Strategy first, volume after. Every brief is derived from your angle catalogue: which pain point this video attacks, which objection it defuses, which claims are in and out of bounds, and what the hook options are.
Inside that frame, creators speak in their own words, that is the whole value of the format. Scripted-sounding UGC dies in the feed; briefed-but-natural UGC is what converts. The edit then makes it performance-ready: hook-first cut, captions, and variations for testing.
A full brief contains five things: the hook options, the angle it attacks, the audience persona it speaks to, reference clips that show the register, and explicit do's and don'ts. That is why output stays on-brand and on-strategy without ever sounding scripted.
