How to Brief Your Video Production Team Effectively
A clear and comprehensive brief is the foundation of a successful video project. It ensures your production team understands your goals, vision, and expectations, saving time, money, and potential headaches down the line. Here’s how to create a video production brief that sets everyone up for success.
1. Define Your Objectives
Start with the why. What do you want this video to achieve? Be specific.
Examples of Objectives:
Increase brand awareness.
Drive traffic to a landing page.
Educate customers about a product or service.
Boost sales or conversions.
💡 Tip: Tie your objectives to measurable outcomes, like a 10% increase in website traffic.
2. Know Your Target Audience
Your video needs to speak directly to the people you want to reach. Include:
Demographics: Age, gender, location, profession, income level.
Psychographics: Interests, values, pain points, and motivations.
Preferred Platforms: Where do they consume content—Instagram, LinkedIn, YouTube?
💡 Tip: Use your audience persona to help the production team create content that resonates.
3. Provide a Clear Creative Vision
Help the team understand what you envision by describing:
Tone and Style: Should the video be fun, professional, emotional, or quirky?
Examples: Share links to videos you like and explain what you like about them (e.g., pacing, visuals, music).
Brand Guidelines: Include your logo, colour palette, font preferences, and any dos or don’ts for maintaining consistency.
💡 Tip: Be open to suggestions from the production team—they may have creative ideas you haven’t considered.
4. Outline Key Messages
What should viewers take away from the video? Limit your message to 1–3 key points to keep it clear and focused.
For example:
Key Message 1: Our product saves time and money.
Key Message 2: It’s easy to use for businesses of all sizes.
Key Message 3: Here’s how to get started.
💡 Tip: Use simple, conversational language that aligns with your audience’s preferences.
5. Specify Deliverables
Clearly outline what you need from the production team. Include:
Video length (e.g., 30 seconds, 2 minutes).
Formats and resolutions (e.g., 16:9 for YouTube, 9:16 for Instagram Stories).
Additional assets (e.g., thumbnails, captions, shorter cutdowns).
💡 Tip: Double-check your platform’s requirements to avoid issues later.
6. Set a Realistic Timeline
Break down the timeline into key milestones, such as:
Pre-production planning (e.g., script approval, storyboarding).
Shoot dates.
First draft delivery.
Final revisions and approval.
Deadline for the finished video.
💡 Tip: Build in extra time for unforeseen delays, especially for edits and feedback loops.
7. Be Transparent About Your Budget
Your budget will impact every aspect of production, from talent and locations to special effects and post-production. Share:
The total amount you’re willing to spend.
Any non-negotiable expenses (e.g., specific actors or locations).
Whether the budget is fixed or flexible.
💡 Tip: A clear budget allows the production team to recommend cost-effective solutions without compromising quality.
8. Share Logistics and Resources
Provide all relevant details to avoid confusion during production, such as:
Locations: Where will filming take place? Are permits or permissions required? Is this your responsibility or the production team’s?
Talent: Will you provide actors, or should the team cast them?
Props and Wardrobe: Are these your responsibility or the production team’s?
Brand Assets: Logos, graphics, or pre-existing footage you want included.
💡 Tip: If you’re handling logistics yourself, confirm everything is ready before the shoot date.
9. Establish a Feedback Process
Minimise back-and-forth by setting up a streamlined feedback system:
Designate one or two key decision-makers to approve drafts.
Use timestamped comments to pinpoint changes for edits. (At NINJA video house, we use frame.io for this)
Be clear about revision limits (e.g., two rounds of changes).
💡 Tip: Provide consolidated feedback to avoid conflicting directions.
10. Communicate, Collaborate, and Stay Flexible
The most successful video projects come from a collaborative approach. Keep communication open throughout the process. Share your expectations, but trust the team’s expertise.
Example Brief Template
Project Title: “XYZ Product Launch Video”
Objective: Drive 20% more traffic to the landing page during the first month of launch.
Target Audience: Professionals aged 25–45 in the tech industry, active on LinkedIn.
Key Messages:
XYZ product boosts productivity by 30%.
Easy to integrate into existing workflows.
Tone and Style: Professional, polished, with a modern aesthetic.
Deliverables: 90-second video in 16:9 format, 30-second teaser clips in 1:1 and 9:16 formats for social media.
Timeline: First draft by [date], final version by [date].
Budget: $20,000 (fixed).
Resources Provided: Brand guidelines, logo files, previous product photos.
Need Help Crafting Your Brief?
At NINJA video house, we’ve worked with brands of all sizes to turn clear briefs into exceptional videos. Whether you’re starting from scratch or refining your vision, we’re here to make it easy.
Let’s bring your ideas to life—contact us today!