We use this template to create the brief we send to our creators who specialize in making UGC-style ad content. The project instructions are typically consistent, but the brief and script itself is specific to the concept we’re trying to make. The completed brief and script will get sent to the creator, and sometimes we send a Loom video to help walk through it.

There are a couple different ways to source creators. One is just very boots on the ground—scrolling around on Instagram and TikTok and searching for people that really stand out and look like they create good content. There are also a couple of platforms that we've used in the past that are essentially a marketplace for finding UGC creators. Then some creators are through our ambassador program, you could consider them like microinfluencers. We like working with them because they’re already huge fans of the brand, so it helps with making really authentic content. 

We try to build up a roster of creators that we can rely on. You want to develop a relationship and a good cadence with folks because I think that’s always kind of a challenge starting up with this—finding a reliable roster of creators to produce the content. It just takes some time to feel people out and figure out if they’re able to hit deadlines, follow the script, and all that stuff.

We make it clear to the creators that this is generally the path we want to go down but don’t do it verbatim. We want them to add their own special sauce. That's actually part of the vetting process when we're trying to find creators to produce content. We'll send them the brief and first get a sense from them of like, “Oh yeah, this is totally up my alley. This is something that I feel like I'm like well equipped to produce.” If they’re like “No, this is totally outside my wheelhouse,” then we’ll either find another brief for them or go in a different direction. That’s an important part because you want this content to feel authentic and feel like whoever is talking to you, they’re actually getting value out of this product. 

What we found was that if we just make it a one pager with no script guidance or anything, a lot of times the final output doesn’t match what our expectations are. I think that’s really not due to the creator themselves, but due to us not providing them as much guidance as we should have.I


Jack Meredith

We use this template to produce a large volume of UGC-style video assets as part of our social media ads strategy.

Thanks for working with us on this project

. We can’t wait to see the content that you create! 👀

Please complete content within 7 days of product delivery.

Shipping Details: {write in details for getting product sent to creator}

Submit content assets to this folder once complete

For this project, you are required to deliver: 

 Keep the video fast paced with quick cut scenes. No longer than 3-4 seconds (preferably 1.5-2.5 seconds)

Film all content vertically, in a 9:16 aspect ratio. Also, please film in good lighting.

Be yourself. Don’t sound like a robot or too scripted.

Avoid wearing clothes with logos. Please keep background clean and aesthetic.

 to the performance of the ad, so it’s got to be 

Please turn off AC, fans or other loud devices while filming.

Please do NOT add any FILTERS or COLOR GRADIENT to your submitted files.

Please keep your background clear and aesthetically pleasing.

{Write a brief description of concept. The description should include a strong insight that we’ve discovered through our research and observations of the target audience.}

Target Audience: {write in name of target persona}

{Write a brief description of target persona. Should include demographics, behaviors and interests this audience has.}

{Describe the core problem or pain point the target persona is experiencing. Remember, don’t be tempted to combine several problems into one.}

{Describe the desired outcome the target persona wants when this problem is solved.}

{Describe the unique selling proposition that shows that our brand is the solution. Make clear what the strongest USP to hit on so that the message isn’t diluted.}

{Briefly state the one message or action we want to communicate to the target persona.}

We’ve outlined the script for the video below.

While it is important to follow the brief for guidance, we encourage you to add you own special sauce to the content 😉

Paid Social UGC Script Template at Kettle and Fire

Project Instructions

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