Free Guide

Free guide: How to Brief a UGC Creator

The 5 things every brand should include in a UGC brief — so you get scroll-stopping content on the first round, not the third.

Read the first step below ↓

Here's the thing most brands get wrong: they think a UGC brief is just telling a creator what product to film. But the difference between content that converts and content that sits at 200 views? It's almost always in the brief.

I've worked with brands like HelloFresh, Abbott Lyon, Boohoo, and Free Soul — and the ones who get the best content from me are the ones who give me the clearest briefs. This guide shows you exactly how to write one.

Start with the goal, not the product

Before you describe what you want the video to look like, tell your creator what you need it to do. These are very different briefs:

Clear goal

✓"We need a TikTok ad that drives clicks to our spring collection landing page"
✓"We want an authentic review that builds trust with first-time buyers"

Vague goal

✗"Just make something fun and engaging!"
✗"We want it to go viral"

Tip: Quick framework: "This content will be used for [platform] to [goal] targeting [audience]." That single sentence gives your creator 80% of what they need.

When a creator knows the goal, they can tailor everything — the hook, the pacing, the call to action, even the lighting mood. "Drive sales" and "build brand awareness" need completely different creative approaches.

Share your brand voice (even a rough one)

UGC works because it feels authentic — but it still needs to feel like your brand. You don't need a 40-page brand guideline. A few sentences are enough:

1Tone in 3 words — e.g. "warm, cheeky, confident" or "clean, minimal, aspirational"
2Words to use — any key phrases, product names, or taglines you want included
3Words to avoid — anything off-brand or that competitors use
4Reference content — 2-3 links to UGC or ads you love (from any brand, not just yours)

Watch out: Common mistake: Sending 15 reference videos. Your creator will try to merge all of them and the result will feel confused. Pick your top 2-3 and explain what specifically you like about each one — the hook? The pacing? The aesthetic?

Be specific about deliverables

This is where most briefs fall apart. 'A few videos' means something different to every person. Spell it out:

1Number of videos/photos — "3 videos, each 15-30 seconds"
2Aspect ratio — 9:16 for TikTok/Reels, 1:1 for feed, 16:9 for YouTube
3Platform — content for TikTok feels different to content for Instagram
4With or without captions? — if you want text overlays, say so upfront
5Raw footage needed? — some brands want B-roll or extra clips for repurposing
6Usage rights — will you use this as a paid ad? For how long? On which platforms?

Note: On usage rights: This matters more than most brands realise. Organic posting and paid advertising are different licensing tiers for most creators. Being upfront about intended use avoids awkward conversations later — and usually gets you a better rate.

Give creative freedom (with guardrails)

This is the paradox of great UGC: the more freedom you give a creator, the better the content — but only if the brief is clear enough that they know the boundaries.

Think of it as a corridor, not a cage. You set the walls (brand voice, goal, key messages) and let the creator move freely within them.

Good guardrails

✓"Start with a hook about a relatable problem"
✓"Mention the key ingredient but keep it conversational"
✓"Show the product in use within the first 3 seconds"

Too controlling

✗"Say exactly: 'Oh my god you guys, this changed my life'"
✗"Film from this angle at this time of day"
✗"Use this exact script word for word"

Scripted UGC almost always underperforms. If you're writing a word-for-word script, you're paying for an actor — not a creator. Trust the creator you hired.

Include the boring (but essential) logistics

Nothing kills momentum like a back-and-forth email chain about delivery dates. Include these in every brief:

1Timeline — when do you need the first draft? When's the final deadline?
2Revision rounds — how many are included? (Industry standard is 1-2)
3Delivery method — Google Drive, WeTransfer, or direct upload?
4Product shipping — are you sending the product? When will it arrive?
5Point of contact — who should the creator message with questions?
6Payment terms — when and how will they be paid? (50% upfront is common)

Tip: Pro tip: Build in buffer time. If you need content by the 15th, set the brief deadline for the 10th. Creators are juggling multiple brands — and a short buffer means you can request a small tweak without blowing your timeline.

The one-page brief template

Copy this, fill it in, send it to your creator. Done.

Copy-paste template

Brand & Product

[Brand name] — [Product name & one-line description]

Goal

This content will be used for [platform] to [goal] targeting [audience].

Brand Voice

Tone: [3 words]. Key messages: [what must be communicated]. Avoid: [anything off-limits].

Deliverables

[Number] x [format] — [duration] — [aspect ratio]. Raw footage: [yes/no]. Captions: [yes/no].

Creative Direction

[Suggested hook or angle]. Reference links: [2-3 URLs]. Must include: [product shot / key ingredient / CTA]. Creator has freedom to: [interpret the angle / choose setting / ad-lib dialogue].

Usage Rights

Organic only / Paid ads on [platforms] for [duration]. Whitelisting: [yes/no].

Logistics

Product ships: [date]. First draft due: [date]. Final deadline: [date]. Revisions: [number]. Deliver via: [method]. Contact: [name & email].

Payment

[Total fee]. [50% upfront / on delivery / net 30]. Payment via [method].

Want the rest?

Drop your email and I'll send you Steps 2–5 + the one-page brief template. Read it here straight after, and keep a copy in your inbox.

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Ready to work with a UGC creator who gets it?

A great brief gets you 80% of the way there. The other 20% is hiring the right creator.

Work with Serena