UGC creator brief template

What a good UGC brief includes

1. The goal: what the video is for (an ad, organic, a launch) and who it's for.
2. The format: the shape of the video (talking head, slideshow, face to demo…).
3. 2 to 3 example videos: the fastest way to show tone, pacing and framing.
4. The hook: the first line or first frame, or a few options to try.
5. One key message: the single thing a viewer should remember.
6. Do's and don'ts: the rules that matter, in a few words each.
7. Deliverables: length, number of versions, raw files, deadline and usage rights.

The template

Copy this into your brief doc, email or inspo list description.

UGC BRIEF: [Brand / product]

Goal: [e.g. Paid ad on TikTok for new users]
Audience: [who is watching, in their words]
Format: [e.g. Talking head, 20–30s, filmed on your phone]

Examples to watch first:
1. [link] Why it works: [one line]
2. [link] Why it works: [one line]
3. [link] Why it works: [one line]

Hook (first 2 seconds), try one of:
- "[hook option 1]"
- "[hook option 2]"

Key message: [the one thing to remember]
Show the product by: [second 3–5]

Do:
- [e.g. Film in natural light]
- [e.g. Talk like you would to a friend]
Don't:
- [e.g. Read from a script]
- [e.g. Say "link in bio"]

Deliverables: [e.g. 3 versions, raw + edited, 9:16, captions on]
Deadline: [date]   Usage: [e.g. organic + paid, 90 days]

A filled-in example

For a sleep app, briefing a talking-head video:

Goal: TikTok ad for people who can't switch off at night
Format: Talking head, 20–30s, phone camera, bedroom at night

Example: "I made an app that…" Why it works: founder face and
the problem in the first second. Feels like a friend, not an ad.

Make it ours: Open on the 3am scroll. Cut to the app's
wind-down screen by second 3.

Do: hold the phone to camera · one take, no jump cuts
Don't: say "link in bio" · read from a script

Why examples beat written briefs

Creators read briefs fast, often on their phone. A paragraph describing “authentic, energetic but calm” means something different to everyone. A 20-second example means the same thing to all of them.

Put the examples first and keep the words for what a video can't show: your key message, the rules, and the deliverables. That's the idea behind a UGC swipe file.

Common mistakes

• A long doc nobody reads to the end. Keep it to one screen.
• Ten key messages. Pick one per video.
• No examples, or examples with no reason. Say why each one is there.
• Scripts word for word. Give the hook and the message; let the creator sound like themselves.
• Forgetting deliverables: length, versions, raw files and usage rights cause the most back-and-forth.