How to Write a UGC Brief (Free Template)

Last updated: October 2026

A UGC brief is a one to two page document that tells a creator what to make, where it will run, when it is due and how they get paid. Write it with eight parts: brand, goal, audience, deliverables, key messages, dos and don'ts, usage rights and payment, then timeline and approvals. Use the template below and keep every line specific.

This guide is for brands and founders hiring UGC creators for the first time, or tired of getting back videos that miss the mark. If you search for a UGC brief template, you want something you can fill in today. You will get that, plus the reasoning behind each part.

What is a UGC brief?

A UGC brief is the working document between a brand and a creator. It covers the product, the goal of the content, the format you need, the rules the creator must follow and the terms of the deal. Creators use it to decide whether to apply and later to shoot the video.

It is different from a script. A script tells a creator what to say. A brief gives context and limits, then leaves the creative choices to someone who knows how to make content that feels native on the platform.

Jem Social's own campaign brief generator separates two documents. A campaign brief covers goals, creator requirements, timeline, deliverables and terms. A creative brief covers messaging, tone, visual style and talking points. For a small UGC order, one combined document is enough.

How long should a UGC brief be?

Keep the creator-facing brief to one or two pages. Jem's brief generator advises the same, because creators skim and move on from long documents. If your campaign is complex, send a one-page summary first and attach the full brief once a creator shows interest.

A short brief is not a vague brief. Every line should answer a question the creator would otherwise email you about. If a line does not do that, cut it.

The 8 parts of a UGC brief

1. Brand and product

Write two or three sentences on who you are and what the product does. Add the one thing a customer should understand within five seconds of watching. Creators judge fit quickly, so say what you sell and who buys it.

2. Goal

Say what the content is for. Paid ads, your product page, organic social and email all call for different videos. "Brand awareness" is too loose to help a creator. Name the use: for example, a 15 second vertical video that opens a paid ad.

3. Audience

Describe the person the video speaks to, in plain words. Include the problem they have and where they spend time. A creator can then pick a setting, tone and opening line that fits.

4. Deliverables

List what you need back: number of videos, length, aspect ratio, platform, and whether you want raw footage or captions. Ambiguity here causes most revision rounds. If you want three different hooks for the same video, say so now.

5. Key messages

Give a short ranked list of what the video should say or show. Two or three points is plenty. Add any claim that needs exact wording, such as an ingredient, a guarantee or a price.

6. Dos and don'ts

Tell the creator what to avoid, such as competitor names, medical claims or certain backgrounds. Add what you love: for example, natural light, real home settings, handheld shots. If you have reference videos you like, link them and say what you like about each.

7. Usage rights and payment

State where you can use the video, for how long, and whether you plan to run it as a paid ad. Then state the fee, any free product, and when payment happens. Hiding the budget wastes everyone's time, and Jem's generator FAQ says to include at least a range.

8. Timeline and approvals

Give dates: when the brief goes out, when a draft is due, when you will give feedback, and when the final lands. Say how many revision rounds are included. Name one person at your brand who approves the content.

Free UGC brief template

Copy this structure and replace each [placeholder] with your own details.

• Brand: [Brand name], [one sentence on what you sell and who buys it]
• Product to feature: [Product name and link]
• Goal of the content: [Where it will run and what you want viewers to do]
• Audience: [Who the video speaks to and the problem they have]
• Deliverables: [Number of videos], [length], [aspect ratio], [platform], [raw footage yes or no]
• Key messages: [Point 1], [Point 2], [Point 3]
• Must include: [Required claims, tags, links or product shots]
• Please avoid: [Claims, competitors, language or settings to skip]
• Style notes and references: [Tone, setting, example videos and what you like about them]
• Disclosure: [How the creator should disclose the paid or gifted relationship]
• Usage rights: [Channels, length of time, paid ads yes or no]
• Payment: [Fee or range], [free product], [when and how payment happens]
• Timeline: [Draft due date], [feedback date], [final due date], [number of revision rounds]
• Approver and contact: [Name and how to reach them]

Prefer not to start from a blank page? The free campaign brief generator builds a ready-to-send brief from a short form, with no login.

What to leave out of a UGC brief

• Word-for-word scripts. UGC works because it sounds like a real person. Give talking points instead.
• A long brand history. Two or three sentences is enough.
• Ten must-haves. When everything is required, nothing is. Rank your points and cut the bottom ones.
• Hidden terms. Put usage rights, payment and timing in the brief, not in a follow-up email.

Add the disclosure line

If a creator is paid or receives free product, the post needs a clear disclosure. The FTC's Disclosures 101 for Social Media Influencers says creators should disclose a relationship with a brand, including free or discounted products, when they mention that brand's products. Put a disclosure instruction in every brief so creators do not have to guess. If your content only runs as an ad on your own accounts, still read the FTC guidance and check what applies.

Where to send your brief

A good brief still needs creators to read it. You have two routes on Jem Social.

• Post it and let creators apply. Posting a brief on Jem is free, with no card needed. Tell Jem one line about your product, and Jem's AI writes a full brief in about 4 minutes that you can edit before it goes live on the Opportunity Board. Creators apply, and you see everyone who applied in one place. Start on the free brief page.
• Search and invite. The paid plan lets you search creators by niche and other filters, send the brief and a contract, and pay through escrow. It includes a 7-day free trial. See the Influencer Finder and pricing.

Jem is not a done-for-you agency. You still choose the creators, review their work and approve the content. If you also want to find creators first, read How to Find UGC Creators for Your Brand. New to the format? Start with What Is UGC?

Check your brief before you send it

1. Could a creator who has never heard of your brand explain the goal after one read?
2. Does it say exactly what files you want back, in what format?
3. Are fee, usage rights and dates on the page?
4. Is there a disclosure instruction?
5. Is it under two pages?

If you answered yes to all five, send it. Then take whichever creators reply, compare them, and give feedback fast.

Post your first brief this week

Write your one-line pitch, post a free brief on Jem Social and let creators apply. Posting is free, and Jem's AI writes the brief from one line in about 4 minutes.