Social media design brief template
Every question a social media or campaign brief should answer, with a real example filled in. Copy the template, or send it as a guided brief.
The template, filled in
Example answers for Northside Climbing, a January membership campaign.
What’s the business or brand called?
Northside Climbing
What does the business do?
A sentence or two is enough.
A bouldering gym in Minneapolis, with classes for beginners and kids.
What should this project achieve?
Sell 150 new memberships in January with a “first month for $1” offer.
Who are we trying to reach?
The people this work is for: who they are and what they care about.
Adults aged 22 to 40 who want a new way to stay fit and have never climbed. Many think climbing is only for athletes.
What should people think or feel when they see it?
A few words is fine.
Welcoming and fun. Like you could try it after work tonight.
What do you like, and what should we avoid?
Brands, links and examples welcome.
We like bright photos of real members laughing. Avoid the extreme sports look: no cliffs, no chalk-covered pros.
Anything else we should know?
Key dates, must-haves, anything we haven’t asked.
We have photos from our fall member night. The campaign starts December 26.
Which platforms and formats?
Instagram feed and stories, plus Instagram and Facebook ads.
What’s the message or offer, and when does it run?
First month for $1, December 26 to January 31, with a reminder in the last week.
How many assets, and in which sizes?
About 12: six feed posts (4:5), four stories (9:16) and two ads in both sizes.
Are there brand guidelines or templates to follow?
We have a logo and two brand colors, teal and orange. No templates yet.
What makes a good social media design brief
A good social media brief counts the assets and sizes up front, because that’s where the hours go. It also pins down the offer and the dates, so the campaign isn’t redesigned when the offer changes.
Why each question matters is in the social media design questionnaire. For any other project, start with the design brief template.
Send your next brief as one link.
Your client answers one question at a time on their phone. Briefscope reads the brief, lists what’s missing, and lays out a plan with real dates.
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