FREE GUIDE / 8 MINUTE READ

A better social campaign starts with a clearer brief.

You do not need a 20-page strategy deck to start. Answer these six questions before you make a post, ask a designer, or prompt an AI tool. Copy the template into a document and fill it in with your team.

01 / COPY THIS

The six-question campaign brief

  1. Who is this for?

    Name a specific customer and what they already know. “Busy first-time café owners” is more useful than “everyone.”

  2. What should they do?

    Choose one action: book a call, visit a page, request a quote, or buy a product.

  3. Why now?

    State the real occasion, deadline or customer problem. Avoid artificial urgency.

  4. What is the single message?

    Write one sentence the audience should remember, with the strongest proof you can show.

  5. Where will it appear?

    List the channel, format, dimensions, and any landing page. A social story and a search result need different copy.

  6. What are the boundaries?

    Include brand voice, images you can use, offer terms, budget, approval owner, and launch date.

02 / SEE IT IN USE

A filled example

Fictional example: a neighborhood bakery promoting a Saturday tasting. This is an illustration, not a client result.

Audience
People within 3 km who enjoy trying local food.
Action
Reserve a free tasting slot through the bakery’s booking page.
Why now
The tasting is this Saturday, with 30 slots available.
One message
Try three new pastries, then tell us which should join the menu. Show the pastries and the bakery address.
Placement
One Instagram feed post and two stories linking to the booking page.
Boundaries
Warm, simple voice; use photos of the actual pastries; owner approves copy on Thursday.

Now the team can make a visual and write a caption that serve one clear action. The booking page should confirm the date, location and available slots.

03 / USE AI WITH DIRECTION

A prompt to develop first drafts

Act as a social copywriter. Use the campaign brief below to draft three different Instagram captions. Each should lead with a different customer benefit, explain the offer accurately, and end with the one action in the brief. Keep the voice [describe your voice]. Do not invent claims, discounts, testimonials or availability. After the drafts, list the facts I should verify before publishing.

Brief: [paste your six answers here]

Use the output as a starting point. Edit for your own voice, check every factual claim and have a person approve it before it goes live.

04 / BEFORE YOU PUBLISH

A two-minute review