How to brief UGC content: deliverables and usage rights

Most problems with UGC don't come from the creator but from an ambiguous request. Whether you work with a UGC agency or directly with creators, these elements make the result usable from the first delivery.

What to include in the brief

1. Goal: what will the video be used for? (acquisition ad, product page, social media).
2. Product and audience: what you sell, to whom and what problem it solves.
3. Key message: one main idea, not ten. Add two or three benefits that must appear.
4. Hook: the first seconds decide whether people keep watching. Suggest different approaches (problem, demonstration, comparison, testimonial).
5. Format and length: vertical 9:16, approximate length, subtitles, language and accent.
6. What to do and what to avoid: claims that can't be made, competitors that can't be named, tone.
7. References: two or three examples of the style you want.
8. Call to action: what the viewer should do at the end.

Deliverables, deadlines and revisions

• Number of videos and variants (for example, three different hooks on the same script).
• Delivery date for the first draft and for the final version.
• Number of revision rounds included and what counts as a minor or major change.
• File format, and whether you need a version without subtitles or with royalty-free music.

Usage rights: what to put in writing

This is the point most often overlooked. Define, at a minimum:

• Platforms: organic social only, or also your website, email or retail?
• Paid ads: if you will use it in ads, it must be explicitly included.
• Duration: how long you can use it (months or years).
• Territory: where it can be shown.
• Exclusivity: whether the creator can make content for competitors for a period.
• Use of the creator's image and voice: what they authorize and what they don't.

Brief template to copy and adapt

• Brand and product: what it is and who it's for.
• Video goal: acquisition, consideration, social proof, other.
• Main message: one sentence.
• Three benefits to mention: in order of importance.
• Hook ideas: two or three different approaches to test.
• Format: vertical 9:16, length, subtitles, language.
• Must include: product in hand, demonstration, call to action.
• Must avoid: unverifiable claims, mentioning competitors, copyrighted music.
• References: links to style examples.
• Deliverables and dates: number of pieces, first draft, final version.

Brief mistakes that cause revisions

• Asking for too many messages in a single video.
• Not saying what can't be claimed and finding out when the draft arrives.
• Giving contradictory references.
• Not clarifying whether the video should look like a spontaneous review or a scripted ad.

How to evaluate the first draft

Before asking for changes, check whether the hook is clear in the first seconds, whether the product is visible and understandable, whether the message matches the brief and whether the audio and subtitles are legible. Give specific feedback ("shorten the intro to five seconds"), not generic ("make it more appealing").

If you plan to use these pieces as ads, also read what creator ads are and how to measure them. And if you prefer to delegate the coordination, see our services.