How to create a good UGC content request

Requesting a video from a UGC content creator may seem simple because you can choose to give them complete freedom with only a few basic guidelines. However, if you want to obtain higher-quality content that performs on your channels and with your audience, there are several key factors you need to consider and ways to get the most out of UGC for your digital strategy, including maximising ROI (How to measure UGC ROI).

At HICARI, we provide the essential steps for making a good request.

Before requesting anything, ask yourself what you want to achieve with that content and what you need it for. Some common options include:

• SEO or brand positioning: to position the content on social media or in Google search results. Learn how to do SEO with videos.
• Boosting sales: direct, conversion-focused content. In other words, creating social ads with UGC.
• Content for Paid Media campaigns: mainly on Meta (Instagram and Facebook) and TikTok
• Strengthening the product listing on ecommerce sites or marketplaces.
• Organic use on social media: the best way to keep your social media channels supplied with quality, valuable content that can serve entertainment, engagement or community-building objectives.

Content can have several uses. You do not have to choose just one of the above, but the clearer your objective, the more precise the content created by the creator can be.

When it comes to creating the content, a video intended for Instagram is not the same as one that will be used in a paid campaign on Meta or TikTok UGC Ads, as HICARI clients such as MasterD and Holaluz do, doubling campaign KPIs on YouTube compared with their traditional, more corporate format.

Always indicate:

• Will it be used only organically or also in paid campaigns? > this can help the creator give it a more generic, inspirational and organic approach, or write a script more focused on sales.

In HICARI, you can indicate this in your request so that the creator takes it into account from the outset. It works only as informational guidance for the creator, as the video can be used in full for organic or paid purposes for 2 years.

You will definitely find this useful: types of content to create in video.

The script is one of the most important elements. Although creators have creative freedom, you can—and should—set certain guidelines:

• Do you want a specific phrase, slogan or brand claim to be included? > HICARI's recommendation is that the fewer brand references you include, the more you should let creators produce natural, organic content.
• Are there key messages or product benefits that must be mentioned? > the creator does not necessarily know the benefits or differentiators of that product, service or campaign. Tell them!
• Do you want to create evergreen entertainment, educational, helpful or curiosity-driven videos related to your brand's subject area? > this is increasingly common: purchasing UGC content to publish on brands' social media channels. This content provides exceptional added value compared with what the brand normally publishes due to a lack of time or budget (that is not a problem at HICARI, thanks to our prices).
• Do you have a preferred structure for the video? > Discussing one benefit before another, not mentioning the brand until the end of the video (this often works better), etc.

The importance of the hook: make sure the creator starts the video with a phrase or situation that grabs the viewer's attention within the first 3–4 seconds. Examples:

• “You won't believe what this serum did to my skin in 7 days…”
• “If you sell motorcycles this way, you're doing it wrong…”
• “If you're thinking about changing your car, wait until you see this offer…”

A key consideration for many requests: does the creator need to try or film with a physical product? Or do they need to visit a specific location?

The HICARI content creation platform supports both options:

• Ideal for cosmetics, fashion, food, technology, etc.
• Indicate whether they should record an unboxing, apply it, use it, show it, etc. Anything they should highlight about the product.

• Restaurants, hotels, beauty salons, gyms, dealerships, ticketing businesses or any company with a physical point of sale that wants to create content where the brand takes centre stage within its environment…
• Indicate the address, contact details, opening hours, name of the person at reception, etc.

This makes it possible to film real experiences: trying a menu, getting a massage, visiting a car or taking a motorcycle for a spin, for example. But also to communicate an offer or show a business from the inside in a real, approachable and human way.

• What is the delivery date?
• Should the video be filmed vertically or horizontally?
• Are subtitles required?
• Would you prefer the UGC content creator to speak while looking at the camera, use a voice-over or use another format?
• Are there any words or mentions that should be avoided?
• What is the brand’s communication tone and/or are there any boundaries that must not be crossed?

The more clarity and context you provide, the better the final result will be. In HICARI, you can add all this intuitively from the request creation panel.

You may be interested in: how to find content creators.

• Content type: UGC with product shipped
• Usage: use the video across all the beauty brand’s channels (organic + paid)
• Objective: raise awareness of the new serum. Highlight that it is ideal for summer as it offers sun protection.
• Duration: 30 seconds
• Format: vertical for social media

Visuals (Shot by shot):

1. Hook (Natural selfie shot, makeup-free face). “I’ve been using this for a week in summer and my skin has literally changed!”
2. Product presentation (Close-up + demonstration). “It’s the new serum from [brand], with niacinamide and hyaluronic acid, ideal for protecting your skin in summer…”
3. Testimonial and benefits (Medium shot). “What I like most is that it doesn’t leave a greasy feeling and…”
4. Call to action (Final selfie shot + product in hand). “If you’re looking for a serum for summer that really works, give it a try. I’ve absolutely fallen in love with it.”

• Content type: UGC filmed on location
• Usage: Paid Media on Meta and TikTok on the dealership’s accounts
• Objective: announce the dealership’s new opening in Málaga, as well as the promotion.
• Duration: 30–45 seconds
• Format: Vertical

Visuals (Shot by shot):

1. Hook (Exterior of the dealership, dynamic shot). “Looking for a new car without breaking the bank? Check this out…”
2. Offer presentation (Shot inside the car). “This [car name] model is on offer this month with a discount of up to €4,000 and financing with no down payment.”
3. Experience (POV shot while driving or from the passenger seat). “And the best part: you get to try it yourself. I loved the smooth drive and the design.”
4. Call to action (Shot with the dealership sign in the background). “Come to [Name] dealership this week—they’ve just opened—and try it for yourself too. Don’t miss out!”

• Company type: online language course platform
• Usage: use the video across all the course platform’s channels (organic + paid)
• Objective: communicate a special offer of 3 months free on social media (organic and paid)
• Content type: selfie-style UGC video filmed by the creator at home while doing household chores, highlighting how easy it is to learn at your own pace.

Visuals (Shot by shot):

• Hook: “What if I told you that you could learn a new language without paying anything for 3 months?”
• Message body (Shot preparing breakfast): “I’m using [Platform Name] and honestly, it’s never been so easy to get started. For the first time, English is fun and keeps me engaged. There are live classes, interactive materials, and you can practise whenever and wherever you want.”
• Offer presentation (Shot making coffee): “They’re currently offering new users 3 months free, with no commitment and no card required.”
• Call to action: “Hurry and sign up to take advantage of the offer.”

Content objective

• What do you want to achieve with this video?
  ☐ Increase sales
  ☐ Improve SEO positioning
  ☐ Enrich product pages
  ☐ Generate engagement or entertain
  ☐ Inspire or educate

Content usage

• Where will the video be used?
  ☐ Organic social media
  ☐ Website or ecommerce
  ☐ Paid ads (Meta, TikTok, etc.)
  ☐ Newsletter or CRM
  ☐ Events, trade shows, presentations

Product or service

• Does the video require a product shipment or an in-person visit?
  ☐ Product shipment
  ☐ Visit to a premises, store, restaurant, hotel or dealership
  ☐ No product required

Script and key message

• What exactly should the creator say?
  ☐ Include key phrases or slogans
  ☐ Mention the product or brand name
  ☐ Explain benefits or features
  ☐ Make comparisons with other products

Video structure

• Does it include a strong initial hook that grabs the viewer’s attention?
• Is the structure clear: introduction, development, closing or CTA?

Visual style and tone

• What style do you expect from the video?
  ☐ Casual and natural
  ☐ Professional and polished
  ☐ Creative and dynamic
  ☐ Humorous or based on storytelling

Dates and duration

• ☐ What is the delivery deadline?
• ☐ How long should the video be? (15, 30, 60 seconds)

Available budget

• ☐ What is the desired creator range or type (Standard, Pro or Premium)?
• ☐ How many videos do you need in total?

Other specifications

• ☐ Include subtitles or on-screen text?
• ☐ Vertical (9:16) or horizontal format?
• ☐ Include music, effects or specific editing?