Guide
How to brief a UGC creator
A good brief is the difference between content that needs endless revisions and content you can use straight away. The best briefs give the creator enough direction to understand your brand, enough freedom to bring their own style, and enough detail to get the practical things right.
1. Describe your product or service
Start with the basics: what are you selling, who is it for, and what problem does it solve? Don't assume the creator knows your brand. Include links to your website, social accounts, and any existing content you like.
2. Define your audience
Tell the creator who you want to reach. Age range, location, interests, and what stage of the buying journey they're in all affect the tone of the content. A video aimed at first-time buyers should feel different from one aimed at people who already know your brand.
3. Say what you need
Be specific about deliverables: how many photos or videos, what orientation, what length, and what format you need them in. If you want raw footage, multiple hooks, or variations for A/B testing, say so upfront.
4. Share your messaging
Give the creator the key points you want communicated, but avoid scripting every word. UGC works because it sounds natural. A list of "must-include" messages or "avoid" phrases is more helpful than a full script.
5. Set the creative direction
Share examples of content you love — even if they're from other brands. Note the tone, pacing, setting, and style. The more visual references, the better. At the same time, leave room for the creator to suggest their own ideas; they're the ones who know what performs on their platforms.
6. Agree usage rights upfront
Be clear about where the content will be used: organic social, paid ads, website, email, or in-store displays. Also say how long you need the rights for. This avoids awkward renegotiation later and helps the creator price the project accurately.
7. Set a timeline
Include your ideal shoot date, delivery date, and any campaign launch date. Creators often book shoots in advance, and clear timelines help everyone plan. If you need a fast turnaround, mention it early so the creator can confirm availability.
What to avoid in a brief
- Too many messages in one video — pick one main idea.
- Over-scripting — UGC should feel natural, not read from a page.
- Vague feedback like "make it pop" — be specific about what to change.
- Leaving usage rights until after delivery — agree them before filming.
Submit your brief now
Our form walks you through each of these sections so creators know exactly what you need.