Great Project Briefs are the Key to Cohesive Video
Spin Creative • July 14, 2021
Comprehensive project briefs always form the foundation of successful motion media. A project brief should inform and guide as well as serve as a constant reminder of the project goal. Whether you’re investing in video marketing to generate interest in a new product or even to introduce your brand to a new audience, you’ll need a good brief to keep your efforts on track.
Simply put: Every great video starts with a great brief. Here are the basic elements of a good project brief and how they lead to a successful video marketing campaign.
Defined objectives
When developing a project brief for video marketing, always refer back to the goal of your marketing efforts. Use defined goals to provide the framework for creating videos. Some of the most common include:
• Increase brand awareness:
Video is a great way to get the word out about the products and services you provide as well as the overall mission and vision behind your brand.
• Increase engagement:
Done the right way, video instantly engages your target audience. An engaged audience helps build a sense of community and is a great way to spread your brand’s reach.
• Increase website traffic:
Google favors links that include video, so you can instantly boost your visibility and discoverability with an effective marketing strategy. More eyes on your content means you have a better chance of making a conversion, whether it’s a sale or an email signup.
Determine your target audience
No matter what you’re selling, reaching your target audience is essential when it comes to video marketing. You want to attract the most valuable viewers to your videos, and the best way to do this is by determining the target audience.
Go beyond basic information like demographics. Get to know their likes and dislikes and what makes them “tick.” Then, leverage what you learn in your storyboarding
and conceptualizing as part of the project brief. When you know who you’re talking to, it’s easier to have a conversation—not simply talk at them.
Create a narrative
Develop a narrative for your video that accurately delivers the message you’re trying to convey to your audience. You can tell a single story over several videos or contain a complete narrative in a single video—but remember to keep things short and snappy.
Focus your message on big-picture themes and explain how your product or service benefits others. Make sure the narrative appeals to the emotions of viewers—it makes your videos more direct and engaging, inspiring viewers to take action.
Follow a timeline
It takes a ton of effort to produce an effective video marketing campaign, whether you’re shooting a single video or an entire series. Making the perfect video can be a fluid process—there are always unexpected challenges that pop up out of nowhere—but it’s best to stick to a timeline as closely as possible to ensure the content stays fresh.
Video marketing campaigns are extremely effective. But getting them off the ground, from the planning stages to the finished product, can be difficult even for the most experienced teams. Build a timeline into every brief to keep the project succinct and focused.
Need help keeping your project on track? Say hello
to Spin Creative. We’re your partners in video production, working with you to create dynamic content that helps you make impactful brand connections.
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
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