How to brief a UGC creator so the first draft is usable.

Why UGC briefs go wrong

Most disappointing UGC comes from one of four gaps: the creator did not understand who the video is for, the product facts were vague, the brief said nothing about what must not be said, or usage rights were never agreed. All four are cheap to fix on paper and expensive to fix after filming.

A good brief is short. It gives the creator the facts and the boundaries, then leaves room for their own voice. If you script every word, you lose the reason you hired a creator in the first place.

The UGC brief template

1. Goal: what the viewer should do after watching (book, install, buy, visit).
2. Viewer: who they are, in one sentence, and what they currently do instead.
3. Product facts: three to five true, approved points, written plainly.
4. Must say: the offer, the call to action and any required disclosure (for example #ad or “paid partnership”).
5. Must not say: claims you cannot prove, competitor names, health or income promises, prices that may change.
6. Hook options: two or three openings to try. See the hook library for ideas.
7. Shot list: the shots you need, such as unboxing, product in use, face to camera and a close-up of the key feature.
8. Format: vertical 9:16, length range, raw files and/or edited version, captions or no captions.
9. Usage rights: where you can use the video (organic, paid ads, website), for how long, and whether whitelisting/Spark Ads access is included.
10. Timeline and reviews: product delivery date, draft deadline, number of revision rounds and what counts as a revision.

Worked example: a café brief

Goal: get locals to visit for the new weekday breakfast menu.

Viewer: office workers within 2 km who currently grab coffee on the way and eat at their desk.

Product facts: breakfast served 7–11am on weekdays; three set menus; seating for laptops; takeaway available.

Must say: “weekday breakfast from 7am”, the café name and area, and the paid-partnership disclosure.

Must not say: “best in the city”, “healthiest”, or prices (they change next month).

Shots: walking in; ordering at the counter; close-up of the food arriving; first bite; laptop setup at a table; exterior sign.

Format: 9:16, 20–40 seconds, edited with captions plus raw clips.

Rights: organic and paid use for 6 months; Spark Ads access for the same period.

Timeline: visit this week, draft in 5 working days, one round of revisions for factual or brand-safety fixes.

Usage rights in plain words

Paying for a video does not automatically mean you can run it as an ad forever. Agree in writing: the channels (organic posts, paid ads, website, email), the duration, the territories if relevant, whether you may edit or cut it down, and whether the creator’s handle will be used for whitelisted ads. Longer durations and paid usage usually cost more, so decide what you actually need before asking for a quote.

Giving feedback creators can use

• Separate must-fix items (wrong facts, missing disclosure, unusable audio) from preferences.
• Use timestamps: “0:07 — the price is on screen, please remove.”
• Send one consolidated list, not comments from three people at different times.
• Don’t ask for a completely new concept as a “revision”. That is a new brief.

Where Famekite fits

We can source creators, write the brief, manage the review and edit raw clips into ad-ready versions. See UGC and influencer content. If you already have footage, see short-form video editing.

Before you brief us