Most video projects that go wrong go wrong before the camera is unpacked. The client imagined a polished 90-second brand film, the videographer quoted for a two-hour interview shoot, and nobody wrote down that the video was mainly for vertical social ads. A video brief puts that picture on paper early: what the video is for, who watches it, where, for how long, and what they should do next.
This brief is for videographers and production companies to complete with clients during pre-production. Clients can also use it to brief several producers and compare quotes on the same basis.
TL;DR
The video brief template records the objective, audience, viewing platform, target runtime and aspect ratios, the single key message, tone and style references, people on camera, script status, call to action, budget range, deadlines and mandatory brand or legal elements. Fill it in before the treatment or quote. The decision that matters most is where the video will be watched, because platform sets runtime, framing and the first three seconds.
What's inside
- Project basics — client, approver, deadline and budget range.
- Objective — what the video should change, and how the client will measure it.
- Audience — who watches and what they already know.
- Platforms and formats — channels, runtimes, aspect ratios and whether sound is on.
- Key message and call to action — one idea and one next step.
- Style and tone — reference videos with reasons, music mood, pacing.
- On camera — staff, customers, actors or none, and any sensitivities.
- Script and voice — who writes it, voice-over or interviews, languages and captions.
- Mandatories — logo, legal lines, product shots, brand guidelines.
When to use it
Use a video brief for brand films, explainers, product videos, social ads, testimonials, event recaps and internal training videos. It is the first pre-production document, filled in before the creative treatment and quote, and it feeds into the video production SOW.
The general creative brief works across any creative output and stays at the level of message and audience; it does not ask about runtime, aspect ratios, sound-off viewing, script status or who appears on camera. Use this brief when the output is video. Once the brief is agreed and the shoot is planned, break it down into a shot list for the day.
Decisions that shape the edit
Sound on or off. Many social feeds autoplay muted. If most views will be silent, the story needs on-screen text and burned-in captions, and the first frame has to work without audio.
The first three seconds. On social platforms, the opening decides whether anyone watches the rest. Ask the client what should be on screen before the logo appears.
Runtime and script length. A 60-second voice-over typically fits around 130 to 150 words. Clients often send a script three times that length. Agreeing the runtime in the brief makes the script conversation easier.
Real people versus actors. Staff and customers add credibility but need preparation, scheduling and release forms. Actors cost more but deliver lines on cue. Decide early, because casting affects budget and schedule.
One video or a system. A hero film plus six vertical cutdowns is planned differently from a single video, because cutdowns need shots framed for 9:16 on the day.
Customize it in your COLO workspace
Set up the production as a project in COLO and add the completed brief to the project files. Clients can upload brand guidelines, logos and reference clips in the client portal, and pre-production questions stay in the project chat with the whole team.
Once the brief is agreed, send the quote as a proposal with line items for pre-production, shoot days and editing. The client accepts it in the portal and you convert it into the deposit invoice.
Common mistakes
- Several key messages. A 30-second video carries one idea well, not four.
- No platform list. Shooting only in 16:9 when the main use is vertical means cropping heads off later.
- Reference videos without reasons. Ask what the client likes about each one: pacing, color, humor, music.
- Script left to the last minute. Late scripts compress the shoot plan and the casting.
- Forgetting the call to action. A video that ends on a logo with no next step wastes the viewer's attention.
FAQ
Q: What should a video brief include?
The objective, target audience, where the video will be watched, target runtime and aspect ratios, the one key message, style and tone references, who appears on camera, the script status, the call to action, deadlines, budget range and any brand or legal requirements.
Q: How long should a marketing video be?
It depends on the platform and purpose. Many social ads run 6 to 30 seconds, homepage explainers 60 to 120 seconds and testimonial videos 1 to 3 minutes. The brief should set a target runtime before scripting.
Q: Who writes the script for a video project?
Either side can, but the brief should say which. If the client writes it, agree a deadline and a word count that fits the runtime; roughly 130 to 150 spoken words per minute is a common guide for voice-over.
Q: What is the difference between a video brief and a shot list?
The brief explains why the video exists and what it needs to say. The shot list is a production document listing the specific shots to capture on the day. The brief comes first and shapes the shot list.
Q: Should the video brief include a budget?
Yes, even as a range. Budget decides whether the video uses actors or staff, one location or several, stock music or a composer. Without it, the creative treatment can drift far from what is affordable.