The playbook
User-generated Content Ads: Template and Field Guide
This user-generated content ads template turns a broad task into a record another person can use. It captures creator, rights, claim, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
Put the task in context
Document permission to use the creator's material and the allowed placements. Keep claimed experiences truthful and disclose material relationships where required. A scripted demonstration can be useful, but it should not be presented as an independent customer's invented results.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| creator | Record the creator associated with this campaign or conversion record. Use a stable reference so later updates can be matched. |
| rights | Record the rights associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| claim | Record the claim associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| evidence | Record the evidence associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| placement | Record the placement associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with creator. Use the same reference throughout the record so notes are not attached to the wrong item. Then agree on usage permissions and the creator brief. This establishes the information required before the worksheet becomes a request for action.
Next, show real use and disclose relevant relationships. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as presenting scripted invented experiences as genuine customer testimony, rather than a broad instruction to “improve performance.”
Finally, review claims and placement suitability before release. Put use honest demonstrations and clear disclosure where required in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Presenting scripted invented experiences as genuine customer testimony |
| Action | Use honest demonstrations and clear disclosure where required |
| First check | Agree on usage permissions and the creator brief |
| Follow-up check | Review claims and placement suitability before release |
| Outcome to define | qualified response by approved creative |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If rights changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep qualified response by approved creative connected to the item so the team can later assess whether the action was useful.
Treat audience, offer, creative, destination, and tracking as connected parts of the campaign. If several change together, the result does not identify which change mattered. Record the differences before using the result to set a new budget.
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