Decide what the viewer needs to understand
A brand introduction, a product demonstration and a campaign video are different assignments. Each needs a specific message and a reason for the viewer to keep watching. Start by identifying what the audience should understand or do after the video, then decide what information supports that outcome.
Share where the finished video will appear and how it connects with the rest of your content. A website introduction may need a different pace and amount of explanation from a short social post. Planning for the destination helps keep the scope focused.
Agree the material and production requirements
Establish which assets already exist and which need to be created. This may include product photographs, supplied footage, brand files, graphics, text or audio. The source, quality and permissions for that material should be discussed before editing begins.
A clear brief also distinguishes the main video from additional versions, revisions or other deliverables. Filming requirements, locations and logistics should be confirmed where relevant, rather than assumed to be part of every video assignment.
Use editing and graphics to support the story
Pacing, shot order, supporting text and audio all affect how clearly a video communicates. An edit should make the message easier to follow, not rely on frequent transitions to create interest. Product details need enough time to be understood, while a campaign video needs a clear connection between the opening and the offer.
Consistent titles, colours and logo use can follow your brand identity. Where the video introduces a service or product, the accompanying website content should explain the details a viewer may need next.
Plan the versions for each publishing channel
A video used in social media content may need a different composition or supporting text from one placed on a website. For paid campaigns, the creative should also match the destination page and campaign objective. Agree the required formats before production so important visual information is not lost when the framing changes.
Consider captions, readable on-screen text and a useful written explanation alongside the video. These decisions make the content easier to follow in different viewing situations. Review the finished versions in their intended context rather than only watching one large preview.
What should you include in a video brief?
Explain the audience, main message, intended channels and any deadline. Share existing footage, approved brand assets, examples and the versions you expect to receive. Discuss your video project so the concept, production requirements and approval process can be agreed before work starts.
