UGC + paid ads: how to brief for performance (media buyer POV)

UGC that looks good isn’t automatically UGC that works in paid.

A media-buyer brief is tighter:

• One message per asset

• Product shown in the first 2 seconds

• 3–5 hooks per product

• Proof: usage + close-ups + voiceover

• CTA that matches destination (LP, marketplace, product page)

What to tell the creator:

• “Show me the product solving the issue”

• “Say the benefit clearly”

• “End with one CTA”

What to tell the editor:

• Cut hard to hook

• Put captions (optional)

• Flash the CTA at the end

If you do this, you increase predictability and reduce costly edits.