A great UGC campaign usually starts before the camera is ever turned on. The quality of the brief determines how quickly a creator can understand the product, audience, message and desired outcome.
1. Start with the goal
Tell the creator what the content is supposed to achieve. Awareness, product education, conversions, app installs and retargeting all need different creative decisions.
2. Explain the audience
Share who the customer is, what they care about and what objections they commonly have. A creator can then choose language and examples that feel natural.
3. Give freedom inside clear boundaries
Provide mandatory claims, visual requirements and legal points, but avoid writing every sentence unless the campaign genuinely requires a strict script.
4. Define deliverables
List video count, duration, aspect ratio, raw footage, photos, revisions, usage rights and deadline. This prevents surprises later.
5. Include examples
Reference the feeling you want rather than copying another creator. Examples help communicate pacing, framing, energy and editing style.
Final checklist
- Campaign goal
- Audience
- Key product benefits
- Mandatory claims
- Deliverables and usage
- Timeline
Use these notes as a starting point, then shape the creative around your audience, product and campaign goal.