Fill in a short form and get a complete UGC creator brief to copy, download or post free as a casting call on UGCStars.
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Paid ads on TikTok, Instagram Reels.
Paid ads, 3 months. Starts from the first post or ad.
Want creators to come to you? Post it free as a casting call: matching creators who opted in get it by email and contact you directly.
To get the video you need from a UGC brief, decide what the video is for and where it will run, then answer every field with something a creator can act on: one format and length, three key messages in plain words, the shots the video can’t work without, and exact usage, deliverables, deadline and budget.
The generator above turns those answers into a structured brief you can copy, download as a text file, or print and save as a PDF. If you don’t have creators yet, you can post a brief free as a UGCStars casting call: matching creators who opted in get it by email and contact you directly.
Below, each field gets weak and useful answers side by side, plus three filled-in briefs. For what a brief is and how much to script, read How to write a UGC brief.
Fill in the goal and placement first, because every other field depends on them. A paid ad and an organic post can show the same product and still need a different hook, call to action, usage and budget.
Write the goal as one outcome: “Sell the first tube to new customers” or “Show our followers how to use the refill.” If you want sales and awareness, pick the one you’ll judge the video by.
| Field | Paid ad | Organic post |
|---|---|---|
| Hook | Stops a stranger who didn’t choose to see it. Ask for 2–3 hooks to test. | Fits the feed of people who follow you. One hook is often enough. |
| Call to action | One clear next step, such as “tap to shop” | Softer, such as “follow for part two”, or none |
| Usage and budget | Paid channels, a period and countries, priced on top of the starting rate | Your own accounts and website, closer to the starting rate |
| Ad access | Say if it will run from the creator’s account with TikTok Spark Ads or Meta partnership ads | Not needed |
All three use vertical 9:16 video, so one shoot can serve them all. Name each one anyway, so the creator keeps text clear of each app’s buttons and avoids sounds that may not be cleared for ads.
Pick one format per video, because each format asks the creator for something different. The format field tells them what to prepare, and the table shows what each one needs from you.
| Format | What the creator needs from you | Length to start with |
|---|---|---|
| Testimonial | Time to use the product first, and the result to talk about | 20–45 seconds |
| Unboxing | The product unopened, in its real packaging | 15–30 seconds |
| Product demo | How it works and the one feature to show | 20–45 seconds |
| Problem–solution | The problem in your customer’s words, and the fix on camera | 20–40 seconds |
| Tutorial | The steps in order and the result at the end | 30–60 seconds |
| Voiceover | The footage or screens to talk over | 15–45 seconds |
Our starting points, not platform limits.
Length is also a line on the quote: a 60-second tutorial takes longer to plan, film and edit than a 15-second unboxing. If you need several lengths, enter the longest and list the shorter cut-downs under deliverables.
A testimonial says the creator uses the product, so leave time in the deadline for them to use it. A voiceover needs the most from you: the footage, screens or test account they’ll record over.
Use the first key message slot for the one thing the viewer must remember, and the other two for the reasons to believe it. A short video lands one idea well, so the creator builds around the first.
Write each message the way a customer would say it to a friend. Creators put messages into their own words, and plain words survive that. Marketing phrases get read stiffly or dropped.
| Weak | Plain | Why it works |
|---|---|---|
| Revolutionary hydration technology | My skin doesn’t feel tight by lunchtime | A result the viewer can picture |
| Chef-quality meals, delivered | Dinner is on the table in 20 minutes | A number and a moment, not an adjective |
| Take control of your financial wellness | You see what’s left to spend before you tap your card | Something the app actually shows |
Example messages for hypothetical products.
Check each one. Can the creator show it? “Sinks in in a minute” can be filmed, “next-level formula” can’t. Can you back it up? Once a creator says it in your ad, it’s your claim.
You don’t have to fill all three. One clear message beats three that compete for the same 30 seconds.
These fields control what the viewer sees and what the video avoids. Keep both short, and leave the rest to the creator.
List the shots the video fails without, written as what the viewer should see. “The label, readable, in the first five seconds” says what matters. “Close-up, slow push in” says how to film it, which is the creator’s call. Typical entries: the product in hand, the product in use, the result, and the size or texture buyers check.
Keep the list short enough to film from memory. For a scene-by-scene plan, use the Shot list and script outline.
Use them for hard limits and for things the creator can’t know. Taste is easier to show with a reference video than to describe.
| Type of entry | Example | Keep it? |
|---|---|---|
| Claims | Don’t say it treats acne. Say “for oily skin.” | Yes. The creator can’t know what’s approved. |
| Practical needs | Film with the cap off so the pump shows. | Yes. It saves a reshoot. |
| Taste | Be authentic. High energy. | No. Send a reference video instead. |
Example entries.
Leave the wording, the room, the order of the middle beats and the edit to the creator. That’s what you hire them for.
These fields decide the quote. A creator prices what you write, so a vague answer comes back as a question or a padded quote.
| Field | Vague | Quotable |
|---|---|---|
| Creator | Young, relatable, good energy | Women 25–40 in the US with oily skin, filming at home |
| Usage rights | Full rights | Paid ads on Meta and TikTok in the US for 90 days |
| Deliverables | A few videos and some B-roll | 2 videos of 30 seconds, 9:16, 3 hooks each, raw clips |
| Deadline | ASAP | Final files by 14 November, product arrives by 31 October |
| Budget | Open to offers | $250–300 per video including usage, plus the product |
Example entries for a hypothetical brand.
Describe what has to be true on camera, not a look: age, country, language, the situation the product fits and anything they must own, such as a dog. Mark which details are musts. How to find UGC creators covers the shortlist.
Write the channels, period, countries and ad access. “Full rights” can mean organic posts or a buyout with no end date, and creators price the widest reading. How to charge for UGC usage rights shows how each term moves the price.
List every file, from hooks and cut-downs to raw footage and photos, because each is a line on the quote. Set a deadline that leaves time to ship, use the product, film and edit.
Give the budget as a number or a range, and say what it includes. The UGC budget calculator adds up videos, hooks and usage, and the UGC Rate Index shows the starting rates creators set on their profiles.
Each example is a complete set of generator answers for a different format and placement.
| Field | Answer |
|---|---|
| Product | Dewlane Gel Moisturizer for oily skin, $26 |
| Goal and placement | Sales, from paid ads on TikTok and Instagram Reels |
| Format | Testimonial, 30 seconds |
| Creator | Women 25–40 in the US with oily skin |
| Key messages | 1. It doesn’t leave my skin shiny. 2. It sits well under makeup. 3. One pump is enough. |
| Must-show shots | The name on the bottle, the gel on a fingertip, skin a few minutes later |
| Do’s and don’ts | Use your own words. Don’t say it treats acne. |
| Usage and deliverables | US ads on Meta and TikTok for 90 days. 2 videos, 3 hooks each. |
| Deadline and budget | Files by 21 November. $275 per video, usage and hooks included. |
Hypothetical brand, product and figures.
| Field | Answer |
|---|---|
| Product | Simmerbox, a weekly kit with three dinners for two |
| Goal and placement | Show what arrives, organic on TikTok and YouTube Shorts |
| Format | Unboxing, 20–30 seconds |
| Creator | Couples in the US who cook at home |
| Key messages | 1. Three dinners in one box. 2. Everything is measured, so nothing is wasted. 3. It stays cold on the doorstep. |
| Must-show shots | The box on the doorstep, opening it, one finished dish |
| Do’s and don’ts | React as you open it. Don’t open it before filming. |
| Usage and deliverables | Organic on our accounts and website for 12 months. 1 video plus 5 photos. |
| Deadline and budget | Files by 15 November. $200, plus the box. |
Hypothetical brand, product and figures.
| Field | Answer |
|---|---|
| Product | Nestcount, a budgeting app for couples, free or $5 a month |
| Goal and placement | App installs from paid ads on TikTok and Instagram Reels |
| Format | Voiceover over our screen recordings, 20 seconds |
| Creator | People 25–40 in the US or UK who share bills with a partner |
| Key messages | 1. You both see the same balance. 2. Shared bills split automatically. 3. Setup takes two minutes. |
| Must-show shots | The shared balance and a bill being split (our recordings), then you holding the phone |
| Do’s and don’ts | Record in a quiet room. Don’t call it financial advice. |
| Usage and deliverables | US and UK ads on Meta and TikTok for 6 months. 2 videos plus the voice tracks. |
| Deadline and budget | Files by 12 November. $220 per video, usage included. |
Hypothetical brand, product and figures.
Each fixes the message, the proof and the terms, and leaves the hook and the edit open. Once a creator says yes, the Campaign brief template turns these answers into the full brief you send with the agreement.
A creator reads a brief to answer two questions: can I quote this, and can I film it? They tend to check it in this order.
Most of these are about terms, not the idea. A creator can work with almost any format, but not with terms that don’t add up.
If a field is empty or vague, ask before you quote, and put every question in one message so the brand can answer in one reply.
The Creator Hub brand email templates include an email for asking a brand for a full brief.
Go through these before you copy, download or post the brief, or before you reply to one.
A brief a creator can quote and film from without a question back gets you quotes you can compare and a first cut close to the video you pictured.
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