How to write a UGC brief creators can actually film

Most weak UGC starts with a weak brief. Too vague and every video looks like an ad read. Too rigid and creators cannot make it sound like themselves. A good brief gives creators the goal and the guardrails, then leaves the delivery to them.

What goes in a UGC brief

1. The goal, in one line

Downloads, sign-ups, or awareness for a launch. Say which. A video built to get installs opens differently from one built to explain a feature.

2. Who is watching

Describe the viewer, not a demographic grid: what they are struggling with and what they have already tried. Creators write better hooks when they can picture one person.

3. The product in plain words

What it does, the one feature that matters most for this campaign, and how to show it on screen. Give creators access or product early enough to actually use it.

4. Hook directions, not scripts

Offer two or three angles and let creators pick. These three formats worked in our Pose Genius campaign:

• A text-led question that sparks curiosity in the first second.
• Pain point plus solution: name a relatable problem on screen, then show the fix.
• A how-to listicle built to be saved and shared.

5. Must-haves

• The product visible early, ideally in the first three seconds.
• Length and format: vertical, and a target length per platform.
• Where to post, and the disclosure label to use.
• Any line or claim that must be said exactly, such as a price or offer.

6. What not to do

Claims you cannot make, competitors not to mention, and styles that do not fit your brand. A short list here saves a revision round later.

7. Timeline and review

When drafts are due, how many revision rounds are included, and when videos should go live. If you pay by views, say how long views are counted.

Setup and warm-up notes

If creators post from new accounts, add a setup guide (account, equipment, posting steps) and warm-up instructions, meaning what to post before the first paid video so the account finds the right audience. Creators who skip warm-up often post the paid video to an account the algorithm does not yet trust.

A brief template you can copy

1. Goal: one line
2. Viewer: who, what they struggle with, what they have tried
3. Product: what it does, the one feature to show, how to get access
4. Hook directions: two or three angles
5. Must-haves: product on screen early, format, length, platforms, disclosure
6. Do not: claims, competitors, off-brand styles
7. Timeline: draft date, revision rounds, go-live date
8. Examples: two or three reference videos you like

Keep the brief alive

After the first videos post, look at which hooks held viewers and update the brief. On NewWave you can keep scripts next to the brief, see which ones creators picked and how their videos performed, and browse a pool of trending UGC for proven hooks. Brief edits update the live campaign, and creators see them on their next login. See creating a campaign.