A brief is not a wish list. It is the document that decides whether the first delivery is usable or turns into three rounds of revisions, and most UGC problems start there.

The eight lines that solve it

1. The objective in one sentence

Sell a specific product, test a hook, recruit, answer a doubt. One objective per video.

2. Who is watching

Age, region, what that person already knows and what they fear. A generic audience produces a generic video.

3. The hook

Say what has to happen in the first two seconds. If you do not know, ask for three hook variations and choose afterwards.

4. The permitted claim, word for word

What may be said about the product and what is forbidden. In a regulated category this is not optional.

5. What must appear

Product in hand, legible label, result, packaging. List at most five mandatory items; more than that paralyses the creator.

6. Format and delivery

Vertical, duration, with or without captions, with or without music, raw or edited files, deadline.

7. Usage rights

Where it will run, for how long, whether it goes into paid media, whether it uses the creator's account. This changes the price and belongs in the brief, not in a renegotiation.

8. References

Two videos that worked and one that did not, with a sentence explaining why.

What to remove from the brief

A word for word script. If you write the whole speech, you get a read advertisement, which is exactly what does not perform.

Adjectives like authentic, natural and spontaneous. They instruct nobody. Replace them with a concrete instruction: talk as if you were telling a friend, film in your kitchen, do not use music.

Approval by five people. Name one approver and a deadline.

The Brazilian detail

Time zone, distance and logistics matter. A creator in Manaus does not receive the product in the same time as one in Sao Paulo, and strong northeastern sun at eleven in the morning is not the same light as the south in July. Write the shooting window and who pays the shipping in the brief.

And be explicit about payment: amount, deadline, invoice or receipt, and the transfer details agreed before shooting, not after.

Where to go next

A well written one page brief saves two weeks of rework. Our complete UGC guide for brands covers briefing, usage rights and running creator content as a repeatable process.