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Creative brief template
Plan your next ad campaign on one page, so designers, editors and creators know exactly what to make and why.
This template is for small businesses, marketers and creators briefing ad creative for Meta, TikTok, Snapchat or other paid social platforms. It works for static images, edited video and creator-style ads.
Every box is pre-filled with an example for a fictional candle maker's Christmas campaign. Overwrite the examples with your own details and keep it short enough to read in a few minutes, then download or copy it and share it before any work starts.
Campaign objective
State the one thing this campaign must achieve and why it is running now. A single clear objective keeps the creative focused.
Audience
Describe who the ads are for in plain words, including what they care about and what might stop them buying.
Offer
Spell out exactly what people get, the price and any deadline. Every ad and the landing page should show the same details.
Key message and proof
Write the one idea people should remember, then list the evidence that backs it up. Note any claim that needs checking before the ads run.
Platforms and formats
List where the ads will run and the sizes you need, so every asset is made once in the right formats.
Hooks to test
Write the opening lines or visuals for the first few seconds of each ad. Test clearly different ideas rather than small changes in wording.
Must-haves and brand rules
List what every ad must include and the rules that keep it on brand and within advertising rules.
Call to action and landing page
Say what you want people to do next and where the ad sends them. The landing page should match the ad so people do not feel lost.
Deadlines and budget
Set the dates for drafts, approvals and launch, and the budget for both production and ad spend.
How success is measured
Agree the numbers that decide whether the campaign worked and when you will review them. Set these before launch, not after.
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Tips.
What makes the difference when you put it to work.
- Keep the brief to one or two pages. If a creator cannot read it in five minutes, cut it down.
- Test different hooks and angles before small edits like colours or button text. As a rule of thumb, the first few seconds decide whether people keep watching.
- Ask for raw clips and project files as well as finished ads, so you can make new cuts later without reshooting.
- Check every claim, price and deadline in the ads matches the landing page exactly before anything goes live.
- If you would rather hand it over, Infinity runs paid ads on Meta, TikTok and Snapchat and can produce the creative from a brief like this.
Questions, answered.
What is a creative brief?
A creative brief is a short document that tells designers, video editors or creators what to make for a campaign and why. It covers the objective, audience, offer, message, formats and deadlines. A clear brief means fewer rounds of changes and ads that match the goal.
What should a creative brief for ads include?
Include the campaign objective, target audience, offer, key message and proof, platforms and sizes, and the hooks you want to test. Add brand rules, the call to action and landing page, deadlines, budget and how success will be measured. This template has a section for each.
What size should social media ads be?
Common sizes are 1080 × 1350 (4:5) for the Instagram feed and 1080 × 1920 (9:16) for Reels, TikTok and Stories. Keep key text and logos away from the top and bottom of vertical video, where captions and buttons can cover them. Check each platform's current ad specs before you export, as they change from time to time.
How many ad creatives should I test at once?
There is no fixed number. A common rule of thumb on a small budget is to test three to five clearly different concepts rather than many small variations. Give each one enough spend to show a clear result before you judge it, then make new versions of the winners.
Who should write the creative brief?
Usually the business owner, marketer or account manager writes it, as they know the goal and the audience best. The designer or creator should read it and ask questions before they start. Both sides should agree on it before any work begins.
Related free resources.
More checklists, templates and tools that go with this one. See them all
Google, Bing, Meta, TikTok, Snapchat and LinkedIn ads.
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