What to put in your social content brief

Name one priority

Choose the main thing you want this batch of content to support: explain a service, introduce a product, answer common questions, or help people recognize your business. A single priority makes it easier to decide what belongs.

Describe the person you want to reach

Be specific about who buys from you and what they need to know. “New homeowners choosing their first garden plants” is more useful than “everyone who likes gardening.” Include the questions they ask before buying.

Share your brand essentials

Include your logo, colors, fonts if you have them, website, and a few examples of your own content that feel right. Explain why you like them. Note any words, claims, or visual styles to avoid.

Gather assets and accurate facts

Choose clear, original photos you have the right to use. Add product names, current prices, offer dates, service details, and the correct contact link. Flag anything that must be checked before it appears in a post.

Plan a balanced set of ideas

For a 10-post batch, a starting mix could be three helpful answers, three product or service features, two behind-the-scenes moments, and two posts inviting people to take a next step. Adjust the mix to your business rather than treating it as a rule.

Make review easy

Decide who will approve the content. Gather feedback in one list, distinguish factual corrections from style preferences, and give a specific alternative when something does not sound like you.

A filled-in brief you can adapt

Here is a fictional brief for an independent plant shop. It illustrates the level of detail that helps a creative partner; it is not a client project or a result claim.

• Business and audience: a plant shop helping first-time indoor-plant owners choose a manageable first plant.
• This month’s priority: explain three beginner-friendly options and how an in-store consultation works.
• Offer and next step: invite people to ask about current stock through the shop’s verified contact link. The owner will confirm availability before each post is published.
• Tone and boundaries: calm and encouraging; avoid promising that a plant is impossible to kill or inventing health benefits.
• Assets: the shop’s logo, current shelf photographs, three plant close-ups and an approved photo of the owner. Each file is named and its usage permission confirmed.
• Facts to check: plant names, light and care instructions, prices, opening hours and the contact link. The owner is responsible for approving them.
• Delivery and approval: a 10-post batch, one person collecting feedback, a confirmed review deadline, and final files arranged in the intended posting order.

Copy these fields for your own handoff

You can put these headings into a document or email. Leave an honest gap when you do not know something, rather than making up a claim or rushing to choose a style.

• Business and offer:
• Audience and the question they need answered:
• Priority for this batch:
• Products, prices, dates and facts to confirm:
• Photo or video filenames and usage permissions:
• Tone, references and things to avoid:
• One next step and its working link:
• Approver, review deadline and who will publish:

Separate the content brief from account access

A creative brief does not need your social account password. For a ready-to-publish file package, agree how files and feedback will be exchanged, then publish or schedule from your own account. If you hire someone separately to manage an account, define access and responsibilities through that platform’s supported tools.

Before sending a brief, remove customer contact details and other private material that the content creator does not need. Use the current request form to share the basics and public reference links; asset uploads are not active on this website. Ask the agency to confirm an appropriate asset handoff before sending files.