Advertising
How to brief a UGC creator so the footage is usable
The brief template, the technical minimums, and the usage terms to agree before anyone films.
The brief template
UGC creator brief
Send with the productThe product
What it is, who it is for, the one thing that makes it different
Three things you may say. Two things you must not say.
The angle for this video
The problem this video is about:
The moment to show:
The feeling at the end:
Shots we need
Talking to camera, handheld, natural light — 3 different opening lines
Close-up of the product in your hands
You actually using it, uninterrupted, 20+ seconds
Reaction after using it
B-roll: the space, the packaging, the detail
Technical minimums
Vertical 9:16, 1080p or better, 30fps
Film near a window, light on your face, never behind you
Quiet room, phone no more than an arm's length away, or use earphones with a mic
Lock exposure and focus before recording
Leave 2 seconds of silence at the start and end of each take
Send original files — not compressed WhatsApp exports
Admin
Deadline · Fee · Usage: paid ads and organic, [term], [territory] · Who approves
What separates usable from unusable
| Problem | Result | How to prevent it |
|---|---|---|
| Backlit window behind the creator | Silhouette, unrecoverable | Face the window, not away from it |
| Echoey bathroom or empty room | Unusable audio | Soft furnishings, small room, mic close |
| WhatsApp-compressed files | Too low quality for ads | Ask for Drive or AirDrop originals |
| One take, one hook | No variations to test | Ask for three different openings |
| Product not clearly visible | Viewer cannot tell what is sold | Require a clean close-up shot |
| Claims you cannot support | Ad rejection or legal risk | List approved and forbidden phrases |
Frequently asked questions
How much do UGC creators charge in India?
Commonly ₹5,000 to ₹25,000 per video depending on following, production quality and usage rights, with paid-ad usage and longer terms pushing it higher. Bundles of several videos usually reduce the per-video rate.
Should creators post it, or do we run it as an ad?
Different deals. Posting to their audience is influencer marketing; you running it is UGC content licensing. Decide which you are buying and price it accordingly — many creators charge separately for each.
How many creators should we work with?
Start with three to five so you can compare, then concentrate spend on whoever produces the footage that converts. Faces perform very differently and there is no way to predict which before testing.
Can we edit their footage ourselves?
Yes, and you generally should — it is how you get consistent hooks, captions and ratios. Confirm editing rights in the agreement, and keep the edit honest to what they actually said.
Have something worth filming?
Tell us what you are launching and we will come back with ideas, a plan and a quote within two working days.