A UGC brief is the most important document in your collaboration with a creator. The creator doesn't know your product as well as you do and can't guess what you have in mind. What isn't in your brief usually won't appear in the video.
However, a brief doesn't need to be long. In fact, a short, clear brief works better than ten pages of wishes. In this article, you'll learn what to include, how to structure it, mistakes to avoid, and how to fill it out with your order on UGC.NL.
TL;DR
- A good UGC brief fits on one page: your goal, your audience, one core message, the proof, the structure, and what is and isn't allowed.
- Provide direction, not a script to read. A creator using their own words sounds more authentic than someone reciting a script.
- On UGC.NL, you fill in the product name, your brief, an optional script, and attachments with your order. Once saved, you can't edit them.
- Most revisions are due to a vague brief. Being clear upfront gets you a video that's ready to use faster.
Why a Good UGC Brief Makes All the Difference
A creator makes a video based on what you provide. If your brief is vague, the creator fills in the gaps themselves. Sometimes this works out, but often you get a video that doesn't quite fit: the wrong tone, the product shown too late, or a message that doesn't resonate with your audience.
A clear brief prevents this. You'll get a video you can use right away, need fewer revisions, and the creator knows exactly what's expected. This saves you time and gives the creator confidence to deliver their best work.
Moreover, a brief is reusable. Once you have a good base, you only need to tweak it slightly per creator or campaign. This way, you work faster and the quality of your videos becomes more consistent.
What to Include in a UGC Brief?
A good brief fits on one page. Include these elements to provide everything the creator needs:
The goal: what the video is for, such as an ad, your product page, or social media
The audience: who the video is for and the situation they are in
The core message: the main promise of your product, plus the proof
The structure: the order of hook, problem, product, proof, and closing
Do's and don'ts: what must be shown and what you don't want to see or hear
Practical matters: format, length, subtitles, and what happens with the product
If you notice your brief is getting much longer, you're probably trying to include too much in one video. Opt for two videos with their own messages instead.
Start with Your Goal and Audience
First, tell the creator what the video is for. An ad on TikTok requires a quick opening and a clear call-to-action. A video for your product page can be more relaxed and informative. Knowing the goal helps the creator make better choices in pace, length, and tone.
Then describe your audience. Not just age and gender, but especially the situation. 'Parents with little time in the morning' tells a creator much more than 'women aged 30 to 45'. The better the creator can empathize, the more relatable the video becomes.
Also mention the channel where the video will be shown. This determines the format. For TikTok, Reels, and Stories, you need a vertical video, while for your website or YouTube, a horizontal one is often required. This prevents you from having to crop later and losing important parts.
Choose One Core Message and Provide Proof
The biggest pitfall is wanting to tell too much. Your product may have ten benefits, but in a 30-second video, only one will come across well. Choose one core message per video and optionally provide two supporting points.
Also tell the creator how to show that message. Viewers believe what they see, not what they hear. If your product needs to work quickly, show it in real time. If it's easy to use, have the creator demonstrate it with one hand. This turns a promise into proof.
Only include claims you can substantiate. Don't promise medical results or results that don't apply to everyone. This is not only fairer, but it also avoids issues with TikTok and Meta's advertising rules.
Provide Direction, Not a Script to Read
A creator reading your text word for word quickly sounds like an ad. And that's exactly what you want to avoid with UGC. Write down what needs to be said, not exactly how. Let the creator tell it in their own words.
Do provide a fixed structure. For example: a hook in the first three seconds, then the problem, the product in use, the proof, and a clear closing. This order provides guidance while allowing the creator enough freedom to come across naturally.
An exception is the hook. The first sentence determines whether someone keeps watching, so you can be more specific there. Provide two or three examples of opening lines and ask the creator to record a few. If you order a package with multiple hooks, you can test these variations later in your ads.
Do's and Don'ts in Your Brief
Clearly state what must be in the video and what you don't want to see. This prevents most revisions. Keep the list short and concrete so the creator can easily remember it while filming.
Do | Don't |
|---|---|
Show product in the first seconds | Mention competitor names |
Mention product name at least once | Use copyrighted music |
Film in daylight with clear sound | Make claims you can't substantiate |
Show the product in use | Have a cluttered background |
End with one clear action | Sound too salesy |
If you have brand guidelines, like a color that shouldn't appear or a word your brand never uses, include those too. What seems obvious to you, a creator won't know automatically. One sentence in your brief can prevent an entire revision round.
How to Fill Out the Brief on UGC.NL
On UGC.NL, you fill in the details with your order after purchasing a package. First, provide the product name, like 'Bamboo Hairbrush' or 'Fitness App'. Then write your brief: the project, the desired setting, your specific wishes, and all the details the creator needs to know.
If you have a script or storyboard, paste it into the script field. If not, you can indicate that the creator should create their own script and brief. Upload example videos, your logo, or a product photo as attachments so the creator has everything in one overview.
If you're sending a physical product, fill in the Track & Trace code and indicate whether the creator can keep the product or if it needs to be returned. The delivery time starts only after the creator confirms receipt.
Note
once saved, you can't edit the product name, script, or brief. So read everything carefully before saving. Discuss any forgotten details in the chat with the order.
An Example of a Short Brief
Below is an example of what a brief for an ad might look like. The brand sells a facial serum through a webshop and wants a vertical video for Instagram Reels.
Goal and Audience
an ad for Instagram Reels, targeting women with dry, sensitive skin after a long workday and little time for an extensive routine.
Core Message
the serum absorbs quickly and feels instantly nourishing. Show how to apply it and that you can immediately continue with your evening.
Structure
open with one of the three hooks, briefly talk about your dry skin, apply the serum in front of the mirror, show how quickly it absorbs, and end with where to order it.
Practical
vertical format, 20 to 30 seconds, daylight, no music, and no subtitles, as we will add those ourselves. You can keep the product.
Common Mistakes in a UGC Brief
The first mistake is a brief without a goal. 'Make something fun with our product' results in a video that isn't really intended for anything. Always start with where the video will be shown and what the viewer should do next.
The second mistake is too many messages in one video. A creator who has to mention five benefits makes a video that sounds like a list. Choose one message and save the rest for another video.
The third mistake is a fully written script that must be read verbatim. This removes the authenticity from the video, and that authenticity is precisely why you choose UGC.
Finally, many brands forget the practical part: format, length, subtitles, and what happens with the product. These are small details, but they determine whether you can use the video immediately or need to have it adjusted first.
Ready to Write Your First Brief?
Choose a creator on Find Creators, order a package starting at €59, and fill in your brief directly with the order. Find Creators
Frequently asked questions
A good brief fits on one page. Describe your goal, your audience, one core message with proof, the structure, do's and don'ts, and the practical matters. If your brief is much longer, you're probably trying to include too much in one video. Opt for two videos with their own messages instead.
Yes. There is a separate field for a script or storyboard with the order on UGC.NL. If you don't have a script, you can indicate that the creator should create their own script and brief. If you write a script yourself, provide direction and leave room for the creator's own words.
Once saved, you can't change the product name, script, or brief. So read everything carefully before saving. If you've forgotten something or want to clarify, discuss it in the chat with the order so the creator knows in time.
In the order details on UGC.NL, you can upload attachments like example videos, product photos, or your logo. An example often says more than a long description. Be sure to mention what you specifically like about the example, such as the opening, pace, or setting.
After delivery, you have 72 hours to accept, request a revision, or reject. If the video deviates from your brief, request a revision and explain what needs to change. If the video clearly doesn't meet the agreements, you can reject the delivery.