How to write a production brief

how to write a production brief

Why Do You Want a Video?

It might sound obvious, but you need to be clear about the purpose of your video content. What goal are you aiming to achieve? What's your business situation, and what problem do you want to solve using video?

Don't be afraid to be specific. Note down if you want your video to increase traffic to your website, create a change in employee behaviour, or encourage lead conversion (and use specific figures). Ideally you'll have measures of success by which you'll track how close your video is to reaching your objectives, so write those down too.

The entire production and planning process of your video content depends on your ultimate goals, so make sure you're confident about what you want to achieve.

2. Who Are You Speaking To?

Next up, you should consider your target audience. Who will watch your video? Will it be leads, customers, employees, or other stakeholders?

Unless you're certain of your audience, you won't be able to tailor your video content to appeal directly to them. Aim to write down as much as you can about an average viewer, from their demographics to their occupation to their personality. Our video production brief template will also help you use insights to hook your target audience.

Then note what you'd like your audience to feel, think, and do after watching your video content. The better you know your target audience and what response you want to create in them, the better your video will be.

3. What Do You Want to Say?

Taking all that you've written so far, it's time to work out the core message you want your video to be about.

Try to stick to just one core message if possible, or two at a stretch. Cramming too much information into your video just means viewers won't be able to take it all in. It's best to stick to just a few messages and get them across well.

Once you've got your core message, we recommend using supporting sub-messages to explain it. This method is called a message map, as popularised by Carmine Gallo. By constructing a message map before video production begins you'll solidify exactly what you want to express and how you'll back it up.

4. Where Will it Be Watched?

How you're distributing your video content is important, so don't miss it out in your brief. The production of your video will change dramatically depending on whether it's to be viewed on your website, on TV or during training.

Your video needs to be perfectly matched to the places where it will be distributed. For example, if you're uploading it to YouTube you'll probably want to think about a Call to Action at the end of the video to redirect viewers back to your site.

Always remember that where you put your video should depend upon who your audience are, and how you can best reach them.

5. What's Your Deadline and Budget?

Last but not least, it's very useful to have some idea of how much you can spend and when you'll need your video.

The more guidance you can give in terms of your budget and deadline, the more smooth the production process will be (particularly if you're working with an external video agency like us!). Even if your situation changes, update your brief if necessary and keep communication going.