Help center / Writing a great brief

Writing a great brief

What to put in your description so the script, hook and call to action land.

The five ingredients

A good brief is short, but specific. Reelamo writes the script, so you don't need to write copy. Just give it the facts:

1. What you offer: the product or service, in plain words.
2. Who it's for: the people you want to reach and the problem they have.
3. The one thing to remember: one benefit or message per ad. Several messages make a weaker ad.
4. Proof or offer: a real number, review, guarantee, price or discount code, if you have one.
5. What to do next: the call to action, for example order online, book a call or visit the shop.

Weak and strong briefs

Only real claims

Reelamo only uses facts from your brief and brand. It won't invent reviews, ratings, statistics or discounts. If you want a number or a customer quote in your ad, put it in the brief, and make sure it's true: advertising rules apply to AI-made ads too.

Choosing media

• Add three to six photos or short clips: your product, the people who use it, your location.
• Upright photos and videos fill 9:16 best; Reelamo picks the right crop per format and keeps faces and products in view.
• Product photos with a plain background can be cut out and shown on your brand colors.
• No material yet? Choose free stock or AI images and Reelamo fills the gaps.

Language and tone

Write the brief in any language. Choose the language of the ad separately, or leave it on automatic. Want a certain tone, such as playful, calm or premium? Add it to the brief or to your brand description.