Before you start briefing your hooks, you should have already defined the overall storyline of your UGC video. Make sure that the hooks harmonise with the storyline, but can also be viewed as a separate part. This means: hooks must be interchangeable and make sense in the context of the overall video.
Successful hooks - tips for a well written briefing
A successful UGC video depends largely on a really good hook. This is because users decide within the first 3 seconds whether they are interested in your video - or not. In order to come up with a good hook, you need to brief it perfectly so that the creators can implement it correctly. Down below we'll give you helpful tips and examples of how to successfully brief hooks.
A successful UGC video depends largely on a really good hook. This is because users decide within the first 3 seconds whether they are interested in your video - or not. In order to come up with a good hook, you need to brief it perfectly so that the creators can implement it correctly. Down below we'll give you helpful tips and examples of how to successfully brief hooks.
Storyline comes first - hook comes last
Dos & dont's when briefing your hooks
What you should pay attention to in your briefing:
Dos
✅ Formulate your briefing and the idea behind it as precisely as possible.
✅ Let the creator address the target group directly to create a personal level.
✅ Use the hook to introduce creative and unusual ideas.
Don'ts
❌ Generic hooks that don't fit your target group and are therefore barely relevant.
❌ Hooks that are not clearly different from each other and therefore do not provide any variety.
❌ No specific objective for your hook testing, which is why you don't get any real learnings.
By following our tips and briefing your hooks in a targeted way, you can attract the attention of your target group right from the start.
Briefing examples for hooks
Mon Chou is a Danish jewellery brand and promotes its high-quality necklaces and bracelets, which can be ordered with engraving. This makes them super personalisable and a very special gift - for others or for yourself. In the next section you will find a sample briefing for the entire UGC video and three additional hook briefingss that Mon Chou commissioned from Speekly.
Sequence of the video
Important: The first cut should happen in the first 3 seconds.
The entire video is divided into 6 scenes.
Scene 1
Show the necklace with the initials and ‘I love you’ and then put it on and show how it looks when worn.
"I love my necklaces from Mon Chou! My boyfriend gave me these 2 as a present and I've had them for a few years now and they still look like new. I really do wear them almost every day!"
Show how you wear the necklace in everyday life (e.g. going out of the house, having coffee with a friend or at work).
Scene 2
Film the Mon Chou website on your laptop and show that you can choose between 2 fonts. Then show the chain with the coordinates and zoom in on the engraving.
"I gave this one to myself for X (a personal event, e.g. bachelor's degree or similar), these are the coordinates of Hamburg because I experienced event X there (e.g. studied there)."
Scene 3
Show the necklace with the engraving ‘the best mum in the world’.
"And I'm giving this necklace to my mum for her birthday (the best mum in the world)."
Film the box in which the necklace is delivered and tie a bow around it.
Scene 4
"I just love how individual the necklaces are thanks to the engravings."
Show all the engravings again.
Scene 5
Show the jewellery in the flatlay.
"The best thing is that the chains don't discolour because they are made of stainless steel and are 18 carat gold-plated. So you can really wear them all day everyday."
Scene 6
Record how to put on the necklace.
"So, be sure to visit the Mon Chou website and order your personalised jewellery - for yourself or as an individual gift!"
Hook 1
The video starts with a close-up of the engravings. (not I love you chain)
"Still looking for a truly individual and personalised gift?"
Hook 2
The video starts with a close-up of a worn necklace.
"These necklaces are so much more than just jewellery!"
Hook 3
The video starts with a close-up of a worn necklace.
"This is the best present my boyfriend has ever given me!"
