]-[[Problem End Second]])
Describe the pain clearly. Make the viewer feel seen. One specific problem beats a vague list.
| VO / Dialogue / On-Screen Text | Visual / Storyboard Notes |
|---|---|
| VO: "[[Problem statement - speak to the pain point in first-person or empathetic second-person]]" | [[Visual: e.g., "Relatable 'before' scene - messy desk / frustrated expression / failed attempt at the task; keep it real and un-staged for native feel"]] |
| On-screen text: "[[Pain point caption - 4-5 words max]]" | [[B-roll note: e.g., "Intercut with stock or UGC footage of the same frustrating scenario"]] |
| VO: "[[Agitate - deepen the frustration or cost of not solving it]]" | [[Visual: e.g., "Cut to clock ticking / money graphic / missed-opportunity visual"]] |
SOLUTION / DEMO (Seconds [[Problem End Second + 1]]-[[Demo End Second]])
Introduce the product. Show - don't just tell. The demo must be believable and specific.
| VO / Dialogue / On-Screen Text | Visual / Storyboard Notes |
|---|---|
| VO: "[[Product name]] [[does X in one sentence]]." | [[Visual: e.g., "Product hero shot - clean background, good lighting; show the product solving the problem in real time"]] |
| On-screen text: "[[Product Name]] - [[Core benefit tagline]]" | [[Motion note: e.g., "Show hands using product - avoid talking-head-only; physical interaction builds trust"]] |
| VO: "[[Feature 1 - spoken as a benefit, not a spec]]" | [[B-roll: e.g., "Close-up of [[key feature]] in action; use slow-motion for satisfying moments"]] |
| VO: "[[Feature 2 - second benefit]]" | [[Cut: e.g., "Side-by-side before/after if applicable; keep each shot under 2 seconds"]] |
| On-screen text overlay: "[[Key differentiator stat or claim - e.g., '10× faster / saves 3 hrs/week']]" | [[Graphic: e.g., "Animated stat card appears over the demo footage"]] |
PROOF (Seconds [[Demo End Second + 1]]-[[Proof End Second]])
Social proof collapses skepticism. One real data point or quote beats ten generic claims.
| VO / Dialogue / On-Screen Text | Visual / Storyboard Notes |
|---|---|
| VO or lower-third: "[[Customer quote or testimonial - first person, specific result]]" | [[Visual: e.g., "UGC-style talking head of customer, handheld phone aesthetic, natural lighting - do not over-produce this segment"]] |
| On-screen text: "- [[Customer First Name]], [[City or Role]]" | [[Attribution card: small, bottom-left; include star rating if applicable]] |
| VO: "[[Supporting stat - e.g., 'Over [[number]] [[customers]] trust [[Product]].']]" | [[Graphic: e.g., "Animated counter or logo wall of recognizable logos if B2B"]] |
> Proof tier by funnel stage:
>
> - Awareness: Aggregate stat ("50,000+ users") or media mention
> - Consideration: Before/after story or case study snippet
> - Conversion: Star rating + review quote + guarantee callout
CTA & END CARD (Seconds [[Proof End Second + 1]]-[[Total Duration]])
The CTA must match the funnel stage. A cold-audience ad asking for a purchase loses. A warm-audience ad asking only to "learn more" leaves money behind.
| VO / Dialogue / On-Screen Text | Visual / Storyboard Notes |
|---|---|
| VO: "[[CTA spoken line - direct, verb-first: 'Get yours today.' / 'Try it free.' / 'Visit us at...']]" | [[Visual: e.g., "Clean product shot or lifestyle image - bright, confident; avoid cluttered backgrounds"]] |
| On-screen text: "[[CTA text - e.g., 'Shop Now · Free Shipping']]" | [[End card: logo centered, URL bottom-center, CTA button overlay if platform supports it]] |
| URL / handle: "[[Website URL or @Handle]]" | [[Platform-specific end card note below]] |
> CTA by funnel stage:
>
> - Awareness: "Follow for more" / "Save this" / "Learn more at [[URL]]"
> - Consideration: "Get the free guide" / "Watch the full demo" / "Start your free trial"
> - Conversion: "Shop now - [[discount or urgency]]" / "Book today - limited spots"
> - Retention: "Upgrade your plan" / "Refer a friend and get [[benefit]]"
> End card by platform:
>
> - TikTok / Reels: 1-2 second logo + handle hold; add "Link in bio" callout
> - YouTube Pre-roll: Use YouTube end-screen cards (subscribe, related video, CTA button)
> - Facebook / Instagram Feed: Overlay branded CTA button; ensure first frame doubles as a static thumbnail if auto-play is off
Pacing & Pattern Interrupt Guide
| Phase | Timing | Technique |
|---|---|---|
| Hook | 0-3s | Jump cut, bold text card, or mid-action open |
| Problem | 3-8s | Relatable B-roll + empathetic VO; stay under 2s per shot |
| Solution | 8-20s | Product in motion; intercut close-ups and wide shots |
| Proof | 20-25s | UGC-style testimonial or single strong stat |
| CTA | 25-30s | Full-screen CTA card; hold 1-2 seconds minimum |
> Pattern interrupt rules:
>
> 1. Cut every 1.5-2 seconds on social; every 3-4 seconds on YouTube.
>
> 2. Alternate shot type each cut (close-up → wide → text card → close-up).
>
> 3. Use music tempo changes or sound design hits at the solution reveal.
>
> 4. Avoid: static logo holds, slow pan shots, and voiceover-only segments lasting more than 3 seconds.
Tone Reference
| Tone Mode | Best Platform | Visual Feel | VO Style | Caption Style |
|---|---|---|---|---|
| UGC / Native | TikTok, Reels | Handheld, raw, natural light | Casual, first-person | Conversational, lowercase OK |
| Polished Brand | YouTube, Facebook | Studio lighting, clean cuts | Authoritative, third-person | Title case, branded font |
| Testimonial | All platforms | UGC mix with branded overlays | Customer voice, unscripted feel | Quote-style, attribution below |
| Product Demo | YouTube, Facebook | Overhead or table-top setup | Instructional, step-by-step | Action labels, numbered steps |
> This script uses: [[Tone selected above]]
Asset Checklist
| Asset | Format | Notes |
|---|---|---|
| Hero product shot | JPG / PNG | Min 1080×1920 (9:16) or 1920×1080 (16:9) |
| B-roll footage | MP4 / MOV | 1080p minimum; shoot in natural light for native feel |
| Customer photo / UGC clip | MP4 / MOV | Keep unedited look; do not over-grade |
| Logo file | SVG / PNG transparent | Used only in end card |
| Music track | MP3 / WAV | License for commercial use on each platform |
| Caption file (optional) | SRT | Upload natively to each platform for accessibility |
Common Mistakes Checklist
> Before final export, confirm none of the following are present:
- ❌ Logo or brand name appears in the first 3 seconds before the hook - move it to the end card.
- ❌ No captions or on-screen text - sound-off viewers will bounce; add captions to every scene.
- ❌ Same cut used across TikTok and YouTube - re-edit for each platform's aspect ratio and hook timing.
- ❌ CTA is vague ("Check us out") or missing entirely - replace with a verb-first, stage-matched call to action.
- ❌ Proof segment is a generic claim ("Best product ever") - replace with a specific result ("Lost 12 lbs in 6 weeks").
- ❌ More than 4 seconds without a cut or text overlay on social - increase cut frequency or add a caption.
Format & Standard
Two-column AV script (audio/visual) with storyboard notes, per-platform spec table, sound-off caption plan, pacing guide, tone reference, and CTA-by-funnel-stage framework - following video-ad scripting conventions for social and pre-roll formats.
Marketing & Content
Built to test
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