# UGC Brief Template

Use this template to align the brand and creator before production. Label required elements separately from creative suggestions.

## Campaign

- Campaign name:
- Product or offer:
- Why this campaign is running now:
- Primary outcome:
- Publication channels:
- Viewer destination:
- Campaign owner:

## Audience

- Who they are:
- Situation or job to be done:
- Main tension or problem:
- Current alternatives:
- Important objection:
- Language the audience uses:

## Message

- Single takeaway:
- Approved product facts:
- Source of truth for product questions:
- Required statements or disclosures:
- Prohibited claims or topics:
- Final call to action:

## Deliverables

Repeat this section for each asset.

- Asset name and purpose:
- Hook, demonstration, objection, testimonial, CTA, or other:
- Format:
- Approximate duration:
- Orientation and target dimensions:
- Spoken, voiceover, text-led, or visual-only:
- Edited asset, raw footage, or both:
- Caption or subtitle requirements:
- Safe-area requirements:
- File type:
- Variations and the variable being changed:
- Thumbnail or cover frame:
- Delivery method:
- Due date:

## Required Elements

- Required product handling or demonstration:
- Required visual elements:
- Required spoken or written elements:
- Required call to action:
- Technical requirements:

## Creative Options

- Optional hooks:
- Suggested scenarios:
- Tone references:
- Supporting shots:
- Reference links and what each reference demonstrates:
- Decisions owned by the creator:

## Review and Approval

- Concept review required:
- Draft delivery date:
- Reviewers:
- Final approver:
- Feedback deadline:
- Included revision rounds:
- What counts as a correction:
- What counts as a new direction:
- Final delivery date:
- Publication owner:

## Usage and Working Terms

Link this section to the final agreement reviewed by the appropriate business or legal owner.

- Organic channels:
- Paid usage:
- Usage duration:
- Geography:
- Editing and cutdown permissions:
- Raw footage included:
- Creator credit or tagging:
- Exclusivity:
- Project-file ownership:
- Payment milestones:

## Measurement

- Primary metric:
- Supporting signals:
- Data source:
- Reporting window:
- Tracking link or campaign identifier:
- Who can access the data:
- Decision the results will inform:
- How unavailable metrics will be labeled:

## Pre-Production Confirmation

- [ ] The audience and primary outcome are clear.
- [ ] Required facts are separated from creative options.
- [ ] Claims and disclosure direction have an identified reviewer.
- [ ] Every deliverable has a purpose and technical specification.
- [ ] The creator knows which decisions they own.
- [ ] Reviewers, deadlines, and revisions are agreed.
- [ ] Usage and payment terms point to the final agreement.
- [ ] Metrics have a source, reporting window, and decision.
- [ ] The destination continues the same campaign promise.
- [ ] Open questions have owners and due dates.

---

Created by Devin Gray. Read the complete guide at:
https://devingray.io/blog/ugc-brief-template