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Social Media Campaign Overview Planner

Use this page to plan the campaign at a high level.
Then use Social Content Sequence Planning Table to outline the full run, and Post Planning Template for each post.

A) Campaign Snapshot​

Campaign name:

Owner:

Launch window (start → end):

Primary goal (pick ONE):

  • Awareness (reach/views)
  • Engagement (comments/shares/saves)
  • Clicks to a page
  • Sign-ups / registrations
  • Sales / conversions
  • Community growth (followers/subscribers)
  • Other:

Primary action (what “success” means):

Success metrics (pick 1–2):

  • Reach / Views
  • Engagement rate
  • Saves / Shares
  • Clicks / CTR
  • Conversions
  • Followers gained

Target(s) (optional):

B) Audience (Who it’s for)​

Who is this for? (plain language)
Role/title:

What they care about most:

Main pain point this campaign addresses:

Where are these people coming from?

  • Existing followers
  • Email list / customers
  • Website traffic
  • Event attendees
  • Paid traffic
  • Partners / influencers
  • Other:

Who should NOT see / be targeted? (if applicable)

  • Customers (if not relevant)
  • Employees/internal
  • Already converted
  • Sensitive audiences (by policy)
  • Other exclusions:

C) Offer + CTA (What they get + what they do)​

Offer (what are we giving them?):

Value (why they should care) — 1 sentence:

Primary CTA text:

CTA destination link (or “link in bio”):

Top reasons this is compelling (benefits, not features):​

D) Message Strategy (How we’ll win attention)​

Tone/voice (pick 2–3):

  • Friendly
  • Direct
  • Expert
  • Casual
  • Formal
  • Playful

Core promise (repeatable phrase you’ll reuse across posts):

Message pillars (pick 3):

  • Pillar 1:
  • Pillar 2:
  • Pillar 3:

Proof/credibility you can use (pick what you have):

  • Customer quote / testimonial
  • Case study
  • A number/statistic
  • Brand logos
  • Founder/expert credibility
  • Demo / product proof
  • Other:

Objection you expect most:

How you’ll address it (simple):

E) Rules (Simple + practical)​

Platforms in scope (check all):

  • Instagram
  • TikTok
  • LinkedIn
  • X
  • Facebook
  • YouTube (Shorts)
  • Pinterest
  • Other:

Frequency rule: (How often can we post per platform/day/week?)

Cadence (quick):

  • IG: ___ posts/week, ___ stories/week
  • TikTok: ___ posts/week
  • LinkedIn: ___ posts/week
  • X: ___ posts/day
  • Other:

Content do/don’t (2–5 each):
Do:​

Don’t:​

Hashtag rule (if used):

  • Branded hashtags:
  • Max hashtags:
  • Never use:

Comment/DM response rule:

  • Response time goal:
  • Escalate if: (refunds/legal/safety/PR/etc.)
  • Where escalation goes:

Reuse rule: (Can we repost the same idea? how often? any changes required?)

F) Launch + Review​

Pre-launch checks (do these every time):

  • Links + tracking are correct (UTM if relevant)
  • Spelling/voice check
  • Accessibility check (captions/alt text)
  • Correct format (aspect ratio, safe margins)
  • Scheduled in the right time zone
  • Community coverage (who replies + when)

First 24–48 hours, what will you review?

  • Views/reach
  • Saves/shares
  • Comments sentiment
  • CTR/clicks (if relevant)
  • Conversions (if relevant)

First improvement you’ll try if results are weak (pick one):

  • Stronger hook (first line / first 1–2 seconds)
  • Clearer CTA / earlier CTA
  • Shorten the post / tighten the script
  • Stronger proof (testimonial/stat)
  • Adjust posting time
  • New creative format (carousel → video, etc.)

Notes: