How to Write a UGC Video Brief That Gets Results

Why Your Brief Matters More Than Your Budget

A common mistake brands make when running UGC campaigns is putting all their energy into selecting creators and almost none into writing the brief. The truth is, even the most talented creator cannot deliver what you need if the brief is vague, confusing, or missing critical information.

Think of your brief as the foundation of your campaign. A strong brief means fewer revisions, faster delivery, and content that actually works. Brands on Elli that provide detailed, well-structured briefs consistently report higher satisfaction with the videos they receive — and less back-and-forth. Here is how to write one that sets everyone up for success.

The 7 Elements Every UGC Brief Needs

1. Campaign Goal

Start by telling the creator exactly what you are trying to achieve. Are you running a paid ad to drive purchases? Building organic content for your Instagram? Gathering testimonials for your website? The goal shapes everything — the tone, the call to action, the pacing, and the visual style. Do not assume the creator will guess this on their own.

2. Product Description

Describe your product clearly. What does it do? Who is it for? What problem does it solve? Include key ingredients, materials, or features that you want highlighted. If you are shipping a physical product, mention anything the creator should be aware of before filming — packaging, scent, size, or texture can all be relevant details.

3. Target Audience

Describe who you are trying to reach. Age group, lifestyle, pain points, and aspirations all help the creator connect with your audience on a personal level. A skincare video targeting busy mothers in their 30s sounds very different from one targeting teenage beauty enthusiasts — and the creator needs to know which world they are speaking to.

4. Video Format and Length

Specify the format you need: vertical 9:16 for TikTok and Reels, square 1:1 for feed posts, or 16:9 horizontal for YouTube ads. Also state the ideal length. Most UGC ads perform best between 20 and 45 seconds. If you need a longer tutorial or review, say so. Creators cannot optimise their filming if they do not know the output format.

5. Key Messages

List two or three core messages you want the video to communicate. Keep this focused — overloading a creator with ten talking points will result in a scattered, unfocused video. Prioritise. What is the one thing you want a viewer to walk away knowing or feeling about your product?

6. Do's and Don'ts

Be explicit about what you want to see and what you want to avoid. Should the creator show their face on camera or focus on product close-ups? Can they mention competitor brands? Are there specific words or claims they should avoid for regulatory reasons? Are there scenes, locations, or aesthetics that do not fit your brand? A clear list of do's and don'ts prevents 80% of common revision requests.

7. Call to Action

Every good UGC video ends with a clear call to action. Tell the creator what you want viewers to do after watching: visit the website, use a discount code, follow the account, or try the product. Give them the exact phrasing you want used. A strong ending with a clear CTA is often the difference between a video that converts and one that is simply watched.

Common Brief Mistakes (And How to Avoid Them)

Even experienced marketers make these errors. Here are the most common ones we see on Elli and how to fix them:

• Being too vague: “Make it fun and authentic” is not a direction. Be specific about what fun and authentic look like for your brand.
• Overloading with information: A brief is not a brand document. Keep it to one page. Focus on what matters for this specific video.
• Forgetting the hook: The first three seconds decide whether someone watches or scrolls. Consider suggesting a specific opening line or scene to grab attention.
• No visual references: Include links to two or three videos that represent the vibe you are going for, even if they are from different brands. Creators are visual people.
• Skipping feedback on the first round: The first video is a learning opportunity. Give specific feedback on what you want changed and why — this trains the creator for future work.

A Simple Brief Template You Can Use Today

Copy and customise this structure for your next Elli campaign:

Tips for MENA-Specific Briefs

If you are running campaigns in the MENA region, a few extra considerations will help your content land better with local audiences:

• Specify the language: Should the creator speak in Arabic, English, or a natural mix of both? Code-switching is common and often feels more authentic to Gulf audiences.
• Consider cultural context: Mention any cultural sensitivities around product demonstration, clothing, or settings. What works in a Western campaign may need adaptation here.
• Seasonal relevance: Ramadan, Eid, and back-to-school periods are huge commercial moments in MENA. If your campaign aligns with a seasonal event, tell the creator so they can reflect that in tone and styling.
• Locality cues: If it makes sense for the product, allowing creators to include recognisable local settings, references, or phrases builds immediate trust with regional audiences.