Free Social Media Campaign Brief Template

Free, no signup · Updated 14 October 2026 · Opens in Excel, Google Sheets or Numbers

Download

Brief: filled example (CSV) · blank (CSV)
Timeline: filled example (CSV) · blank (CSV)
KPIs: filled example (CSV) · blank (CSV)

In Google Sheets: File, Import, Upload, then pick the CSV.

What's inside

A one-page brief: objective, audience, offer, key message, platforms, assets, budget, KPIs and sign-off.
A timeline sheet with every post, the platform, the message and who owns it.
A KPI sheet with targets, where to find each number and a column for results.
A filled example for Willow Lane Yoga, a fictional studio launching a January beginners' course.
Blank CSV copies of all three sheets.

How to use it

Write one objective you can count, with a date. If you have two, you may have two campaigns.
Describe who the campaign is for. Use your buyer persona if you have one.
State the offer and the key message in one sentence each. Every post should support them.
Choose platforms and list the assets you need: photos, videos, graphics, a landing page.
Build the timeline backwards from the end date: build-up, launch, reminders, last call.
Set a budget, even if it is zero, and decide what it pays for.
Pick three to five KPIs, write the target for each, and book a date to review results.

Preview: Brief

A filled example for a made-up small business, first 8 of 14 rows.

Section	Our answer	Owner	Status
Campaign name	New Year Beginners' Course (example: Willow Lane Yoga)	Studio owner	Agreed
Objective	Fill all 12 places on the six-week beginners' course starting Mon 11 Jan 2027.	Studio owner	Agreed
Audience	Adults within a short drive who have never done yoga or stopped years ago, often nervous about joining a mixed class.	Studio owner	Agreed
Offer	Six weekly classes for beginners, mat hire included, book by Fri 8 Jan.	Studio owner	Agreed
Key message	A slow, friendly start for complete beginners. No one is flexible on week one.	Teacher	Agreed
Supporting points	Small group of 12; same teacher every week; mats provided; quiet changing room.	Teacher	Agreed
Platforms	Instagram, Facebook (page and local groups where allowed), Google Business Profile, email to past enquiries.	Studio owner	Agreed
Assets needed	Teacher intro video, three photos of a real beginners' class (with consent), course graphic with dates and price, booking page.	Teacher and owner	In progress

Preview: Timeline

A filled example for a made-up small business, first 8 of 13 rows.

Date	Phase	Platform	Post or asset	Message	Call to action	Owner	Status
Mon 7 Dec	Build-up	Instagram	Reel: teacher intro	Meet who you'll be learning with.	Follow for course dates	Teacher	Approved
Wed 9 Dec	Build-up	Facebook	Photo post	What a beginners' class actually looks like.	Questions welcome in the comments	Owner	Approved
Fri 11 Dec	Build-up	Google Business Profile	Update with photo	Beginners' course announced, starting Mon 11 Jan.	See dates and prices	Owner	Approved
Tue 15 Dec	Build-up	Instagram	Carousel	Five worries beginners tell us, and our honest answers.	Save for later	Teacher	Drafted
Fri 18 Dec	Build-up	Email	Past enquiries list	First look at the January course.	Book a place	Owner	Drafted
Mon 28 Dec	Launch	Instagram	Reel: first class walk-through	Here's exactly what happens on week one.	Book a place	Teacher	Drafted
Mon 28 Dec	Launch	Facebook	Boosted post	A slow, friendly start for complete beginners.	Book a place	Owner	Drafted
Wed 30 Dec	Launch	Instagram	Stories with poll	What's held you back from trying yoga?	Reply to the poll	Teacher	Idea

Preview: KPIs

A filled example for a made-up small business.

KPI	Why it matters	Where to find it	Target	Result	Notes
Places booked	The objective.	Booking system	12 of 12	Fill in on Fri 8 Jan	Count only paid bookings.
Clicks to booking page	Shows which posts move people to act.	Website analytics with UTM tags	More than the last course launch	Fill in on Fri 8 Jan	Tag every link by platform.
Enquiries by message	Nervous beginners often ask before booking.	Instagram and Facebook inboxes	Reply to every one within the day	Fill in weekly	Note the common questions for next time.
Boosted post cost per booking	Tells us if the £150 was worth it.	Ads results plus booking source question	Lower than the course price	Fill in on Fri 8 Jan	Ask 'how did you hear about us?' when booking.
Attendance in week one	Bookings only count if people come.	Class register	Everyone booked turns up	Fill in on Mon 11 Jan	Send a reminder the day before.
Repeat booking	Shows the course turned beginners into regulars.	Booking system	Some students book the next course	Fill in at the review	Offer a follow-on course in week six.

Tips

One campaign, one objective. If the brief needs two objectives, split it into two campaigns.
Write the key message so a stranger would understand it without the rest of the brief.
Build the timeline backwards from the deadline, and leave quiet dates such as bank holidays empty on purpose.
Tag every link with UTM parameters so you can see which platform and post brought bookings.
Book the review date before the campaign starts, then use the results to write the next brief.

Common questions

What should a social media campaign brief include?

Objective, audience, offer, key message, platforms, assets, timeline, budget and KPIs. Owners for each task, a sign-off rule and a review date help it actually happen.

What is the difference between a campaign brief and a social media strategy?

A strategy is your ongoing plan: goals, audience, platforms and pillars. A campaign brief is for one time-limited push, such as a launch or a seasonal offer, and sits inside the strategy.

Do I need a budget for a social media campaign?

No. Many small campaigns run on organic posts alone. If you do spend, write down what the money pays for, such as boosting specific posts, and how you will judge whether it was worth it.

How do I measure a social media campaign?

Pick a few KPIs tied to the objective, such as bookings, clicks to the booking page and enquiries. Tag links with UTM parameters and check the numbers on a set review date.

Social media campaign brief template