A UGC content brief is a short, clear set of instructions we give a creator so they know exactly what to film, what to say, and what files to deliver for your brand.
Think of it as the bridge between your goal (booked calls, product sales, lower CPA, more engagement) and the creator’s execution. Without a brief, creators guess your tone, miss key details, and you end up stuck in revisions. With a good brief, you get content that feels natural while still hitting the points your audience needs to hear.
In practice, a UGC brief is usually a 1 to 3 page doc (Google Doc, Notion, or PDF) that covers the offer, the audience, the vibe, and the must-haves. If you want help building briefs that creators can follow fast, our UGC video services include briefing, creator direction, and delivery specs so you receive usable assets on the first pass.
What a UGC content brief includes
| Brief section | What it tells the creator |
|---|---|
| Goal and placement | Whether this is for TikTok, Reels, Shorts, Amazon, a landing page, or paid ads, and what “success” looks like. |
| Target customer | Who the video is speaking to (pain points, objections, situation), so the language sounds like your buyers. |
| Key messages | The 3 to 5 points that must come through, written in plain English, not brand slogans. |
| Hook direction | Opening ideas for the first 1 to 2 seconds, plus what problem the video should lead with. |
| Do’s and don’ts | Words to avoid, visuals to avoid, competitor mentions, and any brand rules (logo, colors, “don’t say X”). |
| Compliance notes | When an FTC disclosure like #ad is needed, plus claim guardrails for healthcare, legal, or finance. |
| Deliverables | How many videos, lengths, aspect ratio (usually 9:16), captions needed, and if you want raw footage or cutdowns. |
| Usage rights | Where you can use it (organic, paid ads), how long, and whether edits like trimming, captions, or voiceover are allowed. |
Brief vs. script (what’s the difference?)
A brief tells the creator what the video needs to accomplish and what must be included. A script is the exact wording, line by line. Most brands do best with a brief plus “beats,” meaning a loose structure like: hook, problem, quick demo, proof, CTA. If you’re wondering how much freedom to give creators, this FAQ on whether UGC videos need a script breaks down when to lock language and when to let the creator talk naturally.
Common mistakes that make UGC underperform
We see the same issues over and over: the brief is vague (“make it viral”), it includes too many must-haves, it lacks examples of the style you like, or it forgets the CTA and offer details. Another big one for Orlando and Florida service businesses is compliance. Dentists, med spas, law firms, and financial services cannot casually promise outcomes or share patient/client details, so the brief needs clean guardrails before filming starts.
How to write a strong UGC brief in 20 to 30 minutes
Start by picking one outcome (book a consult, buy a product, request a quote) and one audience segment. Add 3 to 5 talking points, 2 hook ideas, and a clear CTA. Then lock delivery specs (vertical 9:16, clean audio, captions if needed) and state what edits are allowed. If the content will run as ads, include usage rights and any platform disclosure requirements up front. When you want UGC to feed paid campaigns, our PPC management team can map briefs to testing angles so each video has a job inside your ad account.
If you’re planning timelines, this FAQ on the UGC production timeline from brief to delivery will help you set expectations before you start ordering content.
