How to Write UGC Briefs for TikTok

Want better TikTok campaigns? It starts with clear UGC briefs. A UGC brief is a simple guide that helps creators make content that aligns with your brand and campaign goals. It ensures creators know what to include, how to style their videos, and what to avoid - resulting in content that resonates with TikTok’s fast-moving audience.

Key Takeaways:

• Start with brand context: Introduce your brand in 2–3 sentences and outline specific campaign goals.
• Set clear deliverables: Specify video length, format (vertical 9:16), and deadlines.
• Provide examples: Share links to TikTok videos or visuals that match your vision.
• Include must-haves and restrictions: List hashtags, mentions, and legal disclosures while noting what to avoid.
• Add a strong CTA: Guide viewers with clear actions like “Click the link in bio” or “Use code SAVE15.”

Why it matters: TikTok’s short-form nature leaves no room for error. A concise, actionable brief ensures creators deliver content that grabs attention in the first 1–3 seconds.

To craft a great brief, research your audience, use a template, and include visual references. Test and refine your briefs over time using creator feedback and performance data.

Pro Tip: Tools like OkGrow can streamline the process with AI-powered content ideas, caption generators, and creator verification tools.

Ready to improve your TikTok campaigns? Start with a well-structured UGC brief.

How to Brief UGC Creators (My Exact Template)

What to Include in Your TikTok UGC Brief

A well-crafted TikTok UGC brief acts as a step-by-step guide for creators, ensuring they have all the details to produce content that aligns with your goals. Keep the document brief but packed with actionable insights, making it easy for creators to scan and follow. Here’s what to include to set your campaign up for success.

Brand Information and Campaign Goals

Begin with a short "About" section that introduces your brand in 2–3 sentences. Focus on what makes your company stand out and emphasize key messages you want creators to weave into their content.

Be specific with your campaign objectives. Instead of vague goals like "increase awareness", outline measurable targets such as "Drive traffic to our new product launch page" or "Boost sign-ups for our free trial." This clarity helps creators tailor their content to achieve your desired results.

Adding a brief summary of your brand’s story or mission can also help creators align their tone and style with your values, ensuring the content feels genuine and on-brand.

Content Requirements and Deadlines

Clearly outline the technical details. Specify the preferred video format (vertical 9:16 for TikTok), the ideal length (15–60 seconds works best), and any file requirements like resolution or format.

Set clear deadlines using MM/DD/YYYY format. For example, you might say, "Draft due: 03/15/2024, Final video: 03/22/2024." Include timelines for both drafts and final versions to keep everyone on track.

Additionally, specify how many videos you expect and whether you need multiple takes or variations of the same concept.

Style Guidelines and Examples

Define the tone and style you’re aiming for - whether it’s playful, educational, or motivational. Highlight any key phrases, colors, or visual elements to include or avoid, but leave room for the creator’s personal touch.

Provide examples to clarify your vision. Share links to successful TikTok videos, annotated screenshots, or even simple storyboards to illustrate the intended flow or structure.

For example, you might include a sample testimonial video with a clear hook, shot list, and a strong call-to-action.

The goal is to guide creators toward brand consistency while still allowing them the creative freedom to make the content feel authentic.

Required Elements and Restrictions

List mandatory components for the campaign. These might include branded hashtags, @mentions of your account, specific product features to highlight, or legal disclosures for sponsored content.

For instance, if you’re promoting a UV-protective hat, you might require a branded hashtag like "#SunSafe2024", an account mention such as "@YourBrandName", and a note on SPF 50+ protection. If the content is sponsored, ensure creators include FTC disclosures.

At the same time, outline any restrictions. This could include avoiding certain language, steering clear of competitor mentions, or excluding specific music or editing styles to protect your brand’s image and ensure compliance.

Call-to-Action and Tracking Setup

Include a direct and specific call-to-action (CTA). For example, you might ask viewers to "Click the link in bio", "Use code SAVE15 at checkout", or "Follow for daily tips."

Add any tracking elements that need to be featured in the video or caption, such as unique promo codes, custom landing page URLs, or UTM parameters. Explain why these elements are important so creators understand how they tie into measuring campaign performance.

Keep your brief concise - 1–2 pages at most. Use bullet points and clear formatting to make the key instructions easy to find. This ensures busy creators can quickly absorb the details and focus on producing great content.

How to Write a TikTok UGC Brief

Creating an effective TikTok UGC brief is all about finding the right balance - giving clear instructions while leaving room for creators to bring their own style and creativity. Follow these four steps to craft briefs that inspire while keeping your campaign on track.

Step 1: Research Your Audience and Current Trends

Before you even start writing, dig into your audience and what's trending on TikTok. Use TikTok's analytics tools to understand your audience's demographics, interests, and behaviors. Look at the type of videos that resonate most with them - whether it's a specific editing style, a popular sound, or a recurring format.

Stay updated on TikTok trends by regularly checking the Discover page. Pay attention to trending hashtags, emerging sounds, and what other brands in your industry are doing. Competitor accounts can be a goldmine for ideas, but instead of copying, focus on adapting strategies that align with your brand.

TikTok trends can fade fast. A hashtag that's everywhere today might be irrelevant by the weekend. Use tools to monitor hashtag performance and sound trends over time to figure out which ones have lasting potential. Summarize your findings in a quick report that includes your audience's favorite content types, key trends, and any seasonal or cultural moments that might impact your campaign. This groundwork ensures your brief is built on solid insights.

Step 2: Use a Template Format

A consistent template makes life easier - for you and the creators. It ensures you cover all the essentials and helps creators quickly find the information they need. Plus, it keeps things professional and organized.

Your template should follow a logical flow: start with brand context, outline the campaign goals, detail the content requirements, and wrap up with practical info like deadlines and contacts. Stick to the same structure every time so creators know exactly where to look.

Include sections like:

• Brand background and campaign goals
• Content requirements and style guidelines
• Required elements and restrictions
• Call-to-action details

You can tweak the template for different campaign types. For example, a product launch might need more technical details, while a brand awareness campaign could focus on storytelling. Once your template is ready, enhance it with visuals to make it even more effective.

Step 3: Add Visual Examples and References

Words are great, but visuals are better - especially on TikTok. Include direct links to TikTok videos that match your vision. For instance, if you want a "day in the life" video, link to examples that showcase different takes on this style. For product demos, share videos that highlight the pacing or angles you’re aiming for.

In January 2025, Influee shared a UGC brief template featuring scene-by-scene scripts and hooks. A brand using this for a UV-protective hat campaign saw a 19% jump in click-through rates by outlining talking points, CTAs, and shot lists.

A visual mood board can also help set the tone. Include screenshots of color palettes, lighting styles, or TikTok accounts that align with your brand's aesthetic. Annotate these visuals - circle specific elements or add notes to guide creators. These references make it easier for creators to nail your vision right away.

Step 4: Review and Improve Your Brief

Before sending out your brief, get a second opinion. Share it with colleagues or trusted creators to catch any unclear instructions or unrealistic expectations. Ask specific questions: Are the deadlines doable? Is the creative direction clear? Are the technical requirements easy to follow?

If the same questions keep coming up during reviews, it’s a sign that section needs to be rewritten. Keep track of these recurring questions and address them in your template for future campaigns.

Test your brief with a small group of creators first. Run a trial campaign with 2-3 people and gather feedback on both the instructions and the content they produce. Use this data to refine your brief before rolling it out to a larger group.

Consider adding a feedback form for creators. Ask them to rate the brief’s clarity and usefulness and include open-ended questions about what could be improved. This feedback not only helps you fine-tune your process but also builds stronger relationships with your creator network.

Best Practices for TikTok UGC Briefs

Creating effective TikTok UGC briefs takes more than just following a basic template. These strategies can help you craft briefs that not only produce better results but also foster stronger relationships with creators.

Write Clear and Short Instructions

Your brief needs to be easy to read and actionable. Creators should be able to quickly understand what’s expected of them. Use bullet points and headers to break down complex ideas into digestible chunks.

Skip confusing industry jargon. For example, instead of saying "leverage synergistic brand touchpoints", simply say "mention our brand naturally in your video." Be specific about technical details too - don’t just say "good lighting"; clarify with "use natural daylight or a ring light."

Set realistic expectations for deliverables. If you’re asking for a 60-second video with outfit changes, product demonstrations, and a trending dance, that might overwhelm creators. Instead, focus on one or two key elements that will have the most impact on your campaign.

Also, include examples of what to avoid, alongside positive samples. For instance, if there are specific items you don’t want in the background, mention that upfront. This helps minimize mistakes and reduces the need for revisions.

Finally, remember to give creators the freedom to incorporate their personal style into your brand messaging.

Give Creators Room for Their Own Style

The beauty of UGC lies in creators bringing their authentic voice to your brand. Avoid rigid, word-for-word scripts that can make content feel stiff or overly commercial. Instead, provide general talking points and let creators interpret them in their own way.

"When I've tested ads that I've created, which, you know, are more branded, more high quality, more edited, those perform to such a different degree than when I just put content created by our students that really isn't even, like, looking like an ad." - Kiah Zellner-Smith, Multimedia Manager, IES Abroad

Focus on the message and emotion you want to convey, rather than dictating the process. If you want viewers to feel excited about your product, trust creators to use their unique style to connect with their audience.

Allow flexibility in content formats. Some creators might shine at storytelling, while others excel in product demos or comedy. Tailoring the brief to each creator’s strengths can lead to more genuine and relatable content.

Make room for creator input during the planning stage. Ask them for ideas or suggestions on what approaches might resonate best with their followers. This kind of collaboration can spark creative angles you might not have thought of yourself.

Once your campaign is live, use data and feedback to fine-tune your briefs for even better results.

Use Data and Feedback to Improve

Track meaningful metrics to understand what’s working. Focus on engagement rates, click-through rates, and conversion rates rather than just views. UGC ads often outperform traditional ads, with click-through rates up to four times higher. Regularly monitoring these metrics will help you identify trends.

Pay attention to the quality of engagement, not just the numbers. Comments and shares often signal deeper interest than likes alone. Break down your click-through data by audience demographics and content types to see what combinations resonate most with your target market.

Create feedback loops by surveying creators after each campaign. Ask them about any challenges or unclear instructions they encountered. If you notice recurring issues, it’s a sign that certain parts of your brief need tweaking.

Experiment with A/B testing to refine your approach. For instance, you could give one group a detailed shot list and another group just key talking points, then compare the results to see which method generates better content for your audience.

Study your top-performing content to identify what works. Look at elements like hooks, visuals, calls-to-action, and even creator demographics. Incorporating these insights into future briefs can help you replicate past successes.

Lastly, keep an eye on audience feedback. Monitor comment sentiment and engagement trends to spot signs of fatigue. If a particular style of content starts losing its impact, it’s time to refresh your approach and try something new.

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Tools to Help Create UGC Briefs

Creating clear and effective UGC briefs doesn’t have to be a daunting task. With the right tools and strategies, you can streamline your workflow, maintain consistency across campaigns, and achieve better results with less effort.

Templates for Consistent Briefs

Templates are a game-changer for crafting UGC briefs that are both clear and easy to follow. A well-designed template ensures you include all the necessary details while making it simple for creators to find what they need.

Key components of a template include:

• An "About" section with background on your brand.
• A list of deliverables with clear deadlines.
• Examples of ad creatives or content styles.
• A creative storyboard.
• Talking points, do’s and don’ts, and hook ideas.
• Relevant hashtags and links.

The goal? Keep it concise - one page max - so creators actually read it. Use bullet points and clear formatting to make the content scannable. Depending on the campaign, you might also add details like objectives, target audience, content pillars, review processes, product FAQs, or preferred communication channels. Organizing these sections thoughtfully saves time and ensures everyone is on the same page.

AI-Powered Platforms Like OkGrow

AI tools can take your UGC briefs to the next level by automating repetitive tasks and helping you brainstorm fresh ideas.

"The future of AI is not about replacing humans, it's about augmenting human capabilities." - Sundar Pichai, CEO of Google

Platforms like OkGrow offer features that go beyond basic content generation. For instance, their AI can assist with:

• Generating talking points and creative angles.
• Repurposing successful elements from past briefs.
• Identifying the right creators through smart audience targeting.
• Delivering real-time analytics to refine your brief.

With just a simple prompt, OkGrow’s AI can suggest scripts, images, video concepts, captions, and hashtags. For example, you might input a four-word description of your product, and the AI will develop multiple creative directions. While AI can handle the heavy lifting, it’s essential to fine-tune its suggestions to align with your brand’s voice and maintain authenticity.

Free TikTok Tools from OkGrow

OkGrow also offers free tools tailored to TikTok campaigns, making it easier to work with creators on this platform.

• Caption generator: Struggling to craft the perfect TikTok hook? This tool provides multiple caption options that match TikTok’s casual, relatable tone. Include the best ones in your brief to give creators a great starting point.
• Content ideas generator: Enter your product or campaign theme, and this tool will suggest trending TikTok content concepts. These ideas help bridge the gap between your campaign goals and TikTok’s fast-paced style.
• Fake follower checker: Before finalizing your brief, use this tool to verify the authenticity of a creator’s audience. This ensures your budget reaches real people, not bots.

These free tools simplify the process of creating informed and effective briefs. From researching trending content formats to crafting engaging copy and verifying creator authenticity, they give you a solid foundation before you even start writing.

Conclusion

Crafting effective TikTok UGC briefs is all about finding the perfect balance between providing clear direction and allowing room for creators to showcase their unique style.

Key Takeaways

The best TikTok UGC briefs include a short and engaging brand introduction, clear deliverables with deadlines, and attention-grabbing hooks paired with precise calls-to-action. These elements are essential for grabbing TikTok's fleeting attention span. Including visual examples and style guidelines can give creators helpful reference points while still encouraging their individuality.

On TikTok, the opening seconds of a video are critical. Suggestions like "This product changed my daily routine - here's how" or "You won't believe what happened when I tried this" can make a huge difference in how content performs.

Brands that provide clear, well-structured briefs often see up to 30% higher content performance compared to those with vague instructions. This not only boosts ROI but also minimizes confusion and ensures smoother collaborations.

Striking the right balance between sticking to brand guidelines and allowing creative freedom is key. When creators can adapt content to their own voice, the result is more authentic and engaging, which resonates better with audiences.

Don’t forget the importance of improvement. Use data, such as engagement rates and conversions, as well as feedback from creators, to refine your briefs over time. This approach strengthens campaigns and builds better relationships with creators.

With these strategies, you’re ready to take actionable steps to elevate your TikTok UGC campaigns.

Moving Forward

Put these practices into action with your next TikTok campaign. Start by creating a detailed template that includes all the essential elements and test it with a small group of creators. Analyze the results and adjust based on what you learn.

Platforms like OkGrow can simplify the process with AI-powered tools. These tools can help you generate talking points, discover trending content ideas, and even check for fake followers before finalizing partnerships. Their free TikTok tools, such as caption generators and content idea finders, are excellent resources for building effective briefs.

Stay on top of TikTok trends and continuously update your briefs to reflect what’s working. Remember, writing UGC briefs is a skill that evolves over time. With the right mindset and tools, your TikTok campaigns will deliver better results and build lasting connections with creators.

FAQs

How do I create a TikTok UGC brief that's clear and easy for creators to follow?

To craft a TikTok UGC brief that's easy to understand and follow, focus on presenting the essentials in a clear, organized way. Make sure to cover the following key points:

• Campaign goals: What are you hoping to achieve with this content?
• Target audience: Who is the content meant to resonate with?
• Content guidelines: Any specific themes, formats, or must-haves for the video.
• Tone and style: Should it be playful, professional, or something else?
• Deliverables: Specify what you're expecting - number of videos, length, etc.
• Deadlines: When do you need the content completed?
• Usage rights: Outline how the content will be used and for how long.

Including visual examples or references can make your expectations clearer and give creators inspiration. A simple checklist or template can also help keep everything consistent, ensuring the final content aligns with your vision.

What mistakes should I avoid when creating UGC briefs for TikTok campaigns?

When crafting UGC briefs for TikTok campaigns, steer clear of vague instructions that leave creators unsure of what’s expected. Providing clear and detailed guidance helps ensure the content aligns with your campaign goals and stays consistent. TikTok is a unique platform, so overlooking its specific quirks - like trending styles, ideal video lengths, or platform features - can lead to content that doesn’t perform as well as it could.

Another pitfall is failing to properly communicate brand guidelines. While offering direction is essential, being too rigid can stifle creators’ creativity. This often results in content that feels forced or inauthentic - two things that can hurt engagement on TikTok. Instead, aim for a balance: give enough structure to guide creators while leaving room for them to bring their unique flair. This approach often leads to more engaging and relatable content.

How can I use creator feedback to improve my UGC briefs for TikTok campaigns?

How to Enhance Your UGC Briefs for TikTok

One of the best ways to fine-tune your TikTok UGC briefs is by actively seeking feedback from creators. Ask them what aspects of the brief worked for them and what could be improved. Pay special attention to their thoughts on tone, messaging, and creative direction - these are often the areas where clarity makes all the difference.

When you take their feedback seriously and apply it, your briefs can become clearer and more aligned with what creators actually need. This not only makes collaboration smoother but also sets the stage for more impactful TikTok campaigns. Regularly revisiting and refining your briefs based on creator input ensures they remain effective and relevant for every new project.

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