01
Start with the business goal
Define what the video should help accomplish: sales follow-up, recruiting, onboarding, investor communication, patient education, product launch, or brand awareness.
02
Name the audience and action
The audience should be specific enough to guide tone, examples, length, and distribution. A recruiting video and a sales enablement video need different structure.
03
List deliverables before the shoot
Include aspect ratios, lengths, social cutdowns, website loops, stills, captions, thumbnails, and any paid media requirements.
04
Clarify approvals
Identify who approves script, rough cut, final cut, compliance language, music, captions, and public release.
FAQ
Do we need a script before hiring a video company?+
No. A good production partner can help write the script, but the brief should define the goal, audience, message, and constraints.
Should a brief include example videos?+
Yes. References are useful when you explain what you like or do not like about them.
What is the biggest mistake in a video brief?+
The biggest mistake is describing the shoot without describing the final business use.