How to Write a Video Brief




Writing a video brief can feel like a big challenge.

You might not even are aware that to start.

Regardless of your rationalization for creating video, whether it’s a new product start or for a discipline phenomenon, a video brief is what excludes your part project on track.

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The Video Brief Template

The Video Brief Template

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Creating video for the sake of it is pointless.

It needs to have a purpose and it needs to meets your goals and objectives .

So how do you ensure this happens at each and every stage of your assignment?

By creating a video brief of course!

This is not only important for you, but likewise for your video make agency, as you want to be confident that they understand what you’re trying to achieve.

Some video assignments you have in mind could include πŸ˜› TAGEND

An explainer video An contest video A concoction demonstration video A point video An investor tie-in video Showreel Testimonial video

For any type of video, a well written and carefully throughout out video brief will make sure the make process moves smoothly.

This gives you and your chosen agencya sense of direction before you get started. You don’t want to constantly be on/ off the phone trying to keep track of where things are at. This is not a valuable utilize of anyones time.

From the outset, you want to be organised and confident that both you and the agency understand what is expected from your video programme. There is likely to be beliefs on both sides as you miss a video which is high quality and professional, but equally your video agency need to know budgets, timescales, and goals.

A video brief encompass all of these things into a single document. You can refer back to it at any stage of the project if things start to veer off course.

What is a Video Brief Used for?

A video brief is a written record that the enterprises use to communicate the specifics of their assignment with a handful of adopted agencies.

Typically, it’s a Company Director, Marketing Director, Marketing Manager, or Marketing Executive that is tasked with writing the video brief.

But, if you’re a startup founder or small business owner, then you are able to learn how to write a video brief more as this might be something you have never betted into before.

Here’s an example of when you are able to write a video brief πŸ˜› TAGEND

If you’re a Marketing Director is currently working on a business who is looking to create a video to explain how a make acts. In this situation, you would send your video brief to business that offering video services.

If you contact several authorities about your video activity, and don’t attach your brief, you’ll find that more often than not, you’ll get asked for it.

Or failing that, you’ll end up on several different calls asking the same questions, which you could have plastered off in one well written video brief. Save yourself hour and intensity by having this document ready firstly!

Also, borne in mind that your video brief does not have to be a lengthy essay. It should summarise the key points of your project to give your chosen agency an understanding of what you want to achieve. This is not something that should take hours and hours of your time. In fact the purpose is to save you go as you have nailed down the purpose of your video in the early stages.

Typically your video brief takes the form of a Word Document or PDF, but some marketers like to get crazy with Powerpoint too and make their brief that nature!

From a practicality point of view, the commenting features in a Word Doc, Google Doc, or PDF make it easiest for your video yield organization. At Canny, we utilise a range of collaboration tools to enable both us, and our purchasers, be involved at every stage of the process. person drawing a bubble map

Why Is a Video Brief Important?

By writing a video brief, you’re getting the ideas for your job out of your head, and down on paper. This process is really important as more often than not, you can have ladens of great ideas which you understand, but communicating these to someone else, can be tricky.

However, by writing it all down, it helps you and your crew stay on the same page so that you’re working towards a shared vision.

Essentially, a video brief promotions drive a better understanding of your campaign for all parties involved.

When contacting agencies, you’re hoping for various things πŸ˜› TAGEND

They know about your manufacture They know about your company They’re excited about your programme

But none of these things are a given.

Your video brief serves to build these things a reality.

No agency on earth can know the ins-and-outs of every single industry. They might have a base understanding of how your industry operates but it’s improbable to expect them to know everything. Enter your video brief. They’re golden manual.

The opportunities are, unless you’re the Marketing Director of a huge company, they won’t have come across you. Enter your video brief.

And how are they going to get excited about your programme if they don’t know anything about it? Enter your video brief.

Imagine you run a video creation agency, and this is the email you is obtained from a possible client πŸ˜› TAGEND

“Hey, we’re looking to create a product demonstration video and like your work.”

Although these emails still ignite your interest, it’s ever more exciting to receive an email with a brief attached, or even simply a tiny bit more information. You demand a opening into what the project is all about so you can start thinking of ideas and ways to bring it to life.

A good video product firm will be excited and is the beginning developing sentiments from the moment they speak your brief. Give them an insight into what you want and include enough information to get the cogs turning.

Let us know why you’re reaching out, and how it is possible to partner with you to solve your problems.

Who Should Write a Video Brief

If you or your fellowship are looking to partner with a video production organization on a project, then you need to write a video brief.

We find with SMEs and larger fellowships, it’s usually the Marketing Director, Marketing Manager, or someone on the Marketing Team that would be in charge of creating or writing the video brief. Then, Marketing Executives would use it when reaching out to capability video organization partners.

In smaller companies, it’ll typically be the owner/ adventurer of the business. In such a situation, they’re usually relatively day poverty-stricken, and the brief will be less comprehensive.

And that’s absolutely fine!

Like we said earlier, it doesn’t have to be an essay. As long as we have an understanding of the project and what you’re hoping to achieve then we can take it from there. At Canny Creative , the clue is in our name!

We love being creative and thinking of engaging and imaginative hypothesis that will bring your video content to life. A short but condensed video brief is good enough for us to work on. If we have the key details of the project then you can leave the rest to us.

It’s important to keep in mind that your video brief should foreground the problems you’re facing. Not the solutions you need.

You focus on the problem, and let your agency focus on fixing it for you. That’s what you’re paying them for!

A good video make authority can assist you formalise or is built around your video brief, by dissecting it and asking you thoughtful and insightful questions. They’ll have a different way of looking at things and will be able to offer their own expertise.

Your video brief isn’t a finished section. It provides the base of your job which can then be built upon and finalised with your opted bureau. You don’t need to have all the answers straight away. Your pick video busines are experts in their domain and will be able to help you produce something that fulfills your needs.

Remember πŸ˜› TAGEND

The best work is produced through a partnership. This is a two method street and you should be able to lean on your busines for ideas and inspiration. They shouldn’t just take your sentiment as it currently stands. They should apply their own thoughts and sentiments as they have years of experience.

Collaboration is key as this is when true creativity starts to flow.

Learning to trust your prefer video product bureau early on will help deliver better upshots for your business in the long run. If you can’t trust your bureau then you shouldn’t have partnered with them in the first place. You’re investing a lot of experience and coin into this process and your handing a big part of your business over to them. You need to be confident that they’re capable of producing results..

What Sort of Project Are Video Briefs Used for?

The video brief is a document abused across a broad range of industries.

This includes πŸ˜› TAGEND

Education Technology Political safaruss TV agencies Finance Childcare SaaS FMCG

Regardless of your manufacture, video is a phenomenal tool.

There’s so much you can do with it, whether it’s being used for internal or external communications, or simply to raise brand awareness. Every single industry can benefit from squandering a video brief as it’s important to know why you’re video is being made.

At the end of the day, this performs everybody’s life easier. Whether you’re a start up or an established business, this has to be big benefit. You’re time is very valuable and any behavior you are eligible to utter treats most efficient is a good thing.

If you’re find it difficult to write your video brief, then stop right there. Try a different way.

Maybe you can record yourself describing your business and the problems you’re facing. Some parties find it easier to talk about things rather than writing them down. As a Content Strategist I’m a little biased as I love writing. However, I understand that it’s not everyones bag, and sometimes verbally describing your business can be a lot easier for you.

It doesn’t ever have to be a standard written document!

As long as you can document your ideas in some determine or structure, your pick authority can start to get to grips with your business.

Now that we’ve talked about video briefs in general, let’s jump into the meat of it. person writing the word plan on a white notepad

What Should Be Included in Your Video Brief

It’s no good understanding the importance of a video brief if you don’t know what needs to be included.

Writing a good video brief is not an easy one, but don’t fret, that’s what we’re now for! Hopefully by the end of this blog post, you’ll be a pro.

The most important thing is to attain your video brief understandable as this is what your chosen agency are going to refer to. It’s a fine balance between meeting your brief compact enough to retain interest, but comprehensive enough to give a good overview of your situation.

Before we dive in, it’s important to note that depending on your specific project, there are different types of briefs accessible. It all depends on what you’re trying to achieve.

For example, you could have πŸ˜› TAGEND

If you’re working on a branding campaign, you would need a branding brief A website projection need to see a website brief A rebranding assignment, which again has its own unique rebranding brief A desire to improve your company’s sell, which “wouldve been” best been presented with a marketing brief Or if you’re in the USA, you might be looking for an RFP or RFQ template

Click the links above to download the related brief for your project.

For now, let’s stick with a video brief.

So, what needs to be included?

As a base, a written video brief should be included in πŸ˜› TAGEND

An Overview of Your Business Video Objectives Your Target Audience and Market Project Specific Information What the Video Needs to Include Other Videos You Might Like Brand Strategy/ Brand Guidelines Expected Video Deliverables A Draft Script A Draft Storyboard Any Other Requirements Project Timescales Project Budget Contact Information How the Project will Be Apportioned Required Response

So, how do you write a video brief? Let’s take a look…

An Overview of Your Business

The first thing you should explain when writing your video brief, is about your business and the sector you work in.

If you’ve had any initial thinkings on the type of video( perhaps it’s live activity, maybe it’s enlivened)- then include that too!

Try to answer the following questions πŸ˜› TAGEND

What do you do and how do you procreate your coin? How time clients currently buy from your business? What realizes your business unique within the marketplace?

The more you can offer in the first instance now, the better.

For example, if we were applying this to Canny, a general overview of our business would include the following πŸ˜› TAGEND

At Canny Creative, we create brands, websites, video, and material proposes that get our patrons real business decisions. Currently, most of our buyers “re coming” our website, thanks to our content policy. Because our material pleads globally, “were having” purchasers all over the world. What constructs us unique in the market is our partnership based approach. We gave our clients’ businesses like they’re our own, rather than a speedy currency grab.

This sort of simple information outlines what your business does and what draws you different. It is the bread and butter of your business in a few succinct parts. Exiting forward, this will assist made the information that follows.

Video Objectives

If you’re creating video, then the fortunes are, you’re not doing this on a impulse. There’s a reason behind it, which needs to be followed through at all stages of the project.

Your goal for your video project, could simply be something like πŸ˜› TAGEND

“We want to create an invigorated explainer video that helps our audience understand the technical capabilities of our make, inside and out. We want it to be animated because it’ll be easier to understand that way.”

This information is great as it tells you agency exactly why you’re creating the video and what the hell are you lack the end answer to be.

You also need to include your measures of success as this helps you monitor how your video campaign is performing and lets the agency you’re working understand the criteria.

For example πŸ˜› TAGEND

If you’re hoping your video will increase marketings, you need to include this in the video brief.

Why?

Because it’ll change how relevant agencies approaches your programme from the outset.

Having a cause of “success factors” can help all parties drive the chastise response and outcomes. It ensures everyone is well known its own responsibilities are, and will help to create the project plan. person viewing Canny customer persona worksheet

Target Audience and Market

Regardless of the type of video you’re creating, you want it to be watched. This process needs to provide some sort of value otherwise it’s not worthwhile.

To ensure your video is successful, you need to define your target audience. All kinds of purchasers reverberate with different types of video content.

For example, if you identify your public as being below age-old 25, would this age group be more interested in TikTok than an audience over persons under the age of 50?

By understanding who your gathering is, you can make sure you are pitching your video material at the freedom level.

Check out our usher for creating your model purchaser personalities .

Outside of demographic and psychographic attributes, ask yourself the following about your customers πŸ˜› TAGEND

What does their family structure look like? What type of car they drive? Are they a pet proprietor? What newspaper/ periodicals do they read? Which websites do they call? And for what purpose?

Try to include 3 purchaser personality precedents here.

Make sure that the people you include are the people that are going to be watching your video!

Otherwise what’s the top in creating it in the first place? It needs to be seen, and more importantly people need to do something when they see it. This could be sharing it on social media, liking or provide comments on the video, or clicking through to your website to make a purchase.

Essentially your video should trigger some sort of response.

Obviously this is totally different if it’s an internal video used for training or recruitment. The notion behind this type of video is to educate and inform people about the company.

That’s why having the purpose of your video nailed down at an early stage is essential.

Project Specific Information

Project specific information can be tricky to outline in a video brief. That’s why you’re looking to engage a professional for help!

But let’s take a look at creating a live war video as two examples. Including things like πŸ˜› TAGEND

Our CEO is very comfortable on camera Our place is new and modern and is likely to be the ideal place to shoot We have access to 3 patients on[ time]

Is ever good to know.

On the flip side, knowing things like πŸ˜› TAGEND

We don’t crave our department to be seen as there’s a lot of confidential info in there Talking principals are too corporate for us We can’t get access to our consumers as we’re tied into an NDA

Can help scope out development projects a lot easier.

Having an idea now of if there are going to be interviews, where they’re going to be is also good to know.

Are there requirements around length? Perhaps it needs to be a specific length to work within a sales campaign or Tv ad slot.

All of these themes extend a long way to helping scope out your video assignment properly. woman filming on harbour




What the Video Needs to Include

As we’ve discussed, the more information you can provide your video yield authority with, the better.

This is especially important if they are key things you want them to include in your video as this needs to clearly stated in your video brief. For instance is there a specific location you would to include while you’re filming? Or perhaps you have hired a professional voice actor. Whatever it is, make sure you let your agency know!

By asking yourself about the project specifics you can be sure you’ve got all basis shielded. For speciman, as a SaaS company you are able to want to include πŸ˜› TAGEND

Who our application is for What it does differently to the competition What is the main USP of the software Why beings should choose us What the application looks like and how it performs A particular orientation

These sortings of prompts and clues make it easier to visualise how the video might come together.

It also provides the agency with a checklist of its most important words that they need to cover. This will save time subsequently down the line as they will not need to go back and do further editing.

Other Videos You Like

If you’re starting to create video content for your own business, then you have probably read videos is provided by other business that you like.

This can be very helpful as you can show these videos to you chosen video agency to give them an idea of what kind of videos you like. They will be able to use this as inspiration when fixing your own video to make sure it is on the right track.

This is particularly helpful when you- or your CMO- are expecting a certain look and feel from the video. As we’ve clothed it can be difficult for parties to describe in words what they want from a visual commodity, so it will be helpful to reference videos that communicate what you’re trying to achieve.

Make sure you list out πŸ˜› TAGEND

Website Link What You Like About Them What You Don’t Like About Them

Any sort of research you have in this department is helpful!

Brand Strategy/ Brand Guidelines

If you have a brand strategy and brand guidelines, then it’s a good project to include it in your video brief so the agency know the constraints of the brand.

Your symbol approach is your story, standing, operation, tone of voice etc. your firm abides by. It’s important your organization knows this from the get vanish so they can position your video content properly. Your video is an important part of your wider material programme and needs to align with your brand.

Equally important is your brand guidelines. This is the rulebook for how your firebrand is represented visually and influences how people perceive your label. Every brand asset needs to be consistent whether it’s a advertisement, website, booklet, email expedition, or a video. iMac showing video editing software

Expected Video Deliverables

One of the biggest forces of the expenses of a video projection, is the level or extent of expected deliverables .

At a minimum, we find most of our patrons often need πŸ˜› TAGEND

The main video Time from the video to be used on social A teaser for the video Promotional imagery

By putting recalled into the video brief now, you can mitigate cost further down the line.

You want to make sure you have everything you need from your video make corporation to make a big splash. Smaller clips of your main video are very versatile as they can be shared across social media stages such as Instagram legend and TikTok.

A Draft Script

One of the hardest things about putting a video together, is the script itself.

However πŸ˜› TAGEND

It’s also one of most useful tools to help gauge the cost of a video activity. So if you have even a indistinct impression of a dialogue, include it in the brief!

Again it doesn’t have to be anything too comprehensive. The main thing is to give your chosen video agency an idea of how long your script is and the time it will take to execute it.

A Draft Storyboard

If you don’t have a wrote, perhaps you’ve drawn out a enlist storyboard?

If not, could you?

Stick men and pens are fine! At this stage, anything is better than nothing as this still acts as a visual aid.

If you’re struggling to enlist a storyboard, then realize our precedent below for some guidance.

Canny storyboard on white background

Any Other Requirements

It’s easy to let your imagination run wild, and then you to be provided with a whole assortment of crazy theories. But, it’s worth noting down things like πŸ˜› TAGEND

We’ll need an audio soundtrack( original or capital ?) We might need some phone consequences Actually, the work requires a monotone to fly over the city skyline We want to interview a customer for a case study or testimonial

Additional requirements like these can do or interrupt project budgets. Especially if there is a requirement to shots from apache helicopters!

These questions will too help you plan the logistics of your video. For sample, if you’re recording interviews and featuring a range of parties, you will need to check their calendars and order a daytime to shoot.

There’s lots of things to take into consideration so it’s important you understand any possible limitations that could affect your project.

Activity Timescales

This question often facilitates video agencies to decide whether they can be involved with your projection or not.

If you’re looking for a rapid turnaround time, and the agencies you reach out to have a lot of work on, they might decline the offer to work together.

“ASAP” is not an acceptable refute when we speak of timescales either. There needs to be a tolerable elevation of understanding here, things don’t merely happen overnight.

Make sure you delineate the following table πŸ˜› TAGEND

Deadline for brief submissions Invited agencies to present proposal Agency designated Project ready Go live( if applicable)

Having an idea of project timescales ahead assistants both you and your video bureau prepare for the project. person using a calculator

Project Budget

Include a suggested fund if possible, if not, a budget range.

Video is one of the hardest things to budget for, because until the idea is fully fleshed out, then you don’t know what you’re in for. Mass of things can affect the overall cost of a video including the location you choose, the amount of people involved, and the mode of video you choose.

However, having a budget range you’re working within is super useful!

Contact Information

To ensure everything operates smoothly, there needs to be a lead point of contact in every video project.

One spokesperson of reason that can be used to add balance to its consideration, and get between both the agency and the company.

This person should know the project inside and out. From goals and objectives through to public personalities and competitor information .

Clearly listing out the contact details of the project contact, and the best time and room to get hold of them, will stimulate things loped a good deal smoother.

The video agency should also do their percentage now and formerly the project kicks off, they’ll assign a member of staff( usually an Account Manager) to handle their surface of the telecommunications.

At Canny, we blame a dedicated Account Manager to each of our projects so you know who you’re dealing with from start to finish. We know there’s nothing worse than having to repeat yourself over and over again when speaking to several different members of staff. When partnering with us, you can be sure you’ve got a central site of contact to guide you through your video project.

How the Project Will Be Awarded

If you’re considering working with a number of agencies, or firing out your video brief to several selects, then you need to make sure they know how the project will be awarded. For the record πŸ˜› TAGEND

We don’t believe in distributing your brief to a huge number of agencies. It’s not respectful of their time.

That said, we admire you’ll want to collect several proposals and rulings. 3 to 5 bureaux is a fair number to approach.

Typically beings assign a percentage of awarding criteria to the following elements.

Cost/ Value for Money Quality of Work Previous Experience Alignment to the Video Brief Suitability of the Agency

There are any number of factors you could use to adjudicator the responses.

It’s regular to write into your video brief, the percentage and weighting of each of the gifting criteria.

This helps to show your video product authority what’s most important in your decision making process and allows them to accommodate their responses accordingly.

Required Response

You need to let your agency know what you’re expecting back, by when, and how to submit it. This could be as simple as πŸ˜› TAGEND

A written response to the brief Examples of relevant work Testimonials from glad purchasers

Make sure you also include πŸ˜› TAGEND

The email address to submit the proposal to, and the appointment by which you’re hoping to receive your submissions. person writing and scrumpled up bits of paper

The’ Do Nots’ of Writing a Video Brief

Now that we’ve reported the ins-and-outs of writing a good video brief, let’s look at three things that you should escape at all costs.

Time Not Send Your Video Brief to Everyone

There are thousands of video production bureaux out there, but you don’t need to send you brief to every single one of them. Be select in your search and shrink your list down to 4 or 5.

Make sure you have carried our some exhaustive experiment beforehand including looking at examples of their previous drive and decipher purchaser tributes. This will give you an idea of what they’re like to work with and what type of video material they’re capable of achieving. If you think they look like a good is suitable for your programme, send your video brief to them.

One generic email with twenty authorities mimicked in precisely isn’t acceptable. This scattergun approach is very obvious and will likely result in the agency rejecting your offer to work with them. It’s not respectful of their experience or the performance of their duties, and you’re going to end up search a little silly when nobody replies.

Also keep in mind that if you send your video brief out to twenty agencies, you’re likely going to have to field twenty phone calls. Imagine having to repeat yourself time and again!

Save yourself the time, attempt, and undoubtedly the gulp, by being squeamish in your decision making! It’ll help everyone in the long run.

Time Not Skip Over the Budget Section

Budgets are important. They help to align expectations.

You don’t need to list every single detail out, but having a rough idea of what you could possibly invest, is better than no hypothesi at all.

Also, don’t be closed off to being at least a little resilient. There might be much better solutions is accessible to a higher investment level.

Do Not Forget to Include a Timescale Around your Decision

Nothing is worse for a video busines owned, than projects stuck in the “possibly/ maybe not” pile indefinitely.

In a video busines, you’re trading time for money, so being able to plan your workload is key.

Make sure you’re clear around when decisions will be made, and stick to the timescale you set.

It’s Time to Reach Out to Video Organization

Now that you’ve “ve learned” to write a video brief, and formed your shortlist of video bureaux, it’s time to start attain out.

If you’re still not sure on how to find a video organization, you should contact us to discuss your campaign in more detail. We’d love to hear from you !

So, it’s time to get kick start the process. person typing on a laptop

How to Write a Video Brief

A video brief is an essential paper for both you and your select video agency.

From organizing apprehensions to remaining the project on track, this will act as your go-to manual. As your video project progresses so will your video brief.

This is not something set in stone, and will grow as your sentiments derive and start to take form. Maybe you originally recollected an idea was good, but in practice, it exactly doesn’t work. That’s absolutely fine and is all part of the process!

However, having a video brief is fantastic starting point as without it, you and your agency are working in the dark.This will lead to a lot of foiling and guess task- which is not the best recipe for achieve outstanding results.

Before starting the process, you want to be confident that it is worthwhile and that your video is going to achieve results for your business. Otherwise what’s the time in engaging in video production in the first place?

If you need some aid originating your video brief or have any questions about how video could boost your business, get in touch with a member of the Canny team! We’ve induced fantastic videos for a whole host of areas, and know what it takes to transform your intuitions from some records on a piece of paper, into a winning video expedition.

Read more: canny-creative.com









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