The nuts & bolts of creating high-quality UGC content that converts

Level up your content game without spending $$$

Author

Dmitry Fesenko
January 23, 2024

It’s 2024 - using UGC content in a paid media strategy is not a novel concept, but if you’ve ever tried it, you know that it’s easier said than done.

It is time consuming finding the right content creators, difficult to negotiate reasonable rates and usage fees, and sometimes you get videos back that either don’t convert or are simply not very good. Big companies have massive budgets and entire teams dedicated to content development and managing creators. So as a business without the same resources, how do you get high quality UGC at an affordable rate?

First, if you’re not 100% sold on user generated content, here’s a few reasons why AdTribe clients who use UGC ads in their performance marketing campaigns see really strong results:

  1. it works as social proof - seeing real people using the product helps build trust and legitimizes the company and its products.

  2. thirty party credentialing helps with conversion - hearing someone else talk about the product is always more effective than hearing it directly from the brand.

  3. cost effective - creating UGC content is much more affordable compared to traditional editorial photo shoots or video ad campaigns.

User generated content is also extremely versatile. It can be used not just for ads, but in organic social, website, email. It can also be used at every point in the customer journey/marketing funnel. Here are some examples on the different types of UGC that can be used depending on what point your potential customer is in the funnel:

Ok, hopefully I’ve convinced you that UGC is worth your time and investment. Let’s get into the nitty gritty of the end-to-end process of getting UGC content that converts.

How do I find UGC creators?

  1. ‘Scour the Internet’ method. This method is labor intensive but cheap. If you have a small budget, we recommend starting with this approach. Most UGC creators are very active on social media. If you search certain hashtags like #UGC, #UGCcreator, you will start seeing lots of potential candidates. UGC creators are most active on Instagram, Twitter, and Tik Tok. Another good way to find creators is to look at the organic social content of your competitors and see who they are working with.

  2. Join a platform that connects brand with content creators. There are many platforms designed specifically to match brands with content creators. Monthly subscriptions are usually pretty low and most of the creators on these platforms have gone through some form of vetting. This is a good option if you have some budget and don’t want to spend hours searching on the internet. A few that we recommend:

  3. Full service agencies. This method is the most expensive but also the most turnkey. Agencies will search and vet creators for you and oftentimes will also handled the process of briefing creators, managing edits, so you get fully edited completed videos handed over to you.

What should I look for in creators?

UGC content can be hit or miss. There are lots of content creators out there, but frankly, a large portion of them are not very good or are not a right fit with your product or brand. You should expect a certain amount of trial and error when it comes to working with creators, but here are some specific things to look for in their existing content to ensure that you are working with a high quality creator:

  • strong video editing skills

  • shoots in a space with natural lighting

  • is comfortable with talking directly to camera and with recording voiceovers

  • has a lifestyle that is aspirational to your target consumer

How much does it cost to create UGC?

$100-$300 is a standard price range for one 30-45 second video. The creators also expect gifted product. Some creators charge an additional licensing/usage fee if you are planning on using the content for ads. If you work with a creator on multiple videos, we recommend negotiating a discounted package rate.

Once you’ve got your creators lined up, this is the most important step.

We can’t emphasize how important it is to write a clear and detailed creative brief. This is the most important to ensure that you receive a high quality video that clearly communicates your message to your target audience. Here is template for a simple creative brief:

  • Video objective: what do you want to accomplish with this video? End goal? Emotion or action?

  • What type of video is this? Sharing other examples is always helpful.

  • List any specific shots you want to include.

  • List any specific things you want the creator to say if it’s a video with voice over or talking direct to camera.

  • List any specific things you DON’T want the creator to say.

  • Define a clear end-of-video call to action.

What we’ve been discussing around the AdTribe Watercooler

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