How to Create UGC Campaign Briefs That Deliver Results in Australia: The Complete Guide for Startup Founders
- Christopher. H
- Oct 8
- 5 min read
I’ve seen founders hand over products to creators with nothing but a “Can you make a post about this?” request—and then wonder why the content flopped. When you learn how to create proper UGC campaign briefs, you give creators the direction they need while still leaving them room to be authentic.
A good brief isn’t control-freaking. It’s clarity. It sets expectations, aligns brand voice, and ensures the content you pay for (or trade for) drives real results.
When Ben launched his health drink startup in Melbourne, he sent samples to 20 micro-influencers. He gave no guidance. Half posted blurry kitchen photos, others tagged the wrong handle, and only two mentioned his key selling points.
The next round, he brought us onboard and we created a structured UGC campaign brief: brand overview, dos/don’ts, must-have tags, and one simple message (“Fuel your mornings naturally”). This time, 18 of 20 posts hit the mark, engagement doubled, and he repurposed the content into paid ads that converted.
The difference wasn’t the creators—it was the brief.
What Exactly Is a UGC Campaign Brief?
A UGC (user-generated content, alternatively known as UCC—user-creator content) campaign brief is a document or guide you give to creators, influencers, or customers who are producing user-generated content for your brand.
It outlines:
Campaign objective (awareness, sales, testimonials).
Key messages (what must come across).
Content style (tone, vibe, format).
Technical requirements (length, orientation, tags, hashtags).
Dos and don’ts (brand safe vs off-limits).
Usage rights (can you repurpose in ads, website, email?).
Examples:
Who Gives A Crap send playful briefs asking creators to highlight eco-friendliness with humour.
Go-To Skincare (AU brand) give clear do’s/don’ts around showing texture, application, and benefits.
Gymshark globally provides strong creative briefs while still giving influencers freedom to be authentic.
Without a UGC brief, you risk random, off-brand content. With one, you create consistency across dozens of creators.
Why This Could Make or Break Your Business
Financial Impact: UGC costs time, products, or money. Without clear briefs, you waste all three.
Brand Consistency: Random posts dilute your message. A brief ensures cohesion.
Legal & Compliance: In Australia, influencer content must disclose sponsorships. A brief helps you stay compliant.
ROI: Structured briefs make UGC reusable across ads, websites, and email—stretching your investment.
Done well, UGC becomes not just content, but an engine for trust and conversions.
Before You Start
Prep before creating briefs:
Define your campaign objective (awareness, reviews, conversions).
Identify your target audience.
Choose the type of creators (micro, nano, customer advocates).
Decide budget/compensation (cash, free product, affiliate).
Clarify usage rights (organic only, or paid ads too?).
Gather brand assets (logos, fonts, tone of voice guide).
Know your compliance requirements (AANA advertising standards, “#ad” disclosure).
Preparation avoids awkward back-and-forth later.
How to Create UGC Campaign Briefs:
Step by Step
Step 1: Start With Campaign Objective
State the purpose in one line (“We want authentic testimonials for our skincare range”).
Tie it to a business outcome (sales, awareness, content bank).
Result: Everyone knows why the campaign exists.
Step 2: Outline the Brand Story
Share who you are, your mission, and your audience.
Keep it short (1–2 paragraphs).
Give context so creators understand tone.
Result: Creators connect with your “why” before they create.
Step 3: Define Key Messages
List 2–3 must-mention points (e.g., “eco-friendly,” “Australian-made,” “free shipping”).
Provide phrasing guidance but avoid scripts.
Ensure they sound authentic, not forced.
Result: Posts highlight your biggest selling points naturally.
Step 4: Specify Content Format
Video (15–30s, vertical, native to TikTok/Instagram).
Image (high-res, lifestyle shot).
Story sequence (3–5 frames).
Hashtags and handles to include.
Result: You get usable, platform-ready content.
Step 5: Add Dos and Don’ts
Do: Show product in natural use.
Do: Use bright, authentic lighting.
Don’t: Make medical claims or false promises.
Don’t: Shoot in low-quality environments.
Result: You reduce off-brand or non-compliant content.
Step 6: Clarify Deadlines & Deliverables
State timelines (e.g., post within 14 days of receiving product).
Define how many posts/videos are expected.
Explain review process (if any).
Result: Expectations are clear upfront.
Step 7: Lock in Usage Rights
Clarify whether you can repost, run ads, or use content on your site.
Get written consent in contracts.
Respect creator rights.
Result: You avoid legal grey areas and maximise ROI.
Common Mistakes to Avoid
A Sydney fitness brand sent no brief. Influencers posted gym selfies without mentioning the brand. No ROI.
An e-commerce founder gave a script to creators. The posts looked fake, engagement tanked. Briefs guide, they don’t script.
A Brisbane skincare startup forgot to ask for usage rights. They couldn’t repurpose great UGC in ads. Lost opportunity.
Real-World Examples
Go-To Skincare sent UGC briefs highlighting natural ingredients and showing application routines. The resulting content was authentic, on-brand, and became their highest-converting ads.
A Melbourne clothing brand relied on generic “tag us” requests. Posts were random and unhelpful. After creating a UGC brief with clear hashtags, brand story, and visuals, their campaign ROI improved.
The difference? Structure and clarity.
What It Costs and How Long It Takes
DIY / In-house:
$0 cash (templates online are free), but expect 10–15 hours to research, draft, and refine briefs.
The heavy cost is your time.
Template/Resource:
$50–$200 for a polished sponsorship/UGC brief template;
still requires 3–5 hours of customisation.
Professional/Done-for-you:
$1,000–$3,000+ from agencies or consultants who specialise in UGC and influencer campaigns.
Ongoing: Minimal—just updates to your briefs each campaign.
Hidden Costs: weak briefs = off-brand content, lost ROI, or even compliance issues.
Mentor Tip: Start with DIY, but lock in a reusable template so you don’t keep reinventing the wheel.
What to Do Next
By acting now, you stop leaving UGC to chance and start creating content that converts.
➡️ Don’t guess. Download our business resources, guides and copy what works. It’s free. [ProDeck.com].
➡️ Ready for outcomes, not homework? Noize delivers DFY UGC creator briefs & content system: plan, build, launch, optimise.[Noize.com.au].
➡️ Less scrolling, more scaling. The StartupDeck gives you proven plays you can run today. [theStartUpDeck.com].
The Bottom Line
UGC works because people trust people. But unless you give creators a clear brief, you’ll get random posts instead of results.
Briefs bring structure. They protect your brand, guide creators, and ensure every post aligns with your business goals.
Founders who take the time to create UGC briefs win twice: stronger content and stronger ROI.
FAQs
Do I really need a brief for small creators?
Yes. Even micro-creators need clarity to represent your brand well. Keep it simple, but always give guidance.
Should I give scripts to influencers?
No. Audiences spot fake scripts instantly. Provide key messages, not word-for-word lines.
How long should a UGC campaign brief be?
1–3 pages max. Enough to cover goals, dos/don’ts, and logistics without overwhelming.
What about disclosure rules in Australia?
All sponsored content must be disclosed (e.g., “#ad”). Add this to your brief to protect both you and the creator.
Can I reuse UGC in ads?
Only if your brief and contract grant you usage rights. Always secure this upfront.
Comments