What Does a Good Video Brief Look Like?
This is a subject that comes up a lot at LCB, and while we're pretty flexible in terms of working with client briefs, we figured we might as well share our tips on the most effective way to communicate with a company whose focus is video production – since this can be a bit different to what other agencies may need.
We're always framing our videos in terms of the problem and the solution – it's a neat narrative trick that works to intrigue and then satisfy an audience. But it's also why most clients come to us in the first place: because a video is a solution to a problem that they're having.
You may be hesitant to share business issues with strangers, but without knowing the real problem it's hard for us to help you fix it (and we can always sign a non-disclosure agreement!). For us, we really like to be seen as an extension of your internal team and a partner in your communications strategy. Learning all about the problem really helps us suggest the most effective video strategies to counter that problem, and help you solve it.
Oftentimes a client isn't quite sure what their budget is for a video, so they just get in a few quotes from a few different production companies and see which one sounds best.
We suggest that figuring out the value of your video is what should inform your budget. Is there a dollar figure on sales that you want to get out of it? Is it a number of applications for a staff recruitment campaign? What is a conversion worth, and how many conversions could the video assist you in achieving? Thinking about these points will assist you and us in deciding what level of resource is worth putting into the production, which will then help pin down your budget.
Defining your audience, as with all communications, is very important. A video aimed at technical engineers will be very different to a video aimed at children, and will need a different language, style, length and pace to keep that audience engaged.
Second to the audience is what you want them to do. Read more resources? Call a phone number? Fill out a form? Keep your business in mind? All of these will require a specific call-to-action – but they'll also require a specific video approach to make sure that every step of the way we're guiding them towards the action point that you want them to take at the video's conclusion.
Now that we've figured out the important stuff like aims and budget, we can move on to the fun stuff like how it should look and what music to use. The best way to give us a clear idea of what you like is to provide some specific video examples that appeal to you, and tell us exactly what elements appeal about each of them.
A good place to look is at your competitors. What are they doing with video? What do you like about it? What do you dislike about it? What do you want to do better? How is your brand's style different from theirs? We can use all these elements to inform how we make your video.
Be sure to take into account what's achievable. Think about what you have available to shoot in terms of talent, locations, etc., so you can make the best use of these elements in your video production.
Ready to brief? Here's a handy template to help you put everything in the right format. Fill it out and send it over so we can give you a quote!