Crafting an effective video briefing: A Ccmprehensive guide for clients

Preparing a succinct yet information-rich video briefing is a key step in ensuring a successful video project. This crucial document is the channel through which clients convey their vision, expectations, and requirements to our video production team. Here’s an in-depth guide to structuring a video briefing, with emphasis on the essential elements to include.

Video objectives

Defining the objective is the starting point of any video briefing. It is essential to ask, “What is the primary goal of this video?”. Is it to inform the audience about a new product? Raise awareness about a particular cause? Entertain and engage? Advocate for the efficacy of a service? The objective will serve as the compass for all subsequent decisions concerning the video, influencing the tone, style, content, and targeted audience.

Target audience

After defining the objective, it’s imperative to outline the target audience. A deep understanding of the audience shapes the video’s message and determines how it will be presented. The briefing should include details about the audience, such as age, gender, geographic location, interests, preferences, and online behavior.

Key message

What is the core message that the client wishes to convey through the video? The briefing should clearly articulate this message so that the production team can structure the video to highlight it. The key message should be concise, relevant, and meaningful to the target audience.

Video style and tone

The tone and style of the video should be thoughtfully crafted and must align with the video’s objective and audience. The briefing should provide an indication of the desired style – documentary, interview, animation, corporate film, etc., and tone – formal, informal, playful, serious, etc. Visual elements, pace, music, and language should all be decided based on what will resonate best with the target audience.

Video Length

The length of your video is a crucial element to consider. Viewer attention can fluctuate, so it’s important to ensure that your video is long enough to effectively convey your message, but not too long at the risk of losing your audience’s interest. The aim is to balance the length of the video according to the delivery platform and the nature of the content.

Here are some general guidelines on ideal video length based on the most common platforms:

Instagram: The Instagram feed allows videos of up to 60 seconds, while IGTV videos can last up to 10 minutes for most accounts, and up to 60 minutes for larger accounts. Instagram stories, on the other hand, are limited to 15 seconds per story, but you can add several in a row to create a longer narrative.

  • Facebook: Although Facebook allows videos of up to 240 minutes, the most engaging videos on Facebook tend to last between 60 and 90 seconds. For advertising videos, try to stay under 15 to 30 seconds.
  • Twitter: Videos on Twitter are limited to 140 seconds (2 minutes and 20 seconds), but shorter videos, around 45 seconds, generally perform better
  • LinkedIn: LinkedIn videos can be up to 10 minutes long, but 30-90 second videos tend to generate more engagement.
  • YouTube: On YouTube, video length can vary considerably depending on the type of content. Educational or tutorial videos can last from 5 to 10 minutes or more, while commercials should generally be under 3 minutes.

    Remember that these lengths are suggestions and may vary according to your target audience and message. For example, a younger audience may have a shorter attention span, while an older audience may be more willing to watch longer videos. Also, a product demonstration video might require more time than a 30-second brand video. So, the briefing should specify the desired length of the video so that the production team can tailor the narrative and key message accordingly.


Including budget information in the briefing is vital. It helps the production team understand what they can achieve with the available resources and decide which elements can be included in the video.


Finally, the video delivery timeline is a crucial aspect of the briefing. This allows the production team to plan their work adequately, ensuring they can deliver the finished video on time.

In conclusion, a comprehensive and well-structured video briefing is the bedrock of successful video production. It offers clients an effective way to share their project vision with the production team and ensures all parties involved are on the same page right from the start. The video briefing is not merely a formal document – it’s a roadmap, a vision, and an action plan for effective collaboration.

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