A video brief is essentially a written document outlining what needs to be produced, why it’s necessary, who it’s for, and any other details that may be useful during production. Creating a clear video brief will save you time and money by ensuring that there is clarity and shared understanding from the outset. Plus it will help ensure that every step of the production process is as efficient and streamlined as possible.
When you create a brief, it’simportant to keep your target audience in mind every step of the way. Some of the things you should consider when deciding who your video is for, include:
It’s important to remember that your video is the first thing that potential customers will see. This means that you need to make sure that it immediately hits all of the notes that you want it to. If you fail to do this, then you risk losing viewers before they even get to the main content. This can lead to lower engagement rates and a poorer click-through rate, as well as a reduction in conversions. This means that you need to have a compelling introduction that covers all of the key selling points of your product or service. You also need to create a strong call-to-action that leads viewers to your desired outcome.
You need to decide what you want to happen after your video has been viewed. Do you want viewers to visit your website? Do you want them to make a purchase? Do you want them to sign up for a mailing list? Do you want them to share it? All of these things are important to consider when writing your brief. When you know what you want your video to do, it becomes much easier to write a brief that leads viewers towards your desired outcome. You can also use this information to create metrics to track the effectiveness of your video.
CLARITY – Make sure everyone is aligned on the key details and aware of the intended keymessages and desired outcomes of your video
PURPOSE – Be clear on why are you commissioning the video and what you want it to achieve
AUDIENCE Consider who you are trying to reach and provide any data/insight or analysis you may have on them
BACKGROUND – Share any previous video content you have and look at what your competitor are up to!
BUDGET – Have an idea of how much money you have available to spend – and discuss this with your video production company. A ballpark figure will allow them to set realistic expectations, resources and goals. At Big Buzz Productions we can tailor work to fit a budget – and we will be honest with you if we can’t!
Writing a video/filming brief is a necessary part of your video production process and it will save you time and money by ensuring that everyone is clear on what you are trying to achieve. It will also help you to focus on the most important things – the things that your audience are most likely to respond to and take action on.
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