UGC Brief Template
A UGC brief is more production-spec than a typical influencer brief, because the creator is shooting content for you to run as ads or on your own channels — not posting to their own feed. That means the brief needs to cover things influencer briefs usually don't: hook ideas, shot list, aspect ratio, and how many variations you need.
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UGC briefs need a shot list, not just a vibe
Because UGC creators are shooting raw material for ad testing, briefs that specify a rough shot list (unboxing, problem/solution setup, product-in-use, testimonial-to-camera) and a few hook options for the opening 2 seconds produce far more usable footage than a general "show the product" instruction.
Format and delivery specs matter more here
State the aspect ratio (9:16 vertical is standard for UGC ad creative), target length (often 15-30 seconds for testing), whether you need multiple hook variations of the same core video, and whether you want raw clips, a finished edit, or both.
Give creators the pain point, let them write the words
The best-performing UGC rarely reads like brand copy — it reads like a real person talking. Briefs that hand creators a script tend to produce stiffer content than briefs that give the pain point/benefit and let the creator phrase it in their own words.
Frequently asked questions
Is a UGC brief different from an influencer brief?
Yes — UGC briefs focus on production specs (shot list, format, hooks, variations) since the content is meant to be repurposed as ads rather than posted organically by the creator.
Do I need multiple hook variations in the brief?
It helps. Ad performance often hinges on the first 2 seconds, so asking for 2-3 hook variations of the same core video gives you more to test without paying for entirely separate shoots.
Can I reuse the same brief for multiple creators?
Yes — a well-written UGC brief is meant to be sent to several creators so you can compare styles and pick the best-performing content.
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