Today, more than 90% of marketers prefer user-generated content (UGC) over traditional content. Why? Because it's authentic, trustworthy, and drives more engagement and conversions. On Noovid, creators and brands connect to produce real, strategic content that converts. But it all starts with a good brief. A brief…

Today, more than 90% of marketers prefer user-generated content (UGC) over traditional content. Why? Because it's authentic, trustworthy, and drives more engagement and conversions.

On Noovid, creators and brands connect to produce real, strategic content that converts. But it all starts with a good brief. A well-crafted brief is the heart of a successful UGC campaign. It helps creators produce content that's authentic, strategic, and tailor-made for your goals — with no rework. This guide is the ideal starting point for brands just entering the UGC universe that want to create briefs that actually work.

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What is a UGC brief?

It's the document that gives the creator clear direction on what to film, how to film it, and to what end. It sets the tone, the style, and the key points of the campaign. A good brief ensures content that's aligned with your brand identity without limiting the creator's creativity. The goal is to guide, not to box them in. The content needs to feel real and personal — not like a traditional commercial.

The ideal structure of a UGC brief

1. Video Objective

Start by explaining, clearly and concisely, what the brand expects from this content. Example: "We want you to show how [product/service] fits into your routine in a natural, genuine way, highlighting the benefits you've noticed in your day-to-day life."

Tip: Be direct and avoid marketing jargon.

2. Key Messages

A list of 3 to 5 essential points the creator should cover in the video. These are the main arguments the brand wants to communicate:

The main benefit of the product/service
How it stands out from other options on the market
Your experience or how it feels to use
Relevant ingredients/technologies/differentiators (if applicable)
Noticeable results or real transformation

Important: Avoid handing over a script. Encourage the creator to speak in their own voice. That makes the content more trustworthy and authentic.

3. Creative instructions

Hook: a strong opening line ("Stop everything and look at this!", "I didn't know I needed this until I tried it.")
Key points (e.g., "made with recyclable materials," "show the before and after")
Call to action (e.g., "Click the link and grab 20% OFF")

Add visual guidance if the product or service needs to be demonstrated. For example:

Visual style (e.g., natural light, no heavy filters)
Show the packaging, texture, and how it's used
Demonstrate the before and after
Show the real application or usage process
Navigate through a platform or app (if it's a digital service)

4. Bonus Tip: Visual references

Add links or examples of videos that inspire you (even from another brand). This prevents rework and ensures alignment on tone and aesthetics.

Final Checklist for the Brand:

Is the brief clear and to the point?
Is it adapted to the UGC style (no advertising tone)?
Does it leave room for the creator's creativity?
Are the key messages aligned with the campaign's concept?

✅ Is your brief ready? Now just publish it on the platform.

Example 1: Beauty Product

Product: Clarité – Illuminating Facial Serum

Video objective: Show, in a spontaneous way, how the serum fits into a skincare routine and improves the look of the skin right after use. The idea is to spark desire and create identification with people looking for healthy, glowing skin.

Points to mention/show:

The serum's lightweight texture and fast absorption
The natural glow that appears right after applying it
Vegan and cruelty-free product

Desired style:

Good natural light (bathroom, bedroom)
Talk as if you were recommending it to a friend
Show the product in use and the final result on your skin

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Example 2: Personal Organization App

Product: FocusZen – Productivity and Routine App

Video objective: Show how the app helps organize your day in a practical way, with a focus on people with hectic routines or anyone looking to boost their productivity. We want the creator to share their real experience with the tool.

Points to mention/show:

Ease of use and intuitive interface
How the app helps you plan your day/tasks
How it impacted your personal routine
Features like smart reminders and habit tracking

Desired style and format:

Start by showing the app on your phone, then turn the camera to face you

Creative instructions:

"I could never stick to a routine, but this thing saved my week."
"Organizing my day got 10x easier."

Want videos like these for your app or digital product? Create a project with Noovid!

Conclusion

With this guide, your brand will have all the tools to create UGC briefs that are efficient, strategic, and easy to understand — generating authentic, on-brand videos with high conversion potential.

UGC has the power to transform campaigns, but it only works with clear direction. A good brief is the starting point for creators to deliver videos that drive real results.

On Noovid, you can create, manage, and scale UGC campaigns quickly — all with transparency and collaboration between brand and creator.

👉 Create your UGC content now - starting at R$169!