The ultimate video production brief!
Great videos start with a great video brief! Here are the 8 questions you need to answer to have the ultimate video production brief.
Video production companies aren’t mind readers so if we don’t have a solid brief to work from, there’s a danger that we might go off on a creative tangent that doesn’t deliver what you need. That said, creative tangents can be a good thing! Sometimes ripping up the brief and creating a video that’s innovative and experimental creates some fantastic results. If that’s what you want, no worries! Just put it in the video brief and your production company will have carte blanche to be truly creative.
At NRG we generally sit down with our clients and guide them through the video brief, helping them articulate what they want and develop a brief that ticks all their boxes. However, if you want to sit down with a blank piece of paper instead and write a video brief from scratch, I hope the following tips will help…
How to write the ultimate video brief – simply ask and answer the following key questions
The following questions (and their answers) are all you need to brief your video production company.
When’s the deadline?
Before we get creative, we need to know the practical constraints, such as the deadline. If your video is for a seasonal campaign, or for internal comms at Christmas, the deadline is the most important thing. The quicker we know the timeframe, the more time we have to start creating the perfect video for your business.
Who’s your video for?
It’s not for you or for your video production company! Although you will want a video you can be proud of and that other stakeholders can get behind, it’s ultimately for a target audience that have a different relationship to your brand than you do.
Be clear on who that target audience is and don’t try to create a video for everyone – customers, investors, board members, employees etc.. The more targeted you can be, the better the results.
Why do you want a video?
Have you thought about what you want the video to do? It’s really important to be clear about what the video is for and what your goals are. If you’re not clear the result could be a video that isn’t clear either.
You don’t want people to watch you video and say ‘so what?’ You want people to watch your video and engage in some way. So articulate what success looks like and your video production company can work out how to deliver it – within reason!
What will you do with your video?
Is your video going to sit on the home page of your brand’s website? Or is it going on social media? Are you planning to share it via emails, or distribute it using other platforms?
For the best results your brand video needs to be optimised for specific channels. Not just in terms of size and formatting but also in terms of content. Someone visiting your website will engage with your video in a different way to someone scrolling through their Facebook newsfeed and seeing your video post. So the content needs to work effectively on the channels it’s distributed on.
Many of our clients what to use their brand videos in multiple ways. That’s fine but we often recommend different edits for different platforms, so make sure you factor all the potential distribution channels into your video brief.
What do you want your target audience to feel?
Instead of briefing your video production company on tone of voice and brand guidelines (you’d expect them to request these anyway) brief them on the emotional response you want from your target audience.
How do you want them to feel while they’re watching your video content, what change in behaviour do you want to trigger and what do you want them to do when they finish watching.
What is your key message?
Based on all of the above, all your brand positioning documents and other internal and external messaging, what is the key message you want to promote in your video?
A clear message that’s delivered consistently throughout the video, whether it’s 30 seconds or 3 minutes long, ensures that video directors don’t allow creativity to overrule commercial KPIs.
How will success be measured?
What tangible results do you want your video to deliver? It could be that your launching a new marketing campaign. If that’s the case, then you’ll probably want to measure the success of the video by the amount of leads generated as a result.
Or with a staff training video, for example, the measure of success might be an increase in employee performance. Let us know exactly what you want the end result of this video to be.
What channels will your video be featured on?
There’s obvious formatting specifications for different platforms. Videos on websites, social media, YouTube and television all need to fulfil certain technical criteria.
Also, these different channels have a different video culture. Social media videos tend to be short, snappy and attention grabbing, whereas televised ads can usually count on the viewers attention, and take longer to make their point. Knowing your channel will help us craft a video that grabs your audience, wherever they might be viewing it.
With the answers to these questions, you can now approach a video production company to get a quote and start the pre-production process. They will get back to you with some creative ideas for the video that, if they’re any good, will deliver exactly what your audience needs as well as inspiring you.
Send us your ultimate video production brief and we’ll get in touch to discuss your project and see whether we can help! Email firstname.lastname@example.org