Guide
A product video brief template you can copy
A product video brief is one page that says who the video is for, the one thing they should remember, what they will see, how long it runs, and what success looks like. Fill in each field in plain words, then send the same page to every studio you ask.
A brief is the single most useful thing you can give a video studio. It turns "make us a video" into a plan both sides can check. This page gives you a template to copy, what each field is for, and the mistakes to avoid when you fill it in.
Copy the table below into a document, or use it as a checklist for yourself.
The template
| Field | What to write |
|---|---|
| Product name and address | The name people know it by, and the web address they would visit |
| Who it is for | The job title or situation of the person who should watch it |
| The one thing to remember | One sentence. If the viewer forgets everything else, this should stay |
| The problem they have today | Describe it the way a customer would, in their own words |
| What changes for them | The result, shown on the product, not a list of features |
| What they will see | The real screens or moments to show, and any you must avoid |
| Length and formats | The target length, and the places it will be shared, such as a site, an ad or a post |
| Voice and tone | Three or four words, for example calm, direct, friendly |
| Words that must appear | Product names, prices, claims you can prove, and wording legal has approved |
| Things to leave out | Competitors, unverified numbers, anything you do not own the rights to |
| Deadline and launch date | The date the film is needed, and what it is launching with |
| Who approves it | One named person, and how many rounds of changes you expect |
| What success looks like | What you will measure, such as sign-ups, demo bookings or replies |
How to fill it in
Start with the one thing to remember. Everything else in the film supports it. If you cannot write it in one sentence, the brief is not ready, and no studio can make the film for you yet.
Describe the problem before the product. A viewer who recognises their own problem will keep watching. Write the problem as your customer would say it, then the change, then the product as the way to get there.
Be honest about what you can prove. If a number, a customer quote or a comparison is in the film, the studio needs to know where it comes from. A claim you cannot back up is a risk for you, not just a weak line.
Name the people who decide. Films often wait for approval from more than one person. Say who has the final word, so the studio does not spend a round on the wrong feedback.
Mistakes to avoid
- A brief that lists every feature. Pick the one or two that solve the problem.
- No deadline. Studios plan around dates, and a missing date pushes the film back.
- Too many approvers. Each extra person adds a round of changes.
- Asking for a film and a script at the same time, without saying which comes first.
Send it to more than one studio
Use the same brief for every studio you ask. Then the quotes and plans can be compared fairly. The video cost calculator helps you compare the total cost, including your own time spent on the brief and the reviews.
When you are ready, our storyboard guide explains what a plan looks like before the film is made, and why it is worth approving first. Our brief form asks the same questions in order, so you can send it straight to us.
Frequently asked questions
How long should a product video brief be?
One page is enough. A studio needs clear answers to the questions in this template. Long documents are harder to answer, and the important points get lost. If a field does not apply, write that it does not apply.
Who should fill in the brief?
The person who will approve the film, with input from whoever knows the product best. The brief works best when one person owns the answers and can decide when two of them conflict.
Do I need a script before I send the brief?
No. The brief comes first, and the storyboard or script is made from it. If you already have a script, include it as a reference, and say which parts are fixed and which can change.
Keep reading
What is a product video storyboard? (with a template)
A storyboard is a one-page plan of every scene, the words on screen and the voiceover, approved before filming. Here is what goes in it, with a free template.
How to write a product launch video script
Write a launch video script in four beats: hook, product, proof, close. Includes word counts for 15, 30 and 60 seconds and a template you can fill in.
What makes a good video hook for a SaaS product?
The first few seconds of a product video decide whether people keep watching. Here is what a strong hook shows, and a quick test to run on your own opening.
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