Behind the Lens with Lloyd Media Group
A video brief is the foundation of any successful video project. It acts as a roadmap, giving your video producer a clear direction, so they can focus on refining your vision instead of figuring it out from scratch. The goal of a video brief is to save time in pre-production, reduce the need for multiple meetings, and ensure that your final product aligns with your objectives.
So, how do you create a compelling video brief? By answering these nine essential questions, you provide your producer with the insights they need to deliver a video that resonates with your audience. Here’s a breakdown of what each question covers and how it helps shape your video project.
1. Who is your audience?
Understanding who will watch your video is critical. Your audience could be new potential clients, existing customers, or even specialists in your field. Clearly identifying your target viewers helps your producer decide the style, language, and complexity of the video to match the viewers’ interests and expectations.
For Example: Is the video intended for young tech-savvy professionals or a more traditional business audience? This will affect everything from visuals to the tone of voice.
2. What is your budget?
Budget plays a huge role in determining what’s possible. A video with special effects, animations, and a high-production crew will differ from a simple, impactful, one-day shoot. Being upfront about your budget allows the producer to suggest approaches that maximize your resources.
For Example: Consider if you’d rather invest more in high-quality animation or in hiring a professional spokesperson for on-camera delivery.
3. What is the key message you want to convey?
A strong video conveys a single, memorable message. The clearer you are about this, the more impactful your video will be. Trying to cover multiple points often dilutes the effect, so work with your producer to boil it down to one powerful takeaway. Or as I’ve written before, consider a series of videos to cover the different points.
For Example: Instead of covering every benefit of your product, think about the one big idea that will captivate your audience and lead them to learn more.
4. Why do you need a video?
The purpose of your video is the “why” behind the project. Whether you’re looking to attract new clients, educate customers, or share a new product launch, having a specific purpose drives everything from concept to execution.
For Example: You might need a video to educate potential clients on how your software works or to create an event recap to share with stakeholders.
5. Where will your video be shown?
The distribution platform will affect every part of your video’s production. A video for a website landing page will look and feel different than a short, snappy video for social media. Length, visuals, and accessibility requirements vary depending on where the video will live.
For Example: If the video is for social media, your producer might recommend keeping it under a minute and including captions for viewers who have their sound off.
6. What tone should the video have?
Tone matters because it determines how the message will be received. Should the video be lighthearted and humorous, or is a serious, authoritative approach better suited? Your producer can help you find the right tone to connect with your audience.
For Example: For a video targeting a young, innovative audience, you might opt for a casual, conversational tone.
7. What format should your video use?
The format – whether live-action, animated, or a mix of both – will influence the visual style and production process. If you’re unsure, your producer can walk you through the options to determine what will best convey your message within your budget.
For Example: You might use animation for a complex tech explanation or live action for customer testimonials to add authenticity.
8. What inspires you?
Sharing links to videos that capture the feel, look, or style you want can be incredibly helpful. Inspiration videos give your producer a visual reference for your ideas, even if they’re from a different industry or use a different format.
For Example: If you’re inspired by a specific commercial’s pacing or aesthetic, share it, noting what stands out to you, like the transitions or music.
9. What production elements does your video require?
The production needs to cover every tangible element, from filming and animation to sound design and editing. Outline whether you need special elements like accessibility features, multiple language subtitles, or particular filming locations.
For Example: You might require a day of filming in your office and need subtitles in two languages for international audiences.
As you can see, video briefs are essential for aligning creative expectations, but they also come in a range of styles and can cover various levels of detail. Some briefs stick to the essentials, covering only audience, purpose, and message. Others dive deeper, including additional details like storyboards, mood boards, or even technical requirements for production.
The style of brief you choose depends on your project’s complexity and your creative needs. For a high-level concept video, a vision board or storyboard might be helpful, while for a straightforward corporate video, a simple Q&A brief may be enough. No matter the format, a well-structured brief sets your project up for success by clarifying each essential element.
A thorough video brief ensures that your project starts with everyone on the same page, creating a solid foundation for a video that resonates with your target audience and achieves your business goals.