Explanation
A brief that specifies the aesthetic and leaves the argument vague produces videos that look right and sell nothing. The useful ones name the objection being answered and the one claim the video has to land, then leave the execution to the person who understands the format.
Usage terms belong in the brief rather than in a separate negotiation afterwards, because they change what the creator should be quoting. Organic-only, paid, and paid with exclusivity are three different products at three different prices.
The common mistake
Over-specifying the script. Creators are being hired for a delivery style that reads as authentic, and a word-for-word script removes exactly that.