Video Marketing Creative Brief: Why You Need One


When embarking on a project like an explainer video, it can be tempting to dive in headfirst. We get it; it’s exciting. You want to get right to the fun part: seeing compelling characters and cool animation bring your company and it’s products to life.

Think about it this way… Would you build a house without a solid blueprint? Unless you’re putting together a fort for the kids in the backyard, chances are, the answer is a definite no. A house needs to be structurally sound. You need to be sure it can actually stand up and that you’ll remember all of the important pieces. You need a foundation before you can start adding the interesting design elements.

An explainer video is the same way. A lot of planning occurs before we ever start putting a video together. Before coming up with characters, a scenario, and a visual scheme, it’s imperative to outline all the essential components. This helps you move onto the next stage of production with a clear vision. It can also help you take a step back and think about how you want your customers to perceive your company, which can be a valuable learning experience.

Here are a few of the big questions you need to consider:

What Is the Video About?

A video does best when it has a specific point of view. Choose one product or service to focus on rather than trying to explain everything your company does. Maybe you’re trying to send a specific brand message. Whatever it is, make it as simple and direct as possible.

Who Is the Audience?

Every company has likely defined their target markets. Is this particular video going to be aimed at all of them, or just a specific subset or persona? Having a strong understanding of your audience is key to building a successful video. Do customers understand what you do, or is the technology new to them?

Do You Have a Favorite Video?

Maybe you’ve decided to embark on video marketing because you saw an animated explainer video that opened your eyes to the power of what animation can do. Was there a specific video that inspired you, or attributes that you tend to admire in other explainer videos? Think about what you like and don’t like about the animated explainer videos you’ve seen before.

Does This Video Fit Within a Larger Campaign?

Will this video stand alone, or does it exist to complement a larger campaign you’re planning? If so, how do you see the video fitting in? If not, what are you planning to do with it, embed it in a landing page or use it for prospecting?

This is just the beginning. You’ll also want to consider what key points viewers will take away from the video, and what kind of reaction you want them to have, among other things.

Are you thinking about creating a video? Start with a solid blueprint. Download the Creative Brief that Switch uses with all of our clients. It should get you started on the right foot.

Video Marketing Creative Brief, Switch Video

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