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A great creative brief is the foundation of a successful video production. It helps align your vision with the production team’s execution — saving time, reducing costs, and minimising confusion. Whether you’re a marketing manager, brand head, or entrepreneur, writing a clear, concise creative brief ensures that your project hits the mark. At Recode Media, we’ve seen firsthand how a well-written brief leads to smoother projects, stronger creative, and better business results. Here’s how to write one. 1. Start with the Objective What do you want this video to achieve? Be specific...
2. Define the Target Audience Who are you speaking to? Include as much detail as possible including age range, occupation, interests, pain points, values. Knowing your audience allows the creative team to tailor the message, tone, and visuals effectively. 3. Clarify the Key Message What’s the one thing you want your viewer to walk away with? Stick to a single-minded proposition — something emotionally resonant and intellectually clear. Simplicity wins here. You can always layer in supporting messages. 4. Provide the Context Where will this video live? On social? On TV? In a pitch deck? Each platform has unique requirements and behaviours. Knowing where your video will be seen influences script, length, and style. 5. Share Brand Guidelines Help the production team stay true to your brand. This reduces revisions and ensures your video feels like an extension of your brand. Include:
6. Set Your Timeline & Budget Be realistic about your timeline — and open about your budget. Even a rough range helps the team propose solutions that fit your scope. If you’re tight on either, a creative workaround is usually possible — but only if expectations are aligned early. 7. Include References or Inspiration Show, don’t just tell. Share links to 2–3 videos you love — and why. This gives your production partner a visual anchor and creative alignment before the cameras roll. To make things even easier, we’ve created a plug-and-play Creative Brief Template. It’s what we use with our own clients to kick off smooth, creative, and impactful productions. You'll find it at the end of this blog post ;-) Ready to Start Your Next Production? At Recode Media, we don’t just execute — we collaborate. Let’s take your story from concept to screen with precision, passion, and purpose. Get in touch to book your strategy session! 
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In today’s fast-moving digital world, engagement is everything. But grabbing—and keeping—your audience’s attention isn’t just about flashy visuals or trending audio. It’s about intentional storytelling, platform-savvy strategies, and content that adds genuine value to the viewer.
Whether you're a brand manager, agency, or content creator, here are five thoughtful ways to boost engagement with video content: 1. Design for Attention—But Deliver Value You have 3 seconds (or less) to stop the scroll. So yes, your video needs a hook—but that’s only half the equation. Once you’ve got their attention, make sure you’re delivering something meaningful: insight, entertainment, emotion, or utility. Ask yourself: What’s in it for the viewer? Pro tip: Start strong, but don’t frontload your story at the expense of building emotional momentum. Engagement thrives on pacing. 2. Create with Context in Mind Where your content lives matters just as much as what it says. A video designed for TikTok won’t perform the same way on LinkedIn or YouTube. Tailor your content—visually, tonally, and structurally—for each platform. Think: square format for Instagram, captions for silent autoplay, shorter edits for mobile-first audiences. 3. Prioritise Story Over Script People don't connect with products—they connect with people and stories. Whether it’s a behind-the-scenes clip, a testimonial, or a brand narrative, lean into authenticity and relatability. Instead of asking “What do we want to say?”, try “What story will our audience care about?” 4. Test, Learn, Evolve The beauty of digital content is its adaptability. Use data and audience feedback to refine your message and format over time. Don’t be afraid to test different versions of a video or repurpose longer content into snackable formats. Engagement isn't just built—it's iterated. 5. Think Beyond the Video Your content doesn’t live in a vacuum. Strong engagement often comes from the ecosystem surrounding the video—captions, comments, paid boosts, influencer partnerships, and even the timing of your post can affect performance. Plan for the full campaign lifecycle. “We’ve seen first-hand how thoughtful, well-executed content drives connection—and ultimately, growth. It’s not just about making videos. It’s about making moments that matter.” — Erin So, Where Does Recode Media Come In? At Recode Media, we’re passionate about helping brands turn content into connection. With a combined 100 years of production experience, a suite of fully-equipped studios, and a team that thrives on both creativity and strategy, we don’t just produce content—we co-create stories with purpose. From TV commercials to short-form social content, live-streamed events to digital campaigns, we bring a strategic lens and a storyteller’s heart to every project. If you're ready to elevate your video content—and your engagement—let’s chat.  As I sit down to reflect on my journey in the dynamic and ever-evolving production and content creation industry, I can't help but marvel at the strides we've made. It's a journey that's both exhilarating and demanding, filled with countless moments of empowerment and inspiration. Today, I want to share a glimpse into my experience, the motivations that drive me, and extend a heartfelt encouragement to all the remarkable women who are contributing their voices and talents to this incredible field. A Path Less Travelled From the very start, my path in the production industry felt like a path less travelled. I was often one of the few women in the room, facing a landscape dominated by male counterparts, especially in the fast-paced studio environments. I never saw it as an obstacle, but as an opportunity to bring a fresh perspective, to challenge the status quo, and to prove that diversity is an essential ingredient for creativity and success. Embracing Diversity and Redefining Narratives One of the most rewarding aspects of being a woman in our industry is the power to reshape narratives. As storytellers, we can champion underrepresented voices, shining a light on stories that need to be told, and to break away from stereotypes. Each piece of content we create, whether it's a short format show, a commercial, or a digital campaign, has the potential to make a difference in the way society perceives and understands the world around us. Fuelling Motivation: What Drives Me The industry is fast paced, demanding, and at times, unforgiving. So, what keeps me motivated? It's the unwavering belief that my work matters. It's the knowledge that through my creativity and determination, I can influence public opinion, foster empathy, and drive positive change. It’s the individual women I get to work with every day that inspire me to do better. To be better. Every time I see a piece of content we've produced sparking conversations, or inspiring action, I am reminded of the immense power we hold as women in this field. Empowering the Next Generation To my fellow women in the media industry, I want to extend a resounding message of encouragement. Your voice matters. Your perspective is invaluable. As we continue to shatter glass ceilings and overcome gender-based barriers, let's remember that our journey is not just about us—it's about the generations of women who will follow in our footsteps. In conclusion, being a woman in the media industry is a journey of growth, empowerment, and transformation. It's a privilege to contribute to the narratives that shape our world, and I am proud to be part of a community that's rewriting history. So, here's to the trailblazers, the storytellers, and the visionaries. May we continue to inspire, innovate, and pave the way for a future where every voice is heard, and every story is valued. Stay tuned for more insights and stories from the creative world at Recode Media. Connect with us on Linkedin and let's continue the conversation. |
AuthorRochelle Hendry Archives
May 2025
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