Updated 24 October 2026.
DigiStreet field guide
What 12 Social Creatives a Month Look Like
Twelve creatives are useful when they form a deliberate month, not twelve disconnected artwork requests. The calendar should balance product, proof, education and action while leaving room for timely changes.
DigiStreet’s Social Essentials tier starts from ₹1,00,000 plus GST a month. It includes 4 to 6 stock-based videos, 12 creatives, and the monthly planning, copy, design, publishing and reporting needed for the agreed channels.
“Twelve creatives” describes the monthly creative count, not twelve identical square posts. The plan can assign different jobs to carousels, static posts, stories or other agreed formats while the 4 to 6 stock-based videos sit alongside them. The exact channel and size matrix belongs in the monthly calendar.
A good month gives every item a role. Product content helps selection, educational content explains the category, proof reduces doubt, and action posts move people to a useful destination. The mix below is an example planning model, not an extra published deliverable.
Use this as a working file: keep the URL, date, owner and source beside every decision.
One practical allocation of 12 creatives
| Creative group | Count | Monthly job |
|---|---|---|
| Product or service focus | 3 | Explain a feature, use or choice |
| Education | 3 | Answer common category questions |
| Proof | 2 | Show client, product or customer evidence |
| Brand point of view | 2 | Give the brand a recognisable position |
| Offer or action | 1 | Send people to the right destination |
| Timely slot | 1 | Use for a date, update or fast response |
Give each creative a distinct job
Open the month with a message map
List the audiences, business priorities, launches and dates before choosing formats. Decide what the month needs people to understand, believe and do. The map keeps an urgent artwork request from replacing every planned message.
Use three product or service creatives
Give each one a narrow purpose: introduce the offer, explain a feature, or help a buyer choose. Use specific product facts and one action. A crowded catalogue tile rarely helps someone understand why the item matters.
Use three educational creatives
Answer the questions that appear in sales calls, comments and search. A carousel can explain a comparison; a single visual can define a term; a checklist can make a complicated choice easier. Save the source behind every factual point.
Use two proof creatives
Show a real result, application, testimonial or behind-the-scenes detail the brand is allowed to publish. Name what the viewer is seeing. Proof works when it is specific enough to check, not when it is a decorative quote without context.
Use two point-of-view creatives
Give the brand a clear opinion about quality, method, design or customer care. Tie the opinion to something the company actually does. Repeating a motivational line in brand colours does not establish a point of view.
Reserve one action creative
Choose one useful destination: a product page, registration, store, appointment, guide or enquiry. Match the copy to that route and test the link. An action post should not ask for a comment, save, share and purchase at the same time.
Keep one slot flexible
A timely slot lets the calendar respond to a relevant date, stock update, event or customer question. Define who can approve it quickly. If nothing timely is useful, use the slot to revisit the strongest customer objection.
Plan video and static work together
The 4 to 6 stock-based videos in Social Essentials should extend the message map, not compete with it. A video can introduce a theme and a carousel can explain the details. Shared copy and visual references keep the month coherent.
Write channel versions deliberately
A LinkedIn document, Instagram carousel and story do not need the same crop and caption. State the agreed channels and version count before production. Reuse the message while respecting each placement’s reading behaviour and safe areas.
Report by message and action
At month end, group the work by its job and look at the response that fits that job. Product-page visits, qualified messages, video completion and saved educational posts answer different questions. Keep the next calendar tied to those observations.
How the three published social tiers differ
Social Essentials starts from ₹1,00,000 plus GST a month. It carries 12 creatives and 4 to 6 stock-based videos, with planning, copy, design, publishing and reporting for the agreed channels. It fits a brand that has approved material and needs a steady operating rhythm.
Social + AI starts from ₹1,25,000 plus GST a month. It includes 15 creatives and 6 to 8 videos, including two 30-second AI videos. The extra films should be briefed as part of the month’s message map, with clear continuity and delivery formats.
Social + Production starts from ₹2,00,000 plus GST a month and includes one shoot day plus in-house UGC. Use it when the calendar needs fresh people, products, demonstrations or locations that cannot be supplied through existing and stock material.
Choose a tier by the source material the month requires, not only by the count. A brand with a strong asset library may do more with Social Essentials than a brand that needs new product demonstrations but has not planned a shoot. Audit the available material before confirming the calendar.
Keep monthly requests inside the agreed decision path. Name the approver, copy deadline, product-fact source and publishing owner. When an urgent request enters, record which planned item moves. The calendar stays realistic and reporting can explain why the final mix changed.
Putting the 12-creative month to work for a real brand
A sample month for a hypothetical tile retailer
For example, take a retailer selling floor tiles. Week one carries a product post on a new range, an educational carousel on choosing tile size for a small bathroom, and a proof post showing a finished room. Week two carries a product post, an education post on cleaning grout, and a brand point of view on why they sample every batch. Week three is lighter, with only the second proof post and the action creative linking to the store page. Week four holds the third education post, the last product post, the second point of view and the flexible slot, which stays empty until a date or stock change fills it.
Why approvals break a calendar, and the rule that fixes it
Most missed posting dates come from waiting for sign-off, not from design time. Set one weekly approval window and one named approver with a deputy. Then apply a plain rule: if a creative is not approved two working days before its date, it swaps places with the flexible slot, and the late item moves to the following week. The calendar stays full and nobody posts something half-checked in a hurry, and the approver sees the cost of delay. Keep a short log of every swap. If the same approver causes three swaps in a month, the problem is the approval route, not the creative. Fix the route first, because redesigning artwork will not shorten it.
How to spot a thin month before anything goes live
Read all twelve captions in one sitting. If four of them open with the same phrase, the month will feel repetitive however good the layouts are. Check that every proof creative names a real customer, product or place, and that every education creative answers a question someone actually asked. Then ask whether any of the twelve could be posted by a competitor with only the logo changed. If the answer is yes for more than two, the month has no point of view yet, and swapping colours will not give it one. Rewrite the weakest captions before the artwork is touched.
What to send your agency in the first week
Send what already exists: product photos with their file names, the current price list, links to the pages you want visitors to reach, and the five questions your sales team hears most often. Add one paragraph on what you will not say, such as claims your legal team has refused before. A calendar built from real customer questions needs no brainstorming session. A calendar built from nothing needs the agency to guess, and guessed content reads like it, and your sales team will notice. The first month is quicker and better when the inputs arrive complete.
A decision rule for moving up a tier
Social Essentials starts from ₹1,00,000 plus GST a month. Social + Production starts from ₹2,00,000, so the step is ₹1,00,000 a month. Take it only when the plan needs people, demonstrations or locations you have no footage of. Count the items in your draft calendar that depend on new footage. If fewer than a quarter of the twelve need it, a stronger asset library and tighter planning will do more than a bigger tier. If most of them do, one shoot day each month is cheaper than chasing stock footage that never quite fits. Decide this before the calendar is confirmed, because changing tier mid-month disrupts the shoot schedule.
Evidence from DigiStreet work
A creative should be recognisable as part of the same month without repeating the same layout. Shared typography, colour, photographic treatment and copy tone create continuity while each post handles a different message.
Social Essentials is the published tier that includes 12 creatives. Social + AI increases the count to 15 creatives and adds two 30-second AI videos; Social + Production adds one shoot day and in-house UGC.
Questions people ask before using this guide
What does Social Essentials cost?
It starts from ₹1,00,000 plus GST a month.
Does Social Essentials include 12 creatives?
Yes. It includes 12 creatives, 4 to 6 stock-based videos, planning, copy, design, publishing and reporting for the agreed channels.
What is in Social + AI?
It starts from ₹1,25,000 plus GST a month and includes 15 creatives, 6 to 8 videos and two 30-second AI videos.
What is in Social + Production?
It starts from ₹2,00,000 plus GST a month and includes one shoot day plus in-house UGC.
Are all 12 creatives square static posts?
No. The agreed calendar can assign different formats and placements; the version matrix should be confirmed before production.
How should the month be measured?
Measure each message by its intended response, then use those observations to shape the next calendar.
Put the next decision on one page
Bring the current brief, the evidence you already have and the business action that matters. DigiStreet will tell you what should be checked first.
