Template · Copy-paste ready · Free

Creative brief template UGC for Meta + TikTok

A working framework for UGC production: 7 sections that align the creator, brand and media buying team before filming.

1. Brand & product context

The 3 paragraphs the creator MUST read before anything else. This is where we establish your tone and authority.

Who you are as a brand (in 2 sentences, without marketing jargon)
The exact product we are promoting (variants, price, differentiating benefit)
Who the typical buyer is (demographics + purchase motivation, not just age)
Which messages I must NOT convey (medical claims, comparisons with specific competitors, etc.)

2. The video's objective

The creator needs to know what you want to optimize for. An awareness video is different from a conversion video.

Target platform: TikTok / Reels / Stories (format changes duration and pacing)
Funnel stage: TOFU (awareness), MOFU (consideration), BOFU (conversion)
Primary metric: hook rate / watch time / CTR / conversions
Video duration: 15–30s for TOFU, 9–15s for BOFU

3. Hook frameworks (choose 1)

The first 1.5 seconds decide everything. Give the creator 4–5 hook options so they can choose one that feels natural.

POV — "POV: you bought [X] and have been thinking about it for 3 days"
Problem — "Why the [product X] you buy is doing you more harm than good"
Number — "I tested 47 options. This one won."
Contrarian — "Stop buying [category] before you read this"
Social proof — "3,200 customers chose this in 2025. Here is why."
Tutorial — "How to get [result X] using this in 60 seconds"
Storytime — "My husband bought this as a joke. Now he uses it every day."

4. Building the message (seconds 1.5–12)

The recommended structure for developing the message after the hook. Do not prescribe exact words: provide the framework.

0:01.5–0:04 — The user's real problem (relatable, not invented)
0:04–0:08 — The solution (the product in context, rather than an isolated product presentation)
0:08–0:12 — Demo / transformation / visible result
0:12–0:15 — Clear CTA + a visual 'Shop now' button

5. Call to action (CTA)

A CTA is more than a phrase. It is a clear instruction the creator delivers with intent.

Primary CTA: "Tap the button and see the offer for X"
A real time limit (not a fake one): "The promotion ends Friday at 23:59"
A visual CTA button over the video in the final 3 seconds
YES: "Go to [brand]. Use code [code]." NO: "Click the link in my bio if you want."

6. Production requirements

Technical details that can make the difference between a video that works and one that does not.

Format: 9:16 vertical (1080x1920 minimum)
Lighting: natural daylight (a window) or a ring light, NOT fluorescent lighting
Audio: clean, without echo (a lavalier microphone or positioned close to the camera)
Subtitles: included in the video and checked for readability; the message must remain clear without sound
Delivery format: .mp4 H.264; check dimensions, duration and aspect ratio for the selected platform and placement before export

7. Explicit DOs and DON'Ts

The final section. Be very specific. This list saves the most revision time.

DO: speak naturally, as you would in real life. Do NOT read from a script sheet.
DO: include 1–2 moments where you pause and laugh or react naturally.
DO: show the packaging, but for no more than 2 seconds in total throughout the video.
DON'T: introduce the brand in a way that interrupts the message. Test early, natural brand integration; do not assume a universal reach penalty.
DON'T: show the price in the first 5 seconds.
DON'T: use a professionally polished voice-over (it sounds artificial on TikTok).
DON'T: add copyrighted trending music (Meta detects it and demonetizes the content).

The final step: the feedback loop

After receiving the first video, give the creator structured feedback in 2 paragraphs: what worked well + what to change for the second iteration. Limit feedback to 3 points. More than that overwhelms the creator.

"Hi [Name]! Thanks for the video. What worked brilliantly: The opening 2-second hook stopped the scroll perfectly (we tested it organically and saw a 3.4s watch time). The natural lighting is exactly what we wanted.

I have 3 adjustments for the next version: 1) Make it 15s, not 22s, because retention dropped after 17s in our test. 2) Show the promo code on screen in the final 3s, rather than only saying it. 3) Please redo the outro without the brand mention you added at the end; we have a list of claims we cannot use. Send version 2 by Friday and I will confirm ASAP."

Want us to help build your UGC pipeline?

We define creator profiles, write briefs, manage communication, validate rights and integrate variations into Meta or TikTok campaigns. The pace depends on volume and availability.

Request a free audit →Response within one business dayWritten recommendationsYour data is treated confidentially