Back to journal

How to write a video brief

Man kneeling on the pavement and holding camera
  • Category:
    • Video Production Industry
  • Year:

    2022

Video plays a vital part of any marketing strategy and knowing how to write a video brief can ensure everyone involved is working towards the same goal.

Writing a video brief is the first step in the video process and whether you’re filming in-house or looking to hire a video production agency, writing a brief will help you identify the purpose of your video. 

It can also save you time and money, as making big changes further down the line can have a knock on effect.

Here are five key things you should cover in your video brief: 

1. What’s the purpose of your video?

You’ve decided you want to create a video, but what’s the purpose of it? Is it an explainer video, a TV advert or perhaps for employee training? You need to think about WHY you want the video as each purpose will require a different approach. 

It’s also good to think about what success looks like and how you'll measure it. Is it the number of click throughs to your website, or signs up to one of your services? Knowing what metrics you’ll measure, and how, will help you set a target.

2. Who is the target audience and where will they see your video? 

Who is your video intended for? Is it for your employees in their monthly newsletter or perhaps 16-20 year olds who love vintage clothing and can be targeted on Tik Tok? Knowing as much about your audience as possible means your message can be specific and solve a problem they might not even know they had!

Knowing where to promote your video will also help the creative team know how you need to receive the final product in terms of size, file type etc.

3. What do you want your video to include? 

What are your expectations of the final product? What must it include? For example, does it need to include an interview with a senior manager, or archived footage? Do you have an idea of location? Do you have a narrator you’d like to use?

It’s good to have a list of your expectations as well as must-haves. 

4. What style should your video be in? 

The style of the video should align with what you want your video to achieve. For example, if it’s a fun and informal video you want, you’ll probably want to avoid documentary style. Perhaps you want talking head interviews or you’re interested to see how animation could work for your video. 

You can always show the creative team examples of other work you’ve seen so they can get a better idea of what you’re looking for.

5. What's the deadline and budget?

It may sound obvious but you need to tell whoever you’re working with the deadline for delivery of the final product. This is to ensure there’s enough time to deliver the video you want. Animation, for example, is an art form that takes time to create so asking for it towards the end of the project could be a challenge!

In terms of cost, it’s good to give your video agency an idea of budget so they can manage your expectations and talk through what they’re able to offer. 

If you can answer all of these in your video brief then you’re onto a great start! Letting the creative team know what you want to achieve means you’ll all be on the same page from the very beginning. 

It’s OK if you don’t have all the answers too. Choosing a video production agency is a big decision and you need to feel comfortable to ask questions and get advice for your project. 

And if you’re on the lookout for a video production agency, here at Millstream Productions we do more than just show up and shoot on the day. You can find out more about our process and the clients we work with.