I've worked with a handful of brands on mom-POV videos and the process usually starts with a clear brief — or, sometimes, a seed box and a vague ask. Brands will typically outline the objective (awareness, clicks, downloads, or a promo code push), the key messages they want conveyed, and any hard requirements like mentioning allergens, safety, or including a CTA. From there we negotiate timing, compensation, and usage rights: do they want the clip for six months on Instagram Stories only, or do they want a perpetual license to repurpose it across ads? Those details change how I shoot and what I agree to.
When I create, I care about keeping that POV feel — the quick cuts, the close-ups of hands, the off-the-cuff voiceover — because that's what feels real to other parents. Sometimes brands hand me a script; other times they give bullet points and let me craft the scene. I always push for authenticity and ask to test a natural mention of the product rather than an awkward endorsement.
Disclosure is non-negotiable: I include the required tag or phrase so it stays legal and transparent.
Measurement and follow-up are where the relationship becomes long-term. Brands want impressions, link clicks, or conversions tracked; I provide reach stats and engagement, and we discuss what format worked best. If the campaign clicks, it often turns into a series — which is great, because those let the POV style evolve naturally. I genuinely enjoy when the brand trusts the vibe and the video lands like a cozy little recommendation — it feels like telling a friend about something that actually helped our family.