UGC brief checklist for D2C founders (framework + examples)

The fastest way to waste money on UGC is to give creators a vague brief.

Here’s a simple framework we use when we onboard D2C brands:

1. Objective

• What is the exact outcome? (Conversions, add-to-cart, trial signups)

• What KPI will you look at? (CPM, CTR, CPA, ROAS)

2. Audience + pain

• Who is the buyer and what do they fear? (breakouts, delayed delivery, bad fit)

3. Angle + hook bank

• “The difference” (before/after)

• “What I’d wish I knew” (founder POV)

• “Does it actually work?” (proof)

4. Proof

• Testimonials

• UGC of product in use

5. CTA

• “Shop now” / “Book a call” / “Get sample”

6. Deliverables (VERY specific)

• 3 hooks

• 1 20–30s reel

• 5 photos

• 2 copy variations

7. Boundaries

• No competitor mentions

• No medical claims

• Must show the product label clearly

Quick checklist before you send a brief:

• One product per asset

• One angle per video

• One clear CTA

• Script outline approved

Two quick examples:

Skincare: Hook: “I stopped using harsh products and my skin calmed down in 2 weeks.” Angle: calm, consistency, fewer steps Proof: application + close-up before/after CTA: “Use code UGC10 on the site”

Fashion: Hook: “I needed outfits that don’t look like everyone else’s.” Angle: uniqueness + fit + styling Proof: 3 outfits, close-up stitching CTA: “Shop the full look link in bio”

If you want, I can draft a 1-page brief in your brand voice and map it to your funnel stage.