How to Write a Creative Brief for Meta and TikTok Ads
Making ad creative is …somewhat… easy. Making GOOD ad creative? Harder. Making GREAT ad creative that converts the right customer? That’s the challenge.
But with a great creative strategist calling the shots, doing the past creative analysis, and making data-based decisions for future creative and iterations, AND a winning creative brief, you’re well on your way to being a creative powerhouse of an ad account.
The questions we get most for creative strategy, however, are:
Where do we start in order to set a foundation for and improve on creative strategy?
The best answer? Take this course.
How do we find the right people to make the creative? Creators, editors, directors, etc.
It’s a lot about networking, but you can also work with creator matchmakers or creative strategists who do this for you. We have a creator matchmaker that you can use for free in the Foxwell Founders Membership!
How do we write a creative brief?
That’s where this blog comes in. Keep reading!
The best place for creative strategists to be is the Foxwell Founders Membership! We have over 500 members, a cohort and a Slack channel dedicated exclusively to creative strategists, and have many of the best minds in digital marketing answering your questions and talking about what’s working right now every day.
Where to start when writing a creative brief
Determine the gist of the creative at hand. Name it a word or phrase that tells future you what you had in mind for this concept. Include inspiration links from other brands or ads you’ve seen that inspired this idea.
Indicate if this is a brand-new (untested) concept, an iteration of a past creative, or a mix/mashup of both.
Determine any details you have in mind for the creative. Details could include:
General length of the video
Any specific creators or editors you have in mind
Any specific locations for shooting
Products to be included in this video - is it a one-product feature or multiple products? Or more of a full brand concept?
Any props that will be needed for this concept and whether the brand needs to provide them or the creator
Decide what type of brief you need to send to the creator - full verbatim script and shot list, or a looser list of general talking points, brand guidelines, and the theme/gist of what shots are needed
Decide if the creator is doing face to camera speaking or voiceover - or a mix of both. Any other details or directions for the creator or editor are helpful.
Include specific deliverables that are needed for the project and very clear expectations
Is the creator editing the content, or is the internal team editing in-house? Is raw footage/B-roll also included? Are there any usage rights or stipulations to be included? Should text/subtitles be edited as overlay or any background music? If background music, where should that royalty-free music be supplied from?
Include general best practices and shooting specifications such as:
Wear unbranded/no logo clothing and neutral colors
Clean off your camera lens (front and back camera)
Shoot in 9x16 (vertical) unless directed otherwise and stay within the safe zone/middle of the frame
Be in a well-lit area or have a ring light to make sure the scene is well-lit without shadows. Natural lighting is best!
Speak clearly into the camera. Use a microphone if necessary. Annunciate your words and don’t mumble
Put it all together!
In action: Writing a Creative Brief
Internal Creative Brief Examples:
Option 1: Notion
Option 2: Google Sheets
Make a copy of the below template here.
External Creative Brief Examples:
To send to creators/editors:
Option 1: Extremely specific, if the creator is not extremely marketing knowledgable and they’re more of an actor.
Make a copy of this template here.
Option 2: Specific, but still some room for flexibility and for the creator to be creative with deliverables, while still ensuring all needed shots/lines are delivered.
Credit to Digital Darts for this redacted creative brief.
Option 3: The least specific, giving the creator the most room to show their creativity.
This is usually sent in the body of an email. Include:
Brand guidelines
Anything you can or cannot say in ads (or have found do/don’t work in ad creative)
Any guidelines or specifications of how to hold, display, use, etc. the product (i.e. “be sure to install the sticker on the back of your phone, centered, and at the bottom,” or “please only show the product in a well-lit area.”)
Links to logos, fonts, or any additional footage they might need for the edit but aren’t able to get themselves
General gist of the video concept you’re making. Any links to inspiration content or the “vibe” you’re going for
Could include here any past top performers from that creator or others
Include any shots that are proven to work or to not work for knowledge
General talking points that we want you to hit on (list them out in bullet form)
General B-roll shots we want you to get (list them out in bullet form)
Editing info (if they are delivering edited concepts, or indicate here if they’re just submitting raw footage without editing):
Deliver edited concepts with and without text overlay/subtitles to this folder/Drive link here: _____
Each concept should be delivered in 9x16 and square formats
A total of X deliverables
Include any expectations or deadlines for delivery
There you have it! Ready to write your own creative brief? If you have any questions, we’d love to hear them! Just shoot us an email or join us in the Foxwell Founders Membership to become a pro at everything creative strategy. See you there!