The most common reason UGC underperforms isn't the creator — it's the brief. Brands either over-brief (scripting every word, killing authentic delivery) or under-brief (sending a product and saying "just talk about it naturally"). Both approaches produce content that doesn't convert.
A good brief gives creators everything they need to hit your key messages and nothing that makes them sound like a corporate press release. Here's exactly how to write one.
Section 01
Product Overview (2–3 sentences max)
What is it, what does it do, and what makes it different? Keep this factual and brief — it's context for the creator, not copy for the ad.
Example: "Dog is Human Supplement is a daily dog supplement in treat form. It supports joint health, digestion, and coat quality. Unlike most supplements that dogs refuse to eat, it's chicken-flavored and dogs actually love it."
Section 02
Target Customer
Describe the person the creator should be speaking to — not demographics, but mindset and situation. The creator needs to feel like they're speaking to someone specific.
Example: "Dog owner 30–55, their dog is 5+ years old. They care deeply about their dog's health, have probably tried other supplements, and are skeptical because past products didn't work or their dog wouldn't eat them."
Section 03
The Core Pain Point
The single biggest problem your product solves. This is what the hook should address. Be specific — vague pain points produce vague content.
Example: "Their dog has been limping after walks or struggling to get up. They're worried but don't want to just give the dog pills it'll spit out. They want something that actually works AND that the dog will actually eat."
Section 04
Key Messages (3 max)
The 2–3 things the viewer must take away from the video. These are non-negotiable talking points — but how the creator conveys them is up to them.
Example: "1) Dogs actually eat it voluntarily — no hiding pills in peanut butter. 2) Owners noticed a difference in mobility within 2–3 weeks. 3) Vet-formulated with real, clean ingredients."
Section 05
Hook Options (provide 2–3)
Give the creator 2–3 tested hook options to try. Make them specific and conversational. Tell them they can riff on these or use one as-is.
Example: "Option A: 'My 9-year-old lab has been limping after walks for the past year — until I tried this.' / Option B: 'If your dog refuses every supplement you've tried, this might actually work.' / Option C: 'My vet laughed when I told her my dog was getting better. Then she asked what I was using.'"
Section 06
Filming Guidelines
Practical instructions for how to shoot. Keep it minimal — 4–6 bullet points max. More than this becomes overwhelming and produces overly staged content.
Example: "Film vertically (9:16). Natural light preferred — near a window is perfect. Film in a real room (kitchen, living room) not a blank wall. Include your dog in at least one shot. No ring lights unless they look natural."
Section 07
Do's and Don'ts
3–5 of each. Be specific about what would make you reject the content — this prevents reshoots.
Example: "DO: Speak conversationally like you're telling a friend. DO: Mention the product name at least once. DON'T: Read from a script — it shows. DON'T: Show product price. DON'T: Use the phrase 'game-changer.'"
Section 08
Call to Action
The single action you want viewers to take. Keep it simple and natural — "check the link below" or "use code [X] for 15% off" are fine. Multiple CTAs dilute everything.
Example: "End with something like: 'If your dog is slowing down, try it for a month. Link's in the bio — they do free shipping.' Natural delivery only."
The goal of a UGC brief is to direct without over-directing. You want enough structure that the creator hits your key messages, but enough freedom that their delivery sounds natural and unscripted. This balance — strategic but authentic — is the hardest thing to get right in a brief, and it's why experienced production teams can consistently produce better UGC than brands doing it in-house.
At Get Reel Ads, brief writing is one of the most important parts of our process. Every project starts with a custom brief built around your audience's specific pain points and the hook angles most likely to stop their scroll. See how our packages work or reach out to talk through your project.
