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This page is a workbook. Fill it in before the post is made, not after. Each section has a “Concept review” dropdown explaining what the section is for.
Organic social posts are cheaper to make than paid ads and are made far more often, so this brief is deliberately shorter than the paid platform briefs. Fill in the core for every post. A recurring series can share one brief across its whole run.Grayed E.g. text is a placeholder. Examples use Doughnut Labs, a SaaS company that sells disruptive Doughnut Technology.

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Setup

Not every organic post belongs to a campaign, and the link field is allowed to be empty. Posts that do belong to one should say so, because that is what lets the campaign’s retrospective account for organic reach alongside paid.Recording the format up front matters more on organic than it looks. A carousel, a short video, and a text post are three different production jobs with three different lead times, and picking the format at the point of writing the caption usually means picking whichever one is fastest.

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Objective and customer profile

Most organic posts do not drive a measurable conversion, and pretending otherwise leads to bad decisions in both directions: killing posts that were building familiarity, and defending posts that were doing nothing.Naming the job the post is meant to do, in plain terms, is what makes it reviewable without forcing a conversion metric onto something that was never going to produce one.

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Hook and copy

On organic social the hook is doing almost all of the work, because there is no budget forcing distribution. A post that is not opened is not seen at all, which is a harsher version of the same problem paid creative has.A short post does not need a full copy brief. A campaign-linked post, or one making a claim about the product, usually does, for the same reason a paid ad does: the claim has to match what the rest of the campaign is saying and what the company can actually support.

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Creative

Organic and paid creative are held to the same brand standard and the same specs, even though organic tends to be produced faster and with fewer approvals. A post that is off-brand is off-brand regardless of whether money was spent on it.Alt text and captions belong in the brief rather than being remembered at upload. They are the two things most often skipped when a post is published in a hurry, and both are part of the post reaching the people it was made for.
Tag organic links with UTMs the same way paid links are tagged, using an organic medium value. Untagged organic traffic lands in analytics as direct or referral, which is how organic social ends up looking like it drives nothing.

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Approval and publishing

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Post-publish

A strong organic post is the cheapest source of proven paid creative you have, because it has already been tested against a real audience with no budget behind it. Checking for that deliberately, rather than noticing by accident, is what turns organic into an input for paid rather than a parallel activity.If a post is going to run as a Spark Ad or through creator allowlisting, the authorization has to be arranged while the post is fresh and the relationship is live. See the TikTok campaign brief for what needs recording.
Last modified on August 10, 2026