If you're looking to create video content for your business or brand, you need to start your video project with a well-written video brief.

1. CLIENT VIDEO BRIEF
Business Contact Name
Project Title Email Address
Date Contact Number
ABOUT YOUR BUSINESS
Please tell us a bit about your
business
What makes you special? (USPs)
What is the brand personality & tone
of voice?
Who are your top 3 competitors?
How are you positioned compared to
your competitors?
ABOUT THE PROJECT
What are you asking us to create?

2. What is the objective of this work?
How will you be measuring the
video’s success?
What are the deadlines &
milestones?
What is the budget for this project?
ABOUT YOUR AUDIENCE
Who is the video content aimed at?
Type of business
● Sector
● Profession
● Size
● Revenue
● Location
Job role
● What role do they have in the company?
● What are they responsible for?
Demographic
● Gender
● Age
● Location
● Marital status
● Education
Audience insights
Drivers and motivators
● What is their top priority?
● What motivates them at work?
Fears & challenges
● What are their most pressing problems?
● Why do they have these problems in the first place?
● What is their intention in solving these problems?
● How have they tried to solve those problems in the past?
Influencers
● Where do they look for solutions to these problems?
● Who does the customer engage with?
● Who influences your customer’s decision?
How does your product/ service fit
into their lives? ● How does your product/ service benefit their business?
● What part of their job do you make better/ easier?
● When is your product/ service going to be most value to them?

3. Does your business have any
customer profiles/ personas? If so,
please provide a link.
DISTRIBUTION
What forms of distribution would
you like to use?
● Owned
● Earned
● Paid
● Not sure
Is this content part of a wider
campaign? If so, Is there a media
plan?
CHANNELS
Where would you like to distribute
your content? Where are the best
places to get in front of your
customer?
● Website
● Intranet
● YouTube
● LinkedIn
● Facebook
● Instagram
● Twitter
● Tiktok
● Google
● Event/ conference
● Trade show stand
ABOUT YOUR MESSAGE
What is the core thought that you
would like to communicate?
Why should the audience believe in
this core thought?

4. When watching your content, what
would you like the audience to...
Think
●
Feel
●
Do
●
CREATIVE APPROACH
Please provide a link to your brand
guidelines
Please list any videos you like/
dislike that may help inform our
creative process
ABOUT OUR
PITCH/PROPOSAL
Once developed, we would like to
present our creative proposal by
Video Call or in person. Is this
possible?
In the run up to our creative
presentation, are we able to have
additional video calls with the project
decision making team?
Which of your team will be attending
our creative presentation? Please
include names and titles.
To proceed with this project and
Skeleton, whose sign off will we
need to have, above all others?
Who else is involved in the decision
making process at the business?
ABOUT OUR COMPETITION
Why did you approach Skeleton?
How many agencies will we be
pitching against? And who are they?

5. Why have you chosen these
agencies?
Have you worked with any of these
agencies before?