A strong UGC brief gives creators enough direction to explain the product clearly without making the video feel scripted. For apps and DTC products, the brief should include the target audience, product truth, use cases, hooks to test, claims to avoid, visual requirements, CTA, and usage-rights expectations. The best briefs create consistent variation, not identical videos.
The Short Answer
A UGC brief should help creators answer three questions:
- Who is this for?
- Why should they care?
- What must I say or avoid?
If the brief cannot answer those questions, creators will guess. Guessing creates inconsistent content and risky claims.
What to Include
Product Truth
Explain the product in plain language. For an app:
- What does it do?
- When does someone use it?
- What problem does it solve?
- What feature should be shown?
For a DTC product:
- What is it?
- How is it used?
- What makes it visually clear?
- What buyer objection matters?
Target Audience
Creators need to know who they are speaking to. Do not write "everyone." Be specific. Examples:
- Students learning a new language
- Busy founders trying to stay organized
- Skincare buyers with simple routines
- Pet owners looking for easier daily habits
Hooks to Test
Give hook territories, not rigid scripts. Examples:
- "I wish I knew this earlier..."
- "This is how I..."
- "The mistake I kept making..."
- "If you struggle with..."
- "Here is the fastest way to..."
Claims to Avoid
This section is essential. List:
- Words creators cannot use
- Results they cannot promise
- Medical, financial, or compliance-sensitive claims
- Before/after rules
- Required disclaimers
Visual Requirements
Tell creators what must be visible:
- App screen
- Product in hand
- Texture
- Routine
- Packaging
- CTA screen
- Use case
Usage Rights
If the content may be used in paid ads, landing pages, email, or organic channels, say that upfront and make sure the agreement supports it.
What Not to Do
Do not give creators a word-for-word script unless the category requires it. Do not overload the brief with strategy notes the creator does not need. Do not ask one video to do everything.
Do not skip claim rules.
How 8x Uses Briefs
8x uses briefs as part of a managed creator system. The brief is not a one-off document. It becomes a feedback loop.
Winning hooks and formats shape the next round of creator content. That matters for brands that need volume. Good briefing helps many creators create varied content that still stays accurate.
