How to write a Video Brief for your Marketing Campaign?
Updated: Feb 17
Welcome to the world of video production! Creating a video is no easy feat, but with the right video production brief, you can guide all parties involved to a successful outcome. This document acts as the roadmap for the project, from pre-production to post-production. Think of it as your GPS, but instead of directions to a Starbucks, you're getting guidance on how to win over your target audience.
1. Introduction and Goals of the Project
First things first, why are you creating this video? Is it part of a larger campaign or project? What specific outcome are you hoping to achieve? Please, no vague language like "to educate" or "to raise awareness." Let's be specific, people! What do you want to happen when someone watches your video? Will they finally understand how to use your product? Or will they feel compelled to throw their money at you? Paint a picture of success so clear that even your grandma can see it.
2. Target Audience
Who are you trying to reach with your video? Think about it like a high school dance. If everyone's invited, nobody's going to have a good time. So, pick your primary audience carefully. Sometimes, a secondary audience might work too, but don't get greedy. If you find yourself with a long list of audiences, it might be time to break out your dance card and plan for multiple videos.
It can also be helpful to create a buyer persona. This is like the yearbook photo of your ideal customer. You want to include demographics like age and location, as well as information about their interests and goals. Think of it as a cheat sheet for understanding what makes your customers tick. With this in hand, you'll be able to create a video that speaks directly to them.
3. The Most Valuable Message(s)
Now that you know who you're trying to reach, what do you want to say to them? Remember, less is more. Stick to one essential message per video. If you have a laundry list of points to make, it might be time to start writing your own Netflix series.
When crafting your message, put yourself in your audience's shoes and ask, "What's in it for me?" In other words, what will they gain from watching your video? Be specific, be bold, and watch the results roll in.
4. How will the video be distributed and where will it be distributed?
You wouldn't show up to prom in your gym clothes, would you? Of course not! The same goes for your video. When you're creating your video, keep in mind where it will be shown.
Each platform has its own rules, so make sure your video is tailored to its home. Will your video be on Facebook, YouTube, or Instagram? What's the ideal length? Will there be sound or is it silent-film era time? These are all important considerations to make sure your video shines.
There are a number of reasons why you should make your videos with the platform in mind:
There are various length restrictions. Some platforms have a one-minute time limit, while pre-roll advertising may have a shorter time limit.
Aspect ratios might be different. Square or even vertical videos perform better on Facebook than widescreen videos.
The use of silent-autoplay is becoming more common. This may imply creating videos without a voice-over in order to increase engagement by depending on captions.
The call-to-action must be appropriate. For YouTube, asking them to visit your website makes logical, but what if they're already there?
Scripting a few minor modifications of the same video for each device can be a very cost-effective strategy to maximize your video's outcomes.
5. Voice tonality
Is your video going to be a serious drama or a light-hearted comedy? Are you looking for something friendly or professional? The tone of your video is crucial, and it's often hard to put into words. That's why it's helpful to have examples on hand. What kind of videos do you like? Which ones make you cringe?
Let's use those as a starting point to find your video's unique voice.
6. Any Components That Must Be Included
There are some things that just can't be left out. Maybe it's your logo, a specific catchphrase, or that one signature sound that everyone knows. Whatever it is, make sure you note it here.
You could also mention anything that should be avoided, such as colors that are too close to those of a rival or any business jargon or terminology that might be off-putting to your target audience.
7. Timetable / Budget / Approval Procedure
Creating a video that stands out from the crowd takes time and money. So, you should be upfront about the budget and timeline of the project from the get-go. This will help you avoid any last-minute surprises or unexpected costs.
Additionally, a clear approval process is essential to ensure that the project stays on track and meets the client's expectations. It's important to identify who will be responsible for approving the different stages of the project, and how many rounds of revisions are expected. This will prevent design-by-committee, which can often be counterproductive and slow down the project.
If you're still in the budgeting stage, working with a video production partner or consultant you can trust to assist you create a reasonable budget for the project may be beneficial. When deciding on a strategy for the project, the creative team will need to be conscious of any financial limits.
It's critical for a video producer to understand the approval process in order to build a realistic timeframe. The more people engaged, the longer things will take.
You should also examine any planned vacations of important stakeholders, as they could cause delays in the process.
When working with a video production agency, having a single point of contact to represent the customer works best. Their task will be to gather input and ensure that none of it is contradictory, all while managing the expectations of their entire team.
In conclusion, creating a successful video project requires careful planning and attention to detail. From setting clear goals to identifying the target audience, and from crafting the perfect message to deciding on the right distribution channels, every step of the process is crucial.
By following these tips, you'll be able to create a video that not only meets your business objectives but also engages and resonates with your target audience. And who knows, it may even go viral and become the talk of the town!
Remember, a video production company is not an expert in your industry, so it's up to you to provide them with the necessary information and insights. With good communication and collaboration, you can achieve great results and take your video marketing strategy to the next level.
Now, let's go make that ground-breaking video campaign! And don't forget to have some fun along the way – after all, videos are meant to be entertaining, right?
Fatih Ugur | Producer @Vidyograf | email@example.com
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