1. What’s the purpose of your video project?
It may be obvious, but identifying the key criteria of your project is essential to the success and delivery of your final video. Whittle it down to one sentence that fully identifies the objective of the video. Is it a promotional video aimed to generate brand awareness in a certain demographic or is it an internal messaging piece for company employees? Having a clear understanding of the purpose of your video in the simplest of terms, clearly communicates what are the key deliverables to your content agency, meaning they can deliver a video that does just that. In a nutshell, your video brief should include what is it you want to say or achieve.
2. Who are you targeting?
You’re likely to have a clear idea about who your target audience is and who your buyer personas are, but if not here’s a handy Hubspot Blog to help you figure it out. After all, if everyone is your target audience, then nobody is! Knowing who you’re targeting is a major player in creating an appropriate and engaging video that effectively reaches your audience; so if you haven’t already figured this out, make sure you do before writing your video brief and approaching your creative agency.
3. Where will you publish your video?
Where you’re publishing your video content affects a host of factors that your video production team needs to be aware of. For example, knowing which platforms your content is going to be posted will determine all aspects of the video production including the length of the video, the location of on-screen typography, which format or aspect ratio the video needs to be exported as, its choice of music or voice over, or even whether your video loops continuously or not. Deciding which channels your content will utilise is essential to make sure your content agency achieves your project goals, and is an essential step to any effective video brief.