How to brief UGC creators

Why the brief matters so much

A UGC creator has a few minutes with your product and none of your context. If the brief is vague, you get generic videos: "I love this product, it's amazing, link in bio." If it's over-scripted, you get stiff videos that look like ads. A good brief gives direction and freedom at the same time.

The brief, section by section

1. Objective

One sentence on what the video is for and where it will run. "A 30-second testimonial-style ad for Instagram Reels and Stories, aimed at first-time buyers." Placement changes everything from length to framing.

2. Who the buyer is

Describe the person the video should speak to: age, situation, what they've tried before, what they care about. The creator should be able to picture them.

3. The problem and the promise

What frustration does the product solve, and what changes after using it? Keep it concrete: "my hair gets frizzy in humidity," not "haircare struggles."

4. Objections to answer

List the three or four doubts that stop people buying: price, quality, size, taste, delivery, how long results take. Each video should handle at least one convincingly.

5. Hooks to film

Give the creator three to five opening lines to record. The first two seconds decide whether anyone watches. Variety helps: a question, a bold statement, a relatable moment, a visual reveal.

6. Key points (must-say)

Two or three messages that have to come through, written as ideas, not lines to read word for word.

7. What not to say or show

Claims you can't substantiate, competitor names, medical or financial promises, discount codes that have expired, other brands' logos. This protects you legally and saves reshoots.

8. Filming notes

Vertical 9:16, natural light, clean but real setting, product label visible, how to hold or apply the product, and audio quality. Ask for a few seconds of B-roll: close-ups, product in use, packaging.

9. Deliverables

Number of videos, lengths, number of hook variations, raw footage or edited files, captions or not, file format, and deadline.

10. Usage rights and disclosure

Where the content can be used (organic, paid, website), for how long, whether partnership ads are allowed, and any disclosure requirements. Agree this before filming.

Script or no script?

For most UGC, give a structure, not a script: hook, problem, product moment, proof or result, call to action. Let the creator say it in their own words. Fully scripted lines usually sound read. The exception is regulated claims, where exact approved wording matters.

Review checklist when videos arrive

• Does the hook land in the first two seconds?
• Is the product clearly visible and correctly used?
• Are claims accurate and approved?
• Is the audio clear, and is the framing safe for captions and platform UI?
• Do you have the hook variations and B-roll you asked for?

Turning briefs into a system

The real value comes from repetition: brief → produce → test as ads → learn which angles and hooks won → write the next brief around them. That loop is how we run UGC production for brands. If you're new to UGC, start with what UGC is, and for D2C brands, see UGC for D2C.