How to build a UGC brief that doesn't waste your money

The brief is where the video is won or lost, before anything is filmed.

The essentials you cannot leave out

Which product to show, the single message you want to get across, who you are talking to and what you want the person to do at the end (the CTA). One message per video: if you try to say five things, you say none.

What you should leave open

Do not write the script word for word. Give the creator the idea and let them tell it in their own words — that is where the authenticity that converts comes from.

References, not orders

Show 1 or 2 examples of the tone you are after, but do not ask for a copy. The whole point is that it feels like that person.

A good brief saves revisions, time and money. At AG we make it simple: you tell us about your brand, we write the brief.