Video is the fastest growing component of a marketing mix and if done right it is undoubtedly the most engaging communication method. The struggle faced by the marketing teams is to prove the direct measurable impact between a video campaign and sales. Whether you are creating a video in- house or you are hiring a Video Production Company, you need to communicate clearly the context and goals of your business. This is a video production brief and this post explains the key factors you should keep in mind while preparing your video production brief.
Importance of a Video Production Brief
Just like you give a creative brief when you plan your marketing campaign or you give a website brief when you want to design your company website, similarly you must prepare a video production brief when planning your next video. Developing a video without a plan or just for the sake of doing a video (because your competition is doing it) is a waste of money. Creating experimental or ineffective videos is in fact damaging your brand image and it is best to refrain from such campaigns. So how do you make a video effectively? The answer is – by starting off with a detailed Video Production brief. This will require considerable effort because you will have to clearly state the future business goals of the organisation and throw sharp focus on your objectives from the campaign and the audience that you wish to communicate with by means of the video. All of this requires deep thought and will finally lead to a brief that will help the Video Production Company understand what you are aiming for. Having done this, it clarifies the vision behind creating the video and will help the video production team to envisage your goals. The task sounds daunting – isn’t it? Read this blog to learn how to create a Video Production Brief.
Your brief should explain your brand’s position in the market, your unique selling proposition, how your brand is perceived by your customers and the goals you wish to achieve in a year’s time. This information gives enough insight about your brand to the team developing your video strategy and tells them the underlying objectives of your business.
Objective of the Video
You need to decide what it is that you wish to promote through the video. It could be your product/service or your amazing customer support or your production process or your brand in totality. It is not wise to try to promote everything all at once. The focus of the video should be just one thing and you need to choose the subject carefully. You should have answers to specific questions for example: “What is your USP?” “What is your market differentiator?” “What problem of the consumer are you looking to solve?” Try to provide specific answers so that the objective of your video will become clear to the Video Production Company you are hiring or to your team who is making the video in-house.
The Audience whom you wish to engage
It is important to brainstorm and figure out who your target audience is. What are the personas of the people to whom you are trying to reach? While most companies narrow down too much on their exact target audience this may affect the budget of the video because you may have to develop individual videos for specific audiences. In case you are working on a tight budget, it will be wise to develop a wider target audience and start with a single video campaign. Another consideration is the location of the target audience and the mode/device through which they will be viewing your video. Each channel has their individual nuances and these should be kept in mind by your Video Production agency.
Like any other Marketing campaign, a video campaign too should have a clearly defined business goal that you want to achieve through that campaign. It could be video true views, traffic/visitors to website, brochure downloads, clicks, enquiries, ‘likes’, online sales or store walk-ins. You should have to be able to identify specific goals to determine whether your campaign was effective or not. This way you can find out your ROI from the campaign and it also gives proper direction to the Video production company to ensure they design the video in accordance with your business goal.
Get ready to create your Video Production Brief!
Creating a video production brief based on the above guidelines is a tough task but once done it will certainly yield much better results from your video campaign. For more information about creating effective Video Production briefs, get in touch with one of the leading Video Production Companies in Dubai – People Pulse Media LLC.