How to create the perfect brief

How to Create a Strong Brief for UGC Creators

When brands work with UGC creators, having a clear and precise brief is crucial. The brief is the foundation of the collaboration—it ensures that the creator understands the framework and that the brand receives content that is authentic and useful. At the same time, it gives creators the freedom they need to be creative and produce content that feels genuine.

A Good Brief Has Three Core Elements:

Guidelines, Do’s & Don’ts, and CTA/Purpose

Guidelines – The Direction for the Video

Guidelines provide a framework for how the video should be filmed without limiting the creator’s creativity. This usually includes the tone, style, environment, and technical expectations.

For example, the video could be filmed in a bright, natural setting—at home or somewhere that feels real. Lighting should be clear and flattering, especially on the face. When speaking, the creator should sound energetic, personal, and trustworthy—as if talking to a friend.

It’s also important that the product is shown in use, not just held up. Viewers must see how it works and how it fits into everyday life. Clarify the ideal length as well (e.g., 20–40 seconds) to ensure the content stays sharp and engaging.

Guidelines set the creative direction and help ensure consistent quality across multiple creators.

Do’s & Don’ts – The Quick Checklist

While guidelines define the tone, Do’s & Don’ts make expectations concrete and easy to follow.

Do’s (What the creator should do):

• Be authentic and personal

• Speak in clear, simple sentences

• Show the product from multiple angles

• Keep the energy positive and natural

Don’ts (What to avoid):

• Mentioning competing brands

• Overusing effects, filters, or staged elements

• Filming in dark environments or with poor audio

• Using complicated jargon

This list helps avoid misunderstandings and improves the chances of getting strong content on the first try.

CTA / Purpose – Why the Video Is Being Made

The final—and often most important—part of a brief is the purpose. If the creator doesn’t understand why the video is being made, the content risks losing direction.

Different campaigns have different goals:

• Brand awareness

• Engagement

• Traffic to a website

• Direct conversions or sales

Make the main goal clear so the creator delivers the right message.

End the video with a simple, strong call to action, such as:

• “Click the link and try it yourself”

• “Order today and feel the difference”

• “Learn more via the link below”

Always guide the viewer toward the next step.

Conclusion

A good UGC brief is not a long instruction manual. It’s about creating clarity and simplicity.

A strong brief includes:

1. Clear guidelines

2. A practical Do’s & Don’ts list

3. A well-defined purpose and CTA

When these three elements are in place, creators can deliver content that matches the brand’s tone and goals—while still having the freedom to produce authentic, engaging UGC that performs.

A great brief is not just a tool for creators.
It is a direct investment in higher content quality and stronger campaign results.