A video advertisement is an effective marketing tool, but for a promotional film to deliver the expected results, it must be well-planned. Before production begins, it's worth asking a few key questions to avoid mistakes and create a video that meets your needs. Based on our experience at Rek House, we have compiled a list of essential aspects to include in every brief.
Questions about your business:
What marketing role will this promotional film play?
At what stage of the marketing funnel is the video being created? Is it the first contact with the brand, or is it a film aimed at existing customers? Will the advertisement build brand awareness, increase sales, educate customers, or support an advertising campaign?
The key question: What should viewers do after watching the film?
Who is the target audience, and how do they make purchasing decisions?
A well-targeted video must address the needs of the intended audience. Key factors include:
Who are they? (age, location, income level)
What are they like? (communication style, preferences, consumer insights)
Why do they buy? (what problems do they solve?)
How do they buy? (B2B/B2C decision-making process, influence of social media)
Listing these details in the brief helps at every stage of production – from script development to editing and CTA structuring.
Does your brand have a visual identity and a defined communication style?
Visual consistency is key to an effective promotional film. If your company has specific colors, fonts, logos, and a communication style, include them in the brief. It's also worth providing a brand identity guide.
Who are your competitors, and how do they operate?
Analyzing competitors allows you to stand out in the market effectively. Check how they communicate through video and think about what you can do to make your promotional film more engaging.
List three competitors you want to benchmark against. These can also be international companies that, while not direct competitors, provide valuable inspiration.
Questions about the promotional film:
What type of video is it?
Not all video advertisements look the same – different goals require different formats. Do you need a commercial, an explainer video, an animation, a product film, or an employer branding video? Each format requires a different approach.
What will your role be in script development?
Do you have a ready-made script, or should the agency create it from scratch? Or would you prefer them to refine your initial ideas? Clearly presenting the film vision in the brief helps avoid misunderstandings.
Distribution channels: Where and how long will the film be used?
Will the film be used exclusively online, or also at trade fairs, in company presentations, or on television? Defining distribution channels affects licensing, budget, and technical requirements. It's also important to determine how long the film will remain relevant and whether future modifications are planned.
The publication platform is also crucial. TikTok requires dynamic editing and short formats, YouTube is better suited for longer content, while LinkedIn demands a more professional approach. If you want your video advertisement to be effective, its format and style must align with the chosen distribution platform.
What language will be used?
Does the video need multiple language versions? Nowadays, many brands operate across different markets, so it may be worth preparing several language versions.
Will the film have subtitles? Up to 85% of videos on social media are watched without sound! Adding subtitles increases accessibility and engagement.
Will a voiceover be recorded? A voiceover enhances professionalism and can boost audience engagement. It’s essential to decide whether the voice should be formal, dynamic, or more emotional.
Where will the video be filmed?
Will the filming take place in an office, a factory, or a studio? The location affects logistics and the budget of the promotional film..
What are the reference films?
Written and spoken language can be misleading – when someone says, "I want dinosaurs in the film!", one person might picture plush toys, while another envisions a realistic Jurassic Park.
Precise communication is crucial to avoid misunderstandings. The best approach is to provide reference videos and highlight what aspects you like about them.
Conclusion
A well-prepared brief and carefully considered questions will help create a promotional film that effectively supports your marketing goals. If you want your video to engage and drive sales – contact Rek House, and we will help you produce a successful promotional film!
Artykuł napisał:
Kuba Gołębiowski | CEO w Rek House
Przedsiębiorca, strateg, pasjonat marketingu.
Doświadczony w budowaniu i zarządzaniu zespołami zajmującymi się budowaniem marki, marketingiem internetowym, eventami, produkcją filmową i stronami internetowymi.
Współpracował z takimi markami jak Adidas, Artis Wellness Club, Edunation, Enea, Kwiat Jabłoni, Korporacja KGL, Motel One, Perfect Gym, Reebok, Primark, Warsaw Security Forum. Oprócz pracy z dużymi markami uwielbia budować nowe od podstaw.
Pasjonat nauki, historii, żeglarstwa, muzyki i ekonomii behawioralnej.
Więcej informacji o Kubie znajdziesz klikając tutaj.
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