Short answer: a good user-generated content (UGC) brief tells the creator who the viewer is, what problem the ad addresses, the exact hook, the story beats, the proof and the call to action. Add format specs, references, extra footage and claims to avoid. For game ads, supply representative gameplay capture. Write the brief before contacting creators, and agree paid-usage rights before they shoot.
Page Contents
What should a UGC brief include?
Use the same headings for every brief and change only what goes under them:
| Section | What goes here |
|---|---|
| Concept name | A one-line label, so results can be traced back to the idea, not the video |
| Viewer and tension | Two sentences on who they are and what they are stuck on |
| Hook (first 3 seconds) | The opening line word for word, plus what is on screen |
| Story beats | Three to five numbered beats, each with its intent and a rough line |
| Proof | A clear app demonstration, representative gameplay or a supported result |
| Call to action | The closing line and on-screen text, word for word |
| Format | 9:16, length, captions on, native audio |
| References | Two or three videos in the right tone |
| Extra footage | App or gameplay screen captures, cutaways, reaction shots |
| Don’ts | Claims, words, visuals and tones that are off limits |
A few rules that make the difference: – Write the hook out. Give the creator the line and the action: “Watch how I turn this photo into a study quiz”, followed by that exact app flow. Use first-person results only when they reflect the creator’s actual experience. The FTC’s endorsement guidance says creators cannot describe an experience with a product they have not tried. – References beat adjectives. “Casual and conversational” means something different to every creator; three links do not. – Ask for the extra footage explicitly. It is what lets an editor build new hooks and cut-downs later without a reshoot. – Keep it to one page.
For the strategic half of the brief (the angle, the audience and the proof), see how to write a creative brief for mobile app ads.
What changes in a brief for game ads?
Three things.
- Gameplay is the proof. Send the creator a screen capture of the exact gameplay moment they react to, or plan to cut it in during the edit, and mark in the brief where it goes.
- Make the gameplay representative. The UK’s Advertising Standards Authority says in-play footage should come from the advertised game. Its September 2020 ruling also shows why merely including a scene somewhere in the game is insufficient: the advertised puzzles represented a small part of gameplay reached only after substantial other play. A disclaimer did not fix the misleading impression. Put this in the don’ts.
- Cast for the player, not the follower count. The creator should sound like someone who actually plays your genre. Ask what they play.
Where do you find UGC creators for app ads?
Use marketplaces to compare creators against a defined brief, and direct outreach to find people whose existing videos suit the audience and tone. Check availability and delivery dates with each creator.
| Platform | What to look for | Pricing and rights to check |
|---|---|---|
| TikTok One, which incorporates Creator Marketplace | Creator discovery and TikTok collaborations | Confirm the project fee, deliverables and ad authorization |
| Backstage | Casting creators against a brief | Set the offer and check the licence; its standard UGC agreement provides 6 months of paid use and 12 months of organic use |
| Upwork and Fiverr Pro | Individual freelance video creators | Compare project quotes and specify usage in the contract |
| Billo | Ordering UGC videos and revisions | From $99 a video, purchased through prepaid packs; creator pay, ad usage and two within-brief revisions included |
| Insense | Managing creator campaigns and Meta partnership ads | Brand plan from $500 a month, billed $1,500 quarterly, plus creator payments and a 10% marketplace fee; trial and agency plans differ |
Prices checked on 26 October 2026. For Backstage orders, read the current content licence: the creator retains copyright, and a usage licence does not automatically mean permanent ownership.
Before you hire, check that their existing content sounds like your customer, ask for a second take to see whether they can take direction, and pay for one short test video before a batch.
How do you run the shoot, revisions and rights?
- Brief first, then contact, so you can compare creators on the same brief.
- Ask for raw footage as well as the cut.
- Plan for two revision rounds: structure first (hook, proof, call to action), then polish. Agree the scope and price beforehand. If revisions keep repeating, revisit the brief and the production constraints together.
- Agree rights before the shoot. Which channels, how long, permitted edits, and whether the ad runs from your account or theirs. Creator-handle ads need platform authorization, through TikTok Spark Ads or Meta partnership ads. Include that use in the quote. For creator endorsements, make the commercial relationship clear, as the FTC guidance above requires.
- Tag every video by concept, creator and brief version, and report by concept, not just by ad.
A new creator delivering the same message is a variant. A new concept changes the claim, the problem or the reason to install; rewriting the brief alone does not make it new. How to measure creative diversity explains the distinction. For the full production side, see how to create UGC ads for mobile apps.
Frequently asked questions
How do you brief a UGC creator for game ads? Use a one-page brief with the exact hook, numbered beats, a gameplay proof moment, the call to action, specs and references. Any gameplay footage should come from the game and fairly represent what players will experience.
How do you brief UGC creators for Meta ads? The same template, with the format matched to your placements. For Reels and Stories, deliver 9:16 with captions and keep key text clear of Meta’s interface. Agree up front whether the ad will run as a partnership ad from the creator’s account.
What should a UGC brief forbid? Claims you can’t support, results the product doesn’t deliver, off-brand language, gameplay or features not in the app, and improvising the hook or call to action.
What usage rights do you need for UGC ads? Agree paid usage for the channels and duration you need, permitted edits, and any creator-handle advertising. Confirm the contract’s renewal terms and whether you are buying a licence or ownership.
