A long brief produces worse videos than a short one. The reason is simple: the more lines you write, the more the creator performs and the less they sound like a person talking about a product.
The seven lines of a usable brief
| Brief section | What to write |
|---|---|
| 1. The product and what it does | In one sentence, the way a customer would say it. |
| 2. Who buys it | Not a thirty word fictional persona, but a real profile. |
| 3. The problem it solves | If there is none, there is no video either. |
| 4. One or two points that must be said | Not eight. |
| 5. What cannot be said | Legal constraints, banned claims, comparisons to avoid. |
| 6. Format | Length, vertical, subtitles, with or without a face. |
| 7. Delivery | Date, number of variants, revisions included. |
What to leave open
The words. If you write the script line by line, you get someone reading, and that is exactly the kind of video people skip. Give the point, not the phrasing. The creator's value is that they talk the way your customer talks, and that value disappears when you make them read.
The instruction that ruins a video
"Make it feel natural but follow our brand tone of voice." Those two do not fit together. Choose: either it is brand material, and then it is advertising, or it is UGC, and then it sounds like a person.
The Spanish detail
If you sell across several Spanish speaking markets, state in the brief whether you want a local accent or neutral Spanish. It is a reuse decision, not a style one: a neutral video also works in Mexico and Colombia, one with a strong regional accent stays in a single country.
Keep reading
- UGC for Automotive Brands and Dealerships in Spain
- UGC for Baby and Parenting Brands in Spain
- UGC for Back to School in Spain
- How to Build UGC Packages That Sell in Spain
- The complete UGC guide for Spain
Find creators for your brief →
Frequently asked questions
How long should a brief be?
One page at most.
Should I write the script?
No, only the key points.
How many revisions should I plan?
One or two, written into the brief.
Local accent or neutral?
Decide it in the brief, based on where it will run.
