Free UGC Brief Template: How to Write Briefs That Get Great Content
The brief is the single biggest lever in UGC quality. A vague brief produces generic content regardless of the creator's skill. A sharp, specific brief gives the creator everything they need to produce content that feels authentic and converts. Here are the seven elements every UGC brief should include.
1. Target audience
Describe the specific person this content is for — not your entire customer base. 'Women 25-35 who work in tech and spend 2+ hours on Instagram daily' is infinitely more useful than 'our target market.' The more specific you are, the better the creator can match tone and language.
2. The one message
What's the single most important thing the viewer should take away? Not three messages, not five features — one message. If you can't articulate it in one sentence, the brief isn't ready. Example: 'This tool saves freelancers 5 hours per week on invoicing.'
3. Hook concept
The first 1-2 seconds determine whether anyone watches the rest. Provide 2-3 hook options or at minimum describe the energy you want: question-based, bold statement, visual shock, curiosity gap. Don't leave the hook to chance.
4. Reference content
Include 2-3 links to reels or TikToks that capture the tone, pacing, and energy you want. This eliminates ambiguity faster than any written description. Mark what specifically you like about each reference.
5. Key talking points and mandatory mentions
- →Product name and how to pronounce it
- →1-3 key features to highlight (not more)
- →Specific CTA: link, code, or action you want viewers to take
- →Any mandatory legal language or disclaimers
- →Brand names or competitor names to avoid
6. Technical specs
Video length (30 seconds, 60 seconds), aspect ratio (9:16 for Reels/TikTok), resolution (4K preferred), and whether you need raw footage in addition to the edited cut. Also specify whether you want the creator to add captions/text or if your team handles that.
7. Timeline and deliverables
Draft delivery date, number of revision rounds, final delivery date, and the specific files you expect (edited video, raw footage, thumbnail, captions file). Clear timelines prevent the most common point of friction in UGC collaborations.
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