What is a video production brief and what is it for?
When asking a video production company to create a corporate video it is important to communicate the context and goals of your video project in an easy to understand format. This not only enables you to have a clear picture of what you want your video to look like and where it fits into your corporate video strategy but also ensures the production company can accurately determine the time, skills and costs involved.
While there is no set format for a production brief below I have outlined a guide as to what information should be included to keep the process running smoothly and keep both you and the video company on the same track.
Provide a brief introduction to the project. Describe the concept you have in mind, how many videos you are after, what general feel you would like to create.
Also provide a description about your company, where you sit in the market, who your competition is and what separates you from the others. The more information you provide here will allow the production company to understand how the videos can help your business.
The production process includes pre-production (concept creation, script-writing, storyboards), production (filming, asset collection) and post-production (editing, music, motion graphics). Many production companies can offer full or partial service in all parts of the production process. Outline in as much detail as possible what services you will require and what your company can provide to assist in the completion of the video project.
Perhaps you already have video footage or photographs that can be incorporated into the production? Do you already have a script created? Will your staff appear in the video or do you require actors? Outline clearly what your company can contribute and what you require from the production company.
Who is the video for?
Who is going to watch the video and what will make them want to watch it? Having a good understanding of your target market demographics allows the production company to tailor the video specifically to your audience. A video for internal staff will be tailored differently to a video designed to attract new customers.
Where does your audience view the video? Offline or Online? If online do they access videos via desktop or mobile device, on your website or through social media? Each of these distribution channels has unique characteristics and the video needs to be created to suit each channel.
Focus of the Video and Call-To-Action
What do your audience know about your company already and what do you want them to know/do after watching the video? Knowing the objectives you wish to achieve will help determine the scripting and style of the video. Objectives may include increased views, more enquiries, boost sales etc.
An important question to ask yourself is how will you know if the video has been a success? Do you have analytics in place that will allow you to measure the effectiveness of the video.
Mixing messages is a common mistake in many videos we have seen. If you have multiple objectives these may be better served by splitting the production into a series of videos.
Where is the video going to be watched? Although most videos will end up online in one form or another, there is still a large need for offline video presentations at trade shows, seminars, presentations etc. A video that is to be shown on a screen at a trade show may need to be more graphic oriented as much of the audio may be drowned out by the bustling attendees. On the other hand a video designed for a website may take a more intimate approach and include interviews or talking head messages.
Once you have established the creative aspects you need to determine the technical aspects of delivery. It is standard to deliver a high definition file optimised for uploading to video platforms such as YouTube or Vimeo. Other options may also include branded usb thumbnails, blu-ray discs and although not as common these days, DVD’s which may require authoring, duplication and package design.
In creative fields it can be difficult to transfer ideas from your head to paper. Sending reference examples of video productions that you like or that have a similar style can be a helpful way of explaining what you like and why. Even highlighting videos that have elements you do not like can give the production company an insight into how to approach your new video.
What are the key milestones for the production of the video? When would you like the production to start and when do you need it finished by? If there is more than one final decision maker it is advisable to allow extra time in the revision phase to ensure all parties are satisfied with the final video before signing off.
Even if the project is not urgent we recommend setting strict deadlines to keep all parties focussed on the task and avoid unnecessary delays.
Don’t be afraid to let the production company know how much you want to spend. There are many elements in the productionof a video that can make significant increases to the production costs. Depending on the budget a company can offer a number of alternatives to suit your requirements.
There are many elements that go into a video production including transport, locations, size of the film crew, number of days editing, actors, voice over artists and more. Without an indication of budget range the production company is effectively guessing at the
At first glance writing an effective video production brief may seem like a huge task. It is our experience that it is worth spending some time in the initial stages to communicate your ideas clearly and simply. This will act as a referral guide throughout the production process and leads to a more efficient production.
Contact Encore Media on 1300 189 700 or www.EncoreMedia.net.au if you need help or assistance with your video production.