Creator (UGC) brief

Most reshoots happen because the brief left something out. Fill in every section below before you contact a creator, and send the same brief to everyone you work with.

Brand basics

• Brand name and what you sell, in one sentence.
• Who the video is for, described as one real person.
• Three words for the tone, for example warm, direct, playful.
• Words and claims to avoid.

The video

• The one message the viewer should remember.
• The hook: the exact first line, or two options to choose from.
• Length and orientation, for example 30 to 45 seconds, vertical.
• Where it will run: organic post, ad, or both.

Must-show shots

• The product in use, close up, in good light.
• The result or moment of relief.
• The creator speaking straight to camera at least once.
• Packaging or logo, only if it fits naturally.

Do's and don'ts

• Do film in natural light and in a quiet room.
• Do keep it conversational; no script reading.
• Do not show competitor products or logos.
• Do not make health, money or results claims we have not approved.

Deliverables and usage rights

• Number of videos and versions (for example one main cut plus two alternative hooks).
• Raw footage included or not.
• Where and how long you may use the content, including as paid ads.
• Deadline, payment amount and payment date.