UGC 101
Everything you need to know about UGC Creators and UGC
Written by Anna Sullivan
The role of UGC creators has become increasingly pivotal for brands aiming to maximize their reach and engagement on social media. When social media first rolled around, people naturally posted about a brand on their social media, hoping to get noticed by the brand, and reposted. No one was getting paid aside from influencers, but UGC creators were lucky to get free content and the clout from being reposted. Today - everyone expects a paycheck, and they should. UGC is one (if not) the top creative types for conversations for brands on social media.
SETTING GOALS
Before talking about working with creators, let’s talk about goals for their content. Typically brands are using UGC creators to be the face of the brand on TikTok, use their content in paid ads for conversions, and more. Understanding your goal and usage of this content should help determine what you are looking for in a creator as well as the content they create for you.
FINDING CREATORS
Finding creators to work with is the first step. You really want to focus on personality, and their portfolio of content (making sure it’s got good lighting, nice backgrounds, great sound, etc.), and think this person can understand the product and brand well. Here are a few places to start your search:
Tagged Post: The people tagging your brand already is a good place to start - they already know the brand!
Competitors: Who are your competitors working with?
Explore Page & Channel Search: Searching for “UGC Creator” on TikTok can take you a long way. Not to mention spending time on your #FYP to find people organically.
UGC Creator Call: Have them come to you - post on your social to have people apply.
Paying for a List: We sell a list to do all the research for you and build a custom list of creators for your brand.
PRO TIP: You may be looking for videos FAST - if so working with a tool (or with us) may be best. Please note that typically a video from the contract to the final version may take 3-6 weeks.
Tools: There are a lot of tools out there to help pair you with UGC creators such as:
CONTRACTING & PAYMENT TERMS
Next is creating a contract and understanding the payment terms. UGC content is more complicated than it used to be. When talking to creators make sure to discuss pricing around the following items:
Organic Usage Rights
Paid Usage Rights
Revision/Reshoot Rounds
Additional Hooks
Do you need the creator to write a script?
Do you also want the creator to post on their account?
PRO TIP: Don’t be afraid to negotiate even if it’s a major discount to what they first suggested.
BRIEFING CREATORS
This may be the second most important thing you do (first is finding the RIGHT creators to work with) - the brief. Developing a clear brief that shares the following is key to making sure you get what you want:
All details about the brand and product, including hooks, yes words and no words, tone of voice, etc.
Details on the deliverable - type of content, length (if video), lighting, sound, background, etc.
LAUNCHING A PRODUCT?
Maybe you are launching a new brand or product, you may want to explore some “standard” videos to use.
1. Unboxing and Reviews: Creators film themselves unboxing your product, showcasing the packaging, and sharing their first impressions. Reviews provide honest feedback and highlight key features.
2. Product in Use: Show the product in action, demonstrating its functionality and ease of use. This helps potential customers visualize how they might use it.
3. Before and After Comparison: Creators document their experience before and after using your product, showcasing the results and benefits.
4. Authentic Benefits and Value Propositions: Creators share genuine insights about the benefits and unique selling points of your product, emphasizing its value.
5. Comparison with Competitors: Creators compare your product with similar products on the market, explaining why yours stands out.
6. Day in the Life/Lifestyle Content: Creators integrate your product into their daily routines, demonstrating how it fits seamlessly into their lifestyle.
PRO TIP: To maximize the impact of your UGC campaign, test 10-15 different angles and hooks with your creators. This experimentation allows you to identify the most effective messages and formats for your ads. For instance, you might find that a personal testimonial resonates more than a comparison video, or that lifestyle content drives higher engagement than product reviews.
NEXT STEPS
Once you’ve worked all of this out with the creator you will run through revision rounds (if you paid for them) - be as specific as possible to make sure you get exactly what you think will perform well for your account.
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