What Brands Should Include in a UGC Creative Brief (And Why It Matters)

Spoiler alert: the best UGC doesn’t happen by accident.

When brands reach out about a collaboration, one of the first questions I usually ask is:

“Do you have a creative brief?”

Sometimes the answer is a detailed document with campaign goals, messaging, examples, and deliverables.

Other times it’s…

“We’d like one video.”

While experienced creators can absolutely work with minimal direction, the best-performing content almost always starts with a solid creative brief.

Think of it this way: you’re not putting the creator in a box. You’re giving them the information they need to create content that feels authentic while still supporting your marketing goals.

If you’re planning your first UGC campaign—or simply want to streamline the process—here are the things every great creative brief should include.

1. Start With the Goal

Before you think about hooks, camera angles, or editing styles, ask yourself one question:

What do you want this content to accomplish?

Maybe you’re launching a new product.

Maybe you’re trying to increase online sales.

Maybe you want more app downloads.

Or maybe your goal is simply getting more people to discover your brand.

When creators understand the objective, every creative decision becomes easier. The storytelling, call-to-action, and even the pacing of the video should support that goal.

2. Tell Us About Your Product

It might sound obvious, but don’t assume creators already know everything about your product.

Tell us:

• What it is

• Who it’s for

• What problem it solves

• Why it’s different

• The features you want highlighted

• The benefits your customers care about most

One of my favourite parts of any project is learning about a product before I ever press record. The better I understand it, the more naturally I can explain why someone would actually want it.

3. Share Your Brand Voice

Every brand has its own personality.

Some are playful.

Some are educational.

Some are luxury.

Some are completely unfiltered.

If you already have brand guidelines, send them over. If you don’t, that’s okay too.

Just let your creator know how you want your audience to feel after watching the content.

4. Include Your Creative Brief (If You Have One)

This doesn’t have to be a 20-page marketing document.

Even one or two pages can make a huge difference.

Helpful things to include are:

• Campaign messaging

• Key talking points

• Required wording

• Visual style

• Things to avoid

• Mandatory disclaimers

• Hashtags or links

The more context you provide, the fewer revisions you’ll need later.

5. Show Examples You Love

This is one of the easiest ways to communicate your vision.

If you’ve seen a video with an editing style, hook, or storytelling approach you like, share it.

Creators aren’t looking to copy someone else’s work.

Examples simply help us understand the vibe you’re going for.

Sometimes a 20-second reference video explains more than three paragraphs of written instructions ever could.

6. Explain Where the Content Will Be Used

Not all UGC is created for the same purpose.

A video filmed for TikTok might look different than one designed for Amazon, a product page, or paid Meta ads.

Tell your creator where the content will live.

This helps determine everything from pacing and captions to framing and calls-to-action.

7. Be Clear About Usage Rights

This is one of the most important conversations to have before filming begins.

Will the content be:

• Posted organically?

• Used in paid advertising?

• Licensed for three months?

• Six months?

• A year?

• Used worldwide?

Having these details upfront helps everyone stay on the same page and ensures the quote reflects how the content will actually be used.

8. Outline the Deliverables

Be specific about what you’re looking for.

For example:

• Two 30-second UGC videos

• Five edited product photos

• One vertical and one square version

• Three alternate hooks

• Raw footage included or not

The clearer the expectations, the smoother the project.

9. Share Your Timeline

Need content for a product launch next week?

Planning holiday campaigns months in advance?

Either way, letting your creator know your timeline early helps avoid rushed production and ensures everyone can plan accordingly.

10. Don’t Be Afraid to Share Your Budget

This surprises a lot of people, but sharing your budget actually makes the quoting process easier.

It allows creators to recommend the package that best fits your goals instead of guessing what you’re hoping to spend.

More often than not, it saves time for everyone.

Great UGC Starts With Great Communication

The best collaborations I’ve been part of all have one thing in common.

Clear communication from the very beginning.

A thoughtful creative brief doesn’t limit creativity—it creates the foundation for it.

It helps your creator understand your brand, your audience, and your goals so they can spend less time making assumptions and more time creating content that connects and converts.

If you’re reaching out to a creator for the first time, investing a few extra minutes into your brief can make a huge difference in both the process and the final result.

Ready to Work Together?

If you’re looking for authentic UGC that feels natural, aligns with your brand, and is built with your marketing goals in mind, I’d love to hear about your project.

I’ve recently introduced a Brand Collaboration Inquiry Form that walks you through all the information needed to get started. It helps streamline the process, ensures nothing gets missed, and allows me to prepare an accurate quote without a long back-and-forth over email.

Once your inquiry is submitted, I’ll review your project and get back to you within 2 business days.