How to brief UGC that actually converts in SA beauty

UGC has become a buzzword in the beauty space. Every brand wants it, most brands are investing in it, and many brands are disappointed by the results.

The problem isn't UGC itself — it's how it's being briefed.

The briefing gap

The typical UGC brief looks something like this: "We're a clean skincare brand. We want authentic, relatable content. Creator should use the product naturally in their routine. Aesthetic should match our brand palette."

That brief will produce beautiful content. It will *not* produce paid media that converts.

When you brief for performance, the brief looks completely different:

The SA-specific layer

South African consumers are savvy. They've developed a finely tuned detector for content that feels inauthentic — and they're increasingly skeptical of the aspirational language that works in Western markets.

What works in SA beauty UGC tends to be: - Specific (actual skin concerns, not vague "glowing skin") - Honest (including what the product *doesn't* do) - Locally relevant (references to local weather, water quality, skin types common in SA) - Warm but direct (not salesy, but clear)

The performance brief structure

A good paid UGC brief has these components:

1. The customer insight — What does your buyer believe before discovering you? 2. The hook — First 3 seconds must stop the scroll. Give specific options. 3. The claim — One clear, specific, believable claim the creator makes. 4. The proof — What makes the claim credible? Before/after, duration, specifics. 5. The CTA — Clear, direct, one action.

Brief this way, and your UGC will perform differently. Not just look good — convert.