Working With a Producer
The difference between a video you love and a video you settle for almost always comes down to one thing: the brief. Here’s how to write one that gets you exactly what you pictured.
Why Most Video Projects Go Sideways
Most disappointing videos aren’t the result of a bad producer — they’re the result of a vague brief. When a client says “make it feel professional” or “something like what our competitor has,” the producer is left guessing. Guesswork leads to revisions. Revisions lead to delays. And delays lead to a video that feels like a compromise instead of a win.
The good news: a great brief takes 20 minutes to write and can save you days of back-and-forth. Here’s what to include.
1. Start With the Goal, Not the Format
Before you say “I need a 60-second video,” say what you actually need the video to do. Is it meant to convert visitors into leads? Welcome people at the start of a church service? Explain a product feature support tickets keep asking about? The goal determines the format — not the other way around. A producer who understands the goal can recommend the right length, tone, and structure instead of just executing instructions blindly.
2. Describe the Audience in One Sentence
“Everyone” is not an audience. Try to nail it down: busy small business owners comparing vendors, first-time visitors to a Sunday service, or existing customers deciding whether to renew. The tone, pacing, and even music choice should shift based on who’s actually watching.
3. Bring References, Not Just Adjectives
Words like “modern,” “warm,” or “energetic” mean different things to different people. Instead, link to two or three videos you like and say specifically what you like about each one — the pacing, the color grade, the music, the way text appears on screen. References remove ambiguity faster than any amount of describing.
4. Give the Non-Negotiables Up Front
Brand colors, logo placement, required legal disclaimers, a specific call to action, a deadline tied to an event — list these clearly at the start. These are the details that, if missed, force a full revision rather than a quick tweak. The earlier a producer knows the hard constraints, the fewer surprises later.
5. Say Where It Will Live
A video for an Instagram Story needs different framing than one for a homepage hero or a big screen before a service. Tell your producer every place the video will be used — vertical, square, widescreen — so it’s built (or resized) correctly the first time instead of stretched or cropped after delivery.
6. Set the Number of Revision Rounds — Before You Start
Most professional video work includes a set number of revision rounds (commonly two or three). Agreeing on this up front — and giving all your feedback in one consolidated round rather than trickling in notes over a week — keeps the project moving and keeps expectations aligned on both sides. Once you’ve written your brief, see How to Write a Script for a 60-Second Brand Video for the next step if you’re handling the script yourself.
The Quick Brief Template
If you only have five minutes, answer these six questions and send them over:
- What should this video accomplish?
- Who is watching it?
- What 2-3 videos capture the vibe you want?
- What are the must-haves (brand, copy, CTA, deadline)?
- Where will it be shown?
- How many revision rounds do we have?
The Bottom Line
A great brief isn’t about controlling every creative decision — it’s about giving your producer enough clarity to make good decisions on your behalf. The clearer the brief, the faster the turnaround, and the better the final video looks.
