When UGC comes back wrong, it's usually not the creator's fault. It's the brief. A vague brief leads to vague videos, extra revision rounds, and missed deadlines. A clear one gets you content you can actually use the first time.
This guide covers what to put in a UGC brief, what to leave out, and a simple template you can copy for your next campaign.
What a Good Brief Does
A good brief answers every question a creator would otherwise have to ask. It tells them what the product is, who it's for, what you want them to say, what to avoid, and when it's due. It gives enough direction to stay on brand while leaving room for the creator to sound like themselves.
What to Include
1. The product in one or two lines
What it is, who it's for, and the main reason someone would buy it. Skip the long company history.
2. The goal
Are you trying to drive sales, build awareness, or get ad creative? The goal changes how a creator approaches the video.
3. Key talking points
Two or three things you want mentioned, written in plain language. More than that and the video starts to sound like a script.
4. Do's and don'ts
Be specific. "Show the product in the first three seconds" and "don't mention competitors" are useful. "Make it engaging" is not.
5. Format and length
Platform, video length, vertical or horizontal, and whether you want raw files, a posted video, or both.
6. Examples
Link two or three videos you love. Examples do more than paragraphs of description.
7. Disclosure requirements
Remind creators to disclose the partnership clearly. See our guide to FTC disclosure rules.
8. Deadline and next steps
When the draft is due, how they submit it, and what happens after you review it.
What to Leave Out
- Word-for-word scripts. They make creators sound like ads. Give talking points instead.
- Too many must-haves. Every extra requirement makes the video feel more forced.
- Internal jargon. If your team calls it "the Q4 hero SKU," the creator won't know what that means.
A Simple Template You Can Copy
- Product: One or two sentences.
- Goal: Sales, awareness, or ad creative.
- Talking points: Two or three bullets.
- Do: Specific instructions.
- Don't: Specific things to avoid.
- Format: Platform, length, raw or posted.
- Examples: Two or three links.
- Disclosure: How to tag the partnership.
- Due date: Date and how to submit.
Tips for Better Results
- Lead with the hook. Ask creators to grab attention in the first second or two.
- Show, don't tell. The product should appear in use, not just on a table.
- Let creators be themselves. Authenticity is the whole reason UGC works.
- Review before posting. Always approve videos before they go live.
How Creator Handles Briefs
On Creator, brands can upload the brief they already have or fill in talking points, do's, don'ts, and example videos right in the campaign. Every creator goes through our training on hooks, formats, and deadlines before they film, so they know how to turn a brief into a video that works. Book a demo to see a campaign from brief to live post.
The Short Version
- Answer every question a creator would ask.
- Use talking points, not scripts.
- Be specific with do's and don'ts.
- Include examples, disclosure rules, and a clear deadline.