How To Write An Effective Video Brief

So, you’ve decided you want to make a video for your business. Good choice! It’s by far the best way to promote your business online these days.

But, where do you start?

Over the years, we’ve discovered that the foundation of a smooth video production workflow is a set of clear, defined objectives. From there, every stage — from concept creation to editing to distribution — will fall into place.

Whether you’re producing your video in-house or with a video production company, setting down these objectives in a simple brief will keep everyone on the same page.

Here are five key elements to include…

Main objective

Choosing the top level goal for your video is an incredibly important step. It will allow you to build a solid concept that will deliver measurable results for your business.

What are you hoping to achieve with your video? What problem do you want to solve? Which area of your business needs a boost? Whether you want to boost website traffic, encourage lead conversion, or raise awareness for a new product, write down your goal and be as specific as possible.


Every element of your video production should be tailored to your target audience. If your viewers relate to your content, they are more likely to take the next step.

Try to define your target audience in as much detail as possible, from their age and gender to their personality and interests. From here, you’ll be able to develop a concept that will resonate. You can never be too specific. The better you know your audience, the better your content will be.

Core message

You should aim to communicate one clear message in your video. If you cram in too much information and fail to give your viewers a definite takeaway, you’ll lose their interest and approval. Choose one particular benefit of your product or service, keeping your key objective and target audience in mind. You can always save any other ideas for your next video!


Knowing how you intend to distribute your content is incredibly important and will dictate many technical and stylistic elements. Is your video destined for television broadcasting or will it be used exclusively on social media? Think about your audience and where you will reach them most successfully.

Deadline and budget

Having an idea of how much you’re prepared to spend on your video is particularly useful if you’re using an external video production company. Video is very much a bespoke craft and prices will vary depending on your requirements. If you are upfront about what you are prepared to spend, a good production company will be happy to suggest options based on your budget.

Want to find out more about producing effective video content for your business? Get in touch.

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