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Content & social pack · Word

Instagram & TikTok post brief

Brief a post or a reel in 5 minutes: hook, script, shots, caption and call to action.

One brief per post. The first 2 seconds decide everything: write the hook first.

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Preview of the Instagram & TikTok post brief template

The basics

Channel and format (reel, carousel, story, TikTok)PillarGoal of this postPublish dateOwner

Hook (first 2 seconds)

A question, a surprising fact, a result, or a "before".

Script

Seconds	What we see	What we hear / text on screen
0–2
2–10
10–20
20–30

Caption and call to action

CaptionCall to action (one only)Hashtags (5–8, local + niche)Link (WhatsApp, shop)

Check before publishing