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Example Explainer Video Project Brief

Creative Director

Table of contents

Having a correctly filled-out creative video brief is half the job. The clearer and more understandable your instructions are, the better quality product you get from the contractor. It will also help you smooth out the tedious editing process, which is often the main reason for missed deadlines. In this article, we will show you how to complete a video brief to have exactly what you need.

How to complete a video brief

Usually, the video maker needs the following information:

  • Specific deadlines – when you need the finished product;
  • Target audience of the video;
  • What are your expectations – the final action of the user.

This is the bare minimum that the content creator needs you to provide. Indeed, if you have no clear vision, how is the designer supposed to understand what is required of them?
Ideally, your brief should provide as much information as possible. For better understanding, try filling out this document:

Service/product/brand name McDonald’s
Your unique selling proposition (USP) Excellent food quality and quick service
Type of video – showreel, presentation, etc YouTube video commercial
Your target audience 18-45 y.o., male and female
Motto, slogan (if any) I’m lovin’ it
Timing 30 seconds
Requests, comments, specifications none
Examples of videos you like

Having completed such a brief, you will make the video designer’s job much easier.

What information the video creator needs

Now, let’s have a closer look at what information you will need to provide in a video brief:

  • If your goal is to advertise a product, it is better to showcase its name and not the brand. The manufacturer’s name is worth mentioning if they are already popular with the target audience.
  • Video type. Although these days there is almost no difference between TV and Internet videos, we need to know where you plan to show them. For example, if it’s a YouTube pre-roll, there are strict timing regulations.
  • Goals, i.e. what you expect your users to do after they watch the video: share it, subscribe to your channel, like the post, leave a comment, save or bookmark the page, or order the product. Or maybe you want to get as many views as possible?
  • Target audience. You need to know who you are making an effort for. Who is your viewer? What is the target gender, age, interests, and purchasing power? Try to draw a detailed “portrait” of your kind of person.
  • Slogan. It’s better to have one accurately describing the company policy. Otherwise, by forcing the contractor to make up a motto for you, you risk missing your audience and niche.
  • Who are your competitors? Would be great if you knew them, as this way it will be much easier to calculate the video budget and understand whether it is all worth going for. Imagine that you are selling burgers. What are the chances to beat McDonald’s or Burger King? It may be worth shifting the focus to something else.
  • USP is what helps you stand out among the competition and attract attention to your product. Your proposition must be unique and memorable.
  • Examples (references) provided in a brief are every video designer’s dream. Find what you like in terms of execution, atmosphere, color scheme, etc., and forward it to the creator.

We hope that our tips on completing a video project brief will come in handy and your ideas will be translated into reality to a T.

The best explainer video for your business
The best explainer video for your business

The visibility and success of your company or product in the market depends on a high-quality explainer video. Zelios team has realized more than 100 successful projects and knows how to turn video into an effective marketing tool.

Want to make your project the next one?

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