How to Write a UGC Brief That Gets the Video You Want

Why the brief matters so much

A creator only knows what you tell them. If the brief is vague, they will fill the gaps with guesses, and you will spend revision rounds correcting things that could have been stated upfront. If the brief is overloaded with ten messages and a word-for-word script, the video will sound stiff and unnatural, which defeats the purpose of UGC.

The goal is a brief that is short enough to read in two minutes and specific enough that two different creators would make broadly similar videos from it.

Start with the hook

The first two or three seconds decide whether anyone watches the rest. Give the creator a hook idea or angle, such as a relatable problem, a surprising result or a bold statement about the product. You do not need exact words, but you should be clear about the feeling and the promise of the opening.

If you plan to run the video as an ad, consider ordering extra hook variations. Testing several openings on the same video body is one of the most efficient ways to improve ad performance.

Limit key messages to three

Pick no more than three things the viewer should remember. More than that and the video becomes a list of features that nobody recalls. Rank them in order of importance so the creator knows what to emphasise if time is short.

Write each message in plain language from the customer's point of view. Saves me ten minutes every morning is easier to deliver naturally than a technical description of how the product works.

Say what to show, what to avoid and how it should look

List the shots that must appear: the product in hand, the label or logo visible, the product in use, the before and after, or the packaging. Then list the don'ts, which are just as important. Common ones include not mentioning competitors, not making medical or financial claims, not showing other brands' logos, and not filming in messy or noisy settings.

Finish with the practical details: aspect ratio, length, whether you want captions or music, any references that show the style you like, and the deadline for the first draft and final files.

• Must-show shots: product close-up, product in use, result
• Don'ts: competitor names, unsupported claims, other logos, background noise
• References: one or two example videos with a note on what you like about each
• Format: 9:16 vertical, 15 to 30 seconds, burned-in captions or none
• Deadline: first draft date and final delivery date

A fill-in UGC brief template

Copy this template and fill in each line. If a line does not apply, delete it rather than leaving it vague.

• Product: name, what it does, one-line description
• Audience: who the video is for and the problem they have
• Goal and placement: where the video will run, for example paid social ads or product page
• Hook idea: the angle or feeling for the first 3 seconds
• Key message 1: the most important point
• Key message 2: the second point
• Key message 3: the third point, optional
• Must show: shots and moments that need to appear
• Don'ts: words, claims, settings or items to avoid
• Tone: for example casual and friendly, calm and expert, energetic
• Call to action: what the viewer should do at the end
• References: links to example videos and what you like about them
• Format: aspect ratio, length, captions, music
• Deliverables: number of videos, hook variations, raw footage
• Usage rights: organic, paid ads and for how many months
• Deadline: first draft date and final delivery date

Add a script check before filming

Before the creator films anything, ask them to send a short plan in three lines: the opening hook, the main point and the closing line or call to action. Reviewing this takes a minute and reveals straight away whether the creator has understood the brief.

If something is off, you can fix it with a quick note instead of a re-shoot. Approving the plan also gives the creator confidence to film without second-guessing. PairMyBrand builds this into every deal: the guided brief leads to a script check where the creator sends a three-line plan for the brand to approve, and it is auto-approved after 48 hours if the brand does not respond, so filming is never held up indefinitely.

Giving feedback on the draft

When the draft arrives, review it against the brief you wrote. Refer to exact timestamps, keep notes specific and group all changes into one round. Asking for a different hook at the start or for the label to be in focus at a specific second is far more useful than general comments.

Remember that revisions are for adjusting the agreed video, not starting a new one. If you realise the brief itself was wrong, it is fairer to treat that as a new request.

Frequently asked questions