The one-page UGC brief template
Everything a creator, or an AI actor workflow, needs before filming: who the ad is for, what to say, what not to say, what to show and what to deliver. Copy the blank template or follow the filled example.
Free, no sign-up. Updated 2026-10-18.
UGC brief template, section by section
1. Brand and product
Product name, what it is, price, and the one link the ad points to.
ExampleGlowDrop vitamin C serum, 30 ml, $28. Links to the product page, not the homepage.
2. Goal
What this ad is for: cold prospecting, retargeting, launch or offer.
ExampleCold prospecting on TikTok and Reels. Success is hook rate above our current best ad.
3. Audience
Who is watching, in one sentence, and what they already believe.
ExampleWomen 25–40 with a five-step routine who think vitamin C is too harsh for them.
4. Key message
The one thing the viewer should remember. One sentence.
ExampleOne pump of vitamin C that sinks in before sunscreen and doesn’t sting.
5. Hooks to test
Three to five opening lines, each a different angle.
ExampleProblem: “If your skin looks dull by noon…” / Objection: “I thought vitamin C wasn’t for sensitive skin too.” / Demo: “Watch how fast this sinks in.”
6. Script or beats
The structure the creator follows, with timings. Fixed lines in quotes.
ExampleProblem, agitate, solve, 25 seconds. Hook and call to action word for word; middle in the creator’s words.
7. Must say and must not say
Claims you can support, and claims you can’t make.
ExampleSay: “brightening”, “fragrance-free”. Don’t say: “cures”, “dermatologist recommended” (we have no endorsement).
8. Visual requirements
Format, setting, wardrobe, product shots and on-screen text.
Example9:16, natural light, bathroom counter. Show the dropper and the texture on the back of the hand by second 8.
9. Deliverables
How many videos, lengths, hooks per video, file format and deadline.
ExampleTwo videos, 20–30 seconds, three hook variants each, raw and captioned, by Friday.
10. Usage rights and disclosure
Where the ad runs, for how long, and how AI or paid content is disclosed.
ExamplePaid social, 6 months. Marked as an ad; AI actor disclosure per platform policy.
How to use the brief
Write the hooks before the script. The hooks are what you are testing; pick three to five from different angles in the UGC hook library.
Choose one structure. Paste a UGC script template into section 6 and mark which lines are fixed.
Be explicit about claims. The must-not-say list protects you on ad review and in regulated categories. If you use AI actors, read our AI ad disclosure guide.
Ask for hook variants as separate files. One body with three openings gives you a clean test; three different videos do not.
UGC brief questions
What is a UGC brief?
A UGC brief is the document a brand sends a creator before they film: the product, the audience, the message, the hooks to test, what to show and say, the deliverables and the usage rights. A clear brief is the difference between a usable first draft and a reshoot.
How long should a UGC brief be?
One page. If a creator needs more than a page to understand the ad, the idea is not settled yet. Put the fixed lines and the claims you can’t make where they can’t be missed.
What do creators most often get wrong without a brief?
They open with a slow introduction instead of a hook, show the product too late, and make claims the brand can’t support. The hooks, visual requirements and must-not-say sections in this template prevent all three.
Skip the shipping and the reshoots.
In FireplaceUGC the brief becomes the script, and an AI actor films every hook you want to test.