Most disappointing video projects go wrong before anyone touches a camera. The business owner had something in mind, the production company guessed at the rest, and the result didn’t match either picture. A clear video production brief fixes that.
You don’t need a fancy document or marketing jargon. You need a few clear answers. Here’s how to write a video production brief that gets you what you actually want, including the details most businesses forget.
What a Video Production Brief Is
A brief is a short summary of what you want the video to do, who it’s for, and what success looks like. It gives the production team enough to plan properly, so the shoot day is focused and the final video matches your expectations.
It doesn’t need to be long. One page is usually plenty.
What to Include in a Video Production Brief
The Goal
What should happen after someone watches? Book a call, trust you more, understand your process, apply for a job? One clear goal beats five vague ones.
The Audience
Who exactly is this for? Describe them like a real person: what they care about, what they worry about, and what they already know.
The Key Message
If viewers remember only one thing, what should it be? Write it in a single sentence.
Examples You Like
Send two or three videos you love and one you don’t. This saves more back-and-forth than anything else in the brief.
Where It Will Be Used
Website, social media, YouTube, a presentation? Each one changes the length, format, and style.
Practical Details
Location, who will be on camera, deadline, and budget range. Be honest about budget. It helps the team recommend what’s realistic.
The Details Most Video Production Briefs Forget
- Brand colours, fonts, or logos that need to appear.
- Anything that absolutely cannot be shown or said.
- Who approves the final video, and how many people are involved.
- Whether you need captions, different sizes, or shorter versions.
- What you want to do with the video after it’s delivered.
A Simple Five-Line Video Production Brief
If you’re short on time, answer these five lines and you’ll be ahead of most businesses:
- This video is for…
- After watching, I want them to…
- The one thing they should remember is…
- It will be used on…
- A video I love that feels similar is…
What to Expect Back
A good production team will read your brief and come back with questions. That’s a great sign. It means they’re thinking about your goals, not just your shoot date. For batch sessions, we turn your answers into a list of topics with suggested hooks, so you know exactly what you’ll be recording before you arrive. You can see how that works on our Batch Sessions page.
Video Production Brief Mistakes
- Trying to make one video do everything.
- Describing the audience as "everyone."
- Skipping examples and hoping the team guesses your taste.
- Leaving out the deadline or budget.
- Changing the goal halfway through the project.
FAQ: Video Production Brief
How long should a video production brief be?
Usually one page. Clear and short beats long and vague.
Does the production company write the brief?
Some help you build it through a discovery call. But your input on goals and audience is what makes it work.
Do I need a brief for a batch of social videos?
Yes, though it looks a little different. Focus on your audience, your main offers, and the questions customers ask most.
Want Help Writing Your Brief?
If you’re not sure where to start, book a free consultation. We’ll ask the right questions and turn your answers into a clear plan.
