Introduction: Why Video Projects Go Off the Rails

Everyone loves the idea of creating a great video—until it’s time to actually make one.

What starts as excitement quickly turns into confusion. Deadlines slip. Revisions stack. And somehow, the final product doesn’t match the original vision. Why? Because the video brief was either missing—or a total afterthought.

Whether you're an agency juggling multiple clients or a brand handling video in-house, a strong brief is your creative compass. It keeps expectations aligned, feedback loops efficient, and the final video laser-focused on the original goal.

This blog will break down exactly what to include in your next video brief—and give you a free, plug-and-play template you can swipe and use right away.

Start with These Two Questions

Before you even open a doc, ask the two most important questions in video production.

1. What’s the goal of this video?

Not “make a promo.” Not “showcase our product.” Dig deeper. Is it to:

• Drive leads?
  
  
• Launch a new product?
  
  
• Onboard or retain customers?
  
  
• Train internal teams?
  
  

This one question will shape everything from tone and pacing to editing choices and calls to action.

2. How fast do we need to get there?

Urgency defines production decisions. A fast turnaround may mean tighter scripting, leaner animation, or prioritizing high-impact formats like short vertical cuts.

Clients don’t always speak “creative”—and that’s okay. It’s your job to translate their business needs into visual strategies. These two questions help you shift from “just the editor” to trusted creative advisor.

What Is a Video Brief—And Why Does It Matter?

A video brief is a simple document that outlines the what, why, and how behind a video project. It gets everyone on the same page before editing begins, avoiding misaligned expectations and endless “can we try one more version?” loops.

For example, one client of ours at Viral Ideas Video Editing came to us with 20+ raw video files, no direction, and a fuzzy sense of what they wanted. The project was stuck. Once we introduced our video brief framework, we locked in the purpose, audience, and tone—turning a creative mess into a polished final video that actually performed.

What to Include in Your Video Brief Template

Here’s what every high-performing video brief should cover:

✅ Project Overview
What’s the video for? Tie this back to the goal. (See: Question #1 above.)

🎯 Target Audience
Who are we talking to?
What do they care about?
What action should they take after watching?

📱 Platform & Format
Where is this video going?
A TikTok short vs a LinkedIn ad = very different energies.
Should it be vertical, square, or landscape?

💬 Core Messaging
What are the 1–2 key takeaways the viewer should remember?
Are there any must-use phrases, taglines, or disclaimers?

🎨 Creative Direction
Mood, style, tone.
Any reference videos or moodboards?
Do they want motion graphics, text overlays, music, voiceover?

📂 Assets Provided
Dropbox or Drive links to all footage, branding, music, logos, etc.

🕒 Deadlines + Deliverables
What’s the first draft deadline?
What’s the scope? (e.g., 1 hero cut + 3 resized versions)

🧠 Feedback Process
Who’s reviewing drafts?
How are notes shared—email, Frame.io, Loom, Google Docs?
How many revision rounds are expected?

Pro Tip: Anchor Every Edit to the Client’s Goal

Revisions are inevitable—but how you respond to feedback is what separates pros from amateurs.

Instead of taking critique personally, bring the conversation back to the goal. For example:

“We opened with a slower shot here to match the emotional tone you wanted for retention.”

Every frame should have a reason for being there—not just because it “looks cool,” but because it serves the strategy.

Avoid These Common Mistakes

Here are some of the biggest pitfalls that slow down or derail video projects:

• Skipping the brief altogether
  
  
• Letting the client set vague goals like “we just want a cool video”
  
  
• Starting production before locking down audience + intent
  
  
• Too many people in the feedback loop—feedback by committee kills clarity
  
  

Conclusion: The Brief Is Your North Star

A great video doesn’t start in Premiere—it starts in the brief.

Before you even hit “record,” ask:

• What’s the goal?
  
  
• How fast do we need to get there?
  
  

Then map everything back to that. A solid brief keeps your entire project on track—from first cut to final delivery.

At Viral Ideas Video Editing, we help agencies and brands translate client chaos into clean, scroll-stopping content—starting with a powerful brief. If you need help bringing your vision to life, we’re ready to roll.

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