Free: the 5 point UGC brief template that actually converts

Yesterday I broke down the five most common ways UGC briefs fail and a few people asked for the template we actually use, so here it is.

This is a 5 point structure you can drop into any campaign brief, for any product category. Copy it, adapt it, use it. No strings attached.

The 5 point brief template

1. The goal in one sentence: Tell the creator exactly what this video needs to accomplish, not your brand goal, the viewer's action. One sentence, no jargon.

Example

"We want someone who's never heard of us to watch this and immediately think 'I need that' and click through to find out how much it costs."

2. The hook (give 3 options): The first 2–3 seconds decide everything. Don't leave this to the creator. Give them three opening options and let them pick the one that fits their style.

Example

"Option A: Start mid-use: product already in hand, no intro. Option B: Open with the problem ('I've tried everything for dry skin...'). Option C: Bold visual contrast: before and after, side by side, no words."

3. The must show moment: One non negotiable visual. This is the shot your paid team will use as the hero frame. Be specific about what it looks like, not what it means.

Example

"We need a clear close up of the product being applied or used, in hand, not set on a surface. This shot must appear within the first 6 seconds."

4. The tone and references

Two or three reference videos, each with a single sentence explaining what specifically you like about it. Don't describe vibes, describe frames.

Example

"Ref 1 [link]: notice the pacing, no wasted seconds. Ref 2 [link]: the creator never looks at the camera, keeps it feeling candid. Avoid anything that feels scripted or salesy."

5. What good looks like

Write this before the brief goes out. A single short paragraph defining what an approved video looks like, so feedback isn't subjective when content comes back.

Example

"A successful video: holds attention past the 3 second mark, shows the product in active use (not just held), ends with a natural reason to want to learn more, and doesn't mention the price or include a promo code."

That's it. Five points. One page max. If your brief is longer than that, it's covering for unclear thinking and not adding value for the creator.

A few things this template deliberately leaves out: your brand mission, your founding story, a list of product features, and instructions about posting. Creators don't need any of that to make a video that converts. Keep the brief about the video, not the brand.

One thing to add if you're running paid: include a note on aspect ratio, length (15s vs 30s vs 60s), and whether you need a clean version without captions. Ops stuff, but it saves a revision round.

Save this, adapt the examples to your product, and you've got a brief you can send in under 20 minutes.

Tomorrow: a hot take on whether UGC has actually replaced influencer marketing for most DTC brands and where I think that narrative breaks down.