ugc-creative-brief

name	ugc-creative-brief
description	Build UGC creator briefs with hook formulas, shot lists, platform format specs, and compensation frameworks. Use when briefing UGC creators, planning creator campaigns, writing creator-style hooks, or generating UGC-style ads.

UGC Creative Brief

A UGC ad works because it looks like a person talking, not a brand advertising; the brief's job is to lock the hook, message, and CTA while leaving the delivery authentic.

1. Gather the inputs

You need: brand and product, target audience with pain points, objective, distribution platforms, 2-3 key messages, restricted claims or compliance limits, and budget. If any of these are missing, ask before drafting — a brief with vague messages produces generic content.

2. Write the brief

Structure every brief with these blocks:

• Brand overview: product, site, brand voice in one line each.
• Deliverables: count, length, aspect ratio, resolution (1080x1920 minimum for vertical), raw footage yes/no, revision rounds (cap at 2).
• Key messages: 2-3 per video, no more. Creators who juggle five talking points hit none.
• Hook requirement: first 3 seconds must stop the scroll, using one of the approved formulas below. Never open with the brand name.
• CTA requirement: exact verbal CTA and timestamp, on-screen CTA text, promo code if any.
• DOs: natural lighting, phone-shot, product in frame within 5 seconds, direct-to-camera, genuine reactions.
• DON'Ts: no competitor mentions, no unsubstantiated health or income claims, no copyrighted music, no scripted-sounding delivery. Check restricted verticals against platform policy before briefing.
• Timeline and compensation: acceptance, draft, revision, and final dates; fee structure from section 6.

3. Pick the hook formula

• Problem-Agitation-Solution: "Stop wasting money on X" → frustrating before-state → "Then I found [Product]" → result → CTA. Best for clear pain points.
• Before-After-Bridge: show the before, "This was me a month ago," bridge to the product, transformation, code CTA. Best for visual transformations and SaaS workflows.
• Testimonial: "I never thought I'd say this but..." → credibility → specific use case and result → endorsement → CTA. Best for high-trust and B2B products.
• Curiosity gap / pattern interrupt: unexpected open with no context, tease the reveal, then the product. Best for TikTok-native content.
• Listicle: "3 things I wish I knew about X," product woven into the tips. Best for educational angles.

Give the creator one formula per video, with the opening line drafted for them.

4. Match platform specs

Spec	TikTok / Reels / Shorts	Meta Feed	YouTube pre-roll
Aspect ratio	9:16	1:1 or 4:5	16:9
Sweet-spot length	15-34s	15-60s	6s / 15s / 30s
Captions	Required (most watch muted)	Required	Optional
Text safe zone	Avoid top 15%, bottom 25%	Full frame	Full frame
CTA overlay	Last 3-5 seconds	Throughout OK	Last 2 seconds

Brief the shot list per format — a 9:16 talking-head does not crop into a usable 1:1.

5. Include a shot list

Break the video into numbered shots with duration, shot type, description, and audio line. Example 30s unboxing skeleton: arrival excitement (0-3s), open and first reaction (3-6s), product reveal close-up (6-10s), first use (10-15s), natural POV usage (15-22s), final reaction (22-27s), CTA overlay (27-30s). Tutorials and day-in-life follow the same discipline: hook shot first, CTA card last, demo in the middle.

6. Set compensation

Typical market structure: a base fee per video scaled to follower tier (nano creators from low hundreds, scaling up through micro and mid tiers), plus separately priced usage rights. Organic-only is the 1x baseline; paid amplification runs 1.5-2x, whitelisting from the creator's handle 2-3x, perpetual rights 3-5x, and exclusivity adds 50-100%. Time-box usage rights (30/60/90 days) rather than buying perpetual by default, and consider performance bonuses per view or tracked conversion threshold.

7. Produce, test, ship

• No creator lined up? generate_ugc_ad produces creator-style video from the same brief — hook formula, message, CTA all still apply.
• Upload finals with upload_creative; verify placements with get_ad_readback.
• Run variants head-to-head with test_creatives and read results via pull_<platform>_ads_performance or tiktok_ads_get_insights. creative-testing covers test design; video-ad-scriptwriter covers timing-mark scripting when the creator wants a full script.

Rules

• Lock hook, key messages, and CTA; leave wording and delivery to the creator.
• 2-3 key messages max, one hook formula per video.
• Compliance limits go in the brief, not the revision round.
• Price usage rights explicitly and time-boxed. Never assume paid rights from a base fee.