Double U editorial guide · 1 October 2026. Production details and platform requirements should be confirmed for your project.
A useful Reels production brief tells the production team who the video is for, what it needs to communicate and what the viewer should do next. It also defines the footage and finished versions required. This helps a Hong Kong business compare production proposals on the same basis.
Begin with the business objective, then choose the creative approach. “We need five Reels” specifies a quantity, but it does not explain five useful reasons for people to watch.
1. Name the audience and the decision
Describe the viewer's situation rather than only their age. Are they discovering your offer, comparing alternatives or asking how a product works?
Write one sentence: “This Reel helps [audience] understand [point] so they can [next step].” For example, a hypothetical office-products business might want buyers to understand how a compact light is set up before visiting the product page.
Use a real customer question where possible. The example above is an illustrative brief, not a Double U case study.
2. Choose an opening that belongs to the message
The opening should give the right viewer a reason to continue. It could show the result, demonstrate the problem or ask a specific question. The rest of the video should fulfil that promise.
Avoid exaggerated claims or an opening that has no connection to the product. A recognisable trend is optional; a clear point is essential.
3. Decide what the camera must capture
List the actions, product details, people and environments needed to support the explanation. An editor cannot recover a demonstration that was never filmed.
A landscape campaign film may not provide every useful vertical shot. Plan close-ups and framing with space for captions and platform controls.
Meta's Reels advertising guidance covers vertical creative, audio and safe zones. Check the requirements of your intended placement before final delivery.
4. Define each finished edit
Use a deliverables table rather than a general request for “social versions”:
| Edit | Main message | Footage needed | Next step |
|---|---|---|---|
| Product introduction | What it is and who it is for | Product and use context | View product information |
| Demonstration | How one important action works | Clear step-by-step detail | Explore specifications |
| Customer question | Answer one recurring concern | Relevant demonstration or expert answer | Ask about suitability |
Add your preferred duration, language, captions, aspect ratio, intended platform and organic or paid usage for every row. These are example outputs to discuss, not a standard package or included offer.
5. Agree rights and approvals
Identify who approves the script, products, claims and final edit. Consolidate comments through one nominated contact where possible.
Confirm permission for people, locations, supplied footage and music. Commercial usage should cover the actual destinations and advertising use. An in-app music selection should not be assumed to permit every commercial export.
Provide the launch date and any intermediate approvals that affect scheduling. Ask what changes would alter the quote.
6. Connect the Reel to a useful destination
Make the call to action specific and realistic. A product video can lead to its product page; an expert answer can invite discussion of that problem; a service introduction can lead to a relevant enquiry form.
Check the mobile destination before launch. A clear video cannot compensate for an enquiry page that is confusing or difficult to use.
For conversion campaigns, review qualified enquiries and proposals alongside viewing data. Different campaigns have different audiences and offers, so do not treat a platform benchmark as a promised result.
Your copy-and-use briefing checklist
Send the audience, objective, one message per edit, reference links, filming requirements, available assets, output list, languages, usage, budget range if known, launch date and approval contact. Mark undecided items as questions rather than filling them with assumptions.
Reels briefing questions
Can we make several Reels in one shoot?
Potentially, if their topics and filming needs fit a shared setup. Agree the output list before filming and include enough material for each independent message.
Should we commission a separate Stories edit?
Discuss it when the campaign needs a sequence or different interaction. The format comparison explains why Reels, Stories and Shorts are different publishing contexts.
What if we already have footage?
Share the files or accessible references. Check rights, resolution, framing and whether the material can support the new message before assuming only editing is required.
Turn the checklist into a production discussion
Explore Double U's short-form and Reels production and the quotation guide. Send your Reels brief to Double U with the topics and versions you need.
