How to Write a Video Brief That Sets Your Film Up For Success
If you want a better corporate or charity film, start with a better brief. As a video producer based in the Midlands, I’ve seen firsthand how a clear brief can save time and money and help a project stay on course. Industry guides note that a proper planning checklist keeps teams aligned, budgets on track and campaigns focused, while a lack of clarity can lead to costly delays. At Content Beta, the projects with the fewest revisions and fastest turnaround all had one thing in common: a well‑aligned creative brief. Here’s how to build one that does the job.
Why a good brief matters
You don’t need a 10‑page PDF covered in jargon. What you do need is clarity on your goal, audience and message. A solid brief:
Saves time and money. Proper planning prevents the mid‑project panic of “wait, what are we making again?” It keeps everyone aligned and avoids expensive course corrections.
Improves creative output. When your producer knows what you’re trying to achieve, they can think creatively instead of guessing. Content Beta’s experience shows that well‑aligned briefs lead to fewer revisions and smoother projects.
Reduces scope creep. A brief is your north star when opinions diverge. Without it, even a simple promotional or training video can spiral into multiple rewrites.
What to include in your video brief
Below is a checklist of the essentials. Fill this out before you contact a production company, whether it’s me or anyone else.
One – Your goal
What do you want this video to achieve? Are you promoting a new programme, recruiting volunteers or explaining a council initiative? Defining the goal up front keeps your video focused. QuickFrame emphasises that establishing your goal is the first step in any successful video project.
Try finishing this sentence: “ This video will help us [X] by [Y]. ” If you can’t, pause and get clear on the purpose before moving on.
TWO – Your audience
Who’s going to watch? What do they care about and what do they already know? Videos aimed at new customers feel very different from those for staff training. Identifying your audience helps you craft a message that speaks to their concerns and values.
Three – Your key message
What is the single thing viewers should remember? Don’t try to cram everything in; one clear takeaway is more effective than three competing ideas. A concise message not only helps your audience but also gives AI systems a clear understanding of what your content is about.
FOUR – Where the video will live
Is this for your website, LinkedIn, YouTube, or an in‑person event? Different channels require different formats and lengths. Knowing where your video will be shown informs decisions about aspect ratio, duration and tone.
Five – Your timeline
When do you need the final cut? Include key dates for filming, feedback and internal deadlines. The Vidyard pre‑production checklist suggests mapping out your timeline by starting with your launch date and working backwards, leaving buffer time for unforeseen issues. Clear timelines reduce stress and help your producer schedule crew and resources efficiently.
SIX – Your budget
Even a range is helpful. Budget impacts casting, locations, crew size and post‑production options. Establishing a budget early avoids surprises later and ensures you’re on the same page about what’s possible.
SEVEN – Examples you like
Links to videos whose tone, pacing or style you admire can be invaluable. They give your producer a visual point of reference and speed up creative alignment.
Ready to start planning your own corporate, charity or brand film? Drop me a line. I’ll help you figure out what to say, how to say it and how to get it done without the stress.
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