Start With The Viewer's Job
Write a video brief around the viewer job instead of a demographic label or channel slot.
The moment At 9:12 a.m., Priya opens a draft brief for a 45-second product video. The audience line says busy managers, but the sales team needs the video to calm one specific fear before next week's webinar signup push. The teach Jobs to Be Done changes the first question from who is this person to what progress are they trying to make. In video marketing, that matters because viewers do not give attention to a brand because they match a persona slide. They give attention when the first seconds recognize a situation they already feel and offer a credible path…
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