UGC Content Brief & Shot List
Brand brief template, hook options, shot list, editing notes and revision tracker for every paid video.
Written against
- · Competition Act — misleading representations, drip pricing, substantiation
- · Ad Standards Canada — disclosure guidelines
- · Copyright Act (Canada)
1. Brief intake (get this in writing before filming)
- · Brand, product, exact product name and any claims the brand wants used
- · Target audience and the problem the product solves
- · Platform, aspect ratio, length and whether it will run as a paid ad
- · Mandatory inclusions: logo, packaging shot, call to action, promo code
- · Prohibited: competitor mentions, unapproved claims, specific words
- · Tone references: three example videos
- · Deadline, revision count, and the approver's name
2. Hook options (always deliver three)
- · Problem-first: "If your [problem], stop scrolling."
- · Result-first: "This is [result] after [timeframe]."
- · Curiosity: "I did not expect this to work."
- · Objection: "I thought [product category] was a scam until…"
- · Trend/format-led, adapted to the brand
3. Shot list
| # | Shot | Purpose | Duration |
|---|---|---|---|
| 1 | Talking head hook | Stop the scroll | 0:03 |
| 2 | Product close-up | Identify | 0:02 |
| 3 | Unboxing / texture | Desire | 0:03 |
| 4 | In-use demonstration | Proof | 0:08 |
| 5 | Reaction / result | Payoff | 0:04 |
| 6 | Call to action to camera | Convert | 0:04 |
4. Claim control
- · Only state claims the brand has supplied in writing and can substantiate — under the Competition Act, both the advertiser and the person making the representation can be liable
- · Avoid absolute health, medical or curative claims; those are regulated by Health Canada
- · Say 'in my experience' for personal results and never imply typical results you cannot prove
- · Include the paid-partnership disclosure in the video and the caption when it will also post to your own channel
5. Revision tracker
Two rounds of revisions included. Additional rounds billed at your hourly rate, stated in the contract.
| Version | Sent | Feedback | Change made | Approved |
|---|---|---|---|---|
| v1 |
This template is provided for general business use and reflects Ontario and federal Canadian requirements as commonly applied. It is not legal, tax or clinical advice. Confirm current requirements with Ontario.ca, your local public health unit or municipality, the Ministry of Labour, Immigration, Training and Skills Development, the CRA, WSIB and your professional regulator, and have high-risk documents reviewed by a licensed Ontario lawyer or accountant before use.