UGC brief template and generator

A UGC brief is a one-page document that tells a creator what to film: the product, who it is for, the problem it solves, the hooks and formats to try, what to show or avoid, how the video will be used, and when it is due. A clear brief is the difference between one usable video and a set of ads you can test.

Free UGC brief template (.docx and .txt)

Prefer to fill it in yourself? The template has the same fields as the generator, a space for three hooks, and the delivery details creators ask about: file size, safe zone, raw footage, and review rounds.

UGC brief example

Here is a filled-in brief for a made-up skincare brand. It fits on one page, names the audience as a person, gives three hooks to film, and settles usage before anyone shoots.

UGC BRIEF: Example skincare brand, Overnight repair serum

Product: Overnight repair serum, 30 ml
Link: (your product page)
Audience: Women 25 to 40 with dry skin who find thick night creams greasy
Problem it solves: Skin feels tight and flaky by the afternoon
Goal: Sales
Platforms: TikTok, Instagram Reels, Meta ads
Deliverables: 6 videos, 3 hooks each
Formats: Relatable opener, Talking head and demo, Comment reply
Sizes: 9:16, plus 4:5 and 1:1 cuts
Creator: Woman, late 20s to 30s, natural style, films at home
Must show or say: The texture on skin, applying it at night, the 30-night guarantee
Do not: Medical claims such as "cures" or "treats", competitor names, skin filters
Usage: Paid ads for 3 months
Deadline: November 14

Hooks to film:
1. "My skin used to feel like paper by 3 pm."
2. "Replying to a comment: yes, it works on flaky skin. Here is day 7."
3. "I stopped using thick night creams. Here is why."

How do you use the brief generator?

1. Describe the product. Add the brand, the product, a link, and who it is for.
2. Set the goal and formats. Pick the goal, the platforms, and the formats you want to test.
3. Agree the terms. Add what to show or avoid, the usage rights, and the deadline.
4. Send it. Copy the brief, download it, or email it straight to us.

What goes into a good UGC brief?

1. The product and the link, so the creator knows exactly what they are holding.
2. The audience, written as a person, not a demographic band.
3. The problem the product solves, in the words a customer would use.
4. The goal: sales, installs, awareness, or a launch.
5. Hooks and formats: several opening lines per video, and the formats to test.
6. Must show and must avoid: key claims, the product in use, and anything off limits.
7. Usage rights: organic or paid, which platforms, and for how long.
8. The deadline and how many videos you need.

Which brief mistakes waste a shoot?

• One hook per video. The opening decides most of the result, so give each video several.
• A full script to read word for word. Give key points instead, so the video sounds like the creator.
• No usage terms. Agree paid usage before filming, not after the ad wins. Read UGC usage rights for a contract checklist.
• No sizes. Ask for 9:16, and 4:5 or 1:1 cuts if the video will run in feeds.

Not sure how many hooks to ask for? TikTok's own guidance suggests testing 3 to 5 different creatives per ad group (TikTok Ads Manager). Our hook generator gives you a starting set.