Guide: practice
The UGC briefingChecklist and template
A good briefing saves revision rounds and makes sure the videos fit how you will use them. This article shows what belongs in it, gives you a template with examples and names the mistakes we see most often.
In short
A UGC briefing describes, on one or two pages, the product, goal, target group, platform, key message, hooks, mandatory statements and no-gos, as well as the intended use. The more clearly goal and use are defined, the fewer revisions are needed. Additional revisions cost about €35 per video on the market.
What belongs in the briefing
These twelve points cover everything creators need to know to make a fitting video.
- Product with its two or three most important features.
- Goal of the video: sales, awareness, downloads or job applications.
- Target group with age, situation and the problem the product solves.
- Platform and format, for example TikTok in 9:16 portrait.
- Length in seconds.
- Key message in one sentence.
- Hooks you want, or ideas for them.
- Mandatory statements, such as price, discount code or a mention of the shop.
- No-gos and legal limits, for example no health claims.
- Tone and examples you like.
- Use: organic, ads, duration and channels.
- Deadline, contact person and number of revisions.
UGC price calculator
How much does your UGC video cost?
Set the number of videos, length, editing, hooks and usage. The calculator compares single prices and packages and shows you the lowest option in one minute, no sign-up needed.
Calculate your priceTemplate to fill in
This template shows each field with a filled-in example for a fictitious water bottle.
| Product | Insulated stainless steel water bottle, 750 ml, keeps drinks cold for 12 hours |
| Goal | Online store sales via ads on Instagram and TikTok |
| Target group | Working people aged 25 to 40 who drink too little at the office |
| Platform and format | Instagram Reels and TikTok, 9:16 portrait, with captions |
| Length | 20 to 30 seconds |
| Key message | With this bottle you have cold water at your desk all day. |
| Hooks | 1. I finally stopped drinking lukewarm water. 2. The one thing always in my office bag. 3. Test: ice cubes after 8 hours. |
| Mandatory statements | Brand name, discount code in the last third, mention of the link |
| No-gos | no health claims, no comparisons with other brands |
| Tone | casual, everyday, informal address as usual on the platform |
| Use | Ads for 12 months on Meta and TikTok, organic without time limit |
| Delivery and revisions | Delivery within 10 working days after the product arrives or after the shoot date, 1 revision per video |
The examples are fictitious and for illustration only.
Common mistakes and how to avoid them
Most revision rounds come from the same six gaps in the briefing.
| Too many messages | A 30-second video carries one message. Spread several benefits across several videos or hooks. |
| Word-for-word script | Text read out loud comes across as stiff. Give bullet points and let creators use their own words. |
| Missing purpose | Whether a video runs organically or as an ad changes its structure, its hook and the rights needed. |
| No no-gos named | Otherwise inadmissible efficacy claims or statements about competitors only come up at approval. |
| Rights not settled | Without any information on use, in case of doubt only the recognisable purpose of the contract applies (§ 31 (5) UrhG). |
| Product arrives too late | At FNLY Social, the delivery time starts when the product arrives or on the date of the on-site shoot. Plan shipping or the appointment in good time. |
How FNLY Social works with briefings
At FNLY Social, you enter the most important details directly in the project request, and we clarify the rest in a short call.
In the Ads package we write the concept and script ourselves and suggest three hooks per video. For single videos, a script costs €39 if you do not want to supply it yourself.
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FAQ
Frequently asked questions
How long should a UGC briefing be?
One or two pages are usually enough. More important than length is that goal, target group, key message and use are clearly described.
Do I have to supply a finished script?
No. Bullet points and hook ideas are usually enough and come across more naturally on camera. At FNLY Social, the script is included in the Ads package; for single videos it costs €39.
How many hooks should I specify?
For ads, two or three hooks per video make sense to test variations. You can give your own ideas or leave them to the creators.
What happens if the video does not match the briefing?
That is what revisions are for: at FNLY Social, one or two per video depending on the package. Each additional revision costs €35.
Do usage rights belong in the briefing?
Yes, because the use determines the structure and the scope of rights. State whether the video should run organically or as an ad, for how long and on which channels.
May I include example videos from other brands in the briefing?
Yes, examples help convey tone and style. They serve as a guide; the new video should not be a copy of them.
When should the product arrive?
As early as possible, because the delivery time starts when the product arrives. At FNLY Social, we deliver a single video 10 working days after that.
UGC briefing
Briefing ready?
In the project request you enter your briefing step by step. You then get an offer with fixed prices.