In the digital age, businesses use video to connect with customers, sell their products, and engage with staff. Video is essential to success.
You may already know this and have been thinking about including video in your business for some time. Or you already have video as a regular part of your marketing strategy but want to expand your knowledge.
A video production brief is a great way to get your mind thinking about what you want your video to look, sound, and feel like. What is the desired effect you want, and what do you want the audience to think?
Knowing all of this can be challenging. It takes time and energy to answer questions such as this. That’s why we have established a list of eight things you must think about before creating a video for your business. You should include these in a corporate video production brief.
The brief will act as a guide and blueprint for creating the video, and the more information you include – the better equipped your video production company or videographer will be. The brief will also outline what you have agreed upon, mandatory information that needs to be included, and a video timeline.
What to include in a video production brief
Articulating how you want your video to look and sound is crucial. A well thought out brief will help your corporate video production stand out from your competitors and connect with your customers. Below is everything you should include.
Background information and project objectives
You should explain why you want the video produced and what purpose it will serve in your business. Do you want the video for internal training purposes, or will it be used as video marketing collateral? Decide what a “win” would look like.
This should be something measurable such as “we are going pay for distribution on Facebook & Instagram to people that are already familiar with our products and our aim for the video is to increase sales by 20% in the first month it is released.”
Define your video’s target audience
Knowing your target audience will help dictate a direction for the video. This needs to be as specific as possible because if everyone is your audience, then nobody is!
If you have a buyer persona, then include this within the brief. The buyer persona should include demographic information and psychographic – outlining what drives the customer and who they are.
Effective video production is only possible when you know exactly who the target is.
Important messages for your video
If the customer could only remember one thing, what would you want that thing to be? Now that you have that in your mind, what is the simplest way to communicate that message? Write that on the brief.
Think about what’s in it for the customer and remember that people live busy lives and are bombarded with information all day, every day. Make your message stand out from the crowd.
Where will the video live?
Corporate video production is often contextual and platform-specific.
Social media video production can be audience specific and wide ranging in the goal that it is designed to achieve.
Will the video feature on YouTube, Facebook, LinkedIn your website, or a specifically designed site? Some of the reasons why you should make your video with the platform in mind are:
- Platforms have different limits in lengths.
- Aspect ratios can vary between platforms. Is it a landscape or vertical platform?
- The video may require subtitles, depending on what platform you choose.
- The call-to-action will change depending on the platform and what you want the customer to do.
A corporate video production agency will often produce variations of the same video for each intended platform. This will reduce additional cost in the long run.
Tone of voice for your video production
It can help to find video examples that you like and want to replicate. Include the links within your brief. Also, if you have branding guidelines as part of your business, then be sure to include these.
Mandatories are the non-negotiables that you need in the video. This could be your logo, tagline, signature sound or anything you think is relevant.
In this section, it is also wise to explain things that shouldn’t be included, such as specific colours or language. Think about your brand and customer when writing this part of the video production brief.
Timeline for your production project
When do you need the video and when are you free for filming? Think about a specific timeline for the project.
A corporate video production agency wants the best result when making your video, so it is crucial to provide as much information as possible. Whether your video is for marketing purposes or internal training, you want it to look and sound great, positively impacting your businesses’ growth.
Video Outcomes is a Melbourne based video production company, corporate videography service that provides Melbourne based videographers and video marketing agency that specialises in video production services for small businesses and large corporations. Reach out today to examine some of our previous work.