How to Create the Perfect Video Briefing

Creative briefings form the basis of any production, from design and copy to websites and commercials. A creative brief is there to get everyone on the same page and clearly outline the wishes and objectives. Whether you are hiring a production company or do everything in-house, a creative briefing is equally important.

When you have a great idea for a video, ask yourself the following question to ensure a smooth production process and create a video that surpasses your wildest dreams.

Why are you creating video?

This might sound obvious, but this where it all starts. The entire production of the video depends on what it is that you want to achieve. What is the goal? What problem are you trying to solve? Don’t be afraid to be specific. Furthermore, make clear if this video is part of a larger campaign or initiative.

Who are you speaking to?

Next up, you should consider your target audience. Who is going to watch the video? Leads, customers, employees, stakeholders? If everyone is your audience, no one is! It’s best to focus on one primary audience per video, although it’s okay to have a secondary or tertiary audience in some cases.

Narrowing your audience down rather than speaking to a generic one will help you create a more effective video. The reasoning for this is simple: writing with one specific person in mind allows you to tell an authentic and relatable story. Marketing campaigns are often built to speak to everyone, but this results in interesting no one.

Then note what you'd like your audience to feel, think, and do after watching your video content. The better you know your target audience and what response you want to create in them, the better your video will be.

What do you want to say?

What is the core message you want your video to be about? Clearly defining your message is just as important as knowing who you are speaking to. The goal should be to define one key message per audience. Cramming too much information into your video just leads to confusing the viewer. 

Your business likely needs different videos for different purposes. For example, Nike creates branded content such as a documentary about a marathon runner to build brand awareness and creates product animations to explain their new shoe concepts.

Where will it be watched?

How you plan to distribute your videos is super important, but often overlooked in briefings. A good production partner adjusts its concept and deliverables to where the videos will be distributed to create contextual and fit-for-platform video content.

There are many variables when it comes to each platform:

  • Length, some platforms have a limit of 1 minute, while pre-roll ads may have a limit of 6 or 15 seconds.
  • Aspect ratios, every platform has its own unique aspect ratios, from square to widescreen, vertical and full portrait.
  • Sound, the number of people that listen with or without sound to video differs on every platform and thus affects how the video will turn out.

Last but not least, where you distribute your video(s) should depend on where you can best reach your target audience.

What is your budget and deadline?

Everything is possible with video, as long as the budget is there. Knowing your budget beforehand, lets you narrow down what is possible and what is not. This also helps the production company or in-house team to craft a story that fits the budget. Besides the budget, the deadline also determines what is possible and what is not.

The most important part of the video creation process, is what happens before the camera starts rolling. 

Once you got all your thoughts down, it is time to kick-off the video production process. Film directors and creatives can start crafting a story to tie it all together, determine the style and start with planning and logistics.

A good production company will guide you through every stage of this process as well as ensure that the initial brief covers everything the creatives need.