<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

# Creative Review Checklist

> Use before launching any creative and when analysing performance.

## Pre-Launch QA

### Technical Requirements

**Video:**
- [ ] Correct aspect ratio (9:16, 4:5, 1:1)
- [ ] Resolution ≥1080p, file <4GB
- [ ] Audio clear and balanced
- [ ] Captions added and timed correctly
- [ ] No watermarks or tool logos
- [ ] Length within recommended range

**Static Image:**
- [ ] Correct dimensions for placement
- [ ] No pixelation; file <30MB
- [ ] Text <20% of image area
- [ ] No small/unreadable text on mobile

**Carousel:**
- [ ] All cards same size/ratio
- [ ] First card strong standalone; final card has CTA
- [ ] Each card adds value; swipe direction logical

### Content Quality

**Hook (First 3 Seconds/Line):**
- [ ] Stops the scroll; creates curiosity or addresses pain
- [ ] Works without sound (video); clear who this is for

**Body:**
- [ ] Value proposition and benefits clear (not features)
- [ ] Social proof included
- [ ] Message easy to understand without jargon

**Call to Action:**
- [ ] CTA clear, specific, and matches objective
- [ ] No friction in the ask

### Brand & Compliance

**Brand Standards:**
- [ ] Logo, colours, and tone match brand guidelines
- [ ] Consistent with other active creative

**Policy Compliance:**
- [ ] No prohibited content or personal attribute claims
- [ ] No misleading claims; testimonials are real
- [ ] Proper disclosures if needed

### Copy Review

**Primary Text:**
- [ ] Hook in first sentence; scannable format (bullets/emojis)
- [ ] CTA included; length appropriate for mobile

**Headline:** Under 40 chars; benefit or offer clear; matches primary text

**Description:** Supports headline; adds info or secondary CTA

### Mobile Test

- [ ] Watched on actual phone screen
- [ ] Text readable at a glance; hook works in feed context
- [ ] Would YOU stop scrolling?
- [ ] Shown to non-marketer for gut check

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## Performance Analysis

### Live Creative Review

**Per-Ad Metrics:**

| Metric | Value | vs Benchmark | Status |
|--------|-------|--------------|--------|
| Impressions | | | |
| CTR | | >1%? | |
| Hook Rate (3s) | | >30%? | |
| Hold Rate (15s) | | >30%? | |
| CPA | | ≤Target? | |
| Frequency | | <3? | |

**Diagnostic Questions:**
- [ ] Scaling or plateauing?
- [ ] Fatigue signs (declining CTR, rising frequency)?
- [ ] What's working to iterate on? What's not working to avoid?

---

## Creative Scorecard

Rate each element 1–5:

| Element | Score | Notes |
|---------|-------|-------|
| Hook Strength | /5 | |
| Visual Quality | /5 | |
| Message Clarity | /5 | |
| Social Proof | /5 | |
| CTA Effectiveness | /5 | |
| Brand Consistency | /5 | |
| **Total** | /30 | |

**Score Guide:** 25–30 launch-ready · 20–24 minor fixes · 15–19 significant revision · <15 back to drawing board

---

## Post-Mortem

**Winning Creative:**
- [ ] What hook and emotion worked?
- [ ] What format and proof was used?
- [ ] How can we iterate?

**Losing Creative:**
- [ ] Where did people drop off?
- [ ] Was the hook strong enough?
- [ ] Did the message match the audience?
- [ ] What would we do differently?
