December 6, 2023

How to write a good video brief - What are the ingredients?

Rupert Mason

For many businesses, a well-crafted video can be the difference between blending in and standing out in a crowded digital space. But where does the journey of creating impactful video content begin? It starts with a video brief - the unsung hero of successful video projects. In this article, we delve into the art and science of crafting a video brief that sets the stage for compelling storytelling, ensuring your startup’s message resonates with its audience. We at Sidekick Studios want to empower more startups to inspire customers through engaging video content, and it all starts with the brief.

Understanding the Value of a Strong Brief

A video brief is more than just a list of ideas; it’s a strategic tool that guides your marketing agency to produce content that aligns with your startup’s goals. The digital content audience in the UK is projected to reach 54 million users by 2026, so a well-thought-out brief is instrumental. It serves as a communication bridge, ensuring that every frame and every second of your video is purpose-driven.

Incorporating Data and Strategy

Startups thrive on data-driven strategies. When preparing your video brief, infusing it with insights gleaned from your market research is critical. For instance,  in 2023, people are watching, on average, 17hours of online videos per week. By including such data, your brief becomes more than a creative outline; it becomes a strategic asset.

Crafting Your Story

Every startup has a story, a unique journey that sets it apart. Your video brief should capture the essence of this story. This isn’t just about what your product does but also about the why - the problem it solves and the lives it enhances. According to Richard Branson, “We would be nothing without our story.” This goes to show that compelling storytelling can significantly boost viewer engagement and help sell your brand.

Balancing Creativity with Objectives

While creativity is the heart of video content, aligning it with your business objectives is crucial. This balance is where your brief comes into play. It’s a roadmap that guides the creative process, ensuring that each artistic choice serves a strategic purpose. For startups, where resources are often limited, this alignment is even more critical. The brief ensures that your investment in video content yields tangible results, whether it’s increased brand awareness or a surge in conversions.

The Ingredients of an Impactful Video Brief

Now, let’s break down the key components of a video brief:

1.    Clear Objectives: What do you want to achieve with this video? Is it brand awareness, product explanation, or customer engagement? Setting clear, measurable goals is the first step.

2.    Target Audience: Who are you talking to? Defining your audience - their needs, preferences, and behaviours - shapes the content’s tone, style, and message.

3.    Brand Story and Tone: How do you want your startup to be perceived? The tone of your video should reflect your brand’s personality, whether it’s innovative, fun, or inspirational.

4.    Creative Elements: Here, you outline your vision for the video’s look and feel. While the agency’s creative team will develop the concept, your brief should offer a glimpse into your desired aesthetic.

5.    Budget and Resources: Being transparent about your budget and available resources helps set realistic expectations and guides the agency in making the most of what you have.

6.    Timeline: Outline your ideal timeline for the project, including key milestones. This helps keep the project on track and ensures timely delivery.

7.    Key Messages and Call to Action: What are the key takeaways for your audience? Your brief should clearly outline these. Additionally, consider what action you want viewers to take after watching the video. This clarity will help in crafting a compelling call to action.

8.    Distribution Channels: Where will your video be shown? The choice of platforms - be it social media, your website, or other channels - influences the format and style of the video. Be specific in your brief about where you envision your video being most effective.

9.    Metrics for Success: Define what success looks like for your video project. Is it the number of views, shares, or a specific conversion rate? Setting these metrics upfront helps in measuring the effectiveness of your video post-launch.

10.  Feedback andIteration Process: Detail your expectations for the feedback and iteration process. A good video brief should outline how you plan to collaborate on revisions. Specify the frequency and format of feedback sessions and how you envision handling suggestions and changes.

Synergy Between Creativity and Business Goals

The art of engaging an audience through video is both subtle and complex. Your brief should reflect an understanding of this dynamic. It’s not just about what your product is; it’s about why it matters to your audience. Delving into the psyche of your target market, understanding their pain points, and addressing them through your video content is vital. Here, data plays a crucial role. For instance, according to HubSpotBlogs research, 66% of consumers have watched video content to learn more about a brand, highlighting the importance of audience-centric content.

In the intersection of creativity and strategy, your video brief becomes a crucial mediator. It’s where your startup’s innovative ideas meet the structured approach of your digital marketing agency. This balance is vital. While creativity is captivating, without a solid strategy, it might not convert. Your brief should guide the creative team not just in crafting a visually appealing video but in creating one that drives your business objectives.

Working with Your Digital Marketing Agency

Choosing the right marketing agency for your startup is crucial. A good agency brings not just technical expertise but a deepunderstanding of startup culture and the unique challenges it presents. You can seek expertise by asking one of our experts a question to see our approach and what we can bring to the table.

Effective collaboration is the cornerstone of any successful video project. Regular communication, feedback loops, and a willingness to adapt are key. Remember, your brief is a starting point. It should evolve as you and your agency dive deeper into the project.

Beyond the Brief

Video production is not a linear journey. It’s an iterative process where feedback and revisions play a crucial role. Be prepared for this journey, where your initial concept might evolve as it comes to life.

Once your video is ready, it’s time for the launch. But the work doesn’t end here. Monitoring its performance against the set metrics, gathering audience feedback, and making necessary adjustments for future campaigns are part of the continuous improvement process.

Leveraging Trends and Innovations in Video Marketing

From the rise of short-form video content on platforms like TikTok to the integration of augmented reality (AR) in storytelling, these trends can offer fresh avenues for engaging your audience. Your video brief should leave room for such innovations, allowing your digital marketing agency to explore creative possibilities that align with current trends.

The right technology can elevate your video content from good to great. Discuss with your marketing agency about leveraging tools like advanced analytics for audience insights or using high-quality production techniques to enhance the viewing experience. Mentioning these preferences in your brief helps set the expectations and guides the agency in selecting the right tools for your project.

Understanding Legal and Ethical Considerations

Video content often involves navigating the complex terrain of copyrights and permissions, especially when using music, stock footage, or featuring real people. Your brief should outline any such elements that need special attention, ensuring that all content is legally compliant.

In today’s socially conscious market, ethical considerations play a significant role. This includes being mindful of diversity, cultural sensitivities, and responsible messaging. Addressing these aspects in your video brief highlights your startup’s commitment to ethical marketing practices.

Feedback and Revision

After the initial draft of the video is created, the feedback phase begins. This is where your detailed brief pays off, providing a clear benchmark against which the video can be evaluated. Encourage open and constructive feedback, focusing on how well the video aligns with the brief’s objectives.

Revisions are an integral part of the video production process. They ensure that the final product is not just good, but perfect for your startup’s needs. Your brief should outline how you envision the revision process, including timelines and the scope for changes.

Maximising Impact Post-Launch

Creating the video is only half the battle; the other half is getting it seen by the right audience. Discuss distribution strategies with your marketing agency, considering various channels and platforms that align with your target audience.

After the launch, it’s crucial to analyse the video’s performance. How does it measure up against the success metrics outlined in your brief? This analysis is not just about quantifying success; it’s about gaining insights for future campaigns.


In conclusion, a well-crafted video brief is the foundation of any successful video marketing campaign, especially for startups looking to make their mark. It’s a tool that brings clarity, direction, and a shared understanding between your startup and your marketing agency. With a strong brief in hand, you are well-equipped to create video content that not only tells your story but also resonates with your audience and drives your business goals.

At SidekickStudios, we understand the nuances of startup marketing and are dedicated to bringing your vision to life through compelling video content. Let’scollaborate to make your next video project a resounding success.

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