Social Media Brief Research

Overview

This skill creates comprehensive social media content briefs with research-backed strategy. It transforms brand/product information into actionable audience insights, platform guidelines, content angles, and visual direction.

Marketing OS Workflow Position

brand-voice → content-brief → content-planning → content-creation
                                          ↓
                                        marketing-campaign
                                          ↓
                                          ads-audit

This skill is SECOND - Create brief after defining brand voice, before planning content or campaigns.

Input from:

• /brand-voice - Brand attributes, tone guidelines, messaging pillars

Output to:

• /content-planning - Audience, angles, platforms become inputs for calendar
• /campaign - Audience and angles inform paid media strategy

Workflow

Step 1: Gather Brand Context

Collect essential information about the brand or product:

Required Information:

• Brand/product name and description
• Unique value proposition (UVP)
• Campaign objective (awareness, consideration, conversion, retention)
• Target location/geographic

Ask if not provided:

1. Brand atau produk apa yang mau dibuatkan brief?
2. Apa objective utama campaign ini?
3. Target lokasi geografis mana?

Step 2: Define Target Audience

Create detailed audience profiles based on the product and objective.

Audience Profile Framework:

Element	Description	Example
Demographics	Age, gender, location, income, education	Women 25-34, urban, middle income
Psychographics	Interests, values, lifestyle, personality	Health-conscious, career-driven, eco-friendly
Pain Points	Problems they need solving	"No time to cook healthy meals"
Goals/Desires	What they want to achieve	Want to feel energized, save time
Behaviors	How they consume content	Active on Instagram, watches recipe videos
Barriers	Objections to overcome	"Too expensive", "Tastes bland"

Output Format:

## Target Audience

### Primary Audience
- **Demographics:** [Age, gender, location, income, education]
- **Psychographics:** [Interests, values, lifestyle, personality]
- **Pain Points:** [Top 3-5 problems they face]
- **Goals/Desires:** [What they want to achieve]
- **Content Consumption:** [Platforms they use, content formats they prefer]
- **Barriers to Purchase:** [Objections to overcome]

### Secondary Audience (if applicable)
[Same structure as primary]

Step 3: Platform Strategy

Define which platforms to use and how to adapt content for each.

Platform Selection Criteria:

Platform	Best For	Audience Type	Content Format
Instagram	Visual storytelling, brand aesthetic	18-44, urban	Carousels, Reels, Stories
TikTok	Viral reach, younger demographics	16-30, trend-followers	Short-form video, trends
LinkedIn	B2B, professional authority	25-55, professionals	Static posts, carousels, PDF
Twitter/X	Real-time engagement, news	18-50, information-seekers	Threads, text posts
YouTube	Long-form education, search	18-50, learners	Long-form video, Shorts

Output Format:

## Platform Strategy

### Primary Platforms
1. **[Platform]**
   - **Why this platform:** [Rationale based on audience]
   - **Content focus:** [What type of content works]
   - **Best times to post:** [Based on audience behavior]
   - **Key tactics:** [Platform-specific strategies]

### Secondary Platforms (if applicable)
[Same structure]

Step 4: Develop Content Angles

Create 3-5 distinct content angles based on audience insights.

Content Angle Framework:

Angle Type	Description	Example
Problem-Solution	Address pain point with solution	"5 signs you're burned out (and how to fix it)"
Social Proof	Show others benefiting	"How Sarah saved 10 hours/week with our tool"
Educational	Teach something valuable	"The science behind why this works"
Entertainment	Engage through humor or trends	[Trending format] + [brand twist]
Inspiration	Motivate or inspire	"From [struggle] to [success] in 30 days"
Behind-the-Scenes	Show authenticity	"Day in the life at [company]"
Myth-Busting	Challenge misconceptions	"3 myths about [industry] debunked"

Each Angle Should Include:

• Angle name
• Key message (the core idea)
• Sample topics (3-5 specific content ideas)
• Tone/mood

Output Format:

## Content Angles

### Angle 1: [Angle Name]
- **Key Message:** [Core idea to communicate]
- **Why this works:** [Connection to audience pain/desire]
- **Sample Topics:**
  1. [Topic idea]
  2. [Topic idea]
  3. [Topic idea]
- **Tone:** [e.g., Empathetic, authoritative, playful]

### Angle 2: [Angle Name]
[Continue for 3-5 angles]

Step 5: Define Visual Direction

Provide clear visual guidance for content creation.

Visual Direction Framework:

Element	Description
Color Palette	Primary, secondary, accent colors
Typography	Font styles for headers, body, CTAs
Imagery Style	Photo style, illustration style, or mixed
Layout Style	Minimal, bold, eclectic, etc.
Brand Elements	Logo usage, patterns, icons

Output Format:

## Visual Direction

### Brand Aesthetic
- **Overall vibe:** [e.g., Clean and modern, warm and friendly, bold and edgy]
- **Color palette:**
  - Primary: [Color hex codes]
  - Secondary: [Color hex codes]
  - Accent: [Color hex codes]
- **Typography:** [Font styles]

### Content Visual Guidelines
- **Image style:** [Photography, illustration, mixed, UGC]
- **Composition:** [Center-focused, rule of thirds, asymmetrical]
- **Key elements:** [What should appear in every visual]
- **Avoid:** [What NOT to include]

Step 6: Compile Final Brief

Combine all sections into a comprehensive brief document.

# [Brand/Campaign] Social Media Brief

## Brand Overview
- **Brand/Product:** [Name]
- **Campaign Objective:** [Objective]
- **Unique Value Proposition:** [UVP]

## Target Audience
[From Step 2]

## Platform Strategy
[From Step 3]

## Content Angles
[From Step 4]

## Visual Direction
[From Step 5]

## Key Messages by Platform
[Summary of what to communicate on each platform]

## Success Metrics
[How to measure campaign success]

Best Practices

1. Start with audience - Everything flows from understanding who you're talking to
2. Be specific - Vague briefs lead to vague content
3. Platform-native - Each platform needs tailored approach
4. Data-backed - Use research and insights, not assumptions
5. Actionable - Brief should guide content creation directly

Common Scenarios

New Product Launch

• Focus on awareness and consideration
• Heavy on educational and social proof angles
• Multi-platform approach with coordinated messaging

Brand Awareness

• Focus on entertainment and inspiration
• Emphasize brand personality and values
• Visual-heavy, shareable content

Conversion-Focused

• Focus on social proof and problem-solution
• Strong CTAs and urgency elements
• Retargeting angles included

Community Building

• Focus on community and UGC
• Two-way conversation emphasis
• Authentic, behind-the-scenes content

Integration with Marketing OS Workflow

Input from:

• /brand-voice - Brand attributes, tone guidelines, messaging pillars (if already defined)

Output to:

• /content-planning - Audience, angles, platforms, and visual direction become inputs
• /campaign - Audience and angles inform paid media strategy
• /content-creation - Visual direction and key messages guide asset creation

Quick Start Example

Quick Start Example

# User runs:
/brief

# Agent asks:
1. Brand/produk apa? "Healthy meal delivery service untuk busy professionals"
2. Objective? "Conversion - dapatkan 100 trial order"
3. Lokasi? "Jakarta dan Surabaya"

# Agent produces:
- Detailed audience profile (busy professionals, 25-40, urban)
- Platform strategy (Instagram + TikTok for visual food content)
- 5 content angles with sample topics
- Visual direction (fresh, appetizing, clean aesthetic)

Research Resources

When available, use these research sources:

• Competitor analysis - What competitors are doing well
• Industry trends - Current topics and formats in the industry
• Audience data - Existing customer insights or social analytics
• Platform trends - Trending formats and features on target platforms