Awell-written video brief is the foundation of any successful corporate video project. It’s the roadmap that guides your video production company from initial concept through to final delivery, ensuring everyone stays aligned and your objectives are met.
Yet many businesses struggle with creating effective video briefs, either providing too little information (leading to misaligned expectations) or overwhelming the production team with unnecessary details. At Dark Skies Productions, we’ve worked with hundreds of clients across the UK, and we’ve seen firsthand how a strong brief sets projects up for success.
Here’s your complete guide to crafting a video brief that gets results.
Why a good video brief matters
Before diving into the specifics, it’s worth understanding why investing time in a detailed brief pays dividends:
- Saves time and money: Clear direction from the start reduces revisions and prevents costly reshoots
- Aligns expectations: Everyone understands what success looks like before cameras start rolling
- Inspires creativity: The best video production companies use your brief as a springboard for creative ideas that achieve your goals
- Provides accountability: A solid brief gives both parties a reference point throughout the project
Think of your video brief as a conversation starter rather than a rigid prescription. The best briefs provide clarity whilst leaving room for creative expertise.
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1. Define your objectives and purpose
Start with the fundamental question: what do you want this video to achieve?
Key questions to answer:
- What specific business problem does this video solve?
- What action do you want viewers to take after watching?
- How will you measure success?
Examples of clear objectives:
- “Reduce customer support calls by 20% by creating a product tutorial video”
- “Increase event registrations by showcasing testimonials from previous attendees”
- “Improve employee onboarding efficiency with a company culture and values video”
- “Generate qualified leads by demonstrating our service process to potential clients”
Avoid vague objectives like:
- “We want to raise awareness”
- “We need a promotional video”
- “We want something engaging”
The more specific you can be about your desired outcomes, the better your video production team can craft content that delivers results.
2. Identify your target audience
Understanding exactly who will watch your video shapes everything from the tone of voice to the distribution strategy.
Audience details to include:
- Demographics: Age range, job roles, industry sectors, location
- Knowledge level: Are they familiar with your product/service, or complete beginners?
- Pain points: What challenges are they facing that your video addresses?
- Viewing context: Where and how will they watch? (LinkedIn during work hours, social media on mobile, embedded on your website, etc.)
Example: “Our target audience is operations managers in manufacturing companies (aged 35-55) who are frustrated with inefficient production scheduling. They’re researching solutions during work hours, primarily on LinkedIn and industry websites. They’re sceptical of marketing hype and respond better to data-driven case studies.”
This level of detail helps your video production company make informed decisions about everything from pacing to technical terminology.
3. Outline your key messages
What are the 2-3 main points you absolutely must communicate? Resist the temptation to cram everything into one video.
Effective messaging tips:
- Prioritise ruthlessly – if everything is important, nothing stands out
- Focus on benefits, not just features (“save 10 hours per week” rather than “automated scheduling system”)
- Consider what your audience cares about, not just what you want to say
- Think about objections you need to address
Structure your messages clearly:
- Primary message: The single most important takeaway
- Supporting messages: 2-3 points that reinforce or expand on your primary message
- Call to action: What viewers should do next
Remember, video is a visual medium. Think about messages that can be shown, not just told.
4. Specify video style and tone
Help your production team understand the look, feel, and personality your video should convey.
Consider:
- Tone of voice: Professional and authoritative? Friendly and approachable? Energetic and dynamic? Warm and reassuring?
- Visual style: Clean and minimal? Bold and colourful? Cinematic and emotive? Documentary-style and authentic?
- Pace: Fast-cutting and energetic, or slower and more contemplative?
- Presenter-led or voiceover? Talking heads, motion graphics, or a mix?
Helpful reference points: Rather than trying to describe your ideal style from scratch, provide examples:
- “Similar to this competitor video, but more personal”
- “The energy of this example, but applied to our industry”
- “Opposite to this approach – we want something more understated”
Include links to 2-3 videos that capture elements of what you’re after. Be clear about what specifically you like (the pacing? the colour grading? the interview style?).
5. Detail distribution channels and format requirements
Where your video will be seen determines crucial technical specifications and creative decisions.
Distribution channels to specify:
- Website homepage, landing pages, or product pages?
- Social media platforms (LinkedIn, Instagram, Facebook, YouTube)?
- Email marketing campaigns?
- Presentations or events (shown on large screens)?
- Paid advertising?
- Internal communications (intranet, team meetings)?
Format considerations:
- Aspect ratio: 16:9 for YouTube/websites, 1:1 or 9:16 for social media
- Length: Different platforms have different sweet spots (30-60 seconds for social ads, 2-3 minutes for website explainers, 60-90 seconds for LinkedIn organic content)
- Subtitles: Essential for social media where most videos are watched without sound
- Multiple versions: Will you need cut-downs or variations for different platforms?
Example: “Primary use is a landing page video (2 minutes max, 16:9 format). We also need a 30-second cut-down for LinkedIn ads (1:1 format) and 15-second teasers for Instagram Stories (9:16 format). All versions require subtitles.”
6. Provide timeline and key dates
Be realistic about timeframes whilst communicating any immovable deadlines.
Include:
- Ideal delivery date: When you’d like the final video
- Hard deadline: If there’s a specific event, launch, or campaign date it must be ready for
- Key milestones: Are there review stages you need to schedule around? (e.g., board approval, legal review)
- Availability: When are key participants available for filming?
- Lead time: How far in advance are you briefing this project?
Typical timeline for a standard corporate video:
- Initial consultation and concept development: 1-2 weeks
- Pre-production and planning: 1-2 weeks
- Filming: 1-2 days (depending on complexity)
- Post-production and editing: 2-3 weeks
- Revisions: 1 week
Be honest about constraints: “We’re launching this product on March 15th, so we need the final video by March 8th at the latest. However, we won’t have final product packaging until February 20th, which needs to feature in the video.”
Communicate budget parameters
Transparency about budget helps your video production company propose realistic solutions.
Budget guidance:
- If you have a fixed budget, share it – this allows the team to maximise value within your constraints
- If you’re flexible, provide a range (“We’re thinking £x-£x, depending on what’s possible”)
- If you’re unsure, describe your ambition and ask for tiered options
What budget influences:
- Filming days required
- Number of locations
- Crew size and specialist equipment
- Animation or motion graphics
- Voiceover artist fees
- Music licensing
- Number of revision rounds
8. Share brand guidelines and assets
Help maintain brand consistency by providing relevant brand materials.
Useful assets to include:
- Brand guidelines (logos, colour palettes, fonts, tone of voice)
- Previous videos or marketing materials that reflect your brand
- Product images, CAD files, or renders if featuring products
- Graphics, data, or charts you want incorporated
- Music preferences or existing brand music tracks
- Locations you’d like to feature
- Any mandatory disclaimers, certifications, or legal text
Access to people: If the video requires interviews with specific employees, customers, or stakeholders, provide:
- Contact details
- Their availability
- Background information (their role, why they’re relevant)
- Any topics to avoid
Additional information that helps
Previous video experience:
- Have you commissioned video before? What worked or didn’t work?
- Are there past projects we can learn from?
Internal stakeholders:
- Who needs to approve the video?
- How many review stages should we expect?
- Who’s the main point of contact?
Constraints or challenges:
- Are there any sensitive topics to navigate?
- Restrictions on what can be shown or said?
- Competitive considerations?
Success stories:
- Do you have data from previous videos that performed well?
- Are there specific elements you know resonate with your audience?
What happens after you submit your brief?
Once your video production company receives your brief, expect:
- Initial consultation: A discussion to clarify details and explore creative approaches
- Proposal or treatment: A response outlining their creative vision, approach, timeline, and costs
- Refinement: Opportunity to adjust the plan before committing
- Kick-off: Once agreed, the production process begins
The best video companies use your brief as a starting point for collaboration, not a rigid specification. Be open to their expertise – they might suggest approaches you hadn’t considered that better achieve your goals.
Common brief mistakes to avoid
Being too prescriptive about creative execution: Share what you want to achieve, but let the professionals determine how. “We want to increase sign-ups by 30%” is better than “We need a 90-second video with three customer testimonials and animated graphics.”
Focusing on what you want to say, not what your audience needs to hear: Your brief should be audience-centric. What will make them care, not just what you want to communicate.
Unrealistic timeline-to-complexity ratios: “We need a 5-minute video featuring 12 locations, 8 interviews, and custom animation, completed in 2 weeks” sets everyone up for disappointment.
Leaving budget discussions until the end: Budget shapes what’s possible. Address it upfront to avoid wasted effort on concepts you can’t afford.
Ready to brief your next video project?
A thoughtful, detailed video brief is your secret weapon for getting corporate videos that actually deliver results. By investing time upfront to clarify your objectives, audience, and requirements, you’ll save time and money whilst getting better outcomes.
At Dark Skies Productions, we work collaboratively with clients across the UK to turn video briefs into compelling, effective content. Whether you’re tackling your first video project or your fiftieth, our experienced team helps you refine your brief and brings your vision to life.
Ready to discuss your corporate video project? Contact Dark Skies Productions on 07792 769837 for a free consultation and quote.
