Social media campaign creative brief template
Agree what the audience needs to know and what they can actually do before choosing a content format. Fill the blank brief below, then use the example to check whether the brief gives a creator enough information to work.
Your working document
Worked example · a fictional café menu launch
| Brief field | Example decision | Why the creator needs it |
|---|---|---|
| Objective | Help existing and nearby potential customers discover a new lunch dish | Different from an unsupported promise of follower growth |
| Audience question | What is the dish, when is lunch served, and where is the menu? | Defines the facts each asset must convey |
| Offer | A real dish at its actual listed price; no invented launch discount | Keeps caption, menu and artwork consistent |
| Action | Open the maintained menu destination | Provides a usable next step |
| Assets | One finished-dish photo, a preparation clip and the current menu | Sets a realistic production scope |
| Approval | Café manager verifies ingredients, price and serving window before publication | Separates creative review from factual checks |
| Measurement | Record menu visits and actual attributable enquiries for the agreed period | Distinguishes business outcomes from interaction counts |
Brief readiness check
- One clear primary action has a working destination.
- The offer, price and date constraints are verified by the business.
- Each asset has an owner and a practical production deadline.
- Permissions cover any people or third-party material used.
- The reviewer knows which facts they must approve.
- Success measures reflect observable outcomes, not a promised reach or sales figure.
Change the brief before increasing production
If the actual offer or destination changes, update the brief and tell everyone working on the assets. Producing additional captions does not resolve conflicting prices or a booking link that no longer works.
The example is illustrative, not a Boostsy customer result. Replace its assumptions with the business's own offer, scope, records and approval arrangements.