How to Brief a UGC Creator (So You Don't Get a Generic Ad)

Most UGC briefs are either a wall of brand guidelines or a one-line 'make it viral.' Neither gets you an ad that converts. Here's the shape that works.

1. The audience in one sentence

'Solo founders, technical, already using Notion, frustrated with meeting overhead.' No personas, no demographics. One sentence.

2. The single feature to show

Pick one. Not three. Not the whole product. The one moment that, if the viewer saw it, would earn a click.

3. The angle you want to test

'We think the winning angle is time saved.' Give the creator a thesis, not a script. They will bring it to life better than you can.

4. What NOT to include

• —Feature lists
• —Brand tone documents
• —Competitor teardowns
• —'Make it feel like [big brand]'

5. The success metric

'Hook rate above 25% at 3 seconds.' A creator briefed on the KPI writes differently than a creator briefed on 'engagement.'

Want a brief template that just works?

Every Angle & Hook engagement starts with a 20-minute call that produces a brief in this exact shape — free, whether or not you book. Get in touch.