01
Brief the constraint, not every performance
Separate required claims, disclosures, formats, and deadlines from creative suggestions so the result can remain natural.
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Brands and teams planning UGC or creator programs
Creator and UGC Strategy
Creator marketing works best as a connected workflow: the brief gives useful constraints, the creator brings judgment, the destination continues the message, and measurement makes its limits clear. This guide combines hands-on UGC thinking with creator-platform product experience.
The operating principles
Use these principles to diagnose the work before choosing a deliverable.
02
Give every sample a purpose
Label whether a piece demonstrates a hook, product use, objection response, testimonial, or call to action.
03
Connect creative to destination
Plan where the viewer goes next and make sure the landing experience continues the same promise.
04
Report only supported metrics
Distinguish platform, website, and business outcomes and identify the source and availability of each.
Read the field notes
Articles in this guide
Creator Strategy · 10 min
UGC Brief Template: What Brands and Creators Need
Use this UGC brief template to align audience, message, deliverables, creative freedom, review, usage, and measurement before production begins.
Read articleCreator Strategy · 7 min
What Building a Creator Platform Taught Me About Collaboration
Product lessons from architecting creator-facing frontend systems at Walmart Connect—and how they apply to brand and creator workflows.
Read articleCommon questions
Start here.
What should a UGC brief include?
Include the audience, campaign goal, required product facts, prohibited claims, disclosure requirements, deliverable format, deadline, usage expectations, and a distinction between mandatory elements and optional creative direction.
Which UGC metrics matter?
The answer depends on the goal. Reach may use views; creative retention may use watch time or completion; traffic may use clicks; and business impact may use qualified inquiries or purchases when attribution is available.
Can metrics be pulled from any shared video link?
A share link can often supply public metadata or embed information, but verified performance metrics depend on the platform, permissions, and API access. Unavailable metrics should be labeled rather than estimated.
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