# LinkedIn retargeting next-message video brief

Use this worksheet to brief one video whose message follows from an observed warm action. It does not create a LinkedIn audience, prove eligibility, authorize spend or launch an ad.

## 1. Source and evidence

| Field | Complete this |
| --- | --- |
| Plan record ID |  |
| LinkedIn source route | Website / video / Lead Gen Form / single image / document / Conversation Ad / Company Page / Event / contact list / CAPI |
| Qualifying action |  |
| Source rule or asset ID |  |
| Window |  |
| Source observed at |  |
| Source evidence reference |  |
| LinkedIn audience status | Unknown / Building / Ready / Updating / Failed / Expired / Archived / Website: sending signal / Website: no signal |
| Status observed at |  |
| Status evidence reference |  |
| Matched population state | Unknown / Zero / Below platform threshold / Usable |

Keep source events and matched member accounts separate. LinkedIn says video views and Lead Gen Form actions do not correspond directly to matched member accounts. Ready means processed for ad-set use. It does not prove delivery.

## 2. Suppressions

Every suppression needs a current source, refresh rule, owner, state and evidence reference.

| Branch | Source | Refresh rule | Owner | Current state | Evidence reference |
| --- | --- | --- | --- | --- | --- |
| Completed the next step |  |  |  | Unknown / No / Yes / Zero / Not applicable |  |
| Customer |  |  |  | Unknown / No / Yes / Zero / Not applicable |  |
| Open opportunity |  |  |  | Unknown / No / Yes / Zero / Not applicable |  |
| Privacy or preference |  |  |  | Unknown / No / Yes / Zero / Not applicable |  |

If an applicable suppression is Unknown, the plan stays on Hold. Name the owner and exact evidence request before writing final copy.

## 3. Message job

| Field | Complete this |
| --- | --- |
| Likely buyer question after the qualifying action |  |
| One message job | Orient / Answer an objection / Provide proof / Help evaluation / Invite evaluation / Stop acquisition and change branch |
| Real proof asset |  |
| Offer |  |
| Destination URL |  |
| Downstream event |  |
| CRM key |  |
| Measurement owner |  |

Use one job. A broad educational action rarely justifies a hard sales ask. A completed next step usually needs suppression or a different branch.

## 4. 30–45 second script

Target 165 spoken words per minute or less. For 30 seconds, keep the script near 80 words. For 45 seconds, keep it near 120 words. Read it aloud and leave room for the product action or proof to remain visible.

**Opening (0–5 seconds): name the question or problem revealed by the action**

> 

**Explanation (5–18 seconds): make one useful point**

> 

**Proof (18–32 seconds): show the real example, product action or customer evidence**

> 

**Next step (final 8–12 seconds): continue the same message at the destination**

> 

## 5. Shot plan

| Time | Visual | Spoken line | On-screen text | Source or asset ID |
| --- | --- | --- | --- | --- |
| 0:00–0:05 |  |  |  |  |
| 0:05–0:18 |  |  |  |  |
| 0:18–0:32 |  |  |  |  |
| 0:32–0:45 |  |  |  |  |

## 6. Claim and continuity check

- [ ] Every product, customer and numeric claim has a named source.
- [ ] The script does not invent results, audience size, delivery or urgency.
- [ ] The opening follows from the qualifying action without pretending to know the viewer personally.
- [ ] The proof asset is real, approved and available.
- [ ] The CTA and destination continue the same message.
- [ ] The destination can record the named downstream event.
- [ ] Completed-step, customer, open-opportunity and privacy suppressions have current evidence.
- [ ] Delivery and business outcome remain Unknown until separate evidence exists.

## 7. Decision and evidence requests

**Decision:** Hold / Ready for operator review

**Reason:**

> 

| Request ID | Owner | Reason | Exact evidence request |
| --- | --- | --- | --- |
|  |  |  |  |

**Next action:**

> 

Ready for operator review is a planning state. An authorized operator still needs to verify the current account, source, audience, suppressions, destination and approval before any audience creation, spend or launch.