How to brief your videographer so you get the video you want

Getting a video made is a great way to tell your story, promote your brand, or reach a wider audience.

Getting a video made is a great way to tell your story, promote your brand, or reach a wider audience. But the truth is, creating a video that actually works starts long before the camera rolls. It’s all about having a clear, straightforward brief. No fluff, just knowing what you want, why you want it, and how to get there.

So, let’s talk about how you can brief your videographer (me!) to make sure your video does the job you need it to do.

A neon sign with the word "hello" in cursive on a dimpled grey background.

Professional video camera equipment recording a person sitting in a library setting, with focus on the camera's screen showing the interview subject.

Why do you want a video?

You might already have an idea in your head, but let’s start with the basics—what’s the main goal? Do you want more social media engagement? Is this video part of a campaign to sell products or services? Or is it about getting more clients or landing a better job?

The clearer you are about why you need the video, the easier it is to nail down what we’ll create together. Ask yourself: What do I want people to do after watching this? If you’re not sure yet, that’s okay too. We can figure it out together.

Who is your video for?

It’s easy to focus on what you want to say, but remember, the video isn’t for you—it’s for your audience. Who are they? What do they care about? What will make them stop scrolling and actually watch?

Whether we’re talking about potential customers, clients, or just your general audience, understanding them is key to shaping everything from the visuals to the music. If you’re not sure who your audience is, no problem—we’ll discuss this as part of the planning process.

Why should people watch?

Here’s the thing—there’s a lot of content out there. So, why should someone stop and watch your video? Whether it’s because it’s entertaining, inspiring, or solving a problem, we need to give them a reason to care.

Keep it simple. If you can’t summarise the message of your video in one sentence, it’s probably too complicated. We’ll make sure there’s a clear hook that keeps your audience engaged, no matter if it’s a documentary, a product video, or a social media promo.

Where will they see it?

This is often overlooked, but where the video is shown changes everything. Is it going on Instagram? Your website? YouTube? This affects the format, aspect ratio (vertical, square, or horizontal), and even whether we include sound (since many people watch social media videos on mute).

We’ll also discuss if captions are needed and what resolution works best based on where it’ll be published. Trust me, this bit is important.

What’s your deadline?

It’s always best to plan ahead. If you’re working towards a specific campaign launch or event, let’s be realistic about timelines. The more time we have for planning and approvals, the smoother the process will be. We can work within tight deadlines, but it helps to know upfront, so we can schedule accordingly and avoid last-minute chaos.

A person's hand turning a page of a notebook with "LET'S GET STARTED." written on it, beside a closed laptop and a pen.

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Neon sign with the question "WHAT IS YOUR STORY?" reflected in an office window at night, with visible desks and chairs inside.

What’s your budget?

Being upfront about your budget from the start means we can be realistic about what’s possible. A professional video involves a lot of moving parts—planning, filming, editing, music licensing, etc. Plus, if we need extra things like actors, props, or special equipment, that will all affect the cost.

Whatever your budget, we’ll make sure you get the best result for your money. If there are ways to save costs without compromising quality, I’ll let you know.

Have you seen videos you like?

If you’ve seen examples of videos you like (or dislike), share them. It helps give me an idea of what style you’re after and what you definitely want to avoid. It’s also helpful to know what kind of video we’re making—whether it’s a documentary, event coverage, or a social media ad. This shapes how we’ll approach the shoot and the edit.

What’s the call to action?

This might be the most important part of the brief. What do you want viewers to do after watching? Should they click a link? Make a purchase? Follow you on social media? Whatever it is, the call to action will guide how we structure the video and what kind of emotional response we aim for.