How do you write a good video brief?

If you want to create professional videos that meet strategic goals, you need a solid foundation: a clear, effective video brief. This document is essential whether you work at an agency, you're a marketing professional, or a freelancer managing your own projects.

Think of it as the detailed recipe for your next audiovisual masterpiece. Without it, you risk investing time and resources into a final product that falls short of your expectations, your client's expectations, and worse still: your audience's. This article will guide you step by step in building that indispensable brief.

What Exactly Is a Video Brief?

A video brief, also known as a video summary, is a short document that gathers the essential aspects of a video project. It works as a shared roadmap among everyone involved, from the client to the production team or the video editor. Its purpose is to make sure everyone has a unified understanding of the project's goals, message, audience, and technical requirements.

We know it's a hassle to have one more step, but spending time on a good brief can save you hours of revisions and misunderstandings. A well-thought-out brief can be completed quickly, and AI will surely make it even faster. It's not about overanalyzing, but about thinking strategically through the key points to enable smooth communication within the team.

• Align expectations: Everyone involved knows what to expect and what's expected of them.

• Optimize resources: Avoid rework and make sure the budget is used efficiently.

• Stay focused: It serves as a constant reference throughout the entire production process.

• Enable creativity: With clear boundaries, to avoid scope changes from the client or team.

13 points (checklist) for a perfect brief

To make sure your brief is complete and useful, consider answering the following questions. This list will help you clearly define the scope and goals of your video project:

1. What Is the Core Purpose of Your Video?

It's crucial to communicate the video's main goal. Is it meant to launch or support a specific campaign? Is it intended to solve a particular problem or explain a complex concept? What are the key messages about your company or product that need to be conveyed? The more context you give the production company or team, the better they can align their work with your goals.

2. Who Is Your Audience and How Will They Watch the Video?

Clearly define your target audience. What are they like? What do they already know about your brand or the video's topic? What is the problem or explanation they need? Explain your intentions regarding the distribution of the video, that is: where it will be shown. Will it be for conferences, internal training, your website, social media (YouTube, Instagram, TikTok), or even television? Knowing the distribution channel will influence the format and style. We're talking aspect ratio, total length...

3. What Specific Content Do You Want to Include?

Having a few ideas about the desired content is a big help. Also, let us know if you already have certain resources available: specific locations, people who will participate, archive footage you'd like to include, or whether an interview with the CEO is a must.

4. How Would You Like the Narration to Be?

Do you have a preference for how the story will be told? Do you want a professional voiceover, on-screen text titles, testimonials, or "talking heads"? It's good to have an idea in advance, since each option gives the video a very different feel. A production company can advise you on the pros and cons of each narrative format and the most suitable audiovisual storytelling.

5. What Visual and Emotional Style Are You After?

Do you want a documentary, cinematic, or animated style, or maybe something more dynamic and modern with motion graphics? What emotions do you want the audience to feel while watching the video? (For example, inspiration, trust, urgency, fun.) If you have visual references or examples of videos whose style inspires you, share them. This is incredibly useful for the creative team.

6. How Would You Sum Up the Video in One Sentence? (Elevator Pitch)

Being able to condense the essence of the video into one or a few sentences helps clarify the core message and ensure all efforts point toward it. This synthesis exercise is vital to staying focused.

7. A Short Script or Key Points?

While you don't need a full screenplay, providing at least a structure with key points, main messages, or even an initial draft of the storytelling is essential.

8. What Formats and Deliverables Do You Need?

Specify the final delivery formats. Do you need different versions for different platforms (for example, horizontal format for YouTube, vertical for Instagram Stories)? Do you require high-definition files, with or without subtitles, or perhaps the raw footage? Knowing the best format for the video based on its use is important.

9. Does It Require Live Audio, Music, or Voiceover?

Define the audio elements. Will there be dialogue recorded live? Will you need specific background music (licensed or royalty-free)? A professional voiceover? Sound design is crucial to perceived quality.

10. How Long Should the Video Be?

The ideal length will depend on the content, the platform, and the audience. A short ad spot is not the same as a webinar or an explainer video. Having an estimate, even a range (for example, for a corporate video), is important.

11. What Call to Action (CTA) Will Be Included?

What do you want the audience to do after watching the video? Visit a website, subscribe to a newsletter, request a demo, share the video... A clear Call to Action (CTA) is essential to turning interest into action.

12. Who Are Your Competitors and What Are Their Videos Like?

A brief competitive analysis can offer valuable insights into what works (and what doesn't) in your industry. It's not about copying, but about differentiating yourself and finding opportunities.

13. What Is Your Budget and What Are the Timelines?

Be transparent about the allocated budget. If it's internal, at least the total length. Set clear deadlines from the start, including dates for revisions and final delivery. This will help avoid delays in production.