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How do you brief UGC creators?
Give creators everything on one page: the product and who it's for, the single problem to focus on, required and banned claims, three hook options, key shots (product in hand, in use), length, aspect ratio, deadline and what usage rights you're buying. Clear briefs mean fewer revisions, and most platforms limit revisions to the brief.
Also answers: What does a UGC brief look like?
What a one-page brief includes
- Product: what it is, price, link, what makes it different.
- Customer: who buys it and the problem they have.
- Key message: the one thing the viewer should remember.
- Hooks: three options to try as openings.
- Talking points: two or three, in plain language.
- Must say / must not say: required wording and banned claims.
- Required shots: product in hand, in use, packaging.
- Specs: length, 9:16, sound on, captions or not.
- Deliverables: number of videos and hook versions.
- Deadline and usage rights being purchased.
- Reference: one ad you like, and why.
Why clarity saves money
Marketplaces usually limit revisions to what the brief asked for. Billo, for example, includes two revisions within the brief's scope. A vague brief means paying again for changes you could have specified.
Mistakes to avoid
- Writing a full word-for-word script; creators sound better in their own words around fixed key points.
- Listing ten benefits instead of one message.
- Forgetting to say what can't be claimed.
- Leaving rights until after delivery.
Platforms such as Insense provide brief templates inside their campaign tools.
Prefer not to manage creators? ScrollStop Labs writes and produces UGC-style ads from a short email brief, with no calls.