How to Write a Video Brief: A Simple Template
By 96Hz Agency
Published
A video brief records the goal, audience, message, deliverables, budget and deadline.
What Is a Creative Brief and Why Does It Matter?
A video brief records the goal, audience, message, deliverables, budget and deadline. Use the template below to give the production team a shared starting point.
A well-written creative brief does three things:
- Saves money — Fewer revisions, no surprise scope changes, no wasted shoot days
- Saves time — The production team hits the ground running instead of guessing
- Produces better results — Everyone is aligned on the vision from day one
The 10 Essential Elements of a Video Creative Brief
Whether you are commissioning a 30-second social ad or a 10-minute brand documentary, every creative brief should include these elements.
1. Project Overview
Start with a one-paragraph summary of what you need. Keep it simple and direct.
Example: "We need a 2-minute brand video introducing our new sustainable packaging line to B2B buyers. The video will live on our website homepage and be used in sales presentations."
2. Objective — What Success Looks Like
Define the single most important outcome this video should achieve. Avoid listing five objectives — that is the same as having none.
Weak Objective Strong Objective "Make a cool video about our company""Generate 200+ qualified leads in Q2 through a product demo video on our landing page" "Increase brand awareness""Introduce our brand story to first-time visitors — target 60% watch-through rate" "Something for social media""Drive 50,000 views on Instagram Reels within 30 days of launch"3. Target Audience
Be specific about who will watch this video. The more detailed, the better the creative direction.
Include:
- Demographics — Age range, location, job title, industry
- Pain points — What problems do they face that your product/service solves?
- Where they consume content — YouTube? LinkedIn? Instagram? In-person presentations?
- What motivates them — Price? Quality? Innovation? Trust?
4. Key Message
What is the one thing you want viewers to remember after watching? Write it in one sentence. If you cannot, your message is not clear enough yet.
5. Tone and Style
Describe the emotional feeling you want the video to create. Use reference videos whenever possible — a link to a video you admire is worth a thousand words of description.
Helpful descriptors:
- Professional / Corporate / Formal
- Warm / Friendly / Approachable
- Bold / Energetic / Dynamic
- Cinematic / Elegant / Premium
- Fun / Playful / Casual
- Raw / Documentary / Authentic
6. Deliverables and Formats
Specify exactly what you need delivered:
Detail Example Video length2 minutes (hero) + 3 x 30-second social cuts Aspect ratios16:9 (website), 9:16 (Reels/TikTok), 1:1 (feed) SubtitlesBurned-in English + Vietnamese subtitle files MusicLicensed or original score Raw footageYes — delivered on external drive7. Distribution Plan
Where will this video live? This dramatically affects creative decisions:
- Website hero → Auto-play, no sound, looping, under 15 seconds
- YouTube → Hook in first 5 seconds, longer format OK, SEO-optimized title
- Instagram Reels → Vertical, fast-paced, text overlays, under 60 seconds
- Sales presentations → Can be longer, more detailed, professional voiceover
- Trade shows → No narration (loud environment), strong visuals, looping
8. Budget Range
Sharing your budget range helps the production team design the best possible approach within your investment. You do not need to share an exact figure — a range is perfectly fine.
A transparent budget discussion leads to:
- Realistic creative proposals (no dream concepts that blow the budget)
- Smart resource allocation (spend more on what matters most)
- Fewer surprises during production
9. Timeline and Deadlines
Include any hard deadlines (product launch, event date, campaign start) and work backward from there. A typical production timeline:
- Pre-production: 1-2 weeks (brief, script, storyboard, planning)
- Production: 1-3 days (filming)
- Post-production: 2-4 weeks (editing, revisions, delivery)
10. Brand Guidelines and Assets
Share everything your production partner needs to stay on-brand:
- Logo files (vector format preferred)
- Brand color codes (hex values)
- Typography/font files
- Existing brand videos for reference
- Brand voice guidelines
- Any mandatory legal disclaimers or compliance requirements
Creative Brief Template You Can Copy
Here is a ready-to-use template. Copy it, fill it in, and send it to your production partner:
Section Your Answer Project overviewWhat do you need? (1-2 sentences) ObjectiveWhat single outcome defines success? Target audienceWho is watching? (Demographics, pain points) Key messageOne sentence the viewer should remember Tone & styleHow should it feel? (+ reference links) DeliverablesLength, formats, subtitles, raw footage? DistributionWhere will the video live? Budget rangeApproximate investment range TimelineHard deadline? Preferred delivery date? Brand assetsLogo, colors, fonts, referencesCommon Mistakes to Avoid
- Too many objectives — A video that tries to do everything does nothing well. Pick one primary goal.
- Vague audience — "Everyone" is not a target audience. The more specific, the more effective.
- No reference videos — Words like "modern" and "dynamic" mean different things to different people. Show, do not just tell.
- Forgetting distribution — A video made for YouTube will underperform on TikTok. Design for the platform from the start.
- Unrealistic timelines — Quality takes time. Rush a production and you pay in quality or cost (usually both).
- Skipping the brief entirely — "Just make something cool" is not a brief. It is a recipe for disappointment on both sides.
How 9,6Hz Agency Uses Your Brief
Share the brief and any reference videos with the production team. Agree on open questions, the proposal scope and the response date.
Ready to Start Your Next Video Project?
Share your goal, schedule and required deliverables to discuss a production plan. Contact 9,6Hz Agency
Review production examples to choose a reference direction. See our work
Durations and schedules are discussion examples. Agree on the actual scope and delivery date for the project.