How to Brief UGC Creators

If you want high-performing UGC, your results start with the brief.

A clear, well-structured brief helps creators understand your brand, your goals, and exactly what kind of content you need—leading to better quality content and stronger results.

For equestrian brands, this is especially important. The more specific and relevant your brief is, the more authentic and effective the final content will be.

Why a Good Brief Matters

A strong brief ensures:

• Creators understand your brand and audience

• Content aligns with your goals

• Less back-and-forth and revisions

• More consistent, high-quality output

Without a clear brief, even great creators can miss the mark.

What to Include in a UGC Brief

1. Brand Overview

Give creators context about your brand.

Include:

• What you sell

• Your target audience

• Your brand tone (e.g. premium, fun, educational)

👉 Keep it simple but clear

2. Content Goal

What do you want this content to achieve?

Examples:

• Drive sales

• Increase engagement

• Build trust

• Educate your audience

👉 This shapes how the creator approaches the content

3. Type of Content

Be specific about what you want.

For example:

• Testimonial

• Product demo

• “Day in the life”

• Problem/solution video

4. Key Messaging

What are the main points you want included?

Examples:

• Key product benefits

• Unique selling points

• Any important details

👉 Avoid overloading—focus on 2–3 key messages

5. Creative Direction (Without Over-Scripting)

Guide the creator—but don’t control every word.

Good:

• “Show the product being used at the yard”

• “Talk about your experience naturally”

Avoid:

• Writing a full script

👉 UGC works best when it feels natural

6. Platform & Usage

Tell creators where the content will be used:

• TikTok

• Instagram

• Paid ads

• Website

This affects how they film and structure the content.

7. Deliverables

Be clear on what you need:

• Number of videos

• Length (e.g. 15–30 seconds)

• Format (vertical, etc.)

Example UGC Brief (Simple Template)

Here’s a simple structure you can follow:

Brand:[Your brand]

Goal:Drive conversions through relatable content

Content Type:Testimonial / product demo

Key Points:

• Comfortable for all-day wear

• Designed for riders

• Durable and practical

Creative Direction:Film at the yard, talk naturally to camera, show product in use

Platform:TikTok & Instagram ads

Deliverables:2 x videos, 15–30 seconds each

Common Mistakes to Avoid

• Over-scripting the content

• Being too vague

• Not defining the goal

• Giving too much information

• Not showing how the product should be used

Tips for Better Results

To get the best UGC:

• Work with creators who understand the equestrian industry

• Give clear direction—but allow creative freedom

• Test different content styles

• Refine briefs based on performance

How EQ Content Simplifies the Process

Briefing creators manually can take time.

EQ Content makes this easier by:

• Connecting you with relevant equestrian creators

• Streamlining the briefing process

• Delivering content quickly and consistently

👉 Start creating UGC with ease

Ready to get better content from your creators?

👉 Start your first UGC brief today

Discovery Call

30min

Book Now