UGC Brief Generator

The number one reason UGC campaigns fail is not bad creators. It is bad briefs. A creator is not a mind reader. If you did not tell them to shoot the product from the side, to avoid filming in direct sunlight, or to leave space for captions, they will not do those things, and you will burn your budget on revisions. A good brief front-loads every preference you would otherwise have to correct after delivery.

Write do's and don'ts as if you are training a new hire on day one. ‘Do: show the fabric close-up for at least 2 seconds. Don't: film in your car.’ The more specific, the fewer revisions. A rule of thumb: if you wrote a revision note on a past campaign, that note belongs in the next brief.

Usage rights are the part most brands forget, and the part that costs the most when it goes wrong. Specify how long you can use the content, on which platforms, and whether you can run it as paid media. Creators who have been burned will charge extra if rights are vague. Creators who are newer will say yes to everything and then ask for more when you boost the video. Get it in writing in the brief.