Thought-starters to Help You Nail Your Brief
If you start out with a very set idea of what you want your video to turn out like, you might be missing out on a number of different options that might work better for your intended outcome.
At LCB we get a lot of clients who have great ideas about the final product, and the most valuable thing we can do for them is often not to just go ahead and make that video, as many production companies would do – but instead to truly interrogate the brief with them. These clients ultimately find that the video they end up with serves their purposes much more effectively than the flashy content that their competitor might have put out.
All the bells & whistles
It's easy to get blown away by videos that have lots of fancy stuff going on with fast editing, cool motion graphics, drones and more. But it's worth examining what's really going to land with your audience and whether all the bells and whistles match your message. More often than not, a down-to-earth connection is what's going to influence someone to do what you want and follow through with that call-to-action.
A word from the boss
Oftentimes, a great approach to an explainer or product video would seem to be to get the big boss to be your expert mouthpiece. But it's worth thinking about whether this will make staff or general consumers see a video as relevant to them, and engage with it fully as a result. We regularly push clients towards getting everyday people into their videos, service staff who the target audience can identify with fully. This can be a tricky negotiation, and sometimes it's best heard from the video producers than from the client-side project manager (especially if your head honcho was particularly looking forward to their time in the bright lights)!
You're spending a decent budget on your video production, so you want to make sure to get all your messages in there. But this can be a huge mistake. For your video to be as effective as possible, although there are some exceptions, brevity is usually the right approach.
Focus on a couple of key messages, and work with your video producer to figure out how to effectively get them across in the shortest time possible. This might be via utilising on-screen text with motion graphics and talking heads to explain a concept quickly and easily – your production company will be the experts in this, and you'd be amazed at how much can be said in less than a minute by strategically taking advantage of all of the elements video has to offer.
I actually don't think I know what I want in my video
"The film crew's coming by anyway, and they're not cheap, so why don't we just get them to film a bunch of stuff while they're here to get our money's worth? We can nail down what we want in the edit later."
A variation on this approach is pretty common, and completely understandable. But it can be the worst mistake of all not to go in with a clear outcome in mind. At LCB we plan our shoots very carefully to match what we know we're going to need in the final video – and if you're working it out in the edit, it's highly likely there's a shot you didn't think to get on the spot that you now need to make your video work. So you either have to compromise, or you have to go back in anyway which negates any potential savings.
A QUICK REFRESHER
Step 1: Draft the brief
Step 2: Interrogate the brief (ideally in partnership with a video expert)
Step 3: Nail the brief