The Perfect UGC Brief: How to Get the Right Content for Your Brand

In today’s digital landscape, UGC has become a powerful tool for brands looking to connect authentically with their community. However, to get consistent and valuable content, everything starts with one key element: a well-crafted UGC brief.

An effective UGC brief is much more than just a request. It’s a strategic guide that helps creators produce content that reflects the brand’s identity, engages the right audience, and aligns with marketing goals. Without clear instructions, there’s a high risk of off-brand, ineffective, or even unusable content.

So, how do you create a winning UGC brief?

1) Define the objective

Every campaign needs a clear purpose. Are you aiming to increase brand awareness? Launch a new product? Collect reviews? Communicating this goal to creators helps shape the tone and format of the content.

2) Know your audience

Your brief should include a clear profile of your target audience: age, interests, lifestyle. This enables creators to develop more relevant and focused UGC content.

3) Give clear guidelines, but leave room for creativity

It’s crucial to outline what should be included (keywords, hashtags, key messages), as well as what to avoid. At the same time, allow creators the freedom to interpret the message in their own voice — this authenticity is what makes UGC so impactful.

4) Differentiate between organic content and paid ads

In organic UGC, the brief can be more flexible, giving creators the freedom to naturally integrate the product into their daily routine. The goal here is to inspire emotion and allow the viewer to imagine how the product will make them feel once it becomes part of their life. These contents should focus on authenticity, mood, and relatability — less about selling, more about storytelling.

For paid UGC ads, however, the focus shifts to conversion. The brief should be more structured and performance-driven. Start with a strong hook — something visual or verbal that immediately grabs attention. Follow with a clear problem/solution structure to explain how the product adds value. Finally, close with a compelling call to action (CTA) that tells viewers exactly what to do next (shop now, swipe up, learn more, etc.).

5) Specify the required formats

Stories, Reels, horizontal videos, lifestyle photos — each platform has its own best practices. Make sure your UGC brief states what kind of content you need and for which channels, to support a strong cross-platform strategy.

6) Set deadlines and campaign context

Include a timeline, usage rights, brand tone of voice, and any other relevant details to help the creator deliver on point.

Finally, remember that a strong UGC strategy isn’t just about collecting content, but also about managing it well: track performance, engage with creators, and make the most of top-performing content by resharing or repurposing it for paid campaigns.

In short, the perfect UGC brief is one that balances clarity, consistency, and creativity. It’s the compass that guides your brand ambassadors toward producing UGC content that tells your story in a way that’s authentic, engaging, and strategically aligned.