How to brief UGC creators so the first take works

Most UGC fails before the camera turns on

When creator videos flop, the creator usually gets the blame. Far more often the brief is the problem: a page of brand values, no hook and no clear picture of who the video is for. Creators fill the gaps with guesses, and you pay for three rounds of reshoots.

1 page per brief · 5 hooks per angle · 80% of first takes usable

The one‑page brief

Everything a creator needs fits on one page. If it doesn't, the idea isn't clear yet.

What goes on it

• Who it's for: one sentence about the viewer and the problem they have today

• The angle: the single reason to buy this video should prove

• Five hooks: written out word for word, so the creator can film all of them

• Must show: the two or three product moments that sell it

• Do‑nots: claims, words and shots that are off limits

Film hooks in batches

The first three seconds decide whether anyone watches the rest. We ask creators to record every hook as a separate take on top of one shared body. One shoot gives us five ads to test instead of one.

"A creator can't read your mind, but they can read a hook. Write the first line for them and let them make it sound like their own." — James Dunn, Founder

Give feedback that helps

"Make it more energetic" means nothing. Point to the timestamp, say what should change and why. Good feedback takes two minutes and saves a reshoot.

Putting it to work

Rewrite your current brief on one page. Add five hooks you'd stop scrolling for, and send it to the creator you trust most as a test.

Key takeaway

Brief the viewer, the angle and the exact hooks. Film hooks as separate takes so one shoot becomes five tests.