To the video production company, a video brief explains how the film will fit into your marketing and business strategy. The video production brief serves as a roadmap for all parties involved, from pre-production to post-production.
A creative brief for video production is equally crucial to the project's success. While creative briefs must be adapted to the specifics of the campaign or effort, every video that is supposed to accomplish outcomes must include crucial questions (and answers).
1. Introduction and Goals of the Project
Begin by explaining why you are making the video in the first place. Is it part of a larger campaign or project? What specific result are you aiming for?
Avoid using 'fuzzy' words like "to educate," "to inform," or "to raise awareness" in this context. Rather, concentrate on measurable behavioral changes. What would happen if “awareness” increased?
2. Specified Audience
Nobody is our audience if everyone is! It's best to target one primary audience per video, though a secondary or tertiary audience is acceptable in some cases. If you discover that you have multiple audiences, this could be a sign that you need multiple videos.
It may also be beneficial to provide a buyer persona, which is a semi-fictional portrait of your ideal customer. Buyer personas include demographic information as well as information about their motivations and goals. Buyer personas attempt to describe what prospective customers think and do as they progress through the buyer's journey.
3. The Most Valuable Message(s)
Your principal message(s) should be given from the perspective of the people you're trying to convince. Give a response to the question, "What's in it for me?" A detailed explanation of these benefits will improve not only comprehension but also action.
Each audience should have a single key message. It's probable that you'll need more than one video if you have numerous important messages to convey.
4. How will the video be distributed and where will it be distributed?
When at all possible, videos should be relevant and platform-specific. There are a number of reasons why you should make your films 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 it going to be lighthearted or serious? Is it better to be friendly or professional? It's tough to put this into words, which is why we'll frequently ask for examples of comparable videos you've seen that you enjoy – or don't like – to use as a reference for a video's style and tone, as well as any existing branding requirements.
6. Any Components That Must Be Included
Any non-negotiables, such as the client's logo, catchphrase, or signature sound — everything that must be in the video – should be placed 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
How quickly do you want to get started? Is there a certain time limit? How many rounds of changes and approvals are expected to be required?
At this point, a budget for the project should have been set aside. 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, and design by committee should be avoided at all costs. 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.
I wish you a ground braking video marketing campaign!
Remember : Video producers are not specialists in your area and your organization, inform them correctly!
Fatih Ugur | Producer @Vidyograf | email@example.com