UGC CREATOR BRIEF

Brand: 
Product: 
Video name / ID: 
Creator: 
Platform(s): 
Brief sent: 
First cut due: 
Final files due: 
Contact for questions: 

1. THE PRODUCT IN ONE SENTENCE
(What it is and what it does, in words a customer would use.)

2. WHO THIS VIDEO IS FOR
(One specific person and the moment they would buy, not a demographic.)

3. THE ONE MESSAGE
(The single thing the viewer should remember, plus the proof the creator can show on camera.)

4. HOOKS FOR THE FIRST 3 SECONDS
(Three options. The creator picks one or writes their own in the same spirit.
1.
2.
3.)

5. STRUCTURE IN SECONDS
(0-3s hook | 3-8s the problem | 8-20s product in use (show it, don't describe it) | 20-25s result or proof | last 3-5s call to action)

6. MUST SHOW / MUST SAY
(Product name (and how to pronounce it), the shot that proves the main claim, any wording that has been approved.)

7. DO NOT
(Claims you cannot make, competitors not to mention, things that went wrong in past videos.)

8. CALL TO ACTION
(The spoken line and the on-screen text, word for word.)

9. DELIVERABLES AND SPECS
(Number of videos and hook variations; length; 9:16 vertical at 1080x1920; raw clips yes/no; captions burned in yes/no; no copyrighted music if the video will run as an ad.)

10. USAGE RIGHTS
(Where the content will run (organic, paid ads, website, email), for how long, and whether ads will run from the creator's own handle (partnership ads / whitelisting).)

11. DISCLOSURE
(If the creator posts the video on their own account, the brand relationship must be clear in the video itself, not only in the caption (FTC, Disclosures 101 for Social Media Influencers).)

12. TIMELINE AND REVISIONS
(First cut date, how fast feedback comes back, how many revision rounds are included, and what counts as a revision versus a reshoot.)

13. PAYMENT
(Fee, what it covers, when it is paid (for example on approval) and how.)

14. REFERENCES
(Two or three links to videos with the tone or format you want, with one line on what to take from each.)


UGC CREATOR BRIEF (filled-in example)

Brand: Calm C (fictional example)
Product: Calm C Vitamin C Serum, 30 ml
Video name / ID: CALMC-SEP-03 "no sting" ad
Creator: Creator name
Platform(s): TikTok and Instagram Reels, organic and paid
Brief sent: 1 October
First cut due: 10 October
Final files due: 15 October
Contact for questions: Agency producer, by email or chat, same day

1. THE PRODUCT IN ONE SENTENCE
A vitamin C serum made for sensitive skin, so you get brighter skin without the sting.

2. WHO THIS VIDEO IS FOR
Someone with sensitive skin who tried vitamin C before, felt it burn, and gave up on it.

3. THE ONE MESSAGE
Vitamin C you can actually use every morning. Proof: apply it on camera to a red, irritated-looking area and show no reaction after a minute.

4. HOOKS FOR THE FIRST 3 SECONDS
1. "I quit vitamin C because it burned. Then I tried this."
2. "If vitamin C makes your face sting, watch this."
3. "Sensitive skin girls, this one doesn't burn."

5. STRUCTURE IN SECONDS
0-3s hook on camera, face to lens | 3-8s the burning-serum problem, show an old bottle | 8-20s apply Calm C, close-up of texture, no wincing | 20-25s skin a minute later, say how it feels | last 4s CTA with product in hand

6. MUST SHOW / MUST SAY
Say "Calm C" clearly. Show the dropper and the texture on skin. Approved wording: "made for sensitive skin", "brighter-looking skin".

7. DO NOT
Do not say it cures acne, rosacea or any condition. Do not name other brands. Do not film in a bathroom with branded products visible. Do not use trending audio.

8. CALL TO ACTION
Spoken: "Link's below if your skin hates vitamin C too." On screen: "Made for sensitive skin".

9. DELIVERABLES AND SPECS
2 videos, 20-30 s each, plus 3 extra hook clips. 9:16, 1080x1920. Raw clips included. No burned-in captions. No music.

10. USAGE RIGHTS
Organic posts on the brand's accounts and paid ads on Meta and TikTok for 6 months from delivery. Partnership ads from the creator's handle: yes, for the same 6 months.

11. DISCLOSURE
Not posting on the creator's account. If you share it, make the paid relationship clear in the video, for example with on-screen "Ad".

12. TIMELINE AND REVISIONS
Feedback within 2 working days of the first cut. 1 round of revisions included (edits and re-recorded lines). A reshoot is only due if the brief was not followed.

13. PAYMENT
$300 for the package, paid by Wise within 7 days of approval.

14. REFERENCES
Link 1: the pacing. Link 2: the close-up texture shot. Link 3: the tone, calm rather than hype.