What should be included in a video production brief?

We’re always dealing with a large number of enquiries at Echo Video. Some people get in touch with a very clear idea of what video they want, what they want it to look like and when they need it done. Other clients are not so clear on what they need. Whatever the case, we generally always end up asking the same questions so that we can help you put together a video production brief. Therefore I thought I would outline the questions as they might be of some use if you are considering have a video produced.

What’s the purpose of the video?

First and foremost is working out exactly what you want to achieve with the video. Videos can be used for many different reasons – for internal communications, to raise brand awareness, to promote a specific service or product. Make sure you are absolutely clear on what the sole focus of the video should be.

What are the key messages?

Having clarified the reason that you’re having the video produced it’s really helpful to outline 3 or 4 key points that you need to make in the video. If it’s a video promoting a product or service then these could be a few unique selling points.

Where’s it going to be seen?

The majority of the videos that Echo Video produce are for online use only but that’s not always the case. We often produce videos to be shown at exhibitions, other live events or even on store front displays.
If you video is going on the web then where is it going to be? Will it be only on your homepage or is it for social media channels as well?

Who is it aimed at?

You will undoubtedly have a good idea of who your audience will be but it’s really important that this is made clear so that we can make sure that the video is targeted to that demographic. Examples of this might be making a promo video for a product that is for a specific group or an internal video that is only for certain managers.

What do you want it to look like?

This is normally the most difficult question to answer but it can really help in shaping your video. We always try to make videos tie in with your existing branding but any other guidance you can give us is always greatly appreciated. Is there a movie or advert that you’ve seen recently and really like the look and style? On the flip side, perhaps a competitor has a video that you really don’t like and want your video to be completely different. All of these ideas can be very beneficial when trying to explain your vision for the video. And don’t panic if you don’t know what you want, we always work with our clients to find the best style for your video.

Do you have a deadline?

Not everyone has a deadline in mind but if you do then tell us straight away. We can work pretty quickly when we need to but it’s important that we are given the time to produce a really high quality piece of work that you will be proud of. A lead time of 6-8 weeks is pretty normal for us but in some cases we might need far more pre-production time and in other cases we could turn the project around in a week. Either way, we need to make sure that everyone is working to the same schedule from the start.

What’s your budget?

Some clients like to keep their cards close to their chest when it comes to what they’re willing to spend and that’s fine. We’re always happy to provide quotes for people but if you’re able to give us a bit of guidance then we are better able to judge what is achievable at that price.

We find that the best and most successful projects are always when the objectives and goals are clearly laid out right at the very start of the project. Therefore we always endeavour to spend plenty of time getting to know our clients and working through these different points with them. If you would like to discuss your video production project and see how we can work with you then please get in touch with Will or Andy on 01273 911345.

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