German brands brief too precisely. That is the most common cause of UGC videos that are technically correct and that nobody watches to the end. The more complete the script, the more the creator sounds like someone reading and the less like a customer.
The seven lines of a usable brief
| Brief section | What to write |
|---|---|
| 1. Product and benefit | In one sentence, the way a customer would say it. |
| 2. Who buys it | A real profile, not a persona from a workshop. |
| 3. Which problem it solves | No problem, no video. |
| 4. One or two mandatory statements | Not eight. |
| 5. What may not be said | Legal limits, banned effect claims, impermissible comparisons. |
| 6. Format | Length, vertical, subtitles, with or without a face. |
| 7. Delivery | Date, variants, revision rounds. |
What you deliberately leave open
The phrasing. Give the argument, not the sentence. The only reason to commission a creator rather than a production company is that they speak in their own words. Take the words away and you pay for UGC and receive a cheap commercial.
The German special case: precision in the right field
Be strict on facts, figures and legal points. Be loose on language and sequence. That separation is the whole trick: a brand that dictates the wording but does not check the effect claim has it exactly backwards.
One sentence that ruins any video
"Please come across as natural, but use our brand language." Both at once does not exist. Decide beforehand.
Keep reading
- UGC for Home and DIY Brands in Germany
- UGC for Kids and Family Brands in Germany
- UGC for Pet Brands in Germany
- The UGC Media Kit That Gets Replies in Germany
- The complete UGC guide for Germany
Find creators for your brief →
Frequently asked questions
How long may a brief be?
One page.
Should I write the script?
No, only the core statements.
How many revision rounds?
Two, set out in the brief.
What is the most important line?
What may not be said.
