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April 14th, 2022

Miha Podpečan

Content Marketing Manager

How to Write a Perfect Brief with Examples

Creating amazing Ads without Raw UGC is like driving a car without wheels. It simply does not work. That’s why we analysed more than thousand orders created on our platform to provide you the knowledge and examples on how to write the best brief possible in order to receive best User Generated Content possible.

When writing a brief, you need to focus on two different types of content, first being A roll, which is your main storyline and second being B roll footage, which will serve as a supporting content that will make your ads more engaging and more visually appealing. Both parts are crucial for getting the best of content, as one can hardly work without the other. Having an arsenal of variety content paired with editing will allow creating variations of amazing UGC Ads that will support your success.

If all this sounds a little bit confusing at first, don’t worry - we’ll provide plenty of resources and examples along the way to ensure that you’re getting as much out of this service as possible.

Now let's go through both types and explain how to get the best of both.

Main Storyline

First, let's focus on the main storyline, that being Review video. It's where you think about what you want the main storyline of your ad to be, what you want your ads to say/express. In review videos, creators should give their product testimonials, express their emotions, talk about their overall experience with your product, react to it, and promote your product to viewers. It is also a product presentation where creators talk about your product's features, options, benefits, and unique selling points. Always remember that each review video will be broken down into shorter parts that you will then use in different ways in your editing.

To make your brief easier to read and understand, we created sections. Sections are different parts of your brief that understandably suggest your ideas and your wishes for a specific order.

Dividing Sections

It's important to divide sections into two groups: one being Visual part of the raw video and the other Behavioural part. Once divided, you can get an idea of how creator should look and what creator should say or show in the video.

To focus on the Visual part for starters, this is where 🤳🏻 Scene, 👕 Outfit, 💄 Makeup, 🌇 Location and 🌅 Background come in. They explain the perspective of the video, how pleasing it is visually and how it reflects your brand's persona.

Second part, that being behavioural, includes 👟 Steps, 🗣 Talking Points, 🎙 Lines to Use, 📌 Notes and ✂️ Clips. These give instructions on how the creators should film the video, in what order should they do/show/explain something and how should they begin, continue, and end the video. They also indicate if there are steps the creators should follow when using/applying/demonstrating your product.

Both parts together dictate the final version of the brief and raw UGC received.

Example 1 of Raw Review Video

Review video for Anti-aging cream.

Creator is talking about the product following all of the visual requirements from the brand.

🤳 Scene

  • Film yourself from the waist up, Talk to the camera, Show the product

👕 Outfit

  • Light colours, No logos visible, No patterns

💄 Makeup

  • Natural makeup, Nothing too bright/too dark/too colourful

🌅 Background

  • Minimalistic, Plain colours, Not too busy

🌆 Location

  • Bathroom, Living room, Bedroom, Minimalistic background

🗣 Talking Points

  1. Start by mentioning how you tried so many skin care products, but nothing worked.
  2. Mention that AzioLift is the solution, that it reduces Chest, Neck and Face wrinkles.
  3. Mention how it Hydrates, brightens and tightens your skin.
  4. Invite viewer to try AzioLift today if they are serious about Anti-aging and want to see their skin transform in 28 days.

Example 2 of Raw Review Video

Review video for Home supply cleaning product.

Creator is talking about the product following all of the steps and talking points required from the brand.

🤳 Scene

  • Talk to camera, show yourself and show the product

👕 Outfit

  • Wear white/neutral/light colored informal clothes

💄 Makeup

  • Natural, everyday makeup

🌅 Background

  • Not too busy

🌆 Location

  • Shoot in your home or kitchen with bright airy light

🗣 Talking Points

  1. Start by saying how there's an easy tip on how to be more sustainable this Holiday Season,
  2. Mention how to fill these reusable bottles with warm tap water, drop in the fizzy tabs and once they fully dissolve, you've got yourself a full-sized hand wash or multi-purpose cleaning spray,
  3. Mention that it is antibacterial, vegan, cruelty free, Non-toxic and safe for kids and pets,
  4. Invite viewers to visit the heyhappyhuman.com website and check it out for themselves!

Example 3 of Raw Review Video

Review video for a Kitchen accessory product.

Example of a 30 seconds Review video for a Kitchen Accessory product

🤳 Scene

  • Talk to camera about Papaya's reusable paper towels, how you use them, and why you love them, show the product!

👕 Outfit

  • Neutral colours, Simple outfit, Everyday clothing

💄 Makeup

  • Natural, everyday makeup

🌅 Background

  • Minimalistic, Plain colours, Not too busy

🌆 Location

  • At home, Kitchen (i.e. somewhere you would be using the product)

🗣 Talking Points

  1. Start by mentioning how you used to go through one paper towel roll a week and that it was bad,
  2. Continue by mentioning that ever since you got paper towels from Papaya, you use so much less paper towels,
  3. Mention how easy it is to wipe everything and not to worry about how much you're using,
  4. Say that you use these on everything from counter tops to kid's toys
  5. Finish by mentioning that they are durable and eco-friendly.

Example 1 of Longer Review Video

The main difference between 30 seconds long review video, 60 seconds review video and Longer form review video is how much is creator obligated to tell. Based on our analyse, only 4 short sentences/scenes will fit in a 30 seconds video and around 8 sentences into 60 seconds videos. If you give more instructions, the creators will choose some of them to fit in the timeframe. But if you choose a Long form video, you can fit more instructions into it and there is no time limit.

Let's take a look at the example below. Visually video is the same as 30 seconds long video, but there are more behavioural instructions, talking points, sentences, etc.

Example of a 60 seconds long Review video for a jewellery brand.

🤳 Scene

  • Have a clean setting with no distracting object around

👕 Outfit

  • Keep clothing distraction free - the jewelry is the focus

💄 Makeup

  • No loud nail polish or distracting hairstyles
  • Wear your hair down

🌅 Background

  • Minimalistic, Plain colours, Not too busy

🌆 Location

  • Indoor/outdoor
  • Clean setting

🗣 Talking Points

  1. Take the product out of the package and say how this is a perfect gift for anybody
  2. Continue with saying how you love the adjustable chain and how easy it is to customise the look! Just open the clasp and add your favourite pendant or charms for a stunning look
  3. Mention how you can't ever decide what to get as a gift for your friends, family, and co-workers, but thanks to Roma, you now have a perfect chain with a matching pendant and studs, making it a perfect gift
  4. Mention that this chain is just perfect to fully extend and slip over your head, and you can easily adjust to any length depending on my outfit for the day
  5. Mention that it won't tarnish
  6. Invite viewers to start their holiday shopping early this year

Example 2 of Longer Review Video

Let's take another look at the 60 seconds long video Example for Skincare brand.

Example of a 60 seconds long Review video for a Skincare brand

🤳 Scene

  • Talk to the camera about the product

👕 Outfit

  • Lounge wear, something you’d be wearing on a lazy Sunday.
  • Light colours, neutral tones.

💄 Makeup

  • No makeup
  • Bare face!

🌅 Background

  • Minimalistic, natural light, plain colours, not too busy

🌆 Location

  • bathroom or
  • on couch

🗣 Talking Points

  1. Start with saying that this is Australia's First Thermal Heating Clay Mask
  2. Mention that you used to get sucked into buying the pretty branded masks on social media, but none of them worked
  3. Mention how this Mask is the only one that gave you the results you wanted.
  4. Continue with saying that the thermal effect increases circulation which allows the french clay to absorb deeper into the pores
  5. Mention that it is manufactured by one of Australia's leading cosmetic chemists
  6. Continue with mentioning that it Detoxifies & Brightens your skin, while Fights Acne, Redness & inflammation
  7. Mention it helps improve overall complexion
  8. invite viewer to stop wasting their money on products that don't work and to buy Amylee products today.

Supporting Content

Supporting content also called b-roll is intercut with the main shot. One of the biggest challenges with social media advertising is keeping the viewing attention of an Ad watcher. It's super easy to lose the attention of the audience. Within B-roll, creators engage with your product, use your product, apply it, unbox it, show your product's texture or nature, its quality, details, logo, special features, etc. B-rolls can be shot from a wide-angle (lifestyle), bird's eye view, close up, POV, over the shoulder, etc.

B-Roll is interactive footage that: makes ads more engaging and more visually appealing, makes easy transitions from scene to scene, breaks the monotony, smoothes the flow of the ad, highlights the actual product, diverts attention from possible small gaps or errors in the narrative, illustrates the meaning of the product, awakens emotions, serves as social proof and so much more! 🙌

Let's take a look at some of the examples:

Example 1 of a Product Usage/Show off Video

for a Skincare brand

Example of a Product Usage / Product Show off video for a Skincare brand

🤳 Scene

  • Film multiple short clips, following steps below

👕 Outfit

  • Lounge wear, something you’d be wearing on a lazy Sunday, Light colours, neutral tones

💄 Makeup

  • No makeup, Bare face!

🌆 Location

  • Bathroom, On couch

🤓 How to use

  1. Wet face with warm water
  2. Apply two finger amount
  3. Rub gently in circular motions on face
  4. Allow 10-15 minutes to dry
  5. Wipe clean with warm flannel

✂️ Clips

  • Show a close up of the packaging (brand name well visible)
  • Open the packaging and take out the product, while smiling
  • Show a close up of the product inside, focus on the texture: can be with your hands or on the skin - face
  • Show a close up of application on your face
  • Show the result, how happy you are with your skin

Example 2 of a Product Usage/Show off Video

for a Jewellery brand

Example of a Product Usage / Product Show off video for a Jewellery brand

🤳 Scene

  • Film multiple short clips, following steps below

👕 Outfit

  • Keep clothing distraction free - the jewellery is the focus, preferably black clothes/shirts, wear your hair down

💄 Makeup

  • Natural, No heavy makeup on eyes, neat nails, no loud nail polish

🌆 Location

  • Indoor/outdoor, clean setting with no distractions

✂️ Clips

  • Show products to the camera, closeup
  • You putting on/wearing/showing off the products
  • Show how to easy adjust the necklace
  • Pose with necklace and earrings on
  • You adjusting the earrings closeup

Example 3 and 4 of a Product Usage/Show off Video

for a Home supply cleaning brand

Now let's take a look at two raw videos created to the same specifications for b-roll clips, to show how different the result can be when creators use their own creativity and still stick to the given specifications.

Example of a Product Usage/Product Show off video for a Home supply cleaning product.

Example of a Product Usage/Product Show off video for a Home supply cleaning product.

🤳 Scene

  • Film multiple short clips

👕 Outfit

  • Earth tones, No visible logos, Homey vibe

💄 Makeup

  • Natural, everyday makeup

🌆 Location

  • In your kitchen with bright airy light
  • Make sure your kitchen is clean
  • Minimal background/not too busy
  • You can include some plants

✂️ Clips

  • Receiving the Happy Human Bundle Box at doorstep (or from someone).
  • Short unboxing
  • Show a few product closeup
  • Show the camera the welcome card with “how it works” instructions or the “kudos to you” or “new kind of clean” messaging
  • Film the process (could be time-lapse) of making the hand wash or multipurpose spray with YOU in the frame (fill, drop tabs, fizzy visual, once the tabs fully dissolved recap and then pump - show the cloudy foam)
  • Using the hand wash (show thick soft foam) - with YOU in the frame
  • Or using the spray

Example 5 of an Unboxing Video

for a Bags and Accessories brand

Example of an Unboxing video for a Bags and Accessories brand.

🤳 Scene

  • Record the opening of the package and the inside, as well as the reactions during the process of unboxing (Mix 1st person view, as well as 3rd person view)
  • It's important to show everything that is in the parcel

👕 Outfit

  • Neutral and classy outfit, the focus needs to be on the unboxing experience and not the outfit

💄 Makeup

  • Natural, everyday makeup

🌆 Location

  • Inside with good lighting to see the colours of the product and the inside of the parcel

🗣 Talking Points

  • Nice attention to details and packaging
  • Lovely experience
  • Everything is thought for you to have the best moment ever
  • Invite viewer to buy it themselves

Summary

To sum it up making great UGC Ads starts in the content collection phase. Make sure to always plan to have Main Storyline content - Review Videos, narrating your message, and Supporting Content - Unboxing Videos, Product Usage/Show-Off Videos, and Lifestyle Photos. Having all this content paired with editing will allow you to create amazing UGC Ads.