UGC Brief Template for Brands and Agencies (Copy and Paste)

Most UGC problems start with the brief. The creator films a great horizontal video when you needed vertical. They forget the discount code. They mention a competitor in passing. They send a 75-second cut for a 30-second ad slot. None of that is the creator's fault if the brief did not say so.

A good brief is short, specific and easy to check against. This template covers every section brands and agencies tend to need. Copy it, delete what does not apply, and replace anything in [brackets].

What a UGC brief needs to answer

Before you write, make sure your brief answers these questions for the creator:

Question	Brief section
What exactly do I deliver?	Deliverables table
Who is this for and why should they care?	Product and audience
How should the video open?	Hooks
What must I say, and what must I avoid?	Must-say and must-not-say
How should it look and sound?	Style and technical specs
When is it due, and how many revisions?	Timeline and revisions
Do you need raw footage?	Raw files
Where will you use it, and for how long?	Usage rights
How do I disclose the relationship?	Disclosure

If a creator has to email you to ask any of these, add it to the brief.

The UGC brief template

1. Overview

Brand: [Brand name] Product: [Product name, link] Campaign: [Campaign name, e.g., "Fall launch, paid social"] Contact: [Name, email] Goal: [One sentence, e.g., "Show how fast the product is to set up, for cold audiences on paid social."]

Keep the goal to one sentence. If you cannot, the campaign is probably two briefs.

2. Deliverables

This is the most important section. Put every deliverable in a table so nothing is open to interpretation.

#	Deliverable	Orientation	Length	Resolution	Notes
1	Unboxing and first impressions	Vertical 9:16	20 to 35 sec	1080p minimum	Product visible in first 3 sec
2	Testimonial-style talking head	Vertical 9:16	30 to 45 sec	1080p minimum	Answer prompts below
3	Product in use, B-roll only	Horizontal 16:9	15 to 30 sec	1080p minimum	No talking, no music
4	Lifestyle photos	Any	5 photos	High resolution	Natural light, product in frame

Tips for this table:

• Give a range, not a single number, for length. "30 to 45 seconds" leaves room for natural delivery.
• State orientation for every item. Vertical 9:16 for short-form feeds, horizontal 16:9 for web and YouTube, square for some feed placements.
• Set a minimum resolution. 1080p is a safe default for paid placements.
• Number the deliverables. It makes feedback and revisions much easier ("#2 needs a new hook").

3. Product and audience

Who it's for: [e.g., "Busy parents who meal-prep on Sundays"] The problem it solves: [One or two sentences] Key benefits (pick 1 to 2 per video):

• [Benefit 1]
• [Benefit 2]
• [Benefit 3] What they get / how it works: [Short description, setup steps, anything the creator should demonstrate]

4. Hooks

The first two or three seconds decide whether anyone watches the rest. Offer a few hooks, and let the creator adapt the wording to their voice.

Hook options (choose one or write your own in the same spirit):

• "I didn't think [problem] could be fixed in [time], but..."
• "Here's what I use instead of [common workaround]."
• "3 things I wish I knew before I bought [category]."
• Open on the product doing its thing, no talking for the first 2 seconds.

5. Talking points and prompts

For testimonial-style deliverables, give the creator questions instead of a script. Scripts often sound read; questions sound like a person.

Answer these on camera, in your own words:

1. What were you dealing with before?
2. What made you try [product]?
3. What's one thing that surprised you?
4. Who would you recommend it to?

6. Must-say and must-not-say

Be explicit. These two lists prevent most reshoots.

Must say or show:

• The product name, clearly, at least once
• The discount code [CODE] and what it gets (e.g., "15% off your first order")
• [Specific feature] on screen
• The disclosure (see section 11)

Must not say or show:

• Competitor names or products
• Health, income or results claims we have not approved (e.g., "cures," "guaranteed")
• Prices, unless we provide them
• Other brands' logos in frame
• Music you don't have the rights to use

If claims matter in your category, list the approved claims word for word.

7. Style and technical specs

• Natural light, face visible, quiet room
• Phone camera is fine; clean lens before recording
• No filters that change product color
• On-screen captions: [yes / no / we will add]
• Background music: [none / we will add]
• File format: MP4 or MOV

8. Timeline

Product ships: [date] First drafts due: [date] Feedback from us: within [2] business days Final files due: [date]

Leave room between the first draft and the final date for at least one round of changes.

9. Revisions

This brief includes [one] round of revisions per deliverable. Revisions cover changes needed to meet this brief (for example, a missing code, wrong orientation or a must-not-say item). New concepts or changes outside the brief are a new request.

Clear revision terms protect both sides. When you send feedback, reference the deliverable number and be specific: "#1: please show the product in the first 3 seconds and say the code at the end."

10. Raw files

Please deliver: [final edited video only / final video plus raw clips / raw clips only]. Raw clips should be unedited, full length, without captions or music.

Raw footage lets your team cut different versions for testing. If you need it, say so up front, because some creators charge for it.

11. Disclosure

This content is part of a paid partnership [or: you received the product free]. Please disclose this clearly, for example with "#ad" or "Paid partnership with [Brand]" at the start of the caption, and verbally or on screen in the video when we use it as an ad.

In the US, the FTC's Endorsement Guides require clear disclosure of material connections such as payment, free product or discounts. In Canada, the Competition Act's rules on misleading representations apply to endorsements too. This is general information, not legal advice.

12. Usage rights

Where we will use this content: [website, organic social, paid ads, email] Paid ads / whitelisting: [yes / no] Term: [e.g., 12 months from delivery] Edits: We may trim, caption and combine clips. Compensation: [amount, product, or both]

You will sign a usage-rights release before content is published.

Usage rights are usually the biggest factor in a creator's price, so agree on them before filming. We cover each term in our guide to a UGC and testimonial usage rights release. Check with an attorney before relying on any release language.

Common brief mistakes

• No orientation listed. You get a mix, and half is unusable for the placement.
• One length number. "30 seconds" gets 28 and 41. Give a range.
• Code mentioned only in the email. Put it in the must-say list.
• Rights negotiated after delivery. Price and terms are much harder to settle once the content exists.
• Vague feedback. "Make it more energetic" is hard to act on. Point to a timestamp and a fix.

Collecting deliverables with Tangentflow

Tangentflow includes a UGC creator deliverables template that turns the deliverables table into a checklist. Each creator gets one private link with no account. For each video you can set orientation (vertical 9:16, horizontal 16:9 or square), a minimum and maximum length and a minimum resolution of 720p or 1080p, and the video is checked the moment it is picked, before it uploads.

Each video is transcribed (up to 10 minutes), and the AI checks the transcript against your brief for that item, such as "mentions the product name and the discount code" or "no competitor names." When a cut needs work, you write a note on that one file and the agent emails the creator, reopens just that item and chases the new version. Creators can sign the usage-rights release on the same page. For a whole roster, send up to 100 requests from a spreadsheet with bulk requests.

FAQ

What should a UGC brief include?

A goal, a deliverables table with orientation, length and resolution, the audience and key benefits, hook ideas, must-say and must-not-say lists, a timeline, revision terms, raw file needs, usage rights and disclosure instructions.

How long should a UGC brief be?

One to two pages. Long enough to answer every question a creator would otherwise email you about, short enough to read in a few minutes.

Should I give UGC creators a script?

Usually not a word-for-word script. Give hooks, talking points and questions, plus must-say items like the product name and code. Creators sound more natural in their own words.

Who owns UGC content?

It depends on your agreement. Often the creator keeps ownership and grants the brand a license for specific uses and a set term. Put the terms in writing and check with an attorney.