When a creator finishes your brief, you get files back. But what files, exactly — and are they what your ad account, your product pages, and your WhatsApp catalogue actually need? Too many brands approve a deliverable without knowing what they are looking at, then discover the format is wrong for the job.
This guide catalogs the six standard UGC deliverables, what each one should contain, and the specs you should put in your brief — length, ratio, talking points, usage rights — so you can approve with confidence and reuse everything you receive.
The deliverables kit at a glance
A standard UGC brief produces a small kit, not a single clip. The six deliverables brands actually work with look like this:
- Review video — 15-60 seconds, talking to camera about the product.
- Try-on / haul — a real person wearing or styling the pieces.
- Unboxing — first-reaction footage from opening the package.
- Testimonial — a customer-style story about a result.
- Product demo — a step-by-step how-to with the product in use.
- Photo set — three to six still images for listings and ads.
The service counts on ugc.ng show how lopsided demand is: of the 120+ listed creators, 75 offer product reviews, making it the most common deliverable by far, followed by social posts (67), voice-over (54), brand ambassador (49), and product demos (41). If you brief a review, you have the largest pool of experienced creators to pick from.
Video deliverables, and how to brief each one
Each video deliverable has a different job, and the brief should match the job. Here is the catalog with the specs worth writing down.
Review video (15-60 seconds). The workhorse. The creator holds or uses the product, hits your talking points, and gives an honest verdict — the point is that it reads as genuine, not as a script. Brief it as 30-45 seconds in 9:16 vertical (for Reels and TikTok) or 1:1 (for feed and product pages), with two or three talking points and a clear "who it is for" line. Use it for: paid ads, product pages, retargeting, and the first slot in any campaign. This is the deliverable with the deepest creator bench on ugc.ng.
Try-on / haul. For fashion, beauty, and anything worn. The creator shows the item on a body, in motion, in real light — which a brand studio cannot easily fake. Brief it as full-body in vertical 9:16, three angles minimum (front, side, back for clothing), natural light, and each piece named on screen or in the caption. Use it for: Instagram Reels, TikTok, shoppable tags, and FAQ videos like "what size fits a 2XL."
Unboxing (30-60 seconds). First-reaction footage from opening your packaging. The energy is the asset — the reveal, the handling, the genuine reaction. Brief it with the sequence you want (box arrives → seal broken → reveal → first use) and let the voice stay rough and natural; an over-polished unboxing defeats itself. Use it for: launches, subscription drops, and gifting moments where surprise carries the ad.
Testimonial (15-45 seconds). A real-person story, shot as a customer talking to camera about a result, not a feature. Brief it with the one problem and the one outcome you want on record, plus the creator's name and location if you want the "like the next-door neighbour" credibility. Use it for: landing pages, trust sections, and ads aimed at a cautious audience that needs a story before it buys.
Product demo (30-90 seconds). A step-by-step how-to: how the product works, in use, with close-ups. This is the most technical deliverable, so brief the exact steps in order and call out anything that must not be skipped. Voice-over helps here — 54 of the 120+ ugc.ng creators offer it. Use it for: e-commerce pages where the product needs explanation before the "Add to Cart" makes sense, and for WhatsApp sales messages.
The photo set
The photo set is the deliverable everyone forgets to brief and every storefront needs. A set is usually three to six images — clean product shots, lifestyle shots, or a mix — in 1:1 for marketplace listings, landscape for your website banners, and 9:16 for Stories and Reels covers.
Include its own specs in the brief: background style (clean white, home setting, or brand colour), how many shots are product-only versus people-in-use, and whether you need crops in multiple ratios. If you want the images unfiltered for your own edits, ask for the untouched exposures alongside the finished set — some creators send raw phone footage, and it saves you a re-shoot later. One good set feeds your Jumia or Konga listing, your website, ads, and an editorial collage for months. Creators offering photography as a service: 20 of the 120+ on ugc.ng.
Brief a bundle, not a single clip
Most of the deliverables above work hardest as a bundle — one shoot, several outputs. A standard test bundle for a new product is: one 30-second review, one 60-second demo, one photo set of four images, all from the same phone, same light, same creator.
Bundles beat singles because the unit cost drops and the looks stay consistent across your page, your ads, and your socials — one creator's style across every surface reads as one brand. If you are deciding which formats fit your products, the format taxonomy guide walks through the full set of briefable content styles: UGC content formats for brands. And if you want ready-made brief language instead of drafting from scratch, start from brief examples that get good creative.
The specs sheet every brand should brief
No matter which deliverable you choose, put these six specs in writing. They are the difference between usable content and a reshoot:
- Aspect ratio — 9:16 (vertical) for Reels, TikTok, Stories; 1:1 for feeds and product grids; 4:5 for slightly-cropped vertical feed; landscape 16:9 for web pages and YouTube.
- Length — exact or a range; vague length invites a 3-minute edit of everything.
- Resolution and file — export as MP4 at 1080p minimum, no watermarks.
- Talking points — the two or three lines the creator must not skip.
- Delivery format — finished file plus the live post link, in the briefed ratio.
- Usage rights — platforms, duration, and exclusivity, stated up front.
That last one is the one brands trip on. Rights are exactly as wide as you brief them: if you want the content on Meta ads, Google, your website, and WhatsApp, name those places. If you want it exclusively for 12 months, name that too. For the full detail on what you actually own after approval, read what usage rights you get from a UGC creator.
Match the deliverable to the job
If you are unsure which deliverable fits, match it to the surface you are filling:
- Paid ads → review video and testimonial; these convert because they read as customer opinions.
- Product pages → demo video plus a 1:1 photo set; the page becomes self-explanatory.
- Instagram and TikTok → try-on, haul, and unboxing; these are made to be watched twice.
- WhatsApp and catalogue sales → short demo and photo set; your message thread becomes a storefront.
- Launch week → unboxing for the hype, review for the proof, photo set for the listings.
Every product lives on several of those surfaces at once, which is why the six deliverables keep showing up together in one kit. It is not format bloat — it is one shoot covering the full range of places your customer actually looks.
A concrete version: a beauty brand running Meta ads orders a review for the ad itself, a demo for the product page where people land, and a photo set for the WhatsApp catalogue where the actual sale happens. Three deliverables, one coherent kit, zero mismatched content fighting for attention. That kind of mapping is the whole game.
The bottom line
The deliverable is the contract. Once you can name exactly what you are receiving — ratio, length, talking points, rights, format — you will brief faster, judge deliveries instantly, and stop approving content that cannot run where you need it.
Start from the kit that covers your primary surface: if you advertise, lead with the review; if you sell listings, lead with the photo set; if you sell explanation, lead with the demo. Post a gig that names one deliverable precisely, and measure what comes back. That single approved clip teaches you more about this whole market than any guide.