A UGC brief should not direct every gesture. It should clarify the decisions a creator cannot make without your product knowledge. A clear foundation leaves more room for a delivery that feels natural rather than rehearsed.
One audience, one situation, one message
Describe who the video is for and when the product becomes relevant in their day. An age range is rarely enough. Someone who already understands the category but is unsure which option to choose needs a different story from someone who has not yet identified the problem.
Write the main message in one sentence. If five benefits all have equal priority, the editor has no clear focus. Supporting points can become separate variations or additional scenes instead of competing for attention in a single cut.
Share product knowledge and its limits
Provide correct product names, relevant features and guidance on actual use. Identify substantiated claims and any language your brand cannot use. Do not invent a creator's personal experience to make the script sound more convincing.
Include the practical details too: when the product arrives, what needs preparation and who can answer questions. These details affect whether a planned filming session can be used effectively.
Separate required shots from creative references
A short shot list might cover packaging, application, a product detail and a specific everyday situation. Mark the essential shots clearly. References for tone or visual direction should support that list rather than introduce a second, conflicting set of instructions.
Plan hook variations before the shoot. The creator can record different openings while the lighting and setting are in place. That is more useful than discovering after delivery that the next edit needs a scene nobody filmed.
Define the route to a finished asset
Agree aspect ratios, subtitles, source-footage requirements and export formats. Who makes the first edit? Who reviews it, and by when? Which usage rights and time periods have been agreed? These questions belong before filming, rather than in a discussion about the final file.
Consolidated feedback makes each revision easier to understand. Time-coded comments help the editor locate exactly the moment you want to change.
Use each test to improve the next brief
Record which question each variation is intended to answer. Share useful learnings with the production team: was the offer unclear, did the video need a demonstration, or did another opening explain the message better? Those observations can become concrete instructions for the next production round.
Advertical connects strategy and scripts, creator selection and UGC production. Talk to us about building an ongoing creative workflow for your brand.