How to Write a Social Media Creative Brief
A social media creative brief is a great way to outline the objectives of a campaign and ensure everyone involved has a common understanding. Use this article to guide your writing process and get ready to deliver on time, on brand and on budget. Creating inspiring creative briefs isn’t easy, but it’s essential to building your business and delivering excellent work.
1. Know your audience
Before launching any social media campaign, it’s important to know your audience. This includes understanding their interests, needs, and goals as they relate to your business or brand.
You can use a variety of tools to gather this information, from surveys to interviews with current and past customers.
When you get to know your audience better, you can build a stronger social media campaign that connects with them on a personal level.
The best way to start is by asking questions about their current experiences with your business or product or service. This information will give you a clear picture of the real pain points and challenges your audience faces when trying to solve their problems.
2. Know your brand
Having a strong brand and understanding it’s importance is an essential part of building a strong social media campaign. It helps you decide on the tone of voice and style of the creative content to create.
It also tells your agency what to do and how they can make your brand stand out from the rest.
Your creative brief should include your brand’s mission statement and goals, so your agency can work on a plan that will get you the results you want.
It’s also important to know your target audience, including buying behaviors, trends, and psychographics. This information can help you tailor your campaign and ensure you’re not wasting money on advertising that won’t reach your audience.
3. Know your competition
If you’re planning to build a strong social media campaign, you need to know your competition. This will help you develop your own strategy and give you an edge over your competitors.
Your social media brief should describe your audience and explain how you plan to reach them on different channels. This will help your team know what to optimize their work for and ensure that the campaign is effective.
You’ll also want to include a section detailing your competitors, including their strengths and weaknesses. This will help your creative team understand the competition and how their messaging could influence your project.
4. Know your budget
Having a budget in place from the start helps you to actually stay on track financially and aids your decision-making. It also helps you to identify costs that you can cut before you get started on a project.
A creative brief should detail all the deliverables for a project and how much it will cost you. This ensures that everyone understands what they’re working towards and will help the team to create a successful social media campaign.
A great creative brief will also detail any business challenges that the company is facing, such as declining sales or a limited social media reach. By describing these challenges, your team will be able to avoid them in the future and produce a strong social media campaign.
5. Know your objectives
Whether you’re a large brand or a startup, knowing your objectives is critical to creating a strong social media campaign. If you set clear and measurable goals, everyone on the team will know what they need to do to drive the right response and results.
Creative briefs that include messaging guidelines are a great way to ensure your social media campaign is on track to meet the objectives you have in mind. The target audience, tone and voice of your message are all important aspects of this part of the creative brief.