Let’s say you want to buy a vehicle. There are many options: a truck, a four-wheel drive, a campervan, a sports car, a mini miner (my uncle had a red one as a child: Loved it), a motorcycle, a train (don’t know if I’d buy one though) and so on.
How do you make the decision to buy the right one?
One consideration is how you will use the vehicle. Are you using it for commercial purposes, a truck driver with a truck; a courier with a van? Having lots of holidays? In which case a campervan or four-wheel drive (depending on the terrain) might do. Or maybe you just want to cruise in a luxury sports car. Other factors you might consider are your budget, storage space, fuel efficiency and the list goes on. This list of needs changes as you refine your search and you learn more about what is available.
With a video brief you are essentially following the same process to get the video that suits your requirements. By considering the right questions you have a greater chance of getting the most out of your video marketing strategy. Of course choosing a video is not as intuitive as choosing a car, which is why we developed our own video brief document. All you have to do is fill in as many of the questions as you can and find the answers for the ones you can’t, then you’ll be well on your way to getting the most out of your video budget and producing a video that is going to be aligned to your objectives.
But a video brief not only helps you formulate what you need, it also allows us to come into your project with a clearer understanding of what you want.
More often than not, when we get enquiries, they don’t really know exactly what they want, or sometimes they’re just doing what the have always done and not really considering how video fits into their marketing strategy. Essentially they’re asking for a vehicle, but we need to be more specific than that. That’s why the video brief is such an invaluable document to understanding the specifics of your project, with details that include your company goals and marketing outcomes, so we can all be on the same page.
There all types of creative brief formats and a quick search on google will reveal plenty of examples. Our video brief has two important components: there are the marketing considerations and then there are the technical aspects.
The marketing consideration will be very unique to your project. Its questions like: who is your target audience, what is the purpose of the video and what is the call of action required? We’ve put all these questions under the ‘About your Project’ section of the video brief form. Because the answers here are so unique to your business it really does help to talk to us about the creative possibilities available based on your budget and deadline.
Next are the technical requirements (in our video creative brief this is covered by the ‘Requirements’ section). Once you understand the reason behind the video and what you want it to achieve you’ll be in a better position to detail your technical requirements. Here I can provide some pointers on what to consider:
It is worth considering makeup, especially if your video is a product that people will be paying for and it needs to look polished. A teleprompter is especially important if your presentation is long and you struggle to remember your lines; it can be easier on your nerves to know you have a teleprompter for a backup. A green screen is great for creating custom backgrounds (like with weather reporters on the news) and especially useful when you want to isolate a product for focus on your promotional video.
It helps to think of the video brief as a conversation started between you and us. It also helps to see a video brief as not only a list of your needs but your limitations. If there is anything you are not sure of and need more information on, be sure to ask questions. We don’t just see ourselves as shooting video, we also relish the challenge of finding creative solutions.