🎉 We all get super excited when a new brand / project comes to Clip. And we sometimes click “APPLY” before even reading the brief! Well, a brief is one of the most understated tools in UGC - so powerful it can make or break every content creator (hopefully make every time, as Clip creators are the best!)

After securing a project comes the exciting part—bringing the brand’s vision to life. To ensure your content hits the mark, it all starts with understanding the brief.

Let’s break it down like a pro and brief(ly) talk about it:

1. VIDEO TYPES

Take note of the format the brand wants. Are they looking for:

• Unboxing: Highlighting the product reveal.

• How-to: Showing how to use the product.

• Testimonials: Sharing your authentic experience.

• Up to the creator: Technically up to you, but keep in mind brands still might have a vision!

Pro Tip: If the brief is unclear, don’t hesitate to ask for examples or references!

2. VIDEO LENGTH

Attention spans are short, and so are most UGC videos. Check for:

• Short-form (10-20 seconds): Ideal for quick and snappy product showcase.

• Mid-length (20-40 seconds): Perfect for brand awareness and more detail.

• Long-form (40-60 seconds+): Made for detailed tutorials, testimonials or a more in-depth brand introduction.

Pro Tip: If your video runs slightly longer, it’s usually okay. However, aim to stick as closely as possible to the given timeframe. Otherwise, the brand may come back… with re-edit requests!

Pro Tip 2: It works both ways, stay away from creating videos that are shorter than the frame given - it might look like you did not have enough to say!

3. MODEL TYPE

Probably the most over-looked category on Clip’s briefs. For us creators, it’s crucial to understand whether we need to appear in the shot at all. But why, oh why, do we so often forget to check?

Brands have diverse visions for how they want their videos to look. The key is knowing if they only need your hands or your full, glamorous personality.

Most of the time (9 out of 10, in fact), your face will be needed - it helps build a stronger connection with the audience and makes the content more engaging. A no-brainer, right?

On rare occasions, like for specific unboxing videos, only your hands will be required.

That’s why we introduced the Hands Only / Body & Face model category - to make sure everyone is on the same page!

4. KEY TALKING POINTS

The big elephant in the room! Key talking points… So much to say, but not many words to say it!

This is often the part where brands struggle. Some trust your creative judgment and simply share a link to their product. Others might be unsure about what they want for their first UGC project. And some don’t yet understand the power of a strong, detailed brief.

And that’s okay! As a creator, you bring a fresh perspective and a big creative brain to the table.

If the brief doesn’t mention key talking points, make sure to COMMUNICATE. Be the confident one - reach out and ask! The more information you gather upfront, the fewer edits will be needed later. Another no-brainer, right?

But if the brief does include talking points, here’s what to look out for:

• Hooks: How will you stop people from scrolling?

• Product Features: What makes it unique?

• Benefits: How does it solve a problem or improve life?

• Calls-to-Action (CTAs): Should you take an organic approach or encourage viewers to click, shop, or learn more?

5. VO / TESTIMONIAL / NO SOUND

The brief, most of the time, will outline how to present your content:

• Voiceover: Your visuals shine, but a strong storytelling audio accompanies each clip.

• Talk-to-Camera: Ideal for testimonials or personal stories - this is where your confidence takes centre stage.

• No Sound: Focus on visuals with captions or text overlays, often used for unboxing videos or try-on hauls.

We know this can sometimes be tricky - or at least, it used to be! That’s why we introduced a special feature for brands: a button to specify whether they want voiceover/testimonial, or no voiceover. It’s been a game-changer!

You can easily find this information in the brief, so don’t overlook it. This small detail has significantly reduced the number of re-edit requests from brands!

6. VIDEO FORMAT

Before you click that RECORD button - look at this part of the brief first.

The format (9:16 vs. 16:9) will significantly impact how you shoot. While the difference may seem small, it’s actually massive!

• For anything other than 16:9, shoot vertically. Always ensure you and the product are centred in the frame for easier formatting during editing.

• For 16:9 videos, shoot horizontally. This format is typically used on YouTube or websites, so maintaining high resolution is critical. Avoid filling empty space on the sides—this is why we always recommend shooting separate footage specifically for horizontal videos.

Pro Tip: In CapCut, edit each clip individually to fit the desired format. Do this in the raw project rather than the exported video to ensure every scene is optimised for its format.

🙌 Before hitting record, double-check the brief for any additional details like brand colours, logos (don’t add them unless requested), or catch phrases to include.

By mastering the brief, you’ll not only deliver exactly what the brand wants but also build a strong reputation as a go-to creator. Now, go crush it! 💪

CTA: Ready to create? Let us know your tips for tackling a brand brief—we’d love to feature you in our next newsletter!

JOIN US LIVE👀

Join us tomorrow at 11 AM UK time on Instagram Live! 

🎥 Our team will be diving into the other side of the brief - how to write one from the brand's perspective. Don’t underestimate the power of this skill! Understanding how to craft a great brief will help you spot exactly what to look out for as a creator.

Don’t miss it - join us here! 🚀

CHECK these out! Click the link below to discover the latest Clip Opportunities. And we’re sure that after this newsletter you will never look at the brief the same way!

With love,

Team Clip