How to write a clear creative brief for video production

How to write a clear creative brief for video production

In this day and age, video content for your brand or business is a non-negotiable when it comes to creating a successful digital marketing campaign. Yet asking someone to create a video for your brand is almost like asking someone ‘how long is a piece of string?’, and the biggest frustration felt by marketers is the struggle of relaying what you have in your head into a brief for an agency.

The devil is always in the detail, so in this blog, we’ve pulled together our top 3 tips for providing a clear creative brief to your video agency.

1. Know your purpose.

Before you engage the services of a video agency, you need to determine what you actually want to achieve with this video (or series of videos).

  • Do you want to use it for paid socials and drive traffic to your website?
  • Do you want to showcase and promote your brand or products/services?
  • Do you want to get client testimonials to post on your website?
  • Do you want to build engagement with customers and prospects?

There are a lot of things to think about when it comes to video production for your business, and yes, a video agency can help with this and make suggestions, but at the end of the day, you know what you need for your business.

2. Do your research

Just like any other form of marketing content, your video content should be:

  1. Targeted to address the needs and preferences of your audience.
  2. Interesting and engaging for people to watch and share.
  3. Created for the channel it’s intended to be viewed on.

So… it’s research time!

Start by taking a look at your current customers, and profiling them. Find out:

  • What pain point(s) are you solving for them?
  • What are their long-term and short-term goals?
  • How do they consume video and other types of content?
  • Where do they go for answers and general information?

By taking the time to do this, you would be able to build the foundations to understand who you’ll be targeting and what message you need to be communicating.

The next step is to take a peek at what your competitors are doing online – through their websites and social channels.

  • What types of content are they building?
  • Do they have a loyal following?
  • How regularly are they producing content?
  • And most importantly, what can you do differently to stand out when communicating to, and targeting, the same audience base?

Finally, jump online and check out the different types of content created for different social platforms. Creating video for Facebook is very different from creating video for Instagram. It’s important to take the time to understand the different platforms in order to create more engaging content for your audience to interact with.

3. Write it down in a well-structured brief template

Now that you have a better understanding of why and what video you want to make, the next step is to write down the information for the brief.

Every video agency will (or hopefully will) have a briefing template you can use to plan the details of your video. It doesn’t need to be complex at this initial stage, but it does need to be clear and well-structured so that it can be easily interpreted.

When writing down your video production idea into the brief template, be sure to include the following information:

  • Purpose and objectives of your video
  • Overall messaging
  • Target audience
  • Branding and design guidelines
  • Channels or platforms where the video will be used – This is important as different platforms have different video requirements.
  • Timeline and milestones for the video production
  • General look and feel (Try and use words like, clean, professional, upbeat)
  • Any video examples you like (or don’t like)

Also…

While you may not know how much a video concept will cost to produce, try your best to set realistic budgets for your video production. Your agency can give you more details on what will be required to bring your ideas to life.

An established video agency will have the skills and knowledge to be able to guide you through different budget options for your video, and where they can optimise your production budget.

Want to get the best bang for your video marketing buck? Here’s a quick video and guide to maximise your video budget when working with an agency. Watch it now!

Need to stretch that video budget to the max? Get Access

The Deli Agency is a video strategy and production agency based in Sydney, Australia. We specialise in creating content powerful stories designed to boost engagement on all social and digital platforms.
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