In short: A shoe photo cannot show how a shoe fits, how wide it runs, how it moves or how it looks on a real foot. UGC can. The strongest footwear briefs ask for on-foot shots, the size the creator wears and their usual size in other brands, and honest wear notes. Claims are the risk. In 2012 the FTC announced that Skechers would pay $40 million to settle charges over its toning-shoe advertising, and the settlement bars it from making claims about strengthening, weight loss and other health or fitness benefits of toning shoes unless they are true and backed by scientific evidence. Keep creators to what they experienced and to the wording you supply.
What a shoe photo cannot show
- Fit. Whether it runs small, large or narrow.
- Comfort in use. How it feels at the start of the day and the end.
- Movement. How the sole bends, grips and sounds.
- Proportion. How it looks on a real foot with real trousers or socks.
- Styling. What it goes with.
Shots to ask for
| Shot | What it answers |
|---|---|
| Both feet from above | Shape and proportion on a foot |
| Side view | Height, profile and fit at the ankle |
| A short walk | Movement and flex |
| Close-up of sole and material | Grip and quality |
| The size label | The size the creator wears |
| Two or three outfits | How it styles |
| Unboxing | First impression and packaging |
Fashion briefs have more ideas in fashion UGC: try-on and fit videos.
Ask the creator to say, not only show
| Ask the creator to state | Why it helps the buyer |
|---|---|
| Their usual size in a familiar brand, and the size they wear in yours | A comparison the buyer can use |
| Their foot width, in their own words | Narrow and wide feet read the fit differently |
| The socks they wear | Thickness changes the fit |
| How long and where they wore them | Commuting, gym or a day out are different tests |
| Whether they would size up or down | The most asked question on a product page |
“Fits true to size on me” is an opinion about the creator’s own experience, and a useful one. A line that promises a result for every foot is a claim.
Plan the product and the sizes
Shoes need a foot, so choose “I’ll send the product to the creator” when you launch. Usicri does not handle shipping. Interested creators contact you through “Ask a question”, and you arrange delivery with them directly, which is also the moment to ask for their size before you ship. Footwear is bulky and slow to send, so allow for that: Usicri sets no delivery date. If you want a video after a week of wear, put it in the brief and expect a longer wait. The practical side is in how to send products to UGC creators. A free product has to be disclosed in the video; the FTC’s guide counts it as a financial relationship.
Comfort claims: say it as an opinion
The FTC alleged that Skechers made unfounded claims that its Shape-ups would help people lose weight and tone muscles, and that it falsely represented that clinical studies backed up its claims. The case is a reminder that footwear claims about the body need evidence. The same reasoning applies to a creator’s line in your video, because, as the FTC’s Endorsement Guides page puts it, your company is ultimately responsible for what others do on your behalf.
| Opinion from experience | Avoid unless you can back it up |
|---|---|
| “These are comfortable for me for a walk around town.” | “Relieves back or foot pain” |
| “The sole feels cushioned.” | “Improves posture” or “strengthens your legs” |
| “I wore them all day and they felt fine.” | “Orthopedic” or “recommended by podiatrists” without evidence |
Give creators the lines they may use and tell them not to add claims. General rules on advertising are in UGC disclosure rules.
Show different feet
Sizes, widths, arches and skin tones all change how a shoe looks and feels. Asking for a range gives more buyers someone to compare themselves with; see inclusive UGC. Season matters too: boots and sandals have their own windows, which the UGC campaign calendar helps you plan.
A footwear brief in short
- One pair and one use, for example office, run or weekend.
- On-foot shots from above and the side, plus a short walk.
- The creator states the size worn and their usual size elsewhere.
- Comfort described as opinion, no health or fitness promises.
- Disclosure that the pair was a free product, in the video.
- Vertical, 15 to 45 seconds, captions on.
On Usicri
Footwear sits under Fashion & Accessories. You set the payout per video and the number of videos, creators on Usicri choose your campaign, and you pay only for the videos you approve, with no platform fee on videos approved through December 31 and a platform fee of 15% after that. The creator receives the full payout. The license for an approved, paid video covers your product pages, socials and paid ads, worldwide and without time limit, and you can download the file. After approval brand and creator can rate each other from 1 to 5 stars. A campaign is not guaranteed to receive submissions, so a clear brief and a fair payout matter. See UGC for clothing brands and how it works for brands or create a free brand account.