Template 01 - Campaign
Free Social Media Campaign Template
RecurPost’s social media campaign template holds one campaign from its objective to its result, in thirteen fields. Five of them stay the same down every row and eight change per post, which is what keeps a campaign sheet from turning into a to-do list. This page shows every field, three completed rows from one launch, and how the campaign gets scheduled and then measured against the number it started from.
1. THE ARTIFACT
What the Campaign Sheet Holds
The sheet covers one campaign: one objective, one audience, and however many posts it takes across however many platforms. An outdoor gear brand running a three-week spring launch across Instagram, Facebook and Pinterest keeps the whole thing in one tab.
THE BASELINE
The field that makes it a campaign sheet rather than a calendar is the baseline. It is the only place in RecurPost’s social media templates library where what was true before the work started gets written down, and without it the result field is a number with nothing to compare against.
USE IT FOR
A PUSH
Use this sheet for a push with a start date, an end date and a number attached.
SKIP IT FOR
ALWAYS-ON
Do not use it for ongoing publishing, which has no end date and no baseline, because a rolling programme belongs in a content calendar.
2. THE FIELDS
The Thirteen Fields, and the Decision Each One Settles
The sheet carries thirteen fields, and each one settles a decision rather than describing an intention.
Due date and publish date are two fields rather than one because the asset has to exist before it can be scheduled.
LAUNCH MORNING
A campaign sheet with only a publish date is a campaign that finds out on launch morning that nobody made the video.
ONE CAMPAIGN
One sheet holds one campaign.
NOT TWO
Two campaigns in one tab makes the constant fields stop being constant, and the baseline stops meaning anything the moment a second objective appears beside it.
FIELD
THE DECISION IT SETTLES
CONSTANT OR VARYING
01 Campaign brief
What this campaign is arguing
Constant
02 Objective
What counts as success
Constant
03 Audience
Who it is for
Constant
04 Platform
Which network this row publishes to
Varies
05 Content asset
What gets made
Varies
06 Owner
Who is answerable for this row
Varies
07 Due date
When the asset has to exist
Varies
08 Publish date
When it goes out
Varies
09 Status
Where the row stands
Varies
10 Destination URL
Where the click lands, and how the result is attributed
Varies
11 KPI
What is being counted
Constant
12 Baseline
What that number was before
Constant
13 Result
What it was after
Varies
3. WORKED EXAMPLE
Three Rows From One Campaign
Three rows from an outdoor gear brand’s spring launch show the same campaign on three platforms. Five values are the same in all three rows, so they are stated once here rather than repeated in the table.
FIRST THREE OF EIGHTEEN
These are the first three rows of eighteen, six a week across three platforms for three weeks. The two published rows have produced 115 pre-orders between them against an objective of 250 and a baseline of 90, with a week still to run.
EMPTY IS NOT ZERO
The Pinterest row’s result cell is empty rather than zero. An empty cell says the row has not published yet; a zero says it published and produced nothing, and the difference matters when someone reads the sheet in a hurry on the last day of the campaign.
CONSTANT FIELD
VALUE FOR THE WHOLE CAMPAIGN
Campaign brief
Launch the spring range to existing customers before the season starts
Objective
250 pre-orders in three weeks
Audience
Customers who bought in the previous twelve months
KPI
Pre-orders attributed through the campaign’s tracking link
Baseline
90 pre-orders in the same three weeks of the previous launch
PLATFORM
CONTENT ASSET
Reel showing the range in use
Link post using the same photography
Idea pin on choosing kit for the season
4. THE SPLIT
The Constant Five and the Varying Eight
Five of the thirteen fields hold the same value down every row of the campaign, and eight change. A sheet that repeats the objective in every row is a calendar with a campaign column, and by week three it contains eighteen slightly different objectives. Typing the constants once is what keeps a campaign one campaign.
DESTINATION URL
Destination URL is the one people expect to be constant. The campaign sends every click to the same page, but each row carries its own tagged link, which is what lets the result column say that Instagram produced 74 and Facebook produced 41 rather than reporting 115 with no way to split it.
CONSTANT
5
Campaign brief, objective, audience, KPI and baseline are properties of the campaign, so you type them once at the top.
VARYING
8
Platform, content asset, owner, due date, publish date, status, destination URL and result are properties of the row. The split stops applying to an always-on programme, which has no fixed objective and no baseline, and that is the point at which a content calendar is the better artifact.
5. SCHEDULE AND MEASURE
Schedule, Then Measure
RecurPost dates the campaign’s rows in the social media calendar and schedules them in one pass. The publish date column becomes calendar entries, and the calendar shows the campaign window in Month, Week or List view so a gap in week two is visible while it can still be filled.
The eighteen rows then go up as one batch with bulk scheduling, which accepts CSV and Excel files, sets no hard cap on posts per upload, and works best at around 100 posts a batch. A three-week, three-platform campaign is a single upload.
AGAINST THE BASELINE
RecurPost’s reports and analytics supplies the figures the result column records. The comparison that matters is the result against the baseline rather than the result on its own: 115 pre-orders means one thing against a baseline of 90 and something quite different against a baseline of 200.
TAG IT FIRST
The measure step works when the destination URL was tagged before the row published. A row that went out with an untagged link cannot attribute its result afterwards, and adding the tag later does not recover the clicks that already happened.
WEEK
POSTS
Week one
6
Week two
6
Week three
6
The campaign
18
IN ONE BATCH
→
THE UPLOAD
1
batch for the whole campaign
Bulk scheduling sets no hard cap on posts per upload and works best at around 100 posts a batch, so eighteen rows across three accounts go up together rather than one at a time.
6. THE FILE
What You Get, and What Happens When You Submit the Form
RecurPost gives the social media campaign template away free. You take your own copy of the file and edit that copy, so nothing you plan reaches anyone else.
The form below asks for six details and requires one. Business email address is the only required field, and full name, organization, employee count, country and company URL are optional.
RecurPost sends the sheet to the business email address you supply, and the confirmation on this page tells you it is on the way.
DELIVERY
It arrives by email, at the business email address you enter on this form.
ACCESS
You take your own copy, so nothing you plan reaches anyone else.
PRICE
Free, one required field, no card.
FREE TEMPLATE
Get Your Free Template
Business email address is the only required field.
Fill the thirteen fields once, date the rows in the calendar, and set the batch live from one screen.
7. FIT
Which Template to Use Instead
The campaign sheet runs a campaign. Three other documents sit either side of it.
THE LIBRARY
All four sit in RecurPost’s social media templates library alongside the audit, analytics and reporting documents.
WHAT YOU NEED TO DO
USE
WHY
Run a time-boxed push with a number attached
This social media campaign template
It holds the objective, the rows, the baseline and the result
Get the campaign agreed and paid for first
The social media campaign proposal template
It carries deliverables, fees and signatures, and it is written before the work exists
Plan ongoing publishing with no end date
The social media content calendar template
It is network-neutral and it maps into a bulk import file
Set the standing quarter the campaign runs inside
The social media marketing plan template
It holds rules rather than rows
TRY RECURPOST
RecurPost’s Agency plan covers 20 social accounts and includes 3 team members. RecurPost prices an extra teammate at a flat $20 per month on any plan instead of multiplying the plan price by every seat. A three-platform campaign schedules and reports from the same place the rest of the client’s publishing runs, so the campaign does not need its own tooling for three weeks.
RecurPost is the social media management software agencies run their client publishing on.
No credit card required
Frequently Asked Questions
What the sheet holds, which fields stay the same, why the baseline is there, and how the file reaches you.
What fields go in a social media campaign template?
A social media campaign template carries thirteen fields: campaign brief, objective, audience, platform, content asset, owner, due date, publish date, status, destination URL, KPI, baseline and result. Due date and publish date are separate because the asset has to exist before the post can be scheduled.
Which fields stay the same across a campaign?
Five fields hold the same value down every row: campaign brief, objective, audience, KPI and baseline. The other eight change per post, including the destination URL, which carries its own tag per row so a result can be attributed to one platform rather than to the campaign as a whole.
Why does a campaign sheet need a baseline?
A result is only a number until you can compare it with what was true before the campaign started. 115 pre-orders reads as a strong three weeks against a baseline of 90 and as a poor one against a baseline of 200, and the baseline field is where that context gets recorded before anyone has a reason to argue about it.
How do I get the template, and what do I receive?
RecurPost sends the social media campaign template to the business email address you supply on this page. It is free, and you take your own copy and edit that. Business email address is the only required field on the form.
Discover your must-have Social Media Templates
The campaign sheet runs one push. These are the documents that sit beside it and underneath it.
01
PLANNING
Social Media Strategy
Map a client’s goals, audience, and posting plan.
02
PLANNING
Strategy Presentation
Pitch the strategy to a client in slides.
03
PLANNING
Social Media Marketing Plan
Set a client’s channels, cadence, and owners for the quarter.
04
PLANNING
Social Media Audit
Assess a client’s current accounts before you start.
01
CALENDAR
Social Media Content Calendar
Plan a month of posts across networks.
02
CALENDAR
Instagram Content Calendar
Plan an Instagram grid and feed in advance.
03
CALENDAR
Google Posts Calendar
Plan Google Business Profile posts ahead.
01
CAMPAIGN
Campaign Proposal
Pitch a campaign to a client for sign-off.
02
CAMPAIGN
Paid Social Media Ads
Plan paid ad sets, audiences, and budgets.
01
REPORTING
Social Media Analytics
Track post and account metrics in one sheet.
02
REPORTING
Social Media Reporting
Package monthly results for a client.