If there’s one thing I’ve learned in video production, it’s that a well-structured brief can be the difference between a smooth project and a complete disaster. Without a clear direction, miscommunication can creep in, deadlines get missed, and the final product might not align with the original vision. So, how do you ensure your video production brief is on point? Let’s break it down.

How to create a video production brief that delivers results

1. Define the objective clearly

Before anything else, ask yourself: Why are we making this video? Whether it’s to boost brand awareness, drive sales, educate an audience, or showcase a product, your objective needs to be crystal clear. A vague goal like “we just want a cool video” won’t cut it. Make sure your objective is specific, measurable, and aligned with your overall marketing strategy.

2. Identify your target audience

If you don’t know who your video is for, you’re shooting in the dark. To tailor your message effectively, outline key audience details such as:

  • Demographics (age, location, interests)
  • Pain points and needs
  • Preferred content formats (short-form videos, interviews, animations, etc.)

The more you understand your audience, the more impactful your video will be.

3. Define the key message

Every great video has a core message. What do you want the audience to take away? Keep it focused—trying to pack in too many messages can dilute the impact and confuse viewers. If you had to summarize your video in one sentence, what would it be?

4. Specify the Technical Details

For seamless execution, your brief should cover essential technical aspects such as:

  • Video length: How long should it be?
  • Format: Landscape, portrait, square?
  • Distribution platform: YouTube, Instagram, TikTok, TV, or all of the above?
  • Content type: Testimonial, animation, product demo, behind-the-scenes, etc.

Providing these details ensures that the production team delivers a video optimized for its intended use.

5. Establish the visual style and tone

Your brand’s aesthetic should be reflected in the video. If you have a brand book or style guide, share it. Otherwise, provide references or examples of the look and feel you envision. Is the video energetic and colorful, sleek and professional, or warm and storytelling-driven?

6. Define the budget and timeline

Budget affects everything from location and equipment to casting and special effects. Be transparent about how much you’re willing to invest. At the same time, be realistic about timelines. Rushed projects often lead to subpar results.

7. Plan the distribution strategy

Even the best video won’t drive results if it doesn’t reach the right audience. Define how and where the video will be distributed. Will it be part of a paid ad campaign? Will it be repurposed into multiple formats for different platforms?

Checklist: What should a strong video production brief Include?

✅ Clear objective ✅ Defined target audience ✅ Key message ✅ Technical requirements (length, format, platform) ✅ Visual style and tone ✅ Budget and deadlines ✅ Distribution plan

Common mistakes in writing a video brief (and how to avoid them)

🔴 Unclear Objectives
➡️ Make sure your goals follow the SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound).

🔴 Too many or too few details
➡️ Balance is key. Provide essential information without overwhelming the team with unnecessary specifics.

🔴 Ignoring the target audience
➡️ Your video should resonate with your viewers, not just align with internal preferences.

🔴 Unrealistic budget expectations
➡️ Have an open discussion with your production team to understand what’s feasible within your budget.

🔴 Unrealistic timelines
➡️ Allow enough time for revisions and refinements. Rushed projects rarely yield the best results.

A well-crafted brief is the foundation of a successful video project. If you follow these guidelines, you’ll set your team up for a production process that’s efficient, creative, and delivers exactly what you envisioned.