What a before and after video shows
A before and after video shows the same person, object or space in two states, first without the product and then after using it, with the transition as the payoff. Common versions cover skin, hair, cleaning, home makeovers, fitness and organisation. The comparison does the persuading, which is why platforms and regulators examine these videos more closely than most formats.
A testimonial video tells the viewer what changed; a before and after shows it. Many strong ads combine the two, but the visual comparison is the part that has to be honest, since nothing else in the video can repair a misleading image.
How brands brief them
Control the conditions. Ask for the same lighting, angle, distance and camera settings in both states, with no filters or beauty modes, and a date for each. For results that take weeks, the creator needs to film the before state at the start of the campaign, so book well ahead.
Meta's advertising policies restrict before and after imagery in health, weight loss and some cosmetic categories, and other platforms have similar rules, so check the current policy for your category before paying for paid usage. Organic posts carry less platform risk but are still covered by advertising law when the creator is paid.
Example: a grout cleaner brief
Film one line of bathroom tiles in daylight from a fixed phone mount. Before: a close-up of the stained grout, held for two seconds. Apply the cleaner, wait the stated time, scrub once. After: the same frame, same light. Then a split screen of both states with a caption naming the product and the wait time.
Deliverables: a 15 second edit, a split-screen still for carousel ads, and raw files with original metadata. More structures like this sit in UGC ad examples.
Common mistakes
Changing the lighting between shots is the classic error, and viewers spot it immediately. Even an innocent change makes the result look faked.
The bigger risk is showing a result that is not typical. If a creator had unusual results, or used other products at the same time, the comparison can mislead. Keep the claim to what your evidence supports, and keep the raw files in case the ad is ever challenged.
How it's used
Before and after needs a fixed mount and the same window light, or we can't run it.
Legal wants the raw files for every before and after we put money behind.