If you’re new to video production, the idea of making a video brief might sound intimidating or overly technical. You might even be wondering, “Do I really need one?” The truth is, yes you do.
A video brief is one of the most useful tools you can create when starting any video project. It sets the stage, saves time, reduces stress, and helps ensure the final video is exactly what you envisioned (or better).
In this guide, we’ll break down how to create an effective video brief in a way that’s easy to understand, even if you have zero experience with video production. We’ll cover what a video brief actually is, why it’s so important, who uses them, and tips to make your own.
What Is a Video Brief?
Think of a video brief as your project’s roadmap. It’s a short, written document that explains the purpose, goals, and key details of your video. It gives everyone involved, from the client to the videographer to the editor, a clear understanding of what’s being made and why.
Without it, things can get messy fast. Miscommunication happens, ideas clash, and projects take longer than expected. With a solid brief, everyone is on the same page from day one. It is one of the multiple necessary documents produced in pre-production that ensure a smooth video production.
Pre-Production Documents
Pre-production is the planning stage where you lay the groundwork for a smooth film shoot. Durning the pre-production phase all video project intentions are clarified.
There should be sketches of the story with a storyboard, and planning the visual flow of your project. You’ll also need a shot list to highlight key scenes, camera angles, filming locations, and the overall mood you want to capture. On top of that, you’ll create a call sheet so everyone knows who needs to be on set and when.
But before you dive into any of these details, you need a video brief. The brief acts as the foundation, setting the tone and direction for all the documents that follow.
Why Are Video Briefs Useful?
Video briefs bring structure and clarity to a creative process that can otherwise feel chaotic. They define exactly what the video needs to achieve, so there’s less guesswork. They also save time and money by cutting down on endless revisions considering the direction was determined from the start. This makes video briefs incredibly useful.
Another benefit is consistency. A brief keeps the video aligned with your overall brand message, tone, and goals, so the final product feels polished and intentional. Most importantly, it serves as a guide for the creative team. Instead of staring at a blank page or shooting random footage, they can move forward with confidence, knowing exactly what’s expected.
Who Uses Video Briefs?
Of course, large companies use video briefs when creating different kinds of corporate videos or promotional content, but the assistance a video brief can provide is actually useful for anyone planning a video project.
Businesses often use them when working with video production agencies to create marketing campaigns, product demos, or company explainers. Nonprofits rely on them to clarify their mission and ensure fundraising videos strike the right emotional tone. Content creators also find them valuable when working with collaborators like editors, animators, or sponsors.
On the other side of the equation, video production agencies and freelance videographers frequently require briefs before they begin a project. It helps them understand what the client wants and reduces the chance of costly misunderstandings later. Whether you’re a small business owner, a nonprofit leader, or someone simply experimenting with video for the first time, a video brief is a universal tool.
Are Video Briefs Really Necessary?
Technically, you could jump into production without a brief, but skipping it is risky. Without a clear plan, you’re more likely to overspend on unnecessary production steps, miss your target audience, or end up with a video that doesn’t quite match your original idea.
Creating a brief may feel like extra work at the start, but it actually saves you from much bigger headaches down the road. Think of it as laying the foundation for your video: the stronger the foundation, the smoother the build.
Common Practices in Creating a Video Brief
So, what usually goes into a video brief? While every project is different, most briefs cover the same core elements.
Define the Foundation
First, you’ll want to include a project overview, which is a simple summary of what the video is about and why you’re making it. Then, move into the objectives, which outline what you hope to achieve, whether that’s educating customers, entertaining an audience, or promoting a new service.
Define the Audience
Next, define your target audience. Be specific here, knowing exactly who the video is for will guide every creative decision that follows. You should also establish the key message of the video, or the main takeaway you want viewers to remember once they’ve watched it.
Define the Tone
Tone and style are equally important. Should the video be lighthearted and fun, or serious and professional? Defining this in advance ensures the production matches your brand’s personality. You’ll also need to factor in practical details like budget and timeline, which set expectations for what’s possible.
Define the platform
Finally, include a distribution plan explaining where the video will live, such as social media, your website, or internal channels. Adding visual references, like links to videos you admire can also go a long way in helping your creative team understand your vision.
How to Create an Effective Video Brief (Step by Step)
Now that you know what goes into a brief, let’s walk through the process of making one.
Start with your “why.” Ask yourself why you’re making this video in the first place. Are you trying to boost sales, raise awareness, or explain a new product? This will anchor the rest of your brief.
From there, define your audience as clearly as possible. Instead of writing “general public,” narrow it down to age, interests, and specific needs your video will address. Once you know who you’re speaking to, write down your objectives. These should be simple and measurable, like “increase sign-ups by 20%” or “educate customers on how to use our product.”
After that, outline your key message. Keep it focused. One strong, memorable takeaway works better than trying to squeeze in three different ideas. Then, think about the tone and style you want. Should it feel modern and fun? Sleek and professional? Clear direction here will help your production team match your vision.
Budget and deadlines come next. Even a rough number is better than nothing, and timelines help ensure the final video is delivered when you need it. Finally, gather a few visual references. Showing examples of other videos you like is often far more effective than describing them with words alone.
Most importantly, don’t overcomplicate it. An effective video brief doesn’t need to be long, just one or two pages is usually plenty.
Sample Video Brief Product Template
Here’s a simple template you can copy, paste, and fill in for your own project:
Project Overview:
Briefly describe what the video is about and why it’s being created.
Objectives:
List the main goals. (Example: Increase brand awareness, drive traffic, explain a product, etc.)
Target Audience:
Who will watch the video? Include demographics, interests, and pain points.
Key Message:
What is the one thing you want viewers to remember after watching?
Tone and Style:
How should the video feel? (Fun, serious, inspirational, educational, etc.)
Budget and Timeline:
Approximate budget range and expected delivery date.
Distribution Plan:
Where will the video be shared? (YouTube, website, social media, email campaigns, etc.)
References/Examples:
Links to videos, visuals, or campaigns that inspire your project.
Final Thoughts
Learning how to create an effective video brief is one of the smartest steps you can take before starting a video project. Even if you’re new to video production, a brief gives you confidence, helps align everyone involved, and makes the entire process smoother.
So whether you’re a small business owner, a nonprofit leader, or someone just dipping into video for the first time, remember this: a good video brief doesn’t just guide the production, it sets your project up for success.
How Blare Media Uses Video Briefs to Bring Ideas to Life
At BLARE Media, we believe every great video starts with a great plan. That’s why we use video briefs on every single project we take on, whether it’s a small business promo, a high-end commercial, or a large-scale production.
For us, the video brief isn’t just paperwork; it’s the foundation of the entire creative process. It helps our team understand your vision, define your goals, and map out a strategy that ensures the final video hits the mark. From there, we move seamlessly into storyboarding, shot lists, and call sheets, all guided by the clear direction established in the brief.
The result? A smoother production process, fewer surprises along the way, and a final product that captures exactly what you had in mind (and sometimes even more).
Whether you need a video right now or you’re just starting to explore the idea, BLARE Media can help. Our team specializes in translating ideas into powerful visuals, and we’re here to make the process easy, creative, and stress-free. Think of us as your long-term video partner, ready whenever you are.
