Influencer and UGC Creator Brief

Brief creators so the content converts without killing authenticity: message hierarchy, mandatories, hooks to test, and honest usage terms.

Write a creative brief for influencer/UGC creators.

Product + the offer: [WHAT IT IS + ANY CODE/LINK THE CREATOR SHARES]
Campaign goal: [AWARENESS / CLICKS / CONVERSIONS, and the number that defines success]
Creator profile: [WHO WE'RE BRIEFING: niche, size tier, platform(s)]
The ONE thing viewers must remember: [SINGLE MESSAGE, if you have three, pick one; briefs with three messages produce content with none]
Claims they may make: [APPROVED CLAIMS ONLY, exact wording where regulated: results, health, financial]
Claims they must NOT make: [THE LEGAL/COMPLIANCE LINES]
What we've seen work (if anything): [PAST WINNING CONTENT OR HOOKS, or "first campaign"]

Structure the brief:
1. **The one-pager top:** campaign name, deliverables (formats + counts + lengths), timeline (draft date, revision window, post date), and the single message; stated once, bolded.
2. **Creative direction: freedom inside a frame:** the scenario territory ("morning routine", "honest first-try reaction", "before/after"), 3 hook directions to choose from (each written out as an actual opening line, not a theme), and what great looks like: one paragraph describing the feeling of the ideal post. Explicitly state what we will NOT dictate (their words, their style, their humor): scripted-sounding UGC underperforms precisely because it stops being UGC.
3. **Mandatories (short list, non-negotiable):** the product shown in use by [SECOND] seconds, the message stated in their own words, the disclosure (#ad; clearly visible, platform-compliant, non-negotiable), the CTA + link/code, and the do-not list from my claims constraints.
4. **What to avoid:** the 3-5 patterns that make branded content skippable in this niche (infer from the product + platform).
5. **Logistics:** usage rights in plain language (where we can reuse it, organic only vs. paid ads, and for how long; rights beyond the creator's own channels are negotiated, not assumed), payment terms, revision policy (one round, on mandatories only: taste notes are not revisions), and the approval turnaround we commit to.

Then add: the brief-review checklist, 5 questions I answer before sending (is the message singular? are the mandatories under 6? can a creator shoot this in one session?).

Rules: total brief under 600 words, creators skim. Everything the creator must do is in mandatories; everything else is theirs.

How to use

The tension this brief manages is the whole game: over-scripted creator content underperforms because audiences smell the script, but under-briefed content misses the message; mandatories-plus-freedom is the resolution. The disclosure line is not optional anywhere (FTC in the US, similar rules elsewhere); build it in rather than hoping the creator remembers. Test the three hooks across creators and double down on the winner in round two.

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Pages to evaluate:
"""
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"""
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"""

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