A promotional video brief should identify one main message and one intended action. Decide who the viewer is, where they will watch and what they need to understand before asking for a particular style or duration.
Choose the job the video must do
A brand introduction, product demonstration and event recap serve different purposes. Define the viewer’s starting point and the takeaway. If the video tries to explain every service and every benefit, important information may be lost before the viewer reaches the end.
Match the message to the channel
A website visitor may be ready for detail, while a social viewer may need context immediately. Consider whether the video must make sense without audio. Plan important titles and subtitles so they remain readable within the intended placement.
Audit available assets
Share representative footage, photographs, logo files and brand guidance. Check who owns the assets and whether they can be used for the intended purpose. Missing shots should be identified before editing, not discovered after the first cut has established a direction.
Define production responsibilities
Clarify who supplies the script, voiceover, filming, talent, music and graphic assets. Confirm licences and usage limits where relevant. The quote should make these responsibilities visible so the project does not depend on assumptions about what is included.
Agree review stages
Review the message and sequence before detailed finishing. Consolidate feedback on each cut, distinguishing factual corrections from changes in creative direction. Late changes to the approved script may affect timing, graphics and voiceover, so evaluate their full impact.
Specify the export list
List aspect ratios, durations, subtitle requirements and any alternate calls to action. A vertical version may need reframing or a different arrangement of text. Keep approved masters and clearly named exports so the right file is used for each channel.
Your project checklist
- Audience and one main takeaway
- Channel and intended action
- Available assets and usage rights
- Production responsibilities
- Review stages and final export list
A common question
Can a horizontal video simply be cropped for reels?
Sometimes, but important subjects and text may be lost. Plan the vertical framing and graphic layout as part of the deliverables.
Put the guide into practice
Explore our promotional video production services for the process, possible deliverables and enquiry options. Share your context so the proposal reflects your business.