Creating a social media budget: building your campaign or hero budget

The video above provides you with an example of how the campaign or hero budget would look for an online retailer. The example has four campaigns per year, however, your organisation or your brand may have as few as one campaign or, on the other side, it may have many more than four.

Building your campaign or hero budget
Usually, the hero content is based on a broader multi-channel campaign. You can adopt whichever term is already in use or works best for your organisation – hero activity or campaign activity.

A campaign will have its own budget and objectives – whether this is owned by the marketing department or a specific project team. So you will keep these budgets separate from your social media hub and help budgets. Marketing activity is most effective when planned in a channel-neutral way, then adding in the right channels to reach the desired audience and in turn meet the campaign objective.

Costs can be shared amongst multiple departments channels and platforms, feel free to break down these costs in your budget if it helps with planning and analysis.

• Asset creation: shooting photo or video, recording audio
• Post-production: animation, editing, design, art working and formatting
• Media spend: ad budget for this campaign only.