Creative Brief Templates for App Ads (2025)

A good creative brief takes 15 minutes to write and saves 3 hours of revision cycles.

A bad brief produces creative that misses the mark, requires multiple rounds of feedback, and wastes everyone's time.

The difference isn't effort. It's structure. Effective creative briefs provide clear direction while leaving room for creative execution.

Here are production-ready creative brief templates for mobile app advertising.

The Essential Elements of Every Creative Brief

Regardless of format or creator type, every brief needs:

1. Objective and Context

What to include:

• Campaign goal (awareness, installs, engagement)
• Target audience (demographics, pain points, behaviors)
• Platform(s) where this will run
• What you're testing with this creative (hook? format? angle?)
• Success metrics (CTR target, CPI goal, etc.)

Why it matters:

Context helps creators understand not just what to make, but why. This influences their approach and delivery.

Example:

Objective: Generate installs for BudgetTracker app Target Audience: 25-35 year olds, middle income, struggle with saving money, frustrated by month-end financial stress Platform: TikTok and Instagram Reels Testing Focus: Outcome-first hook vs problem-first hook Success Metric: CTR >2.8%, CPI <$2.50

2. Creative Framework and Format

What to include:

• Narrative structure to follow (PAS, BAB, Outcome-First, etc.)
• Format type (UGC testimonial, screen recording, talking head, etc.)
• Ad length (15s, 20s, 30s)
• Visual style (authentic UGC, polished, hybrid)

Example:

Framework: Outcome-First narrative Format: UGC creator testimonial, phone-shot Length: 18-20 seconds Style: Authentic, conversational, home setting, natural lighting

3. Talking Points (Not Scripts)

What to include:

• Hook options (2-3 variations to choose from)
• Key messages to cover
• Required proof points (specific numbers, stats)
• Natural flow suggestions
• What NOT to say

Why talking points over scripts:

Creators deliver more authentically when using their own words. Provide structure and required elements, but don't script every word.

4. Required Elements and Constraints

What to include:

• Must-include elements (app name, specific stat, rating, etc.)
• Production specs (aspect ratio, file format, resolution)
• Technical requirements (captions, audio requirements)
• Prohibited content or claims
• Compliance requirements (if applicable)

5. Reference Examples and Inspiration

What to include:

• 2-3 examples of winning creative from your app
• 1-2 competitor references (what to emulate or avoid)
• Platform examples (trending formats if relevant)
• Visual references or mood boards

Why references matter:

They communicate aesthetic and tone faster than paragraphs of description.

Template 1: UGC Creator Brief

Use this template when working with UGC creators on testimonial-style content.

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CREATIVE BRIEF: [Campaign Name]

Project Overview:

• App: [App Name and core value proposition]
• Objective: [Drive installs / Test new messaging angle / etc.]
• Platform: [TikTok / Instagram Reels / Facebook / Multi-platform]
• Deliverable: [Number] creative variations, [length] each

Target Audience:

• Demographics: [Age, location, income level]
• Pain Points: [What frustrates them that our app solves]
• Current Behavior: [What they're doing now that isn't working]

Creative Direction:

Framework: [Outcome-First / Problem-Solution / Before-After / etc.]

Format: UGC testimonial, first-person, conversational

Length: [15-20 seconds ideal]

Visual Style:

• Phone camera (not professional)
• Natural lighting
• Home or casual setting
• Vertical video (9:16 aspect ratio)
• Raw, authentic feel

Talking Points:

Hook (0-3 seconds) - Choose one approach:

• Option A: [Problem-focused hook]
• Option B: [Outcome-focused hook]
• Option C: [Pattern interrupt hook]

Key Messages to Cover:

1. [First key point - the problem or context]
2. [Second key point - discovery of the app]
3. [Third key point - how you use it]
4. [Fourth key point - specific outcome achieved]

Specific Proof Points to Mention:

• [Dollar amount saved / Time saved / Specific metric]
• [Timeframe - "in 2 months" / "in my first week" / etc.]
• [Any other credibility markers]

Call-to-Action (natural recommendation style):

• Suggest: "If you're dealing with [problem], it's worth trying"
• Or: "I'll link it below if you want to check it out"
• Avoid: "Download now" or pushy sales language

Required Elements:

• App name mentioned at least once: [AppName]
• Specific outcome stated with number: [e.g., "saved $400"]
• Timeframe mentioned: [e.g., "in two months"]
• App screen shown for 3-5 seconds (screen recording or phone in hand)

Production Specs:

• Aspect Ratio: 9:16 (vertical)
• Length: 18-22 seconds (no shorter than 15, no longer than 25)
• Resolution: 1080x1920 minimum
• Format: MP4 or MOV
• Captions: Include if platform is [Facebook/Instagram], optional for [TikTok]

What to Avoid:

• Don't use marketing buzzwords ("revolutionary," "game-changing")
• Don't over-rehearse (natural stumbles are fine)
• Don't show competitor apps or mention them by name
• Don't make claims we can't support (e.g., "guaranteed results")

Brand Guidelines:

• Tone: Conversational, helpful, authentic
• You are: A real user sharing a genuine experience
• You are not: A salesperson or brand spokesperson

Reference Examples:

• [Link to winning creative #1] - Note what works: [specific element]
• [Link to winning creative #2] - Emulate the tone and pacing
• [Link to platform example] - Visual style inspiration

Deliverables:

• [2-3] creative variations exploring different hooks
• Due date: [Date]
• Delivery format: [Upload link / Email / Platform]

Additional Notes: [Any special instructions, trending formats to consider, or specific requests]

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Template 2: Agency/Professional Production Brief

Use this template for agencies or professional production teams.

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CREATIVE BRIEF: [Campaign Name]

Campaign Overview:

• Client: [Company Name]
• Product: [App Name]
• Campaign Objective: [Awareness / Installs / Engagement]
• Flight Dates: [Start - End]
• Budget: [If relevant for production planning]

Background: Product: [App description, key features, value proposition]

Target Audience:

• Primary: [Detailed demographic and psychographic profile]
• Secondary: [If applicable]

Market Context: [Competitive landscape, positioning, differentiation]

Creative Strategy:

Campaign Goal: [What this creative needs to achieve]

Key Message: [Core value proposition in one sentence]

Tone: [Conversational / Professional / Inspirational / etc.]

Mandatory Elements:

• [App name, logo treatment]
• [Specific claims with support]
• [Legal disclosures if required]
• [Rating/review display if applicable]

Creative Concept:

Format: [Video / Static / Carousel / etc.]

Narrative Framework: [PAS / BAB / Outcome-First / etc.]

Length: [15s / 20s / 30s / 60s]

Platforms & Specs:

• TikTok: 9:16, 15-30s, [additional specs]
• Instagram: 9:16, 15-30s, [additional specs]
• Facebook: Multiple formats, [specs]

Script/Storyboard Guidance:

Opening (0-3 seconds): [Describe the hook - what we see, what we hear]

Middle (3-15 seconds): [Describe the problem, solution demonstration, or transformation]

Close (15-20 seconds): [Describe the proof point, CTA, and final messaging]

Visual Direction:

• Look and feel: [UGC-style / Polished / Hybrid]
• Color palette: [Brand colors / Authentic/natural]
• Typography: [On-screen text requirements]
• Music/Audio: [Voiceover / Music suggestions / Silent with captions]

Talent Requirements:

• [Demographics, type (creator vs actor), diversity considerations]
• [Number of people in ad]
• [Performance style (natural, energetic, etc.)]

Production Requirements:

• Locations: [Home setting / Studio / Outdoor / etc.]
• Props: [Phone showing app / Actual app interfaces / etc.]
• Special needs: [Screen recordings / Animation / Graphics]

Deliverables:

• [Number] creative variations testing [what variables]
• Delivery date: [Date]
• Format: [Raw files + platform-optimized versions]
• Revisions: [Number included in scope]

Reference Materials:

• Brand guidelines: [Link]
• App demo: [Link or access credentials]
• Competitor ads: [Links with notes on what to avoid/emulate]
• Winning creative: [Links to your best performers]

Success Metrics:

• Target CTR: [%]
• Target CPI: [$]
• Secondary metrics: [Completion rate, engagement rate, etc.]

Approval Process:

• Concept approval: [Who, when]
• Rough cut review: [Who, when]
• Final approval: [Who, when]

Contact Information:

• Creative lead: [Name, email]
• Production questions: [Name, email]
• Brand/legal questions: [Name, email]

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Template 3: Internal Team Brief

Use this template for internal creative teams or designers.

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CREATIVE REQUEST: [Project Name]

Quick Summary: [One-line description of what we need and why]

Context:

• App: [Name]
• Goal: [Test new hook / Scale winner / Respond to fatigue / etc.]
• Platform: [Where this runs]
• Timeline: [When needed]

Creative Specs:

Type: [UGC-style video / Static image / Screen recording / etc.]

Format: [9:16 vertical / Square / Multiple]

Length: [15-20s / 30s / 6s bumper / etc.]

Framework: [Outcome-First / PAS / BAB / etc.]

What We're Testing: [Be explicit: "Testing 3 different hooks with same format and angle"]

Concept:

Hook: [Describe or provide 2-3 options]

Core Message: [What the user should understand]

Proof Point: [Specific stat, number, outcome to feature]

CTA: [How we ask for the install]

Required Elements:

• [App name display]
• [Specific metric or proof]
• [Screen time of actual app]
• [Rating display]

Reference:

• Similar to: [Link to existing creative]
• But different because: [What varies]

Assets Provided:

• App screens: [Link to folder]
• Logo: [Link]
• Brand guidelines: [Link]
• Other: [Any additional assets]

Deliverables:

• [Number] variations by [date]
• File naming: [Convention]
• Upload to: [Location]

Notes: [Any special considerations or constraints]

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Platform-Specific Brief Additions

TikTok Addendum

Add to any brief for TikTok:

TikTok-Specific Requirements:

• Hook must work in first 1-2 seconds (even faster than other platforms)
• Consider trending audio or formats
• Native feel critical - study organic TikTok content in your category
• Text overlays for key messages (many watch without sound)
• Can be more dramatic/energetic than other platforms

TikTok Don'ts:

• Overly polished production
• Slow builds or long setups
• Corporate aesthetic
• Generic stock music

Instagram Additions

Instagram-Specific Requirements:

• Can be slightly more polished than TikTok
• Lifestyle integration important (show app in context of use)
• First frame must work as static thumbnail
• Strong captions required (many watch without sound)
• Visual aesthetic matters more

Facebook Additions

Facebook-Specific Requirements:

• MUST work completely without sound
• Captions need to carry entire message
• First 3 seconds must work as static image (thumbnail)
• Slightly more testimonial-style acceptable
• Can run longer (up to 30s) than other platforms

Brief Quality Checklist

Before sending any creative brief:

• Clear objective stated
• Target audience described in detail
• Creative framework specified
• Talking points provided (not overly scripted)
• Required elements listed
• Production specs complete
• Reference examples included
• Timeline and deliverables clear
• Success metrics defined
• Contact for questions provided

Common Brief Mistakes to Avoid

Mistake 1: Vague objectives

Bad: "Create engaging content"

Good: "Test outcome-first hook vs problem-first hook to find which drives higher CTR"

Mistake 2: Overly prescriptive scripts for UGC

Bad: Providing word-for-word scripts

Good: Providing talking points and letting creators use their voice

Mistake 3: Missing production specs

Bad: "Make a video"

Good: "9:16 vertical, 18-20 seconds, 1080x1920, MP4 format"

Mistake 4: No reference examples

Bad: Describing desired style in paragraphs

Good: Showing 2-3 examples with notes on what works

Mistake 5: Unclear required vs optional elements

Bad: Long list of features to "maybe mention"

Good: Clear "must include" vs "nice to have" elements

FAQs

What should be included in a creative brief for app ads?

A complete creative brief includes: campaign objective, target audience, platform/format specs, creative framework to follow, talking points (not verbatim scripts), required elements (app name, stats, CTA), production constraints (length, aspect ratio), reference examples, and brand guidelines.

How detailed should creative briefs be for UGC creators?

Provide clear structure and required elements, but avoid overly prescriptive scripts. Include: objective, key messages as talking points, specific proof points to mention, visual style guidance, and examples. Leave room for creators to use their natural voice and delivery style.

Should creative briefs be different for different platforms?

Yes. TikTok briefs should emphasize authenticity, fast hooks, and trending formats. Instagram briefs can be slightly more polished with lifestyle integration. Facebook briefs must specify that creative works without sound and include caption requirements.

How long should a creative brief be?

Most effective briefs are 1-2 pages. Long enough to provide necessary context and direction, short enough that creators actually read it thoroughly. Use clear formatting and bullet points for scannability.

Should I include examples of what NOT to do?

Yes, particularly competitor examples or creative approaches to avoid. This prevents wasted effort on directions you've already tested or know don't fit your brand.

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A well-structured creative brief aligns everyone on objectives, provides clear direction, and saves countless revision cycles. Use these templates as starting points, adapt them to your needs, and refine based on what produces the best creative from your teams.