Guide: practice
The UGC briefChecklist and template
A good brief saves revision rounds and makes sure the videos fit how you plan to use them. This article shows what belongs in it, gives you a template with examples and names the mistakes we see most often.
Short answer
A UGC brief covers product, goal, audience, platform, key message, hooks, must-say points, no-go claims and the usage you need on one or two pages. The clearer the goal and the usage, the fewer revisions you need. Extra revisions cost $45 per video at FNLY Social, and the market charges 25 to 50 % of the base rate per extra round (DesignRevision).
What goes into the brief
These twelve points cover everything a creator needs to know to make a video that fits.
- The product and its two or three most important features.
- The goal of the video: sales, awareness, app installs or sign-ups.
- The audience: age, situation and the problem the product solves.
- Platform and format, for example TikTok in vertical 9:16.
- Length in seconds.
- The key message in one sentence.
- Hooks you want or ideas for them.
- Must-say points such as price, discount code or a pointer to the link.
- No-go claims and legal limits, for example no health claims.
- Tone and examples you like.
- Usage: organic, paid ads, term and channels.
- Deadline, contact person and number of revisions.
UGC price calculator
How much does your UGC video cost?
Choose 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 fictional water bottle.
| Product | Insulated stainless steel water bottle, 25 oz, keeps drinks cold for 12 hours |
| Goal | Online store sales through ads on Instagram and TikTok |
| Audience | Office workers aged 25 to 40 who forget to drink enough water at work |
| Platform and format | Instagram Reels and TikTok, vertical 9:16, 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 at work. 2. The one thing that is always in my work bag. 3. Ice cube test after 8 hours. |
| Must-say points | Brand name, discount code in the last third, pointer to the link |
| No-go claims | no health promises, no comparisons with other brands, no results the creator did not experience |
| Tone | casual and everyday, first person, as is normal on the platform |
| Usage | Paid ads for 12 months on Meta and TikTok, organic unlimited |
| Delivery and revisions | Delivery 10 business days after the product arrives at the studio, 1 revision per video |
The examples are fictional and for illustration only.
Common mistakes and how to avoid them
Most revision rounds come from the same seven gaps in the brief.
| Too many messages | A 30-second video carries one message. Spread several benefits across several videos or hooks. |
| Word-for-word script | Read-out lines sound stiff. Give bullet points and let creators use their own words. |
| No stated use | Whether a video runs organically or as an ad changes the structure, the hook and the rights you need. |
| No no-go claims | Claims you cannot back up or statements about competitors otherwise only surface at review. |
| Invented experiences | Scripts should only state what the creator actually experienced with the product. The FTC Consumer Review Rule bans testimonials that misstate the person's experience. |
| Rights left open | Without a stated scope, it is unclear whether paid ads, whitelisting or raw footage are covered. Name the use in the brief and in the quote. |
| Product arrives late | At FNLY Social, delivery time starts when the product arrives at our studio in Germany. Plan international shipping and customs clearance early. |
How FNLY Social works with briefs
At FNLY Social you enter the key points directly in the quote request, and we settle the rest in a short call.
In the Ads package we write concept and script ourselves and suggest three hooks per video. For single videos, a script costs $49 if you do not want to write it yourself. If a creator also posts on their own account, we make the FTC disclosure part of the brief.
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FAQ
Frequently asked questions
How long should a UGC brief be?
One or two pages are usually enough. What matters more than length is that goal, audience, key message and usage are clearly described.
Do I have to provide 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, and for single videos it costs $49.
How many hooks should I give?
For ads, two or three hooks per video make sense so you can test variations. You can give your own ideas or leave them to the creators.
What happens if the video does not match the brief?
That is what revisions are for, at FNLY Social one or two per video depending on the package. Each extra revision costs $45 per video.
Do usage rights belong in the brief?
Yes, because the use shapes both the structure and the scope of rights. State whether the video runs organically or as an ad, for how long and on which channels.
Can I include example videos from other brands?
Yes, examples help convey tone and style. They serve as orientation, and the new video should not copy them.
When should the product arrive?
As early as possible, because delivery time starts when the product arrives. FNLY Social delivers a single video 10 business days after the product reaches our studio in Germany, so allow time for international shipping and customs.
UGC brief
Brief ready?
The quote request takes you through your brief step by step. Afterwards you get a quote with fixed prices in USD.