What most brands get wrong when they brief a UGC creator

The best UGC briefs I've ever received were one page. The worst were ten.

When a brief is overstuffed with shot lists, must-say lines, legal disclaimers and brand pillars, the creator stops creating and starts performing. The content reads as an ad — exactly what you hired UGC to avoid.

Instead, tell me: who is this for, what are they feeling before they find you, and what should they feel after. Then trust me with the rest.

Include three things: a one-paragraph product story, two or three reference videos in the tone you want, and your non-negotiables (claims you can't make, words you can't say).

That's it. Less brief, more brand. The creators worth hiring will do the rest.