Insights
How to brief a UGC creator
A clear brief saves time, improves hook quality, and keeps revisions low. Use this structure to get ad-ready assets faster.
Include the objective and KPI
Be specific: CTR, CPA, installs, trials, or bookings. Share current benchmarks.
Define the angle and offer
- Main hook and supporting hooks.
- Key benefits and objections.
- Offer, price, and CTA.
Provide brand and compliance notes
Share do/don'ts, tone, and any compliance restrictions upfront.
Give the creator context
Great briefs explain the audience, current results, and what success looks like. Include who the ad targets, what they already know about the product, and which objections they typically raise. This context helps the creator write hooks that feel native while still pushing the right CTA.
It also helps to share the landing page URL so the creator can align messaging with the onsite promise. If the offer changes, update the brief immediately so the final edit matches what the buyer sees on the page.
Structure the brief for speed
Use a simple format that is easy to scan. Break the brief into sections: objective, audience, hook ideas, proof points, offer details, and compliance notes. This reduces back-and-forth and keeps the first cut on schedule. For teams running paid tests weekly, speed is a competitive advantage.
- Objective and KPI target.
- Audience and key pain points.
- Hook options and proof.
- Offer, pricing, CTA, and URL.
Align on deliverables
Specify how many concepts and variations you need, plus any platform requirements. If you want whitelisting-ready edits, call that out. If you need multiple aspect ratios, include those details in the brief. This is the difference between a single video and a complete testing stack.
Brief template (copy/paste)
- Objective: CTR/CPA/installs/bookings.
- Audience: age, location, pain points.
- Offer: price, trial, bundle, CTA.
- Hook ideas: 3-5 options.
- Proof: reviews, claims, results.
- Restrictions: compliance notes.
Where to go next
Once the brief is ready, review the Services page, choose a package on Pricing, and explore examples in Work. You can send the brief directly on the Contact page.