HOW TO WRITE A WINNING VIDEO PRODUCTION BRIEF
5 minutes 45 seconds
Have you ever made a video and it just didn’t come out as you expected or you’re new to video production and you’re not sure how to get started?
In this video, I will share with you, step by step, how to plan and write your video concept to ensure you create impactful, purpose-driven videos whether planning your own or taking a brief from a client.
I’ll also be giving you some FREE DOWNLOADABLE TEMPLATES. VIDEO FORMAT SPECIFICATIONS and VIDEO PRODUCTION PLAN - CONCEPT TO DISTRIBUTION.
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When creating a video it’s all very well having a great idea in your head but if you don’t plan it out and give it some structure your team or producer won’t understand your concept and you will be unable to deliver a clear message.
So even if you’re producing the video yourself, document all the points we cover to make sure you don’t miss anything out
VIDEO CONCEPT
Start with your video topic? Obvious really but if you walk into a production company they need to know what type of video you want to create.
What’s the inspiration? Do some research and look for content that inspires you and share that with your team so they get a sense of what good looks like.
Will it be a talking head, action, lifestyle, animation, or created using stock footage.
What’s the goal of the video? Think about your business objectives and KPI’s.
Hopefully, you’ve watched our video ‘THE ULTIMATE VIDEO MARKETING GUIDE’ where we take you through the video marketing funnel.
Where in the funnel is the video positioned? Does it sit in the awareness, consideration, or decision-making phase?
What’s the purpose of the video? Are you building a relationship - educating - promoting -or entertaining?
One of the most important questions you should be asking yourself is what's the problem you’re solving? This often falls into 3 categories.
If you think about all the things we struggle with ourselves in life, - not enough time - not enough money - weak relationships.
Your video needs to provide the solution, try to keep to 3 key messages so your viewer can retain the information and have more impact.
Having a story gives context to your videos, gives an emotional connection, and makes them rememberable,
Be clear about your target audience and make your video for an audience of 1, this will help you be clear and specific. Understand the demographic and give your persona a name, age, job, hobbies, financial and educational status, etc. Know who you’re talking to.
For your video to provide more value you want your audience to learn something, what will that be and does it come across clearly?
What do you want the audience to think & feel? For example, you may want them to think ‘wow I have that exact problem and that’s a clever solution, I’m excited to know more or try this system or product
How do you want to be perceived? As creatives, corporate business people, a fun and funky business? Ethical warriors?
What’s your uniqueness and how are you different from your competitors? You might not be stating this in your video but you want to be sure that it shines through.
And finally, always have a call-to-action?
VIDEO SCOPING
In this next section, you will scope out some practicalities.
Be clear about the channels where you will be promoting your video as they require different formats, length, file size, etc.
Deciding this in advance will save a lot of time later when editing.
Where will it be filmed? Is this going to be a location shoot or in a studio?
What’s the script & will it have text overlay, voice over or a presenter?
Also, think about the audio, will it require music? For some projects this is the starting point, for others we’ll lay down the music track before editing, so don’t leave it as a last-minute thought.
Now you’ve got your project planned out you will know what kit is needed.
Finally, What team is required, such as a location scout, Director, project manager, actors, models stylists or props? Even for a small team, it is important to assign roles.
If you’re outsourcing your video production remember to provide your brand colours, font, and logo.
DELIVERY
In this final section state what the deliverables are. What format is the video or videos, how many are being produced, and how long will each video be.
What’s the due date for the final cut and when does it go live?
And most importantly, know the budget? As I’ve said in my video ‘HOW TO PLAN YOUR VIDEO SHOOT’ if you haven’t got funds for a helicopter, use a drone. Right?
And finally, plan your workflow for PRE-PRODUCTION, PRODUCTION, and POST-PRODUCTION
Feel free to reach out to us for advice and click on the links below for your free downloads.
FREE DOWNLOADS
VIDEO FORMAT SPECIFICATIONS
VIDEO PRODUCTION PLAN - CONCEPT TO DISTRIBUTION
