How to write a product video brief

Most bad product videos start with a bad brief. The brief says "make something premium and modern", the videographer guesses, and the first cut misses. After 25+ brands, I can tell you the brief decides more than the camera does. Here is the one-page version I ask for, and the reason behind each line.

1. Who is this for?

One person, described like a real human. "Gym-goers aged 22 to 35 in metro cities who lift three times a week" works. "Everyone who likes fitness" gives the video nothing to aim at. If you have two audiences, make two videos.

2. What should they do after watching?

Buy, book a demo, visit a store, follow the page, or just remember the name. Pick one. A video that asks for three things gets none of them.

3. Where will it run?

Instagram reel, YouTube, Amazon listing, a paid ad, your website or a trade show screen. The place changes the shape: a reel needs a hook in two seconds, a listing video needs the product visible from the first frame, a website hero loops without sound.

4. What is the one message?

Finish this sentence: "After watching, the viewer should believe ___." One sentence, no "and". If the sentence needs a comma, you have two videos.

5. What is your proof?

A number, a test, a review, a certification, a before and after. Proof turns a claim into something people can repeat. If you have none, tell the videographer, because then the video has to show the product working instead.

6. Which shots must be in it?

List the features you want filmed, the angles your sales team keeps asking for, and anything legal needs to see. Also list what must stay out: competitor logos, old packaging, a colour you have retired.

7. How many versions do you need?

A 9:16 reel, a 16:9 cut, a 1:1 ad and a 15 second cutdown are four edits. Say so before the shoot, so every shot is framed to work in each one. Adding versions after the shoot costs more and looks worse.

8. What is the deadline and the budget range?

A range is enough. It tells the videographer whether to plan a tabletop shoot or a three-location day, and saves a week of emails.

What to send with the brief

• The product, or a link to it
• The spec sheet or feature list
• Two videos you like and one line on why
• Two videos you dislike and one line on why
• Your brand colours, logo files and any claims that need approval

The "dislike" list helps more than people expect. It shows taste faster than adjectives do.

Three phrases that hide a bad brief

• "Make it viral." Nobody can plan that. Ask for a clear hook, a reason to share and a good first three seconds, which you can plan.
• "Like the Apple ad." Tell the videographer what you like about it: the pace, the light, the sound. Then they can borrow the idea and keep your product at the centre.
• "We'll know it when we see it." That means the review rounds will be long. Agree what a good first cut looks like before you start.

A quick check before you send it

1. Could a stranger describe your audience after reading line one?
2. Is there one action and one message?
3. Do you know where each version will run?
4. Is there proof, or a shot that shows the product doing the job?
5. Did you include the product, the spec sheet and the deadline?

Five yeses and you will get a better first cut, with fewer rounds. If you want a second pair of eyes, send me your draft at divyanshrawat.info@gmail.com and I'll tell you what I would change before the shoot.