Create better campaigns and find the right creators

Why use UGC?

User-generated content gives brands a more natural way to communicate with customers. UGC can be used for:

• TikTok
• Instagram Reels
• Meta advertisements
• Product pages
• Landing pages
• Email marketing
• Organic social media
• Website banners
• Retargeting advertisements
• Product launches

Unlike traditional influencer marketing, a creator does not always need to publish the content on their own social account. The brand may commission content for use on its own channels, subject to the agreed usage rights.

Finding the right creator

The best creator is not always the one with the largest following. Consider:

• Content quality
• Communication style
• Audience relevance
• Product experience
• Language
• Location
• On-camera confidence
• Editing style
• Brand alignment
• Reliability
• Turnaround time
• Rates
• Portfolio quality

For modest fashion and lifestyle campaigns, also consider whether the creator’s style, values and content boundaries align with the campaign.

Writing a strong campaign brief

A clear brief saves time and reduces revisions. Your campaign brief should include:

Campaign objective

Explain what you want the content to achieve. Examples:

• Introduce a new product
• Increase brand awareness
• Explain product benefits
• Build trust
• Generate paid-ad content
• Drive website visits
• Support a product launch

Target audience

Describe who the content is for. Include relevant information such as:

• Age range
• Location
• Interests
• Lifestyle
• Customer concerns
• Purchase motivations

Deliverables

Be precise. For example:

• One 30-second vertical UGC video
• Three opening hooks
• One edited version
• One version without music
• Five product photographs
• Raw footage
• One round of revisions

Key messages

Tell the creator what must be communicated. Avoid writing a rigid script unless exact wording is legally necessary. Creators often produce better results when they can communicate the message naturally.

Content style

• Testimonial
• Product demonstration
• Get Ready With Me
• Unboxing
• Styling video
• Problem and solution
• Educational
• Aesthetic B-roll
• Voiceover
• Faceless
• Direct response advert

Technical requirements

• Vertical or horizontal format
• Video length
• Resolution
• File type
• Caption requirements
• Music restrictions
• Required product angles
• Safe areas for on-screen text

Deadlines

Provide realistic dates for:

• Product delivery
• First draft
• Feedback
• Revisions
• Final approval
• Publication

Creator freedom

UGC should feel authentic. A detailed brief is helpful, but over-directing every word and movement can make content feel unnatural.

Give the creator:

• A clear objective
• Accurate product information
• Required messages
• Prohibited claims
• Visual guidance
• Creative freedom

The creator understands their own delivery style and what feels natural on camera.

Usage rights

Content creation and content usage are separate considerations. Your agreement should clearly state:

• Where the content may be used
• Organic social usage
• Website usage
• Email usage
• Paid advertising
• Whitelisting or Spark Ads
• Territory
• Duration
• Editing rights
• Raw footage rights
• Sublicensing
• Exclusivity

Do not assume that purchasing one video gives the brand unlimited ownership or permanent advertising rights. Extended usage and paid advertising may require an additional fee.

Paid advertising

UGC created for paid advertising may require:

• Multiple hooks
• Shorter edits
• Clear product benefits
• Strong calls to action
• Versions without copyrighted music
• Raw footage
• Additional usage rights
• Creator whitelisting
• Spark Ad access

Tell the creator at the beginning if the content will be used in paid advertising.

Product claims

Brands are responsible for ensuring that product claims are accurate and supported. Do not ask creators to make claims that are:

• False
• Misleading
• Exaggerated
• Unverified
• Medical without proper evidence
• Financial without appropriate approval
• Inconsistent with the product

Provide creators with an approved list of:

• Key benefits
• Product facts
• Ingredients or materials
• Usage instructions
• Safety information
• Required disclaimers
• Claims to avoid

Advertising disclosure

Commercial relationships must be disclosed where required. A creator may need to identify content as an advertisement when they receive:

• Payment
• A gifted product
• A discount
• Commission
• Free services
• Travel
• Another incentive

Brands should never ask creators to hide or minimise advertising disclosures.

Budgeting for a campaign

Creator rates may depend on:

• Number of deliverables
• Video complexity
• Filming time
• Editing
• Experience
• Turnaround time
• Revisions
• Paid advertising
• Usage duration
• Raw footage
• Exclusivity
• Posting to the creator’s account

When comparing rates, consider the full scope rather than the basic video price alone. A lower-cost creator may not be the best value if the content requires extensive revisions or does not match the brand.

Reviewing applications

Look beyond follower count. Review:

• Portfolio examples
• Camera presence
• Audio quality
• Editing style
• Communication
• Relevant category experience
• Application quality
• Proposed idea
• Delivery time
• Pricing
• Reviews

Shortlist creators whose style already resembles the content you want.

Communicating with creators

Good communication creates better content. Brands should:

• Respond promptly
• Provide complete information
• Share assets early
• Avoid changing the brief repeatedly
• Give specific feedback
• Respect the creator’s boundaries
• Keep communication professional
• Confirm important changes in writing

Avoid vague feedback such as “make it better” or “make it more viral.” Instead, explain exactly what needs to change.

Reviewing deliverables

When reviewing content, ask:

• Does it meet the brief?
• Is the product shown clearly?
• Are required messages included?
• Are any claims inaccurate?
• Is the content technically usable?
• Does it feel authentic?
• Is the call to action clear?
• Does it match the intended platform?
• Are advertising disclosures included if required?

Do not request personal preference changes that were not part of the original brief unless you are willing to agree an additional revision or fee.

Building long-term creator relationships

Creators who understand your product and brand often improve with each campaign. Consider building a regular creator group for:

• Monthly content
• New product launches
• Seasonal campaigns
• Paid-ad testing
• Product demonstrations
• Customer education
• Styling inspiration

Long-term relationships can improve consistency and reduce briefing time.

Measuring campaign performance

Measure content against the original objective. Relevant metrics may include:

• Views
• Watch time
• Video completion rate
• Click-through rate
• Cost per click
• Conversion rate
• Cost per acquisition
• Engagement
• Saves
• Shares
• Comments
• Add-to-cart rate
• Return on advertising spend

Do not judge every creator only by organic views, especially where the content was created for brand-owned paid advertising.

Brand campaign checklist

Before publishing a campaign:

• The objective is clear.
• The audience is defined.
• Deliverables are specific.
• The budget is realistic.
• The deadline is achievable.
• Usage rights are explained.
• Paid advertising is disclosed.
• Revision limits are included.
• Product claims are approved.
• Creator boundaries are respected.
• Payment terms are clear.
• Product delivery arrangements are confirmed.

Common campaign mistakes

Avoid:

• Vague briefs
• Unrealistic deadlines
• Unlimited revisions
• Hidden advertising usage
• Permanent rights without suitable payment
• Sending products late
• Delayed feedback
• Changing the concept after filming
• Selecting creators based only on follower count
• Requesting misleading claims
• Expecting guaranteed sales from one video

Get started

Create a brand account to browse creator profiles, post your first campaign and start receiving applications from creators whose style matches your business.