The thing about a good video brief is that it typically results in a smashing piece of video content. As a rather well-experienced video production agency, the TopLine team has seen it all – the good, the bad and the ugly. But let us tell you for free: there is nothing so moving, so awe-inspiring, so absolutely magnificent as a good video brief. When it lands in our inbox, we literally stand up and do a little jig of joy.
The reality is that commissioning a video project is a big deal for most companies. We understand that and will do our damndest to make the process as painless as possible. But, we can’t do it entirely on our own. A detailed brief with clear objectives and a sprinkling of realistic budget awareness gets things off to a winning start.
Yes, a good video brief takes time and thought to put together, but this initial effort pays off in spades. It clarifies what needs to be done and gets both the agency and client on the same page from the get-go. This reduces the back and forth, ensuring that the video is completed on (or even before!) deadline.
With that in mind, let us guide you through the process of creating a good video brief. It’s really simple, all you have to do is answer the following 10 questions:
1. Who are you?
Please tell us your name. And your company’s name. It helps to know exactly which human at which organisation has reached out to us. Otherwise it just feels like spam. Or a not very serious request.
2. What do you do?
So, do you like piña coladas? Or walks in the rain? Give us a little info about what your company does and what you do for the company. Link us to the website too so we can have a good snoop.
3. Why do you need us?
Why are you reaching out to us? What do you need our help with? Seems like an obvious question but ‘I think we need a video’ doesn’t quite hit the mark. Give us the entire picture – it may feel like waffling but that’s ok, we like detail. And context. Very importantly, tell us how you’ll be distributing the video. For example, on your company website or YouTube.
4. What do you want your video to achieve?
You must have a reason for wanting to commission a company video. State your objective loudly and clearly!
5. Who is your audience?
Who do you want to watch the video and why? And how will they watch it? Are you trying to entice new customers – or are you commissioning an internal communications video for staff? Does the video need to be mobile friendly or sent as an email attachment? Let us know.
6. What is your message?
What are the three key points you need to get across? It’s easy to want to put EVERYTHING down on paper but time is precious. Don’t overload your audience, give them the facts.
7. What style of video interests you?
Of course, this is our area of expertise but every client always has an idea in mind of how they want their video to look. If you can, point us in the right style direction. Does animation tickle your fancy? Or filmed content? Maybe virtual reality? If you’re not sure that’s totally fine just tell us and we’ll brainstorm some ideas with you.
8. Do you have any examples of videos you like?
We don’t need you to draw us a storyboard, but by all means tell us what you like AND what you don’t like. Use your competitors’ videos as references – this will help us make your video exceptional!
9. What is your budget?
It pays to be realistic when it comes to budget. Enthusiasm is all well and good but not when it depletes the entire marketing budget for the rest of the year. It also saves production time if we have a ballpark budget to work with. Steer us in the right financial direction and we’ll know how to deliver your vision without breaking the bank.
10. What is your deadline?
Again, be realistic. Most agencies work to deadlines. Having a date to work towards helps us all stay on track and meet expectations.
A good video brief contains essential information. It’s not rocket science, just basic common-sense stuff. Tell us why, what, who, when and how – and we’ll get on it.
Need to talk video? Give our video team a shout today. They are full of great ideas and experience in all manner of corporate video production.