The article
Most UGC Briefs Are Terrible
"Make a video about our product and why you like it." That's not a brief. That's a prayer.
Good UGC comes from good briefs. Here's the framework we use at Terfuu to get performance-ready content from every creator.
The 7-Part Brief Structure
1. The Hook (First 3 Seconds) Give the creator 3 specific hook options. These are scripted — not improvised.
- "I've been using [product] for 30 days and here's what happened..."
- "Nobody talks about this problem with [category] but..."
- "The reason I switched from [competitor] to [product]..."
2. The Problem (Seconds 3-8) One clear pain point the viewer relates to. Keep it specific and emotional.
3. The Discovery (Seconds 8-12) How they found the product. This should feel natural, not salesy.
4. The Experience (Seconds 12-25) 2-3 specific benefits with visual proof. Show, don't just tell.
5. The Result (Seconds 25-35) Concrete outcome. Numbers if possible. Before/after if applicable.
6. The CTA (Last 3-5 Seconds) Clear, direct, conversational. "Link in bio" or "Check it out, you won't regret it."
7. B-Roll Shot List Specific shots needed: unboxing, product in use, results, packaging close-up.
Production Notes to Include
- Filming environment — Natural light, casual setting, not a studio
- Audio — Direct to camera, no music overlay (we add that in post)
- Length — 30-45 seconds raw. We'll cut multiple versions
- Deliverables — Raw footage files, not edited final cuts
The difference between a $50 UGC video that converts and one that doesn't is almost always the brief.