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A good brief is the difference between a smooth project and an expensive one. Here is exactly what to include, and what you do not need to worry about, before you brief a studio.
By
Larry Mutenda
An explainer video brief is a short document that tells a studio everything it needs to start: who the video is for, what it has to say, what action it should drive, and where it will be used. It does not need to be long. It needs to be clear on a handful of decisions that everything downstream depends on.
You do not need a script, a storyboard, or any creative ideas to write a brief. Those are the studio’s job. What only you can provide is the business context, and that is what a brief captures.
What goes in an explainer video brief? The audience, the single core message, the action you want viewers to take, where the video will be used, your deadline and budget range, and any brand or mandatory requirements. You do not need a script or creative concept, that is the studio’s job.
| Section | The question it answers |
|---|---|
| Audience | Who is this for, and what do they misunderstand today? |
| Core message | If they remember one thing, what is it? |
| Goal / action | What should they do after watching? |
| Placement | Where will it be watched, and in what cuts? |
| Tone & brand | How should it feel, and what brand rules apply? |
| Practicalities | Deadline, budget range, and any mandatories |
Name the specific person the video is talking to, not “everyone.” A video aimed at a technical buyer and a video aimed at their non-technical CEO are different videos. The single most useful thing you can add here is what the audience misunderstands or does not yet know today, because closing that gap is the video’s whole job.
If a viewer remembers only one sentence after watching, what should it be? Force yourself to a single sentence. A brief that lists ten things the video must cover is really a brief for a video that will land none of them. A useful format: “This video needs to help [audience] understand [one idea] so they will [action].” That one line disciplines everything that follows.
State the specific action the video should drive: start a free trial, book a demo, donate, sign up, or simply understand a concept before a sales call. This decides how the video ends and how you will measure whether it worked. A homepage explainer and a fundraising video have different goals and therefore different endings, even for the same organization.
Tell the studio where the video will actually live: homepage, paid ads, sales emails, onboarding, trade show loop. This shapes length, pacing, and whether you need cutdowns or vertical versions. Deciding this up front is far cheaper than retrofitting a 15-second ad out of a finished 90-second master. Our guide to explainer video length covers the right runtime for each placement.
Describe how the video should feel, playful, authoritative, warm, technical, and share your brand assets: logo, colors, fonts, and any brand guidelines. Reference videos are gold here. Two or three examples of videos you like (and a note on why) tell a studio more than a page of adjectives. They can come from anywhere, they do not have to be in your industry.
Give a real deadline and, if you have one, a budget range. A budget range is not something to hide, it lets a studio propose the right scope instead of guessing. Also list anything mandatory: legal disclaimers, specific product names, required claims, or things you cannot say. For how budget maps to scope, see our explainer video cost guide.
Just as important as what to include is what to leave out. You do not need a finished script, a storyboard, shot ideas, or a chosen animation style. Bringing those too early can actually box in a studio that might have a stronger approach. Provide the business context and let the creative process do its job. If you want to understand that process before briefing, see how an explainer video is made.
The audience, a single core message, the action you want viewers to take, where the video will be used, the tone and brand assets, and practicalities like deadline and budget range. You do not need a script or creative concept.
No. Scriptwriting is part of the studio’s process. What you need is clarity on your audience, message, and goal, which is exactly what a brief captures.
Yes, at least a range. Sharing a budget range lets a studio propose the right scope for your money instead of guessing. It usually gets you a better proposal, not a more expensive one.
Short. One to two pages is plenty. The goal is clarity on a few key decisions, audience, message, goal, placement, not length. A focused one-page brief beats a rambling five-page one.
Reference videos are examples of videos you like, shared to communicate tone and style. They are not required, but two or three, with a note on why you like each, tell a studio far more than describing the feel in words.
Larry is the founder and Chief Storyteller at Creamy Animation, founded in 2009. He leads a team that creates story-driven videos for businesses and nonprofits. 15+ years in video strategy and production, specializing in SaaS, B2B, and nonprofit storytelling. A marketer, designer, and animator, Larry has overseen the production of more than 1,500 videos for Fujitsu, Logitech, Warner Brothers, NFL, Blockdaemon, Astronomer, Canonical, and 370+ others.
For Larry, God is first, and everything else is a blessing that comes from serving Him. When he’s not working, he’s hanging out with his wife and three kids, playing the piano, or pursuing his filmmaking side hustle.Â
