Imagine yourself as a skilled conductor, preparing to lead an orchestra in creating a harmonious symphony. The sheet music in front of you represents the creative brief for your explainer video. It’s the guiding force that ensures every element works together seamlessly, creating a captivating masterpiece that resonates with your audience.

Just like the conductor relies on their sheet music, crafting an exceptional creative brief is instrumental in ensuring the success of your explainer video project. In this article, we’ll explore the world of explainer video creative briefs and unveil its significance as a vital blueprint that keeps both you and your production team aligned on messaging, quality, and creativity.

We’ll discuss essential elements to include in your brief and share key questions to ask yourself during its development. By refining your approach to crafting a comprehensive creative brief, you’ll set the stage for a smoother production process free from unwelcome surprises—ensuring that everyone involved creates an engaging visual symphony.

What is an Explainer Video Creative Brief?

An explainer video creative brief is a vital component in producing a successful animated explainer video.

It ensures that everyone involved, from the client to the production team, has a clear understanding of the project’s goals and objectives, as well as the key message and overall vision.

By investing time in creating an effective creative brief, you’ll reap benefits such as aligning expectations among stakeholders, maximizing your return on investment (ROI), and ultimately delivering high-quality content that meets or exceeds all desired outcomes.

The Importance of an Explainer Video Creative Brief

It’s crucial to paint a vivid picture with a well-crafted blueprint for your animation masterpiece, ensuring every stroke aligns with the story you intend to share. An explainer video creative brief holds immense importance in the overall video production process as it sets the foundation for conveying the core message of your brand effectively.

This document serves as a guiding light for both you and your animation team, providing clear directions on how to approach the project and ensuring smooth project completion. A comprehensive explainer video creative brief not only helps streamline communication between you and your animation team but also assists in maintaining focus on key aspects such as target audience, messaging, visual style, and call-to-action throughout the production process.

With this essential tool in hand, any potential roadblocks or misunderstandings can be skillfully avoided, leading to an impactful and successful animated explainer video that resonates with viewers. In our next section, we will delve into some benefits of having an effective creative brief for your animated explainer videos.

Benefits of an Effective Explainer Video Creative Brief

Having a well-crafted creative brief for your animated masterpiece offers numerous advantages that contribute to the overall success of your project.

One significant benefit of an explainer video creative brief is that it streamlines the communication between you and the video production company, ensuring that everyone is on the same page regarding the goals and objectives of your project.

An effective explainer video creative brief also helps guide the creative process by providing clear direction on style, tone, messaging, and target audience, reducing misunderstandings or revisions down the line.

Another advantage of having a comprehensive explainer video creative brief is that it enables your chosen video production agency to deliver a more tailored product that meets your specific needs and expectations.

By outlining all essential information in detail within the creative brief, you empower the production team with valuable insights to create an engaging and impactful animated explainer video.

Ultimately, investing time in creating an effective creative brief can lead to a smoother collaboration with your chosen agency and better results for your campaign.

Next up – let’s explore what makes up a solid creative brief for maximum impact!

Key Elements of an Explainer Video Creative Brief

When creating an explainer video creative brief, it’s essential to identify your target audience and develop clear core messages. You should also establish the tone of voice for the project.

Consider the visual style that will resonate with your audience. Keep in mind your business goals and objectives. By focusing on these key elements, you’ll ensure a successful and engaging explainer video that effectively communicates your message.

Target Audience

You know your target audience is crucial, so imagine painting a vivid picture of them in the minds of your production team to truly capture their attention and desires.

To do this effectively, you’ll need to provide detailed information on who your ideal customers are, their demographics, behaviors, interests, and pain points. This will help the animators craft an explainer video that speaks directly to your prospective customers and turns them into a captive audience.

When defining the target audience for your video, consider how each element aligns with your overall marketing goal. By being specific about your public in the creative brief, you can ensure that every aspect of the explainer video – from visuals to script – resonates with those viewers most likely to become paying customers or users of your product or service.

Remember that understanding who you’re trying to reach will also help refine other aspects of the creative brief like style preferences, tone and also the type of video you should choose. Once you’ve thoroughly addressed the target audience in your creative brief, it’s time to focus on crafting a compelling core message that will captivate them and inspire action.

Core Message/Key Messages

Now that you’ve identified your audience, it’s essential to distil the core message or key messages you want to convey in your animated explainer video.

The core message is the main idea or takeaway you want viewers to remember after watching your video. It should be clear, concise, and focused on the most important aspects of your product or service.

In creative briefs for explainer videos, outlining the key messages will help guide the direction and structure of the video production process and ensure that everything aligns with your marketing goals.

To define your core message, think about what makes your offering unique and valuable to customers. Consider how it solves their problems or addresses their needs better than any other solution available in the market.

Once you have a clear understanding of this, try summing up these points into one impactful sentence that resonates with your target audience. Remember that an effective core message acts as a guiding star for both you and the agency working on creating an engaging explainer video.

With a strong foundation, you’ll be prepared to move forward confidently in determining the tone of voice for your animation masterpiece.

Tone of Voice

Establishing the tone of voice for your animation plays a crucial role in connecting with your target audience and conveying your core message effectively.

When working on your explainer video creative brief, it’s essential to clearly define the tone of voice that best represents your brand and resonates with your audience. Think about whether you want to sound professional, friendly, playful, or authoritative – this will influence every aspect of the video content, from the script to the visuals.

A well-crafted tone of voice can make all the difference in helping viewers understand and engage with your video story. Be sure to consider how you want viewers to feel while watching; should they be excited and eager or reassured and educated?

By being intentional about these choices during the development of the creative brief, you’ll create a strong foundation that supports both an engaging video experience and a clear delivery of your key messages.

With this solid groundwork in place, let’s move on to exploring visual style as another important element for crafting an impactful animated explainer video.

Visual Style

Diving into the visual style of your animated masterpiece is like choosing the perfect outfit for a first date; it needs to be eye-catching, memorable, and representative of who you are as a brand.

The visual style you choose for your explainer video will set the tone and create an emotional connection with your audience. There are various animation styles to consider, such as 2D, 3D, or even whiteboard animation.

Your creative brief should outline the desired design aesthetic and color palette that aligns with your brand identity while also considering what will resonate most with your target audience.

Remember that the visual elements of an animated explainer video play a significant role in ensuring its success. A well-designed video with appropriate colors and consistent design elements can hold viewers’ attention longer and leave a lasting impression on their minds.

Keep this in mind when discussing your vision with the agency, ensuring that they understand how those choices contribute to achieving your business goals and objectives. As you move forward in finalizing your creative brief, make sure all aspects come together seamlessly to form one cohesive message that not only looks good but drives results as well.

Business Goals and Objectives

It’s essential to pinpoint your business goals and objectives, as they’ll guide every decision you make for your animated masterpiece, ensuring it truly resonates with your audience and drives results.

Establishing clear project objectives for your explainer video project is crucial in creating a successful explainer video that aligns with your brand message and promotes the desired outcome.

One common objective could be increasing conversion rates on a specific product or service.

Another goal could involve raising awareness about a new initiative or feature of your company.

You might also aim to educate potential customers about the benefits of using your product.

By setting these video objectives early on, you can ensure that every element of the creative brief contributes towards achieving those goals.

Now that you have an understanding of how important it is to identify and articulate your business goals and objectives, let’s delve into getting started with crafting an effective creative brief for an unparalleled animated explainer video experience!

Getting Started with Your Explainer Video Creative Brief

Getting started with your explainer video creative brief is essential for a successful project. Here are the steps to follow:

  • Define the product or service.
  • Understand the company.
  • Analyze the market.
  • Study competitors.
  • Draft a script.
  • Brainstorm important visual elements.
  • Establish a clear call to action.

Tackling each of these steps will ensure that you have a comprehensive and effective creative brief to guide your explainer video production process. Don’t forget to use contractions to make the text more conversational.

Define the product or service

In this stage, you’ll be shedding light on the unique features and key aspects of your product or service, painting a vivid picture for your audience to grasp.

To define the product or service effectively in your creative brief, it’s essential to highlight what sets it apart from competitors and showcase its benefits. Collaborate with your explainer video company to identify any specific details that they should focus on during the production process. This will help ensure that your video projects an accurate representation of your offering while capturing the attention of potential customers.

As you work with the video agency to create a compelling visual narrative around your product or service, remember that clarity and simplicity are paramount.

Avoid overloading the viewer with too much information; instead, focus on communicating the most important points in an engaging way.

Once you have outlined these core elements in your creative brief, you can move forward with confidence knowing that both you and the explainer video team are aligned in terms of vision and expectations.

With a solid foundation laid out for defining your product or service, it’s time to dive deeper into understanding the company behind it all.

Understand the company

Now that you’ve defined the product or service, it’s time to dive deeper into understanding the company itself. This is crucial as it helps align the explainer video with the overall business goals and corporate culture.

A well-crafted animated explainer video should not only showcase the product but also reflect the essence of your brand. To gain a comprehensive understanding of the company, gather information about its mission, vision, values, unique selling points (USPs), and target audience.

This will give your potential client confidence that you can create a corporate video that speaks their language and resonates with their customers. Be sure to consider any brand guidelines or visual elements that must be adhered to in order to maintain consistency across all marketing materials.

Once you’ve got this covered, you’ll be better equipped to craft an outstanding explainer video that truly captures the spirit of your client’s brand. Next up: analyzing the market for even greater insights!

Analyse the market

Diving into the market analysis, you’ll uncover invaluable insights that empower your animated masterpiece to resonate with viewers and propel your client’s brand to exhilarating heights.

To effectively analyse the market, collaborate closely with your video production agency and gather pertinent information about the industry landscape, trends, and target audience preferences. By obtaining a comprehensive understanding of these factors, you can craft marketing videos specifically tailored to appeal to your desired demographic while positioning your client as an industry leader through their captivating animated video.

As you delve deeper into the intricacies of the market, you will be better equipped to create a powerful explainer video creative brief that aligns with both current trends and future projections.

Remember that successful marketing campaigns are built upon thorough research; therefore, don’t shy away from investing time in comprehending every nuance of the market landscape. With this knowledge in hand, seamlessly transition into examining your client’s competitors to gain further insight into what works well within their niche and how best to differentiate their unique offering.

Study competitors

Studying the competition is key to crafting a standout animated video that captures your client’s unique selling points and outshines rival brands.

To do this, research and gather information on your client’s main competitors, paying attention to their explainer videos, if any. Take note of their messaging, the problems they address, and how they present their solutions. Analyze the examples of styles used in these videos – are they using 2D or 3D animation? Are they serious or humorous?

This will help you understand what resonates with your ideal audience and identify any gaps that you can fill with a fresh approach. As you study competitors’ explainer videos and compile insights from your research, keep in mind the elements outlined in your creative brief.

Use this information to develop a strategic direction for your own video that effectively communicates the distinctive benefits of your client’s product or service while capturing viewers’ attention. Be sure not to simply copy competitor strategies; instead, use them as inspiration to create something uniquely tailored for your client.

With this knowledge in hand, you’re ready to tackle the next phase: drafting an engaging script that brings everything together seamlessly.

Write a draft script

Crafting a captivating script is crucial for conveying your client’s compelling story in their animated explainer video, so don’t delay in drafting this dynamic document.

Using the information gathered from your creative brief, you’ll have a solid foundation to write a draft script that clearly communicates the main message and benefits of the product or service. Keep in mind that your script should align with the video production goals and objectives, as well as consider the target audience’s needs and preferences throughout every stage of the animation project.

As you write your draft script, remember that it’s essential to focus on engaging storytelling techniques and maintain a strong connection with your viewers.

Once you’ve got a solid draft ready, consult with your agency to make any necessary revisions before moving forward with production. This collaborative approach will help ensure that both parties are on the same page and can lead to better results.

Now it’s time to shift gears and start thinking about important visual elements that will bring life to your explainer video while complementing its core message.

Think of important visual elements

As you envision the world of your animated story, think of important visual elements that will make it pop and resonate with viewers. Keep in mind your target audience, brand identity, and marketing goals when deciding on graphics, color palettes, and animation details for your explainer video.

To effectively incorporate these visual elements into your brief, consider listing out specific aspects:

  • Color palettes: Choose colors that represent your brand and evoke relevant emotions.
  • Animation style: Select a style that fits well with the tone of the video (2D or 3D animation).
  • Graphics: Use visuals that align with branding guidelines while capturing the audience’s attention.
  • Typography: Ensure consistency between text styles used in other marketing materials.
  • Image quality: High-resolution images are essential for a professional-looking final product.

By addressing these components within your creative brief, you’ll provide clear guidance to the production team and help them create an engaging explainer video tailored to meet your objectives.

Now, it’s time to establish the call to action—the crucial next step in converting viewers into customers.

Establish the Call to Action

Now that you’ve thought through the visual elements, it’s crucial to define a clear and compelling call to action (CTA) for your animated explainer video.

A well-defined CTA will be contextually relevant, reflecting your marketing goals and objectives outlined in your explainer video creative brief. Keep in mind that the purpose of an explainer video is not just to inform but also to persuade viewers to take a specific action – whether it’s signing up for a newsletter, making a purchase, or scheduling a consultation.

To establish an effective call to action, consider what steps you want your audience to take after watching the video and how you can make these actions as easy as possible.

Make sure this information is clearly communicated in your explainer video creative brief so that everyone on the team understands what needs to be achieved. By doing this, you’ll be setting yourself up for success when moving on to the next article section: common mistakes to avoid in your explainer video creative brief.

Common Mistakes to Avoid in Your Explainer Video Creative Brief

When creating your explainer video creative brief, make sure to avoid common pitfalls. Don’t fail to define the target audience, lack clarity in objectives, neglect the competitive landscape, or overlook the script and storytelling aspects.

Remember, a well-defined target audience will help refine your message and ensure it resonates with viewers. Clear objectives and an understanding of the competition can drive better decision-making throughout production. And, focusing on storytelling can elevate your explainer video’s impact.

Failing to Define the Target Audience

Neglecting to nail down your niche viewers can cause catastrophic confusion in crafting captivating content. Defining your target audience is an essential element of any explainer video creative brief, as it helps guide the style, tone, and messaging of the video production.

Without a clear understanding of who you’re trying to reach with your marketing campaign, you’ll struggle to create an engaging and effective explainer video that resonates with viewers and drives them towards action. Failing to define your target audience can lead to wasted resources and missed opportunities for driving results.

To avoid this pitfall, make sure you dedicate time during the creative brief process to thoroughly understand your ideal viewer’s demographics, interests, pain points, goals, and preferences. This information will empower your video production team to develop an explainer video that speaks directly to the hearts and minds of those you want most as customers or clients.

As you move forward into developing other aspects of your campaign strategy, keep this key insight in mind: a lack of clarity in objectives may hinder success just as much as not knowing who you’re speaking to.

Lacking Clarity in the Objectives

Don’t let unclear objectives sabotage your project’s success! Lacking clarity in the objectives of your explainer video can lead to miscommunication between you and the creative team, resulting in a final product that doesn’t meet your project requirements.

To avoid this issue, make sure that your creative brief clearly outlines the goals you want to achieve with your animated explainer video. This may include:

  • Increasing brand awareness
  • Introducing a new product or service
  • Demonstrating how a product works
  • Educating customers on complex topics
  • Driving conversions and sales
  • Encouraging website visitors to sign up for a newsletter or download an ebook
  • Persuading potential buyers to complete their purchase
  • Convincing users to upgrade from a free trial to a paid subscription

By defining specific objectives in your creative brief, you’ll set the stage for more effective communication throughout the entire production process.

And remember: A clear plan is essential for achieving measurable results. With this foundation established, it’s time to take stock of what sets you apart from competitors as part of crafting a compelling explainer video narrative.

Neglecting the Competitive Landscape

Understanding your competitive landscape is crucial to crafting a persuasive and engaging animated narrative that positions your brand as the industry leader, highlights your unique selling points, and distinguishes you from the competition.

Neglecting the competitive landscape in your explainer video creative brief can lead to an ineffective corporate video production that fails to resonate with your target audience and achieve your ultimate goals. It’s essential to thoroughly research and analyze both direct and indirect competitors, their strengths, weaknesses, marketing strategies, and key differentiators so you can effectively showcase why your product or service is superior.

By incorporating this information into a well-structured creative brief, you provide a solid foundation for creating an impactful explainer video that not only elevates your brand but also drives results.

Keep in mind that while it’s important to understand what sets you apart from competitors, it’s equally essential not to lose sight of the primary focus: telling a compelling story about how your product solves an existing problem for consumers. This balance between competitive analysis and storytelling will ensure a successful creative video outcome.

With this understanding in place, let’s explore another critical aspect of creating an effective explainer video – scriptwriting and storytelling elements that resonate with viewers on multiple levels.

Overlooking the Script and Storytelling

It’s crucial for you to pay close attention to the script and storytelling elements when crafting your animated explainer, as these are key factors in engaging viewers and effectively conveying your message. Overlooking the script and storytelling can lead to a lacklustre explainer video that fails to resonate with your target audience or clearly communicate the main benefits of your product or service.

To avoid this pitfall, ensure that your creative brief provides clear guidance on the desired tone, style, and structure for the video script. Here are some key aspects to consider when creating a compelling script and story:

  • Know Your Audience: Tailor your language, tone, and content specifically for your target demographic.
  • Focus on Benefits: Highlight how your product or service solves problems or improves lives.
  • Keep It Simple: Avoid jargon or overly complex explanations; aim for clarity and simplicity.
  • Create an Emotional Connection: Use storytelling techniques that evoke emotion, making viewers more likely to remember and share your message.

By incorporating these guidelines into your creative brief, you’ll provide a solid foundation for an engaging video that successfully delivers its message.

Now let’s move on to discussing how ensuring all parties are aligned throughout the production process can help prevent delays and miscommunications down the line.


In conclusion, crafting a well-thought-out brief can significantly boost the impact and success of your marketing efforts, so dive in and start creating yours today!

By taking the time to develop an explainer video creative brief that covers all necessary elements, you’ll ensure a smoother production process and leave no room for unwelcome surprises. Remember to pay close attention to details such as target audience, competitive landscape, and storytelling – these are essential aspects of a successful project.

Don’t hesitate to reach out to an experienced agency if you need assistance with refining your creative brief or discussing ideas. Moreover, consider downloading our free template as a starting point for crafting your own explainer video creative brief.

With careful planning and execution, you’re well on your way to creating an engaging animated explainer video that resonates with your audience and achieves your business goals. So go ahead – take the plunge and watch your marketing campaign soar!

This article was written by Creative Island's founder Filipe Bastos. Beyond being the owner of the studio, Filipe has a background in philosophy and psychology, and loves reading and writing about anything related to human nature. He brings his unique perspective and insights to the work he does, including creating engaging and effective animated explainer videos for startups and small businesses.

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