How to write a brief for a UGC creator to get a video that sells

The same product can be sold with a great video that moves sales — or with a clip that “just exists”.

The difference is in the brief.
A brief is the task you give the creator. The clearer you make it, the more precisely they hit the target.

Why write a brief at all?

UGC creators aren’t random people off the street. They can shoot you an effective ad video. But to do that, they need to understand:

• what exactly you’re promoting,
• who it’s for,
• and what the video should say.

Without this, the creator is guessing blindly — and you get “something that looks like a review” rather than conversion.

The structure of a perfect brief

1. 🎯 The goal of the video

Write briefly what you want from the viewer:

• buy the product
• leave a request
• follow you
• visit the website

❌ Don’t write “I want it to be cool”
✅ Write “I want people to click the ad and go to the Instagram shop”

2. 👤 Target audience

Who is your person? Age, gender, interests, lifestyle.

✅ “Women 25–35 who order cosmetics online and spend a lot of time on TikTok”
❌ “Everyone who needs skincare”

3. 🎬 Video type (if you already know it)

The format you want:

• review
• unboxing
• “before/after”
• TikTok trend
• how-to
• role-play (a staged situation)

If you’re not sure — describe the mood, the style, or share an example (a link).

4. 🧩 Key messages

What must be said or shown in the video?

• the brand or product name
• the main benefit (good price, fast delivery, the effect)
• a call to action (visit, buy, learn more)

❗ Don’t give 10 points. Better 2–3 messages that will truly fit a short video.

5. 📦 What does the brand provide?

Describe:

• whether you send the product
• whether you have old photos/videos that can be used
• whether you have your own style/brand book (fonts, colours, logo)

6. 🔗 Examples you like

Links to videos (not necessarily UGC) you like for their style, delivery or format.

Anything else?

🔸 Specify the deadline — when you need the finished creative.
🔸 If you need vertical videos (e.g. for Reels or TikTok) — say so.
🔸 If the video will run in ads — mention it, so the creator doesn’t add watermarks, mentions or their own tags.

An example of a simple brief:

I want a video for Instagram ads to sell a new cream.
Audience — women 30+ looking for effective anti-age skincare.
Format — native review, “before/after”, length 15–30 sec.
Main message — visible effect in 7 days, price lower than competitors.
The creator can use their home as a background. Video — no profile mention, since it goes into ads.
Deadline — 5 days.

A tip from UGC Create

✍️ The clearer the brief — the faster you get a creative that actually works.
You don’t need to write “poetry” — just answer 5–6 simple points. The rest is up to the creator.

Ready to order content?
On UGC Create you can:

• find a creator,
• send a brief,
• and get a UGC ad video within a few days.