Your UGC video brief is one of the most underrated tools in your campaign.

Done right, it saves time, aligns expectations, and sets creators up to deliver exactly what you need — without a million back-and-forths. Done wrong? It leaves creators confused, delays production, and results in content that misses the mark.

In this guide, you’ll learn how to write a UGC brief that’s short, clear, and actually helps creators succeed — complete with a breakdown of what to include, real examples, and bonus tips most brands forget.

Let’s dive in. ✍️

First, Why Does the Brief Matter So Much?

We’ve reviewed thousands of UGC briefs. Some attract top-tier creators in hours. Others… crickets. And most of the time, it comes down to one thing:

Clarity.

A well-written brief doesn’t overwhelm — it communicates the essentials quickly and inspires creators to bring your vision to life. It should be short, specific, and easy to follow.

So if you’re thinking of writing a 1,000-word campaign essay… don’t. Here's how to do it better.

What to Include in a High-Converting UGC Brief

1. Objective / Campaign Context

Start with one or two sentences explaining what the campaign is about and what success looks like.

Example:
“This video will be used as a paid TikTok ad to promote our new caffeine-free pre-workout. We want to position it as a clean, crash-free energy source for busy professionals.”

This sets the tone and tells creators how their video will be used — which influences everything from tone to pacing.

2. Creative Direction

Here’s where you give creators the meat of what you want. Keep it structured and actionable.

Break it down into:

• Key talking points or product features
  What should they mention or focus on?
• Emotional angle or desired outcome
  How should the viewer feel after watching?
• Video format preference
  Do you want a testimonial, tutorial, unboxing, or skit?
• Specific do’s or don’ts
  Example: “Please show the product being used in natural daylight” or “Avoid saying ‘cure’ — we don’t make medical claims.”

Bonus: Want to go the extra mile? Map out the structure:

Hook (0–5 seconds):
Quick attention-grabber. Suggest a line or style you know works (e.g., “This replaced my coffee after one try!”)

Body (5–25 seconds):
The main message. Showcase benefits, tell a story, show the product in use.

Call-to-Action (final 5 seconds):
What do you want the viewer to do next? Buy? Click? Use a code?

Even if you don’t need a full structure, listing strong hook or CTA examples can give creators a creative jumpstart.

3. Brand Guidelines

If you have specific style rules, voice/tone, or sensitive topics to avoid — now’s the time to mention them.

Keep it brief. This isn’t a 20-page brand book.

Examples:

• Avoid: “Cure,” “Best in the world,” or competitive comparisons.
• Do use: “Clean,” “Daily-friendly,” “Backed by science.”
• Please don’t mention results for skin conditions like eczema.

4. Visual References & Inspiration

A great brief shows and tells.

Drop links to past high-performing videos, TikToks from your brand or competitors, or anything you love the vibe of. Visual references reduce ambiguity and set the bar for quality and tone.

Examples of what to share:

• Your best-performing UGC ads
• TikToks with hooks or edits you love
• Moodboards, if relevant

5. Optional: Shot List or Scene Suggestions

If you’re running ads and need specific visuals, now’s your chance.

Example:

• Start with a shot of your face + the product
• Use it in your morning routine
• Close with a close-up of the packaging + CTA voiceover

This isn’t always necessary — but if you’re particular about what’s shown, don’t assume. Say it.

Bonus Tips: What Creators Also Care About

✅ Choose the Right Creators

No matter how strong your brief is, it won’t matter if the creator isn’t a good match. Pick people who align with your audience — not just in age or gender, but in energy, tone, and style.

On platforms like Clip or Beami, you can browse creator portfolios and intro videos before choosing who to work with. Take the time — it matters.

✅ Consider Add-Ons (Like Captions or Variations)

Some platforms let you request extras like:

• Captions (great for increasing watch time)
• Music (sets mood instantly)
• Video variations (different hooks or CTAs to test)

If you're running ads, A/B testing different versions is huge. Consider asking for 2–3 slightly different takes with the same brief.

UGC Brief Example Template

Here’s a quick mock-up you can use and adapt:

Campaign Goal:
Promote our new sugar-free hydration powder through a 30-sec TikTok ad that feels natural and energetic.

What to Include:
✅ Show the powder being poured into a water bottle
✅ Mention it has electrolytes but no sugar
✅ Share how it helps with focus during busy days
✅ Mention “hydration without the crash” or similar wording

Style/Vibe:

• Energetic, casual, selfie-style preferred
• Daylight setting or active context (workout, walking, etc.)

Hook Idea:
“I didn’t expect this hydration powder to become my new energy hack... but here we are.”

CTA:
“Use my link below to try it free for 7 days!”

Avoid:
Don’t mention medical benefits or claim it's a performance enhancer.

Reference Video:
[Link to a high-performing TikTok ad]

TL;DR: A Killer UGC Brief is Clear, Concise, and Creator-Friendly

You don’t need a novel. You need a roadmap.

By keeping your brief short, organized, and filled with the right context, you’ll not only get more creators applying — you’ll get better results. And faster.

🎯 Set the goal.
🎬 Give creative direction.
🎨 Share visuals.
✅ Pick the right people.

That’s it. You’re ready to start creating content that actually converts.