UGC Brief Template for Brands: What to Send a Creator Before Filming
Turn a request for a product video into a filming and delivery brief while keeping the creator's own voice.
Start with the viewer's next decision
Before discussing wardrobe or music, decide what the viewer should do: visit a product page, send an enquiry, or understand a use case. A video serving every goal is difficult to evaluate. State whether it will be used in paid advertising from the outset; that affects the versions needed, claim review and delivery requirements.
The business objective and the message are different. An objective could be service enquiries, while the message explains a step that makes buyers hesitate before booking. Specify the question, the evidence you can show, and the next action. If you are still deciding between commissioned content and distribution on an influencer's account, read UGC versus influencer marketing first.
A copyable UGC brief checklist
Product and market: correct name, country, dialect and brand pronunciation.
Audience: the buyer's need, objection and actual use situation.
Video goal: one action, with the intended landing page or contact channel.
Message and evidence: one supported benefit; ask about missing information before filming.
Shots: packaging, real use, and details that must be clearly visible.
Boundaries: unsupported claims, competitor names, personal information and off-brand elements.
Deliverables: videos, variations, aspect ratios, captions and any required raw files.
Use and approval: agreed channels, duration and paid use, approver, deadline and revision rounds.
A hypothetical household product brief
Assume a product has a verified feature: one part is easy to remove and clean. Replace 'make a great review' with: audience concerned about cleaning; message showing removal and reassembly; evidence an uninterrupted shot of the real process; action visiting the details page. This is an illustrative scenario, not a client case study or a sales forecast.
Let the creator choose natural phrasing and an opening that suits them, while keeping factual details fixed. Confirm that they understand the product before recording. A personal testimonial must reflect an actual experience, rather than a persuasive invented story. When a technical detail is unclear, the creator should ask the team instead of guessing.
Review the brief before sending it
Read it as someone seeing the product for the first time: could they film without a call to explain every line, and would the editor understand the output? Separate a pronunciation correction or trim from a reshoot caused by a changed concept. Consolidate first-cut feedback with video timestamps and approve the final version in writing.
For platform execution, TikTok's official guidance recommends vertical filming and keeping key elements clear of interface overlays. Check the actual placement's specifications during production; this planning template does not replace them. Production reference: https://ads.tiktok.com/business/en/blog/creative-best-practices-top-performing-ads
For help turning the brief into a production plan and creator selection, see the UGC service and send your requirements through the project brief. Deliverables and cost are defined in a written, scoped quote.
FAQ
Do I need a word-for-word script?
It depends on the message. Fix product names, facts and approved claims, while leaving room for natural delivery. Explicitly identify any mandatory wording rather than mixing contradictory instructions.
Does the brief replace a usage agreement?
No. It organises production and does not imply additional permissions. Define channels, duration, paid use, adaptations and files in the appropriate project agreement before execution.
What matters most for a first brief?
One goal, one audience and one supported takeaway. Then define deliverables and approval. A large reference collection cannot compensate for missing essentials.
Related service: UGC videos from verified creators
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