Creative Brief

In the context of social media, a creative brief is a detailed document or summary that serves as a guiding framework for a social media campaign, project, or piece of content, outlining the critical elements needed to align the efforts of everyone involved in its creation and execution. It typically includes essential information, such as the campaign's or the project's objective; the audience's key characteristics and demographics; the message that the piece needs to communicate; the tone, voice, and type of content formats to be used; the necessary visual or branding elements that must be included or avoided; and of course, the type of social media platform (or platforms) that the piece is best suited for. The real art and science of creating a great brief (and the reason why it's a valuable planning tool in the first place) lie in how well these elements are thought through, to which extent they are detailed, and how well they are put together in a way that tells a complete story about what the piece is going to be, why it's going to be that way, and for whom it's going to be relevant and engaging.