Use this UGC brief template to define formats, revisions, advertising use, licence duration and expectations for raw files.
In a UGC collaboration, a brand may want to use content on its own channels while the creator is paid for production and agreed licensing. Making the content, posting it on the creator's account and using it in brand advertising are different activities. A single line saying “video delivery” can leave rights and fees unclear.
What belongs in a one-page brief?
Objective and audience: State what problem the product addresses and who the content speaks to. “Show beginners how to set up portable coffee equipment” is a concrete objective.
Deliverables: Set the number of assets, aspect ratio, target length, language, subtitles, file format and deadline. For example, one vertical main video and two short openings from the same shoot. Clarify whether these count as separate deliverables.
Creative scope: Provide verified product facts and claims to avoid, while leaving room for the creator's own voice. Do not ask for a fabricated experience, an unproven health effect or guaranteed sales.
Feedback: Agree on the number and timing of revision rounds and what they cover. Correcting a product fact and replacing an entire script can require different amounts of work. Agree in advance on changes requiring a reshoot.
Define the licence separately from production
The proposal or contract should answer:
- Which brand accounts and countries may use the content?
- Does the licence cover organic posts, paid advertising, the website or other media?
- When does it start and end, and how is an extension priced?
- May the brand edit, crop, add subtitles or adapt formats?
- Who holds the necessary rights to raw files, music, people on screen and third-party material?
- How are rejection, payment and delayed delivery handled?
These answers are not automatically assigned to one party; they depend on the agreed commercial and legal scope. Discuss what happens to active ads and retained assets when the licence expires.
Check before publication
If the creator posts commercial content on their own account, plan a visible disclosure. Review the Ministry of Trade's current announcement on posts involving payment, gifts or similar benefits. For YouTube, also check its platform disclosure steps. If the brand uses the asset in its own ad account, separately verify platform permissions and required rights.
Does sending a product buy content rights? Do not assume it does. Agree separately on production, publication and reuse rights, and price the agreed scope.