Templates
Social Media Proposal Template for Agencies
Published by Influence
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A social media proposal explains the work you recommend, what the client will receive, what it costs and what both sides must supply. Use it to agree on commercial scope before production starts. A useful proposal makes quantities, exclusions, review responsibilities and measurement clear; it does not promise a follower count or revenue result you cannot control.
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What should a social media proposal include?
Begin with the prospective client’s situation in their own terms. Name the audience, the problem the work addresses and the observable outcome worth pursuing. Then connect each deliverable to that outcome. A package of “12 posts” is incomplete unless the client knows the formats, channels, variations, review rounds and responsibility for supplying images or footage.
Keep the proposal separate from the social media strategy, which sets direction, and the campaign template, which organizes a particular activity. A proposal can include discovery and strategy as paid deliverables without pretending those decisions are already settled.
Define the scope before quoting a price
| Scope item | Write explicitly | Resolve before work starts |
|---|---|---|
| Content | Number of original pieces, formats and channel adaptations | Whether one adapted post counts as a new deliverable |
| Production | Writing, design, filming and supplied assets | Who provides footage, permissions and product facts |
| Review | Reviewer, rounds and response dates | How late feedback changes the schedule |
| Publishing | Accounts, preparation, scheduling and checks | Who authorizes publication and handles failures |
| Community and advertising | Included hours or clear exclusions | Who handles comments, support and paid campaigns |
| Reporting | Metrics, sources, reporting period and meeting | What can be measured with existing access |
Copy the social media proposal template
Client, agency and proposal date: [names, date, version]
Situation and audience: [problem, customer and relevant evidence]
Objective: [business outcome and reporting period; no guaranteed result]
Recommended work: [why this scope fits the objective]
Deliverables: [quantity × format × channels; adaptation rules]
Inputs from client: [facts, authorized assets, account access, due dates]
Review and publication: [named reviewer, rounds, deadlines, authorization]
Timeline: [kickoff, drafts, review, publication window, report]
Price and assumptions: [currency, fee, expenses, taxes if applicable, payment milestones]
Out of scope: [ads, inbox support, filming, extra revisions or other exclusions]
Measurement: [metric definitions, sources, attribution limits]
Changes and next step: [how scope changes are agreed; discussion and agreement process]
Worked example: a six-week agency pilot
This proposal is fictional. The price illustrates a defined scope and is not a market rate or an Influence price. Cedar Studio is proposing a six-week pilot for Maple Workshop, a small ceramics business that runs beginner classes. Maple supplies approved class dates, prices, six product photos and two short studio clips. Cedar has not yet been given publishing access.
Fictional example
Objective: Make the class experience and booking steps easier for local beginners to understand. Review booking-page visits and class inquiries during the pilot; do not guarantee registrations.
Scope: Six original feed posts, each adapted for Instagram and Facebook, for 12 destination publications. Four use supplied photos and two use supplied clips. Include one opening planning session and one final report.
Review: Maple’s owner reviews each batch. One consolidated revision round per original post is included. Drafts arrive on Monday; feedback is due Thursday. Publication happens only after approval and account checks.
Timeline: Week 1 gathers facts and plans themes. Weeks 2–5 prepare and publish approved batches. Week 6 reviews available results and recommends the next scope.
Fee: USD 1,800 for the pilot, with USD 900 due at agreement and USD 900 at delivery of the final report. Applicable taxes are shown separately in the agreement. No advertising or travel budget is included.
Exclusions: New filming, paid advertising, comment or message support, additional languages and additional revision rounds. Extra work requires a written scope and price before it begins.
Dependencies: Maple supplies authorized assets, confirms class availability and appoints a reviewer. Late inputs move the proposed publication dates; they do not authorize unreviewed posting.
Measurement: Compare booking-page visits and documented inquiries with a stated previous period, noting the different class dates and other promotions. Report unknown attribution as unknown.
How to explain pricing without hiding assumptions
Show what the fee buys and what changes it. Separate an agency fee from advertising spend and third-party production costs. Use one stated currency and explain any optional work beside its price. If you present packages, vary concrete capacity or service coverage rather than using vague labels such as “more growth.” A client should be able to compare the options without guessing.
Before sending, check the arithmetic, dates, ownership of supplied materials and who has authority to accept the scope. A proposal is a starting point for agreement; adapt the final commercial terms to the engagement and obtain appropriate review where needed. This worksheet does not replace a service agreement.
What happens after the client accepts?
Collect the post-agreement information in the client onboarding questionnaire. Confirm access through the platforms’ supported permissions, not by placing passwords in the questionnaire. Transfer approved dates and deliverables into the social media calendar, keeping drafts separate from confirmed schedules.
Should you include results or a sample post?
A relevant sample helps the client understand the proposed voice and format. Label it as a draft and name the source facts it uses. Include previous results only when you have permission and can explain the metric, period and your contribution. If you have no comparable case study, show the method and review plan instead of inventing proof.