Question 1

What goes in a casting brief?

Accepted Answer

A casting brief covers project context (brand, product, campaign), talent profile (age, gender, vibe, wardrobe), voice and performance direction, deliverables and scenes, usage rights, budget, and submission instructions. The clearer the brief, the better the talent you'll attract — most rejected applicants are rejected because the brief was too vague to self-screen against.

Question 2

How specific should I be about talent?

Accepted Answer

Specific enough to filter, broad enough to keep your pool open. 'Woman 25–34 with girl-next-door energy who can do a believable bathroom routine' is good. 'Woman' is too broad. 'Brunette woman 28–32 with green eyes' is too narrow and hits casting-discrimination concerns. Lead with vibe and on-camera energy, not appearance specifics.

Question 3

What usage rights should I ask for?

Accepted Answer

For paid social, 6–12 months covers most campaigns. Perpetual buyouts cost 3–5× more and are only worth it if you'll actually use the asset for years. Spark Ads / whitelisting on the creator's handle costs extra and should be negotiated separately. Always negotiate usage in writing — verbal extensions don't hold up if the creator's footprint grows.

Question 4

How much should I pay?

Accepted Answer

Industry rate for a 60–90s vertical UGC video is $200–$600 per asset for emerging creators, $600–$2,000 for mid-tier creators with 50k+ followers, and $2,000+ for established creators with proven brand work. Add 25–50% for usage rights beyond 6 months, and 50–100% for paid social rights. Use our rate card generator to set defaults.

Question 5

Can I use this brief with AI experts instead?

Accepted Answer

Yes — that's actually the fastest path. Take the talent profile (age, vibe, wardrobe, tone) and feed it into ppl.studio to create an AI expert that fits the brief. Generate hundreds of on-brand photos in any scene you specified, with the same consistent face, in under 60 seconds per shot.

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