We typically make any workflow improvements about once per quarter. Whoever is owning paid social would be responsible for owning this doc (in this case, the Head of Growth). Future changes might include adjustments to our media buying approach based on external Facebook changes (algorithm updates, new tactics etc.), or adaptations as the creative production team grows and adds resources.

We created this specifically for FB ads after launching that initiative and realizing we needed better processes in place. But at a high level, this workflow applies to paid channels beyond FB ads. While each channel has some unique mechanics, the general approach of briefing, producing, and reviewing still applies.

We created this doc for anyone internally or externally involved with paid social — including everyone on the creative side (strategist, video editor, graphic designer, etc.) and performance side (head of growth, media buyer, etc.). This helps with our workflow by providing a clear line of sight into all the moving parts of scaling paid social. It provides clarity to the team on roles/responsibilities and how all the pieces fit, and it also acts as a great foundational document for any new people we bring to get them up to speed on how we operate.

How long this workflow takes depends on a few factors. • Level of expertise: If the core team isn’t well versed in paid social, the process will likely take much longer to adopt. • Resources/talent: Does the team already have most of these roles in place? Are the folks in these roles adept at executing their responsibilities?

The overall flow of briefing → producing → reviewing is pretty applicable beyond just FB ads. For ad channels like display, step #3 might not be as applicable because you can usually go straight to designing.

This was the most difficult step for us to get right initially. It takes some time to find great creators who make engaging content, can follow a brief, and hit deadlines. Once we got past this hurdle it unlocked a lot of efficiency.

This list was not hard to put together, because we all instinctually knew where the gaps were. The more challenging part was finding the right people for these roles.

Jack Meredith

We created this standard operating procedure to align everyone involved in paid social.

 to execute our creative production workflow

The purpose of the workflow is to provide a clear, structured process for completing creative production tasks. By executing the workflow, we should be 10x more efficient in creating ads along with improving the quality of our creative work.

What’s the role of creative production?

The role of creative production is to turn a concept into the actual creative. It represents one of the three core functions in our creative process:

Below are the 7 key steps within the workflow. 

The creative production phase starts on step #3.

 Generate ideas for new sprint based on recent analysis. Create a new card at both the sprint and FB ad production level. Bring new concepts to the team prior to generating a full brief and coordinate a date to launch at the calendar level.

 Write creative briefs for each new ad concept in the sprint

 Source and/or produce the raw content needed for each new creative brief.

 After producing the content, we then design the final creative asset. This step involves all the post-production tasks once the raw content is produced.

 Once the creative asset is finalized, we will write supporting ad body copy and headlines.

 Once creative assets are completed, team will review and leave feedback.

 The last step is to prep and organize the creative sprint assets for delivery.

Scriptwriting - Writing scripts and building briefs for new ad concepts

Debrief with Media Buyer on ad performance and analysis

Facilitate feedback from creative team to creators for revisions

Film raw UGC content that follows provided script

[ ] Post on other platforms or marketplaces (Backstage, Collabstr, Beeroll etc.)

[ ] Create outreach scripts for email and DM’s

[ ] Collect raw assets to send to strategist for review

[ ] Relay feedback to creator for reshoots

[ ] Collect and organize final deliverables in Air

[ ] Build creator pool and retain top talent

[ ] Ad comments (positive for concepts + negative for objections)

[ ] Revise and finalize script based on feedback

[ ] Concept Background - get/who/to/by, USP etc.

[ ] Optional: Record loom video with explanation

[ ] Review and provide feedback during post-production edits

[ ] Performance - which angles, scripts, creators, strategists did best?

[ ] Workflow - anything in this process that can be modified/added to?

[ ] Coordinate with key stakeholders to complete projects on time

Facebook Ads Workflow SOP at Kettle & Fire

FB Ads Workflow SOP

Intro

Purpose

What’s the role of creative production?

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