--- title: Brief for UGC vs Brief for Organic Posting  description: Understand the key differences between UGC and Organic Posting briefs—learn how to tailor content goals, storylines, CTAs, and shooting specs to match each campaign type. --- [Skip to content](https://help.insense.pro/4295#main-content) English Show submenu for translations [![INSENSE LOGO ](https://help.insense.pro/hubfs/INSENSE_LOGO-2.svg)](https://insense.pro) Open main navigation Close main navigation - English Show submenu for translations - [Contact us](https://insense.pro/contact-us) [Contact us](https://insense.pro/contact-us) How can we help you? - There are no suggestions because the search field is empty. 1. [Brands Knowledge Base](https://help.insense.pro/?hsLang=en) 2. [Resources](https://help.insense.pro/resources?hsLang=en) # Brief for UGC vs Brief for Organic Posting ## A closer look into the differences between UGC and Organic Posting briefs   #### Overview Briefs for different types of campaigns need to be tailored accordingly.   For both UGC-only and organic posting campaigns, certain key elements should always be included: 1. **Campaign goal:** Clearly define the purpose of the campaign and the desired outcomes, such as generating awareness or driving conversions. 2. **Product description:** Provide a comprehensive overview of the advertised product, including reference links. 3. **Value proposition:** Highlight the unique selling points and differentiating features of the product. 4. **Examples of similar content:** Specify preferred video styles or aesthetics by including reference videos. 5. **Shooting specifications:** Outline details like indoor/outdoor filming, inclusion of other people, clothing choices, and usage of filters.   **For a UGC brief**, in addition to the above, it should contain: 1. **Overall storyline:** Clearly communicate the main concept and message to be conveyed in the video. 2. **Storyboard (script):** Provide a shot-by-shot description of the video, including specific phrasing to be used by the creators. 3. **B-rolls:** Request additional footage (raw clips) that can be repurposed for testing variations in creative assets. 4. **Hooks:** Specify an attention-grabbing phrase or statement to start the video. 5. **CTAs:** Clearly state the desired call to action and the phrasing based on the desired viewer response.   **For an organic posting brief**, while providing more creative freedom, the following should be included: 1. **Overall storyline:** Clearly define the main idea and message of the video. 2. **General guidelines:** Specify non-negotiable elements, such as dos and don'ts, inclusion of music (type), text overlay or voiceover. 3. **Desired CTA:** Outline the desired call to action based on the campaign goal. 4. **Captions:** Specify relevant tags, hashtags, links, or social media profiles to be included by the creator.   --- #### Related Articles [Creating a Brief](https://help.insense.pro/article/4339?hsLang=en) [What is a Just Content (UGC) campaign?](https://help.insense.pro/article/4268?hsLang=en) [How to screen UGC creators](https://help.insense.pro/article/4262?hsLang=en) [What is an Organic Posting campaign?](https://help.insense.pro/article/4267?hsLang=en) [How to screen influencer for Organic Posting campaigns](https://help.insense.pro/article/4261?hsLang=en)   --- We're here to help! 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