How to write a UGC brief: from the hook to the script outline
A good UGC brief tells the creator who the video is for, what should stick and where it will run – but not every word. The most important parts are the key message, two or three hook ideas and clear limits on what must not be said or shown.
Why UGC needs its own brief
In a classic collaboration, the creator knows their audience and decides a lot on their own. With UGC it’s the other way around: the video runs on your channels or as an ad, so in front of people the creator doesn’t know. That makes them rely more on your input. At the same time, the result should feel natural, not like ad copy read off a card. A UGC brief has to do both: give enough direction for the video to do its job, and leave enough freedom for it to sound like a real person. If all you write is “make a video about our product,” you rarely get what you need.
The basics: goal, audience, placement
Start with the purpose. Should the video sell as an ad, explain on the product page or build trust on your channel? Then describe who you want to reach – age, stage of life, the problem these people have. Name the placement, because a TikTok ad needs a different rhythm than a video on the product page. Add the format and approximate length, the number of variations and whether you want captions or text overlays. These details are dry, but they prevent most misunderstandings before anyone even starts filming.
The hook in a UGC video: the first few seconds
The hook is the opening that decides whether someone keeps watching. In a UGC video, it’s often a line, a question or an image that triggers instant recognition: a typical everyday problem, a surprising statement, the product in an unexpected situation. Put two or three hook ideas in the brief and let the creator suggest their own as well – they often know better what sounds credible in their voice. For ads, it pays to have several hooks filmed with the same main section. That way you can test later which opening works best.
UGC script: an outline, not word for word
A UGC script isn’t a screenplay but a framework. A simple structure has proven itself: hook, problem or occasion, the product in action, the main benefit, a clear ending with a call to action. For each part, describe what should happen and leave the wording to the creator. A few must-say points are enough, such as a product name that has to be pronounced correctly or a mention of an offer. Just as important is the list of don’ts: no health claims, no comparisons with competitors named by name, no claims you can’t back up.
Product, rights and delivery belong in it too
If you ship a product, note whether the creator can keep it and what to watch out for when handling it. Name the usage rights you need – organic, paid ads or whitelisting, including the duration – because that determines how the creator plans and prices the job. Also describe the delivery: which file format, with or without music, whether you want raw footage for your own edits. And set what happens after the first delivery: what kind of changes do you expect, and by when do you need the final version?
How the UGC brief works on creatordeal
On creatordeal, you write the brief directly into the request: what should be created, for whom and with which requirements. The text is saved as you type and becomes the first message in the order chat. You can add a preferred date; it only becomes binding once the creator accepts. You choose the usage rights in the same step. Later, the brief is the benchmark for approval: if the delivery doesn’t match it, you request a revision. Questions, script drafts and files go through the same chat, so the whole history stays in one place.
Frequently asked.
Key answers at a glance. Everything else is in the guides and in the FAQ.
What should a UGC brief include?
Goal, target audience, placement, key message, hook ideas, a script outline, don’ts, usage rights and the delivery details. The clearer these points are, the less often you’ll need revisions.
What is a hook in a UGC video?
The opening in the first few seconds that decides whether someone keeps watching. It can be a line, a question or a striking image.
Should I give the UGC creator a finished script?
Better to give an outline with a structure and must-say points. A word-for-word script quickly sounds read aloud and takes away the video’s credibility.
How long should a UGC brief be?
Long enough to cover all the basics and short enough not to overwhelm the reader. One page is usually enough if the goal, key message and don’ts are clear.
Can I still ask for changes after delivery?
On creatordeal, you can request a revision before approval if the delivery doesn’t match the brief. The brief is the benchmark for that.
Write your brief and request a UGC creator
Pick a UGC creator, write your brief into the request and set the usage rights right away.
Browse UGC creatorsGeneral information, not legal or tax advice. Last updated: 28 September 2026