Video Production Creative Briefs Made Simple [FREE TEMPLATE]
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Creative briefs are the chores of video production.
Tedious but necessary.
Video production involves many moving parts; clarity is crucial to successful outcomes. A well-written creative brief clarifies expectations, budget, timeline, and creative approach. It serves as a point of departure for collaboration with your video production agency, ensuring everyone involved is on the same page and has access to essential information.
Writing a creative brief is also an excellent exercise for the brand ordering the video. It forces you to move from vague ideas to concrete directions and requests, helping you articulate your brand's objectives and needs.
How to Write a Creative Brief for Video Production
Writing a creative brief for video production may seem challenging, especially if you're unfamiliar with the technical aspects of video production. However, by focusing on your brand's message and objectives, you can effectively communicate your vision to the video production agency. While the following template provides a starting point, feel free to add additional material that will help the agency understand your brand better.
1. Introduction
Introduce your company, brand, and concept briefly. Provide an overview of who you are, what products or services you offer, and how they benefit your customers. If you have a positioning statement, include it here.
2. Project Overview
Outline the project you want to create and how it fits into your overall marketing strategy. Specify if it is part of a larger campaign or a stand-alone project. If applicable, share examples of other content within the campaign or previous campaigns to give the agency an overview of the project.
3. Project Objectives
Describe the objectives of your project and what you aim to achieve. Are you looking to build brand awareness, educate customers, or showcase your company's CSR work? Define the type of video you want to produce based on your goals. Determine if you want to evoke an emotional response or provide informational content. Be clear about your goals and objectives to effectively guide the video production process.
4. Target Audience
Specify your target audience and provide details about your ideal customer profile. Consider age, occupation, aspirations, challenges, pain points, budget, and location. Understanding your target audience will help you and your video production agency create content that resonates with them.
5. Channels and Distribution
Indicate where you plan to show your video and how it will be distributed. Will it be on your website, social media platforms, or as a TV commercial? Different platforms require different video formats and approaches. Consider your target audience and select the platforms that will reach them where they’re at.
6. Competitive Overview
Provide information about your competitors and the type of videos they produce. This knowledge will help your agency differentiate your brand and ensure your videos stand out. Avoid creating content that is too similar to your competitors' videos.
7. Message and Style
Clearly define the message you want your video to convey. Craft a concise and compelling core message that differentiates your brand and resonates with your target audience.
Got a favorite video that gives you all the feels? Share it with your team. Tossing them a few inspiring examples can spark your team’s creative fires and get them closer to your vision.
8. Brand Guidelines
Share your brand guidelines with the video production agency. Include information about your brand's visual identity, such as colors, fonts, and logos. Provide guidelines on how your brand should be represented in the video to ensure consistency and coherency.
9. Tone of Voice
Describe your brand's tone of voice. Share it with the agency if you have defined it in your brand guidelines. If not, think about how your brand would speak if it were a person. Consider the tonality, language, and words your brand would use. Think about the feelings you want your brand to evoke and how your target audience communicates.
10. Budget
Specify your budget for the project. This will help the agency determine the scope and feasibility of the video production. Be open to discussing budget constraints with the agency to find the best approach that aligns with your goals.
11. Timeline and Deadlines
Provide a timeline for the project and specify any important deadlines. Consider any events or campaigns requiring the video to be completed by a certain date. Clear communication about timelines will ensure a smooth production process.
Remember to maintain open communication throughout the process and collaborate with the agency to achieve the best results.
If you're ready to embark on your video production journey, use this comprehensive guide to create a creative video brief that sets the stage for success. With a well-thought-out brief, you'll be on your way to creating impactful videos that captivate your target audience and help you achieve your marketing goals.
