How to create a great brief for UGC creators

When brands work with UGC creators, it's crucial that a clear and concise brief is created. A brief is the foundation of the collaboration - it ensures that the creator understands the framework and that the brand ends up with content that is both authentic and useful. It also gives creators the freedom to be creative and create something that feels real.

A good brief can be divided into three main areas: Guideline, Do's & Don'ts and CTA/Purpose.

Guideline - The direction of the video

Guidelines are about giving creators a framework for how the video should be filmed without stifling their creativity. Typically, the focus is on the mood of the video, length and practical details.

For example, the video should be filmed in a bright and inviting environment, preferably at home or somewhere that feels natural. Light plays a big part, so there should be good light on the face so that the expression is clear. When the creator speaks in the video, it should be done energetically, positively and with credibility - almost as if speaking directly to a friend.

Another important guideline is to make sure that the product is shown in use. It's not enough to just hold it up in front of the camera. The viewer should be able to see how the product works and how it actually helps in everyday life. The length of the video should also be specified, e.g. between 20 and 40 seconds, so that the content remains sharp and engaging.

Guidelines act as a map of how the brand wants content to look and feel. It's a way to create consistency and quality across different creators.

Do's & Don'ts - The quick to-do list

Where guidelines set the framework, Do's & Don'ts act as a kind of checklist for creators. This is where you can make it clear what works and what to avoid at all costs.

For example, it's important that creators are authentic and personal in their approach. Audiences don't engage with stiff, promotional videos, but with content that feels real. Therefore, creators should speak in short and simple sentences so the message is easy to understand and the product should be presented clearly from multiple angles so the viewer quickly understands what it is and how to use it.

On the other hand, there are things you should avoid. This includes mentioning competitors or other brands in the video. This can cause confusion or distract from the main message. You should also avoid excessive effects or filters that make the content less authentic. Background noise, bad sound or dark surroundings can ruin the whole video, so this is a definite don't. Finally, it's important to avoid complicated technical terms. UGC should be easy to understand and speak directly to the consumer.

This section helps creators navigate brand expectations and reduces the risk of errors and misunderstandings.

CTA/Purpose - Why should the video be made?

The final and perhaps most important part of a brief is the purpose of the video. If creators don't understand what the content is trying to achieve, the video may end up without direction.

The purpose can vary depending on the campaign. Perhaps the video is made as part of a brand awareness strategy to build trust and curiosity in the viewer. In other cases, it may be about driving sales or traffic to a website. Either way, it should be made clear to the creator what the primary goal is.

A good way to end the video is with a clear call to action. It can be very simple messages like: "Click the link and try for yourself", "Order today and feel the difference" or "See more via the link below". The point is that the viewer should always be guided further, so the content doesn't just stop without a direction.

Template for Brief

Conclusion

Creating a good brief for UGC creators is not about creating a long manual. It's about clarity and simplicity. A strong brief consists of three parts: clear guidelines, a clear list of do's and don'ts and a well-defined purpose with a sharp CTA.

With these three elements in place, it's much easier for creators to deliver content that resonates with the brand's tone and audience - while giving them the freedom to create authentic content that actually engages.

In other words, a good brief is not just a tool for creators. It's an investment in the quality of the content and the success of the campaign.