The perfect UGC brief: free template + 3 examples
A good UGC brief fits on one page and contains 8 elements: the product, the audience, the key message, the tone, the hook, the format, the platform and a list of do's / don'ts. You provide the frame and the intent, not a word-for-word script: that's what keeps the video authentic. Copy the template below, or write your need in free text inside UGC Pocket: the AI structures it into a campaign ready to send to creators.
The 8 elements of an effective brief
A UGC brief is not a 10-page spec sheet. It's a short document that aligns the brand and the creator on the essentials. Here are the 8 blocks that should appear: in this order.
- The product / service. One sentence describing what it is and what it's for. Add the price, the differentiating argument and a link to the product page.
- The target audience. Who the video is for: age, situation, problem experienced. The more specific it is, the better the creator knows who they're talking to.
- The key message. The one thing the viewer should remember. One brief = one message. If you have three, make three videos.
- The tone. Energetic, calm, funny, expert, intimate? Give 2-3 adjectives and a reference ("like a recommendation to a friend").
- The hook. The opener for the first 3 seconds. Suggest 1 or 2 angles; let the creator decide in their own words.
- The format. Length (15-30 s for ads), 9:16 ratio, face-to-camera video or product demo, subtitles yes/no.
- The platform. TikTok, Reels, Shorts… The codes differ (pacing, sound, length). Specify where the video will run.
- The do's / don'ts. What absolutely must be shown (logo, product in use, CTA) and what to avoid (competitors, prohibited claims, copyrighted music).
These 8 elements cover 90% of campaigns. The rest: usage rights, deadlines, deliverables: is specified in the campaign. To frame distribution, also read our guide on UGC usage rights & whitelisting.
Brief template (to copy)
Copy this block, replace the brackets, and you have a brief ready to send in 10 minutes. On UGC Pocket, you can also paste this text as-is: the AI recognizes the sections and pre-fills the campaign.
PRODUCT [Name + one sentence: what it is, what it's for, price, product page link] AUDIENCE [Who: age, situation, main problem they experience] KEY MESSAGE (just one) [The single idea to remember, e.g. "saves time in the morning"] TONE [2-3 adjectives + a reference, e.g. "spontaneous, warm, like talking to a friend"] HOOK (first 3 seconds) Angle 1: [e.g. "I tested X for 7 days, here's the result"] Angle 2: [e.g. "If you struggle with Y, watch this"] → The creator picks one and rephrases it in their own words. FORMAT Length: [15-30 s] · Ratio: 9:16 · Subtitles: [yes/no] Type: [face-to-camera / demo / voice-over] PLATFORM [TikTok / Reels / Shorts]: distribution: [organic / ads / both] RIGHTS [UGC only / Video + posting / Provided posting] Usage duration: [e.g. 6 months] · Channels: [e.g. Meta + TikTok Ads] DO - Show the product in real use - Put the logo in the last 3 seconds - End with a clear CTA: [e.g. "link in bio"] DON'T - No named comparison with a competitor - No copyrighted music - No [e.g. medical / unproven numerical] claims
3 annotated examples
Three real (anonymized) briefs in three different worlds. Each one shows how to adapt the template to context.
1. Dog food (organic TikTok)
Product: grain-free kibble, €39/bag, monthly delivery. Audience: dog owners aged 25-40 who care about nutrition. Key message: "my dog got his energy back." Hook: "My dog refused to eat… until this." Do: film the dog eating eagerly, show the ingredients label. Don't: promise an unproven health effect.
Why it works: the angle starts from the problem (a picky dog), the creator has a real dog, and the proof is visual (the dog eats). Hand it to a creator from the Dog UGC category.
2. Kitchen tool (Reels + ads)
Product: manual citrus juicer, €24. Audience: 28-45, home cooking, tired of bottled juice. Key message: "a glass of fresh juice in 20 seconds." Hook: "POV: you'll never buy carton juice again." Format: snappy demo, close-ups, 18 s. Do: show the motion in one continuous take, the glass filled at the end. Rights: Video + posting, then 3-month Meta whitelisting.
Why it works: the visual satisfaction (the motion, the juice) carries the product without a sales pitch. Ideal for a Kitchen UGC creator, reusable as ads.
3. B2B SaaS tool (LinkedIn + Shorts)
Product: invoicing software for freelancers, €12/month. Audience: freelancers overwhelmed by admin. Key message: "my invoices go out in 2 clicks." Tone: calm, credible, no irony. Hook: "I stopped losing my Sundays to Excel." Do: show the software screen, speak in the first person. Don't: technical jargon, advertising tone.
Why it works: in B2B, credibility beats spectacle. A Business UGC creator who is a freelancer themselves brings that legitimacy.
How UGC Pocket's AI generates your brief
You don't have to fill in the template by hand. In UGC Pocket, you describe your need in free text: "I want 3 creators with a dog to present my new kibble on TikTok, spontaneous tone, budget €150 each": and the AI structures that text into a campaign: category, platform, message, format, budget per creator. You review, adjust, and send.
The creator receives a clean, consistent brief, which reduces back-and-forth and misunderstandings. You stay in control of the result: you rate each delivery and only pay on approval.
Free text → structured campaign
Reviewed and adjustable
Frequently asked questions.
How long should a UGC brief be?
One page is enough. A good brief fits into 8 short sections: product, audience, key message, tone, hook, format, platform and do/don't. On UGC Pocket, you write in free text and the AI structures it.
Should you write a word-for-word script?
No. The whole point of UGC is authenticity: give the hook, the key message and the do/don't, then let the creator phrase it in their own words. A locked script makes the video less natural.
How much does a briefed video cost on UGC Pocket?
You set the budget per creator, from €50 to €2,000, for 1 to 50 creators per campaign. No subscription: you only pay on approval.
Should the brief specify usage rights?
Yes. State the service (UGC only, Video + posting, Provided posting), the usage duration and the distribution channels. Details in our UGC rights guide.