# Campaign brief

Everything a creator needs to film: goal, audience, key messages, do’s and don’ts, deliverables and deadlines. Briefs · DOCX · Google Docs.

The outline and the notes are free to read. The full template and a filled-in example are included with annual access ($245 a year). The Word and Google Docs files are coming soon. Updated 17 October 2026.

## The short version

A campaign brief is the document a creator films from. It tells them what the product is, who the video is for, the one thing it must say, what to film, what to avoid, the files to deliver and when. A complete brief is the single best way to avoid reshoots, because many revision requests come from something the brief didn’t say.

This template has five parts, in the order a creator reads them: the overview, the audience and message, the deliverables and specs, the creative direction, and usage, timeline and feedback. Fill in all five, keep it to two pages, and send it once the creator has agreed to the job.

The outline below is free to copy. The full five-part brief and a filled-in example are included with annual access. For the thinking behind each section, read [How to write a UGC brief](https://ugcstars.com/resources/how-to-write-a-ugc-brief).

## When to use it

**The five parts**

| Part | What it answers for the creator | Length |
| --- | --- | --- |
| 1. Overview | Who you are, what the product is, and what the campaign is for | 4–6 lines |
| 2. Audience and message | Who the video speaks to, the one thing it must say, and the claims allowed | 6–10 lines |
| 3. Deliverables and specs | Exactly which files to deliver, at what length, size and format | 8–12 lines |
| 4. Creative direction | The format, tone, references, must-have shots and things to avoid | 8–12 lines |
| 5. Usage, timeline and feedback | Where the videos will run, the dates, and how feedback works | 8–10 lines |

Send the brief after the creator has said yes and agreed a rate, together with the [UGC content agreement](https://ugcstars.com/templates/content-agreement). The agreement can refer to the brief by date, so the two always match. If you’re still looking for creators, a free casting call through [Post a brief](https://ugcstars.com/post-a-brief) lets interested creators come to you.

## What’s inside

**Outline: Campaign brief**
```text
Campaign brief: [Campaign name]
About [Brand]: [two sentences on the brand and product]
Goal: [awareness / conversions / app installs]
Who it’s for: [audience, e.g. women 25–44 with sensitive skin]
Key messages: 1. [message] 2. [message] 3. [message]
Do: [e.g. film in natural light, show the texture]
Don’t: [e.g. mention competitors, make medical claims]
Deliverables: [number] videos, [length], [aspect ratio], raw footage [yes/no]
Deadline: first draft by [date], final by [date]
```
_Highlighted text in [brackets] is for you to fill in._

The outline fits on one screen and covers the essentials. The full brief below expands each line into a part with prompts, so nothing a creator needs is left out.

## Part 1: overview

The overview gives the creator context in under a minute: who you are, what the product does, what the campaign is for and the deliverables in one line. Everything after it is detail.

> _Part 1: overview_
>
> **This template is included with annual access.** Annual access is $245 a year and unlocks every creator’s contact details and every template, including new ones as we add them. Already have it? Log in to see it. The notes around it stay open to everyone. [Get annual access](https://ugcstars.com/pricing) or [log in](https://ugcstars.com/login?from=/templates/campaign-brief).

### How to fill it in

- [Campaign name] and [brief date]: the agreement will refer to the brief by its date, so date every version.
- [two sentences on the brand and who buys from you]: plain facts, not a mission statement.
- [what it does, in one sentence] and [retail price]: the price helps creators pitch it naturally (“for under $30”).
- [campaign goal] and [what you’ll look at]: a creator films differently for awareness (strong hook, broad appeal) than for sales (clear product demo, call to action).
- [the core idea]: the brief in one line, such as “a morning routine where the moisturizer calms red skin”.

## Part 2: audience and message

This part tells the creator who they’re talking to and what the video must leave them believing. One key message, two or three supporting points, and the claims the creator may and may not make. The claims list matters: a creator can’t know what your legal team has approved.

> **Part 2: audience and message** is included with annual access. [Get annual access](https://ugcstars.com/pricing) or [log in](https://ugcstars.com/login?from=/templates/campaign-brief).

### How to fill it in

- [audience]: specific enough to picture one person. Age, situation and the problem beat a demographic list.
- [the frustration the product solves, in their words]: the way a customer would describe it, which is often the best hook.
- [one sentence]: the [key message](https://ugcstars.com/creator-hub/glossary#key-messages). If you have three “key” messages, you have none. Pick one.
- [claims]: exact wording your team has approved, such as “clinically tested on sensitive skin”. Claims about health or results need evidence you hold. See [health claims](https://ugcstars.com/creator-hub/glossary#health-claims).
- [claims to avoid]: competitor names, medical promises, before-and-after results you can’t back up.
- [discount code / offer]: the [mandatories](https://ugcstars.com/creator-hub/glossary#mandatories), the things that must appear. Keep them few.

## Part 3: deliverables and specs

This is the part to be most exact about, because it’s what the creator checks before delivering and what you check when the files arrive. List every file: each video, each hook variation, each cut-down, the raw footage, the photos.

> **Part 3: deliverables and specs** is included with annual access. [Get annual access](https://ugcstars.com/pricing) or [log in](https://ugcstars.com/login?from=/templates/campaign-brief).

### How to fill it in

- [number] and [length]: matching the agreed quote exactly.
- [number] per video: [hook variations](https://ugcstars.com/creator-hub/glossary#hook-variation) are how you test openings in ads. Ask only for as many as you’ll actually test.
- [yes / no] for raw footage: [raw footage](https://ugcstars.com/creator-hub/glossary#raw-footage) lets your editor make new versions later. Creators often price it as an add-on.
- [9:16 vertical]: the default for TikTok, Reels and Shorts. Add other ratios only if you’ll use them.
- Captions and a clean version: ask for a [clean version](https://ugcstars.com/creator-hub/glossary#clean-version) without text if your team adds its own captions.
- Music: commercial tracks often can’t be used in ads. “None” or “royalty-free only” avoids takedowns.
- File names: a [naming convention](https://ugcstars.com/creator-hub/glossary#naming-convention) saves your team an hour of sorting.

## Part 4: creative direction

Creative direction says how the video should feel and what it must show, while leaving the creator room to make it their own. Give references, must-have shots and clear don’ts, not a word-for-word script. UGC works because it sounds like a person, not like an ad.

> **Part 4: creative direction** is included with annual access. [Get annual access](https://ugcstars.com/pricing) or [log in](https://ugcstars.com/login?from=/templates/campaign-brief).

### How to fill it in

- [format]: one of the common UGC formats. Mixing two in a 30-second video rarely works.
- [links to 2–3 videos] and [what you like about each]: references are faster than descriptions. Say what you like, so the creator copies the right thing.
- [shot 1–3]: the shots your ad can’t do without. Keep it to three to five.
- [Don’t]: the real limits: competitors, other brands’ logos, claims, filters, locations you can’t use.
- [Script]: asking to approve a draft script or [shot list](https://ugcstars.com/templates/shot-list) before filming is the best protection against reshoots.
- [Talking points]: [talking points](https://ugcstars.com/creator-hub/glossary#talking-points) the creator can say in their own words.

## Part 5: usage, timeline and feedback

The last part repeats the business terms the creator agreed to, so the brief stands on its own: where the videos will run, the dates for each step and how feedback will work.

> **Part 5: usage, timeline and feedback** is included with annual access. [Get annual access](https://ugcstars.com/pricing) or [log in](https://ugcstars.com/login?from=/templates/campaign-brief).

### How to fill it in

- Usage and account ads: the same terms as your agreement. If they differ, the agreement wins, so fix the brief.
- Dates: work back from the date you need the files. Leave the creator at least a week after the product arrives.
- [feedback days]: be as fast as you ask the creator to be. Slow feedback is the easiest way to miss your own dates.
- [number] round(s): send all changes in one numbered list. The [feedback and revision request](https://ugcstars.com/templates/feedback-request) template shows how.
- [name and role of the one person who approves]: one decision-maker avoids contradictory comments.

## A filled-in example

Here is the full brief filled in for the example used across these templates: a skincare brand books a creator for two 30-second videos for three months of paid ads. The brand, the people and the details are made up.

> **Example: a skincare campaign brief** is included with annual access. [Get annual access](https://ugcstars.com/pricing) or [log in](https://ugcstars.com/login?from=/templates/campaign-brief).

Everything the creator needs is on the page: one key message, approved claims and the ones to avoid, every file listed, three must-have shots, and a date for each step. A creator filming from this brief is unlikely to deliver something the brand didn’t expect.

## Mistakes to avoid

- Several key messages. A 30-second video can land one point well. Choose it and put the rest under supporting points.
- Writing a full script. A creator may deliver it word for word, and it then sounds like an ad. Give talking points and let them speak naturally.
- Vague deliverables. “Some videos and B-roll” leads to arguments at delivery. List every file.
- Leaving out claims guidance. Creators will describe results in their own words, which may not be wording you can use in an ad. Give approved claims.
- Changing the brief after filming. A new direction after filming is a new job. If you must change it, expect to pay for a reshoot.

## Questions brands ask

**How long should a brief be?**

One to two pages. Long enough to answer every question a creator has before filming, short enough that they read all of it.

**Should the brief include a script?**

Usually not. Give talking points and ask the creator to send a short shot list or draft script for approval. It keeps their voice and catches misunderstandings early.

**Can I send the same brief to several creators?**

Yes, with the creator name, dates and any personal notes changed. Different creators will interpret the same brief differently, which is useful when you’re testing ads.

**Is the brief part of the contract?**

It can be. The [UGC content agreement](https://ugcstars.com/templates/content-agreement) refers to the brief by its date, so the deliverables in the brief become part of what was agreed.

## Before you send it

- Every [placeholder] is replaced, or its line is deleted.
- There’s one key message, and the approved claims are written out.
- Every deliverable is listed with its length, ratio and format.
- The usage matches your agreement and the creator’s quote.
- Every step has a date, and the creator has at least a week after the product arrives.
- One person is named to give feedback.

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