A video production brief is a document which details what a client wants from the video. To ensure that the video delivers on its business objectives it is important to prepare a detailed and clear brief. Here are some elements to consider when creating a video production brief:
1. Detail the purpose of the video
Identify the main purpose that the video is being created for. For example, is the purpose of the video to promote a new product or service? Or is the video an internal messaging piece for the company’s employees. If you are clear about the purpose of the video, it will be easier for your video production agency to develop a concept that will achieve that goal.
2. Where will the video be used
Explain where the video will be used. Is the plan to distribute the video through social media? Will the video be shown during a presentation? Or is the video going to sit on the home page of your website? The end use for the video will impact the type of video that needs to be produced. Videos used for online advertising may need to be a specific length. A video to be displayed on loop at a conference may need to work without sound, in which case the visual elements will need to do all of the communication.
3. Identify the target audience for your video
The intended audience for your video will effect a number of elements of your video. Video intended for a younger audience may be markedly different to one for anadult audience. A technically sophisticated audience may require a more detailed video. An audience which is unfamiliar with your product may prefer a video which is more entertaining to grab their attention
4. Establish a budget for your video
Let the video production company know how much you are willing to spend on the video. This will enable them to make choices about filming and editing to stay within this budget. A limited budget does not mean that you can’t produce a video which is will effectively meet your business goals. However, it may impact the style of the video. For example, if you are working with a limited budget full CGI animation may be out but a presenter lead video featuring someone from your company may allow you to deliver the same message.
5. Provide specific deadlines
Make sure to be specific about when you want the video to be finished. Another option is to give multiple deadlines for different aspects of the finished product, for example, the script may be due by a certain date, while the first draft may be due in a two month’s time. Having multiple deadlines helps you stay part of the creative process, while also giving the production company milestones they know they will need to hit.
6. Give examples of relevant videos
One of the clearest ways to communicate the visual style, format, and type of video you want to produce is with examples of other videos you like. These can be your own videos, those of your competitors or even videos from completely different industries. This is also a good way to convey specific types of shots you would like to see in the video you are having created. Reference specific shots you like from the example video and the video agency will be able to explain how they could reproduce them.
7. Give the length of the video of the final video
The length of the video can affect a number of different aspects of production including budget, editing time and the amount that will need to be filmed. There is no one ideal length for a video your video production partner should be able to explain which length works best in specific scenarios.
8. List the existing assets
What assets do you already have that can be used for the production of the video. For example, is there already a script or will this need to be developed? If you want animation for your video, do you have design assets that can be used by the animators? If you are filming an interview do you have a location where filming can take place?
The more detailed the information you provide in your brief the more likely you will be happy with the end video that you receive. A good video production agency will be able to work with you to develop a creative concept, but it is still important that you are able to convey the goals you want that video to achieve.