Sample Brief - UGC Modular Content

Guide for modular briefs

Sample Brief

[Your Product here] UGC Creative Brief

Objectives for the content


  • 1 Product Review video (fully edited of 20 seconds), ~ 5 B-Rolls.

Content usage: This content is for UGC ads only, no posting is required. An ad will be run on Facebook and Instagram.

Deadline: 5 days after receiving the product.

Campaign goal: Conversions (mid & bottom of the funnel oriented)

Brand Overview

  • Website:

  • Social: 

  • Brand: [Your brand here] is based in Windsor, Colorado. We distribute natural dog chews to independent pet stores, including treats like odor-free bully sticks, antlers, bones, tendons, tremenda chews, gullets, ears, trachea, and so much more!

  • Product: [Your product here]

  • Value prop: Probiotics are generally thought to be a digestive aid, and while it’s true they help with digestion, they also maintain a healthy microbiome, support the immune system, and promote the absorption of nutrients necessary for healthy functioning.

Shooting specifications:

  • Must film in good lighting.

  • Film all content vertically, in a 9:16 aspect ratio

  • Add an extra 1-3 seconds at the beginning and end of all raw clips

  • Please, turn off all ACs, fans, and other loud devices while filming

  • Use neutral and plain clothing.

  • Ensure your environment and video are aesthetically pleasing.

  • Use a clean, not distracting background

  • Please, do NOT use any filters or color grading to your submitted content

  • Don't wear anything too provocative or distracting

  • The presence of other brands in the video is not allowed – Avoid wearing clothes with logos

Additionally, we expect you as a creator to follow these instructions while shooting:

  • Personal stories: Share personal stories or experiences related to the product or service. Sharing personal narratives deepens audience engagement, making content more relatable and compelling.

  • Real Environments: Choose settings that mirror daily life. Whether it's a parent filming amidst school runs or a teacher in their classroom, authenticity shines through real-life scenarios.

  • Organic Expression: Embrace natural speech patterns, adding filler words or adjusting lines to make it sound more organic to their speaking style

  • Spontaneity: Capture moments as if they're unfolding naturally, like answering a sudden call or transitioning between tasks.

Create this video in 2 versions:

πŸ‘‰πŸ½ Raw footage according to our shot list - no music, no text/effects

πŸ‘‰πŸ½ Final edited version by you, where you can use your creativity and edit with music, text overlays, and effects. For the final version, we hope to have a TikTok-style type of edit (TikTok fonts, fast-paced videos, transitions, and a great hook at the start).


Visual reference


Product review 

20 seconds

Hook variations:

  1. My vet revealed his top tip for digestive health support

  2. Bark goodbye to digestive issues

  3. ONE simple hack every dog needs to live a tail-wagging life!

  4. My #1 secret to avoiding the vet!

  5. Never ignore your dog’s itchy ears!

  6. This has seriously helped (dog’s name) my dog’s digestive tract!

Suggested talking points:

  • All Natural, safe & vet vet-formulated dietary supplement

  • Easy-to-digest chewable bites

  • Helps combat symptoms related to gut health

  • Uses only the highest-grade ingredients, and it’s grain-free!

  • This delicious chew is an effective way to support your pup’s Inulin (prebiotic)

  • Proprietary blend of 7 unique probiotic strains that were researched extensively and found to be naturally occurring in wild wolf species.

  • Make a comparison with competitor product

B-Rolls of showing the dog

  • 4 clips minimum

  • Show the dog doing one or more of the following:

    • licking

    • chewing

    • itching

    • scratching

    • head shaking

    • pooping (or just in the pooping position - no need to show the poo)!!! Or doing the poop dance! (you know what we mean!)

    • eating grass or weeds

    • excessive shedding (shows signs of physical stress)

    • dry & flaky skin (skin reflects the state of your inside organs)

    • Perhaps allow the dog to sniff, lick, or catch chew in the air!

    • Show dog wagging his/her tail or in a generally happy mood

    • Show dog happily living his/her BEST life!

    • Running

    • Jumping

B-Rolls of unboxing 

  • 2 clips minimum

  • Show unboxing

  • Show/Open the container

CTA Variations

Provide two CTA variations about the angle:

  1. A supplement a day keeps the vet away! - Visit

  2. Start your happy & healthy pup journey with Natural Dog Company!

  3. I’ve seen a MAJOR change in my dog! He/she is like a puppy again! …Visit

  4. Start supporting your pup’s gut health today and visit

Related Articles

What is a Just Content (UGC) campaign?

How to set up a Just Content (UGC) campaign on Insense

How to screen UGC creators

Pricing guidelines for UGC campaigns

Fully edited vs Raw footage

Creative freedom vs Detailed brief

How to source Modular content (Raw footage)

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