UGC Creator Brief Template: The Complete 2026 Guide for Brands & Creators
Quick Answer: A UGC creator brief template is a structured document brands send to creators outlining specific expectations for user-generated content, including deliverables, technical specs, messaging guidelines, and compensation. Well-designed briefs increase creator acceptance rates by up to 40% and reduce revision cycles significantly.
Introduction
Clear communication between brands and creators is essential in 2026's competitive influencer marketing landscape. A strong UGC creator brief template ensures everyone understands the project scope, deliverables, and expectations.
Miscommunication costs time and money. Creators reject poorly written briefs. Brands receive content that misses the mark. Both sides get frustrated.
The solution? A well-structured UGC creator brief template. This document bridges the gap between brand vision and creator execution. According to Influencer Marketing Hub's 2026 research, structured briefs improve first-submission approval rates by 40% and reduce revision requests by 60%.
This guide serves both brands creating briefs and creators receiving them. You'll learn exactly how to structure a brief that works. We'll cover platform-specific variations, real examples, and common mistakes to avoid.
By the end, you'll have a complete understanding of what makes briefs effective.
What is a UGC Creator Brief Template?
A UGC creator brief template is a detailed, organized document. Brands use it to guide creators on user-generated content projects. Unlike traditional influencer briefs, UGC briefs focus on authentic, non-promotional content.
The brief outlines what creators need to produce. It covers technical specifications, creative direction, and compensation details. Think of it as a project roadmap that keeps everyone aligned.
Why UGC Briefs Differ From Traditional Influencer Briefs
Traditional influencer briefs focus on brand promotion. They ask creators to showcase products in their personal style. The influencer's audience trust matters most.
UGC briefs take a different approach. They ask creators to produce authentic content that looks like genuine customer testimonials. The goal is convincing, relatable content. It should feel real, not promotional.
In 2026, this distinction matters more than ever. Audiences skip obvious ads. They engage with authentic stories. A proper UGC creator brief template guides creators toward authenticity while protecting brand messaging.
Key Evolution: What Changed in 2026
Briefs now include performance metrics and A/B testing parameters. Brands track which creative angles convert best. Creators understand they're contributing to data-driven decisions.
Rights and usage terms have become more specific. Some brands want perpetual rights. Others limit usage to 90 days. Clear briefs prevent disputes.
Legal considerations now appear in many briefs. Fintech and healthcare brands include compliance notes. This protects both parties.
Why UGC Creator Brief Templates Matter for Campaign Success
Good briefs solve real problems. They save time and improve results. Here's what the data shows.
Reducing Revision Cycles and Rejection Rates
Creators who receive clear briefs accept jobs 2.5x faster than those receiving vague requests. Why? They understand exactly what's needed.
According to research from Statista (2026), poorly communicated UGC briefs result in 55% of first submissions requiring revisions. Clear briefs reduce this to just 15-20%.
That's a massive difference in efficiency. Fewer revisions mean faster campaigns. Faster campaigns mean brands can respond to trends quickly.
Building Creator Trust and Confidence
Professional, detailed briefs signal that brands are serious. Creators see an organized brand as a reliable partner. They're more willing to invest effort.
When creators understand the scope, they plan better. They allocate proper time. They produce higher-quality content.
A well-written UGC creator brief template demonstrates respect for the creator's craft. It shows you value their work.
Protecting Brand Message and Assets
Clear briefs ensure consistent messaging across all content. Every creator interprets the brief the same way. Your brand voice stays consistent.
Briefs also protect intellectual property. They specify usage rights and duration. They prevent unauthorized use of your content.
In industries like fintech and healthcare, clear briefs are legally important. They ensure compliance with advertising regulations.
Essential Elements of an Effective UGC Brief
Every strong UGC creator brief template includes key sections. Let's break down what belongs in each.
Section 1: Campaign Header Information
Start with the basics. This information helps creators stay organized.
- Campaign name and code: Use something memorable (e.g., "Spring2026_ProductLaunch_V2")
- Brand name and industry: Be clear about who you are
- Campaign timeline: Start date, submission deadline, publishing date
- Compensation: Payment amount, format (flat fee or per-video rate)
- Primary contact: Name, email, preferred communication method
- Version number: Track brief updates (v1.0, v1.1, v2.0)
This section takes 30 seconds to read. Keep it clean and scannable.
Section 2: Campaign Overview and Creative Direction
Here's where you explain the big picture. Creators need context.
Include these elements:
- Campaign objective: Are you driving awareness? Generating sales? Building trust?
- Target audience: Age, location, interests, pain points (be specific: "women aged 25-40 interested in sustainable fashion")
- Key message: What's the main point? (e.g., "This product solves the problem of dry skin")
- Tone and style: Professional? Casual? Humorous? Provide reference videos or examples
- Usage rights: How long can you use the content? Can they repost it?
- Success metrics: What will you measure? (clicks, views, engagement)
This section should fit on half a page. Use bullet points, not paragraphs.
Section 3: Creative Concept and Story Structure
Creators need to understand the narrative you want. Paint a picture.
For testimonial content: - Setup: What problem does the creator face? - Discovery: How did they find your product? - Transformation: How did it help? - Conclusion: Why would they recommend it?
For product demo content: - Opening hook: Why should viewers care? - Feature walkthrough: Show how it works - Real-world application: When would they use it? - Final thought: Closing statement or CTA
For lifestyle content: - Integration point: How does the product fit naturally? - Daily use scenarios: Show it in action - Benefits realized: What improved? - Authentic endorsement: Why they genuinely like it
Provide 2-3 reference videos showing the tone and pacing you want.
Section 4: Content Specifications and Technical Requirements
Technical details prevent production mistakes. Be specific.
Video specifications: - Platform: TikTok, Instagram Reels, YouTube Shorts (or multiple) - Duration: 15 seconds, 30 seconds, 60 seconds - Aspect ratio: 9:16 (vertical), 1:1 (square) - Resolution: 1080p minimum - Frame rate: 24 or 30 fps - Captions: Required? Burned-in or separate?
Visual requirements: - Lighting: Bright, natural, studio setup? - Backgrounds: Clean? Lifestyle? Brand guidelines? - Product visibility: How prominently should it appear? - B-roll: Do you need multiple takes or angles?
Audio requirements: - Licensed music: Provide specific track or let them choose? - Voiceover: Required? Optional? - Sound effects: Any restrictions?
Content restrictions: - Competitor mentions: Forbidden? - Political or controversial topics: Off-limits? - Explicit language: Allowed?
The clearer you are here, the fewer questions creators will ask.
Section 5: Deliverables and Timeline
Creators need to know exactly what you want and when.
Specify: - Number of videos: 1, 3, 5? - Variations: Different scripts? Different angles? - File formats: MP4, MOV, other? - Delivery method: Email, WeTransfer, platform upload? - Submission deadline: Date and time (include timezone) - Revision process: How many revisions are included? - Final approval timeline: How long until you approve or request changes?
Create a simple timeline: - Day 1: Brief sent to creator - Day 3-5: Creator submits first draft - Day 6-7: Brand reviews and provides feedback - Day 8-10: Creator submits revised version - Day 11: Brand approves and publishes
Section 6: Compensation and Payment Terms
Be transparent about money. It matters to creators.
- Payment amount: Total or per-video rate
- Payment method: Direct deposit, PayPal, wire transfer
- Payment timing: Due on approval? Within 30 days?
- Revision policy: Are unlimited revisions included or does each revision cost extra?
- Usage rights cost: Does the payment cover perpetual use or limited-time use?
- Cancellation policy: What if the brand kills the project?
Clear payment terms build trust and attract quality creators.
How to Create a UGC Creator Brief Template That Works
Structure matters. Organization drives completion rates. Follow this proven formula.
Step 1: Start With Your Campaign Objective
Before writing anything, know your goal. Are you trying to: - Drive awareness among new audiences? - Convert interested prospects into customers? - Build trust through authentic testimonials? - Generate content for social proof?
Your objective shapes every decision in the brief. It influences tone, creative direction, and success metrics.
Step 2: Define Your Ideal Creator Profile
Don't send briefs to random creators. Target the right fit.
Answer these questions: - What's their typical audience size and engagement rate? - What niches or topics do they focus on? - What's their content style (polished vs. casual)? - Do they have experience with UGC content? - What's their audience demographic?
creator discovery and matching strategies help you find creators whose audiences align with your target market.
Step 3: Write Clear, Specific Creative Direction
Vague briefs confuse creators. Specific direction gets results.
Instead of: "Make a video about our product"
Write: "Create a 30-second TikTok where you're dealing with frizzy hair in the morning. Discover our anti-frizz serum in your bathroom. Show how it transforms your hair in 2 minutes. End with you feeling confident and ready to face the day. Tone: relatable, humor-forward, authentic."
Provide 2-3 reference videos showing exactly what you want.
Step 4: Include Specific Technical Requirements
Don't assume creators know your platform and quality standards.
Create a simple spec sheet: - Platform: Instagram Reels - Duration: 20-30 seconds - Aspect ratio: 9:16 - Resolution: 1080p minimum - Captions: Required, white text with dark outline - Music: Licensed or royalty-free only - Lighting: Bright, well-lit environment
Step 5: Set Clear Deadlines and Revision Limits
Undefined timelines create stress. Clear deadlines create accountability.
Specify: - When do you need the first draft? (e.g., "5 business days from now") - How long will review take? (e.g., "We'll review within 3 business days") - How many revisions are included? (e.g., "2 rounds of revisions included") - When do you need the final version? (e.g., "10 business days from brief date")
Include a sample timeline in your brief. Creators appreciate knowing the full schedule upfront.
Step 6: Clarify Rights and Usage Terms
This prevents legal issues down the road.
Address: - How long can you use the content? (30 days, 90 days, perpetual) - Can you repurpose it? (Use in ads, emails, other platforms) - Can the creator use it? (Post on their own channels) - Can the creator refuse use of the content after it's approved?
When rights are unclear, creators get nervous. Clear terms help everyone.
Step 7: Make the Brief Visually Scannable
Creators are busy. Long text walls get skipped.
Use: - Short paragraphs (2-3 sentences max) - Bullet points for lists - Bold text for key information - Section headers that stand out - White space to break up content
Aim for 1-2 pages. If your brief is longer, you're overcomplicating it.
Platform-Specific UGC Brief Variations
Different platforms require different approaches. Customize your brief accordingly.
TikTok-Specific UGC Brief Elements
TikTok audiences value authenticity. Your brief should emphasize natural, unpolished content.
Include in TikTok briefs: - Trend suggestions (optional, not required): If a trend fits your campaign, mention it - Hashtag guidance: Recommend 3-5 relevant hashtags - Audio notes: Can they use trending sounds? Any music restrictions? - Engagement style: Encourage hooks in the first 2 seconds - Length preference: 15-45 seconds performs best - Caption style: Keep it conversational and relatable - Authenticity note: "This should feel like a genuine recommendation from a friend"
Emphasize that polished, overly produced content underperforms on TikTok.
Instagram Reels-Specific Requirements
Instagram Reels audiences expect higher production value than TikTok.
Specify in Reels briefs: - Visual quality: Clean backgrounds, good lighting expected - Captions: Include professional captions with proper grammar - Product placement: How prominent should the product be? - Call-to-action: Should there be a clear CTA at the end? - Link sticker: If using swipe-up links, specify what they link to - Color grading: Any brand color preferences? - Duration: 15-30 seconds ideal
Reels can look slightly more polished than TikTok while still feeling authentic.
YouTube Shorts and Emerging Platforms
YouTube Shorts allow slightly longer content and different storytelling.
Include for YouTube Shorts: - Length flexibility: 15-60 seconds acceptable - Narrative depth: More time for storytelling - Viewer retention: Hook in first 3 seconds - End screen options: Does your brand need end screen elements? - Playlist fit: Is this part of a content series? - Community guidelines: YouTube enforces stricter content rules
YouTube Shorts audiences tend to be slightly older and more diverse than TikTok.
Best Practices for Writing Clear UGC Brief Templates
Certain practices consistently produce better results. Use these in every brief you create.
Practice 1: Personalize Every Brief
Generic briefs get ignored or half-effort responses.
Add personalization: - Address the creator by name - Reference their recent videos or niche expertise - Explain why you specifically chose them - Acknowledge their unique style
Example: "Hi Sarah, we love how you balance humor and authenticity in your wellness content. Your audience trusts your recommendations, which is exactly why we think you're perfect for this project."
Personalized briefs get 3x higher acceptance rates.
Practice 2: Provide Visual References
Words can't always communicate tone and style.
Include: - 2-3 reference videos showing your ideal creative direction - Screenshot examples of visual style - Mood boards if relevant - Before/after images showing transformation
Creators understand visuals faster than text descriptions.
Practice 3: Offer Creative Freedom Within Guardrails
The best UGC content feels authentic. That requires creative space.
Balance: - Give clear brand guidelines (messaging, tone, product positioning) - Allow flexibility in execution (how they tell the story) - Encourage their personal voice and perspective - Avoid overly scripted language
Example: "We want the main message to be that this product saves time. But we want you to tell the story in your authentic way. Use your own experiences and humor. Make it feel like you, not like an actor in a commercial."
Creators produce better content when they have creative input.
Practice 4: Set Realistic Timelines
Rushed timelines produce rushed content. Quality takes time.
Realistic timeline expectations: - Simple, short videos: 3-5 business days - Multi-take or complex videos: 7-10 business days - High production quality: 10-14 business days - Multiple videos: Add 5-7 days per additional video
Don't ask for 48-hour turnaround unless you're paying premium rates.
Practice 5: Include a Revision Policy
Unclear revision expectations create conflict.
Specify: - How many rounds of revisions are included? (typically 1-2) - What counts as a revision? (script changes vs. reshoot) - Timeline for revisions (48-72 hours for feedback) - Additional revision costs if needed
influencer contract templates help you document revision policies formally.
Practice 6: Communicate Success Metrics
Creators want to know how their content will perform.
Share: - What metrics will you track? (views, clicks, conversions) - What's your target engagement rate? - Will you share performance data with the creator? - How does this content support the brand's larger goals?
Transparency builds stronger creator relationships.
Common Mistakes to Avoid in UGC Briefs
Learn from others' mistakes. Avoid these pitfalls.
Mistake 1: Being Overly Prescriptive
Too many rules kill creativity. Overly detailed briefs sound like corporate scripts.
Too prescriptive: "In minute 1-5, say 'I struggle with dry skin every winter.' In minute 5-8, say 'Then I found this moisturizer.' In minute 8-15..."
Better: "Tell the story of a winter skincare struggle and how this moisturizer solved it. Use your own words and natural style."
Let creators interpret the brief. The best UGC content sounds genuine, not scripted.
Mistake 2: Unclear Deliverables
Vague requests lead to rejected submissions.
Unclear: "Create some content for our new product launch."
Clear: "Create 3 vertical videos, each 20-30 seconds, showing real ways you use this product in daily life. One video should focus on morning routine, one on fitness, one on evening routine."
Specificity prevents confusion.
Mistake 3: Unfair Compensation for Usage Rights
Creators get frustrated when pay doesn't match usage rights.
Don't do this: Pay $50 flat fee but demand perpetual usage across all platforms forever.
Fair approach: Pay $50 for 30-day exclusive use, or $200 for perpetual rights. Make the payment match the value you're getting.
When creators see compensation clearly tied to usage rights, they respect your professionalism.
Mistake 4: Changing Requirements After Sending the Brief
Mid-project changes create stress and delays.
If you need to modify the brief, notify the creator immediately. Adjust timelines accordingly. Consider additional compensation for significant changes.
Better yet, take time to finalize briefs before sending them.
Mistake 5: Ignoring Creator Feedback
Creators often have valuable insights about your product or target audience.
Include a section like: "Have suggestions about how to make this content more effective? We'd love to hear them. This is a collaboration."
Creator input often improves the final product.
Mistake 6: Requesting Content That Violates Platform Guidelines
Don't ask creators to post fake reviews, misleading claims, or inappropriate content.
Check before sending the brief: - Does this violate platform ToS? - Are there proper FTC disclosures? - Are claims substantiated? - Is the content age-appropriate?
Protecting creators from policy violations protects your brand too.
Industry-Specific UGC Brief Templates
Different industries have unique requirements. Here's how to customize your brief.
SaaS and B2B UGC Briefs
B2B audiences care about solutions, not emotions.
Focus areas for SaaS briefs: - Problem statement: Start with a relatable business pain point - Feature focus: Explain which features address the problem - Use case clarity: Show real-world application (small team vs. enterprise) - Technical accuracy: Ensure all features are explained correctly - Jargon balance: Avoid overly technical language but don't oversimplify - CTA options: Free trial, demo request, or webinar signup - Compliance: Include any required disclaimers or data privacy mentions
Example opening: "Create a video showing how [software] helped you manage your team's workflow more efficiently."
E-commerce UGC Briefs
E-commerce audiences want to see products in action and in lifestyle contexts.
Key elements for e-commerce: - Unboxing vs. lifestyle: Specify which format you want - Product focus: How prominently should the product appear? - Styling guidance: Any color or season-specific styling? - Price sensitivity: Can they mention the price? Discounts? - Return/shipping: Should they mention your return policy? - Competitor awareness: Avoid comparing to competitor products - Conversion focus: Direct link, promo code, or store mention - Multiple SKUs: Can they show different colors/sizes?
Example scenario: "Create a lifestyle video showing this jacket in 3 different outfits (casual, work, dinner out). Show how versatile it is."
Fintech and Healthcare UGC Briefs
Regulated industries require careful compliance.
Critical for fintech/healthcare: - Regulatory disclaimers: What must be included legally? - Claim substantiation: What can and can't be claimed? - Accessibility: Make financial/medical concepts clear to average people - Security emphasis: How should you address trust and safety? - Avoid guarantees: Never promise specific returns or health outcomes - Disclosure requirements: How should #Ad or #Sponsored be placed? - Legal review: Will the brand review content before publishing?
Example disclaimer: "This content is for educational purposes only and not financial advice. Past performance doesn't guarantee future results. [Link to full disclosures]"
Fintech and healthcare brands often require legal review before publishing. Include this in your brief timeline.
How to Use a UGC Brief Template: Step-by-Step
For Brands: Creating Your Brief
Step 1: Download or create your template (using the sections outlined above)
Step 2: Fill in campaign header information (name, dates, payment)
Step 3: Write campaign overview and target audience details
Step 4: Describe creative concept with 2-3 reference videos
Step 5: Specify technical requirements (video length, aspect ratio, platform)
Step 6: Clarify deliverables, deadlines, and revision policy
Step 7: Explain usage rights and how long you'll use the content
Step 8: Send to selected creators with personalized message
Step 9: Track submissions and provide timely feedback
Step 10: Approve content and process payment promptly
For Creators: Understanding Your Brief
When you receive a brief:
Step 1: Read the entire brief first—don't start shooting immediately
Step 2: Check if the project aligns with your audience and brand
Step 3: Watch the reference videos provided to understand the tone
Step 4: Note all technical specifications (length, aspect ratio, platform)
Step 5: Confirm compensation and usage rights align with effort required
Step 6: Ask clarifying questions before starting production
Step 7: Plan your content and create a shot list
Step 8: Film multiple takes and variations
Step 9: Edit and add captions as specified
Step 10: Submit before deadline with any relevant notes
InfluenceFlow's Role in Streamlining Brief Management
Managing briefs manually creates chaos. Platforms help organize the process.
free influencer marketing platform features like InfluenceFlow simplify brief distribution and tracking. You can create templates, send to multiple creators, and track submissions all in one place.
What InfluenceFlow offers:
- Campaign management tools to organize briefs and deadlines
- Creator discovery to find the right fit for each brief
- Contract templates to protect both parties legally
- Payment processing to pay creators promptly and securely
- Rate card generator so creators can set pricing upfront
Using a platform eliminates email chains, lost files, and missed deadlines.
Frequently Asked Questions
What should a UGC creator brief template include?
A strong brief includes: campaign overview, target audience, creative direction, technical specs, deliverables, timeline, compensation, usage rights, and revision policy. Provide reference videos showing your desired tone and style. Keep it concise (1-2 pages). Personalize it for each creator.
How long should a UGC creator brief be?
Aim for 1-2 pages maximum. Creators are busy and skip long documents. Use bullet points, not paragraphs. Include visuals like screenshots and reference videos. If your brief exceeds 2 pages, you're likely overcomplicating it or requesting too much.
What's the difference between a UGC brief and an influencer brief?
UGC briefs focus on authentic, non-promotional content that looks like genuine customer recommendations. Influencer briefs ask influencers to promote products within their personal style. UGC content is typically shorter (15-60 seconds) and appears on platforms where the creator's audience may not follow them originally.
How much should I pay for UGC content?
Rates vary by creator experience, video complexity, and usage rights. In 2026, typical rates range from $100-500 per video for newer creators to $500-2,000+ for established UGC creators. Usage rights matter: 30-day exclusive use costs less than perpetual worldwide rights. influencer rate cards help standardize pricing expectations.
Can I reuse UGC content across multiple platforms?
It depends on your agreement. Some briefs grant limited rights (single platform, 30 days). Others grant broader rights (all platforms, perpetual use). Always specify usage rights clearly in the brief. Broader rights cost more. Creators appreciate transparency about how widely their content will be distributed.
How do I give feedback on UGC submissions without being too critical?
Be specific and constructive. Instead of "This doesn't work," say "We love the energy, but the product visibility is too low. Can you film another take where you show the product more prominently in the first 5 seconds?" Acknowledge what works before requesting changes.
What if a creator wants to decline a brief or refuse publication?
Respect their decision. Some creators aren't comfortable with certain products or claims. Forcing them leads to worse content. Let them decline respectfully. Pay any agreed fees for work already completed. Move on to the next creator.
How many revisions should I include in a brief?
Typically 1-2 rounds of revisions are standard. More than that signals unclear initial expectations. If you need extensive revisions, consider adjusting your brief or providing additional direction. Respect creator time and effort.
Should I include a script in my UGC brief?
Avoid fully scripted content. Provide talking points and key messages instead. Let creators tell the story in their authentic voice. Fully scripted UGC often sounds fake and underperforms. The magic of UGC is authenticity—allow space for that.
What are red flags in a UGC brief from a creator's perspective?
Watch for: vague deliverables, unrealistic timelines (48-hour turnaround), unfair compensation relative to usage rights, requests to violate platform guidelines, excessive revisions, unclear payment terms, or changing requirements mid-project.
Can I use a standard brief template for all industries?
Use the same structure for all briefs, but customize specific sections. Fintech and healthcare need compliance disclaimers. E-commerce needs product staging guidance. SaaS needs feature clarity. The framework stays consistent; the details change by industry.
How do I track UGC brief submissions and approvals?
Use a campaign management platform like InfluenceFlow to track submissions, share feedback, and manage approvals. Spreadsheets work for small campaigns but fail at scale. Platforms keep everything organized and creators informed on status.
What's the ideal timeline for a UGC brief project?
Allow 5-10 business days for production, 3-5 days for review and feedback, and 3-5 days for revisions. Total project timeline: 11-20 days. Shorter timelines are possible but reduce quality. Longer timelines are fine—just communicate expectations upfront.
How do I handle usage rights disputes with creators?
Clear agreements prevent disputes. Spell out usage rights in the brief: how long you'll use content, which platforms, whether perpetual or limited. If disputes arise, refer to the agreed brief. This is why written briefs matter—they prevent he-said-she-said conflicts.
Key Takeaways
Creating effective UGC briefs takes planning, but the payoff is huge.
Remember these essentials:
- Clarity wins: Specific briefs get better content and faster submissions
- Personalization matters: Generic briefs underperform consistently
- Fair compensation builds loyalty: Pay reflects usage rights granted
- Authenticity requires space: Over-scripting kills UGC magic
- Platform differences exist: Customize briefs for TikTok, Reels, YouTube Shorts
- Respect creator time: Realistic timelines produce better work
- Technology helps: Use platforms to organize briefs at scale
A strong UGC creator brief template is your most important tool for campaign success.
Getting Started With InfluenceFlow
Ready to streamline your UGC campaigns? InfluenceFlow makes brief management simple.
Create and send professional briefs in minutes. Track submissions. Manage approvals. Pay creators securely. All completely free—no credit card required.
contract templates and digital signing help you formalize agreements. payment processing and invoicing ensures creators get paid promptly.
Start building better campaigns today. Sign up for InfluenceFlow free—forever.
Sources
- Influencer Marketing Hub. (2026). State of Influencer Marketing Report. Research on brief effectiveness and creator acceptance rates in UGC campaigns.
- Statista. (2026). Social Media Marketing Statistics. Data on revision cycles and content production timelines.
- HubSpot. (2025). Creator Economy Benchmarks. Industry standards for UGC compensation and usage rights.
- Sprout Social. (2026). Creator Engagement Research. Analysis of platform-specific content performance and creator preferences.
- TikTok for Business. (2026). Creator Guidelines and Best Practices. Platform-specific recommendations for UGC content on TikTok and other platforms.