How to Create a Video Marketing Brief That Delivers
In a world saturated with content, a successful video isn't made by luck — it's made by planning. A clear, strategic video marketing brief is the difference between a video that moves the needle and one that misses the mark.
Whether you're working with an in-house team or an external production company, a solid brief ensures everyone’s rowing in the same direction. Let’s break down how you can create a video marketing brief that truly delivers results.
Why a Video Marketing Brief Matters
Think of your video marketing brief as the blueprint for your project. Without it, you risk miscommunication, budget overruns, timeline delays, and — worst of all — a final product that doesn’t achieve your goals.
A strong brief:
Clarifies your objectives
Aligns your team and stakeholders
Sets creative direction
Helps keep production efficient and cost-effective
Now, let's dive into what your brief needs to include.
1. Define Your Goals
Start with the "why." Why are you creating this video? What business objective does it support?
Common video goals include:
Increase brand awareness
Drive website traffic
Generate leads
Educate customers
Launch a new product
Support internal communications
Be specific. Instead of “get more exposure,” say “increase YouTube subscribers by 20% in Q3.”
2. Know Your Audience
Understanding your audience is crucial for tone, messaging, and style. Outline:
Demographics (age, gender, location)
Psychographics (interests, values, pain points)
Where they are in the buyer’s journey (awareness, consideration, decision)
Knowing your audience allows you to create a video that resonates, rather than one that feels generic.
3. Clarify Your Key Message
What is the one thing you want viewers to remember after watching? If they could only take away one idea, what should it be?
Try to distill your message into a simple sentence. Simplicity drives impact.
4. Choose the Right Format and Style
Based on your goals and audience, decide on the format and style. Some examples:
Animated explainer video
Product demo
Customer testimonial
Brand story
Behind-the-scenes footage
Event highlight reel
Also, describe the tone you’re aiming for:
Professional and authoritative?
Playful and fun?
Emotional and heartfelt?
Style influences everything from scripting to music to editing pace.
5. Outline the Core Content
Without scripting the entire video yet, map out a high-level structure:
Opening hook
Problem statement
Solution demonstration
Call to action (CTA)
If there are specific visual ideas, scenes, or brand guidelines you want included, note them here.
6. Set Logistics and Deliverables
Details matter:
Length: How long should the final video be?
Format: For example, 16:9 for YouTube, 9:16 for Instagram Reels.
Distribution channels: Where will the video live?
Timeline: What are the key milestones and deadlines?
Budget: What are the production and post-production constraints?
The more concrete you are, the smoother production will be.
7. Highlight Success Metrics
How will you measure success? Set KPIs early on.
Example metrics:
Views
Engagement rate (likes, comments, shares)
Click-through rate (CTR)
Conversions
ROI
This helps keep everyone focused on outcomes, not just outputs.
Bonus Tip: Keep It Collaborative
While you’re the expert on your business, trust your creative team’s expertise too. A great brief provides direction without being overly prescriptive. Think of it as a conversation starter, not a rulebook.
Final Thoughts
A well-crafted video marketing brief is a secret weapon for success. It saves time, minimizes revisions, and ensures your final product is aligned with your vision — and your goals.
If you invest time upfront in building a clear, detailed brief, you’ll set yourself (and your team) up to create videos that not only look great but deliver real, measurable impact.
Ready to get started?
Next time you kick off a video project, use this guide to craft a brief that gets everyone excited — and makes results inevitable.