With video campaigns becoming a key part of every organisation’s marketing strategy, the ability to write a clear, unambiguous and informative brief to send to your video production team is critical. This will ensure you create video content that engages your audience, communicates your key messages and gets you results. It will also ensure that you can get the most out of your video production team or agency quickly – so you can get the information you need to make an informed decision.
But knowing what to include in the brief (and what not to include) and what information video producers will need to know can be daunting, so we’ve put together this guide to help you write killer video briefs quickly, accurately and attractively.
This blog will take you through the do’s and don’ts. We’ll guide you through the trickier areas such as technical specifications and formats, plus answer the age-old question of whether to include your budget in the brief!
And for any of you Marketing Managers out there who are up against ridiculous deadlines, overworked and under-appreciated (are there any MM’s who don’t fit this description?), we wanted to help by giving you a free video brief template to get you up and running quickly and easily.
For a FREE Printable Video Briefing PDF Click Here
To access the FREE Digital Form, Click Here & Bookmark The Page
For those of you thirsty for knowledge, let’s get into it…
Table of Contents
A video brief is a short, clear, simple document which should outline the key requirements needed in the video.
If you’re simply looking for ballpark costs or a rough idea of how video could work for you, a very short brief outlining the following will do the trick:
However, if you are looking for an accurate quotation or want ideas, storyboards or scripts before signing contracts, you’ll need to include as much detail as possible (more on what this looks like later).
The video briefing document is as much for you as it is for your video supplier. It acts as a heads-of-terms document that you can refer to throughout the project and ensures your video supplier is clear on the objectives and deliverables.
In a word, yes! Whether you are looking to produce a 10-second TikTok video, a 2-minute online promo, or a series of videos to cover regular content released over a year, there is NO video project that wouldn’t be better off with a clear brief document to kick start it.
A good mindset when putting together a video brief is the classic metaphor of building a house. You could have the best builders and tradesmen in the world, but without the architects’ drawings, it’s hard to know how it will end up. And yes, you marketing managers are the architects. Put another way, you wouldn’t drive to the south of France from the UK without planning your route first.
A good video production company will always be happy to work with you on creating the brief. By speaking to them early, they will be able to offer guidance, possible approaches, and recommendations on a budget to give you a more accurate starting block for the video brief. This could be achieved with a short call or meeting in which they should ask you the ‘right’ questions to get to the bottom of what you’re looking to achieve.
Having said this, you will always be more of an expert on the key messaging and goals of the project than your suppliers, so having a short video brief document will allow you to communicate this clearly to your video suppliers quickly and accurately.
Finally, some good news! It can look like however you want! In the 20 years we’ve been producing marketing videos, we have received a huge variety of different types of video briefs. We’ve had everything from scribbles on napkins to 10-page brochures and even full-day workshops with presentations and a buffet! As long as your video brief gives us video producers the top-line information we need to provide an approach and a cost, it’s a good video brief.
As mentioned previously, I’m incredibly busy and overworked, can you just cut to the chase and tell me what needs to go in it?
You’re right. Apologies. But don’t forget, if you’re pushed for time, you can access our free video brief template which gives you the building blocks for a great video brief.
For a FREE Printable Video Briefing PDF Click Here
To access the FREE Digital Form, Click Here & Bookmark The Page
For those of you still reading, here is a list of recommendations for what – depending on the scope and requirements of the project – are worth considering putting in a video brief.
Start with the big hitters. The critical factors, context and aims for the project.
We need to know who you are and what you do. You don’t need to write an essay, just introduce your organisation to us.
What are you looking to produce? Is it a one-off video or a series of videos? Is it a product demo or an inspirational story? Is it an animated video or live action?
You may not know exactly what it looks like at this stage but let us know the headlines.
What does the video need to achieve? Is it a targeted number of views/impressions? Is it the winning of hearts and minds? Is it a brand piece? The more specific you are with objectives, the more tailored your video production company can be with concepts.
What are the critical, non-negotiable, essential messages your video(s) will need to communicate? This doesn’t need to have a high word count or take up much of your time to write, just give us the main bullet points.
The more we know about your target audience the better. This could be a very detailed buying persona full of lovely marketing data and demographics, or it could be incredibly broad and general. Either way (and everything in between) tell us about it! We’ve delivered videos aimed at convincing a single policymaker (it worked, our client got £3.2m in funding directly because of the video), up to videos aimed at the ‘entire world!’. If we know, we can tailor our approach and ideas to suit your target audience.
As a topline, we need to know if it is going online, on broadcast channels, or to be played at an in-person event (or all of these). This isn’t just a curiosity thing, WHERE the film will be shown impacts everything including duration, style, technical equipment and, in many cases, voiceover artists and actors’ fees. We also need to know if it will be part of a PPC campaign for the same reasons.
If you know the specific platforms, tell us!
Always give a rough indication of how long you think the video should be. A good video production company will advise you if your duration is too long or short but at this early stage, it is a good indicator for delivery timelines and budgets. Speaking of which…
It’s about time we open this can of worms! We understand that many marketing managers do not want to include a budget because a) they may not have a set dedicated budget for the video or b) do not want to influence quotations and would rather see a spread of costs between different suppliers.
However, I can safely say that you will get better ideas, more accurate quotations, and most importantly, a more successful video that achieves what you want if you can indicate a budget.
Whatever your budget is, it is ALWAYS better for us to know it. Why? Because a top production company with an experienced and innovative creative team will be able to find a winning formula that gets you results no matter how much cash you have to spare.
Ideas can be adapted, schedules can be streamlined, and approaches can be scaled up or down to deliver your objectives to a budget you’ve planned for and are comfortable with. Believe me, when I say that this isn’t a negotiation/sales thing, it’s so we can present you with the best solution that is achievable and successful.
When do you need the video completed? Even if you don’t have a specific date, give us an indication of rough timescales.
This is so easy to forget, but tell us what you need? Is it a ballpark cost? Is it an accurate quotation? Would you like us to prepare ideas and approaches and present them to you?
Many see the creative collaboration between marketing departments and video producers as a mysterious dark art where egos and ideas fight for supremacy. But, good news, it isn’t like that at all.
Whether you have a fully written idea, script and approach and just need a video crew to film and edit it, or whether you are looking for ideas, concept creation and a full script, a good production company should work with you to deliver the appropriate support. Just be upfront about what you want (and don’t want) from them.
Here are the core elements to consider from a creative perspective:
Will you be providing the script for the video; do you require full scripting or just script support from your video supplier?
With so many specific considerations required for a video script (duration, shots, direction, sound design, costume/MU, animations etc.), we recommend using a specialist screenwriter to produce your script.
However, if the budget won’t allow it or you would prefer to lead on the script, we would recommend at the very least, requesting some script supervision or support from your video team. Their suggestions and problem-solving at this stage will help avoid challenges further down the line which could impact budget/schedule/quality.
Either way, we’ll let you guide us!
Tell us about the ‘style’ of video you are looking for. If you don’t know, include some reference video links that use a style you feel may be a good fit for your organisation or have achieved the type of results you’re looking for. Just to be clear, this isn’t about plagiarism or stealing ideas from other videos – it is a shortcut to help us quickly understand the visual language you have in mind.
Also, send us links to videos you hate! Understanding what you don’t want is just as critical.
Try to give an indication of whether your video needs to be emotionally led (inspiring, empowering, aspirational) or whether it will be information-led (explainers, processes, How-to). For example, a Health & Safety video may be heavy on data and low on emotion, whereas a charity appeal video may focus on an emotional narrative rather than hard facts and statements.
Even if you don’t have a clear idea of what the video will consist of at this time, give us an idea of who could appear in it.
Are there any specific interviewees, staff or stakeholders that will need to appear?
Would you be happy to consider actors/models?
Do you like the idea of using a voiceover artist?
Now we’re into the real detail! Show me the data!
This will be linked to the information you’ve given in the earlier section above where you clarify the platforms. If you are releasing it across ALL of the social media platforms, you may need several different formats. If it’s going on your website banner, you may need a very specific size.
Your video production suppliers are not expecting you to be technical wizards with in-depth knowledge of codecs and pixels. However, it is useful to know if you need multiple formats/files – but don’t stress if you are unsure.
Will your video(s) need to have subtitles on? This could be for accessibility reasons or because the video will be released on a platform where viewers don’t necessarily watch with sound e.g. X/twitter.
This may sound obvious, but we get plenty of briefs/tenders where it’s hard to tell who to contact with questions or clarifications.
Who is the main point of contact?
What is the best way to reach them?
How many people are involved in the decision-making process?
Will the video need approval from anyone outside your department? This could be board members, regulators or funding bodies, or other creative agencies involved in the campaign.
Creating an effective video brief is essential for the success of any video project, whether you’re producing a short social media clip or a comprehensive video series.
By following the guidelines and including the core elements outlined in this guide, you can communicate your vision, streamline the production process, and ensure your final video achieves its goals.
Remember, a well-crafted brief saves time and money and fosters a collaborative relationship between you and your video production team, ultimately leading to a more impactful and successful video.
Whether you’re a seasoned marketing manager or new to video production, creating a detailed brief will pay off in the long run. So, don’t hesitate—use the free template provided plus get 10% off your next video, consider the creative and technical aspects carefully, and watch your video project come to life. Happy briefing!
For a FREE Printable Video Briefing PDF Click Here
To access the FREE Digital Form, Click Here & Bookmark The Page
