UGC is incredibly effective for both organic and paid, however, it is very complex and time consuming to produce. Here are 4 things you need to consider when getting started working with creators to produce UGC.
When we got together to start Twirl, we did so because we knew that UGC was a double-edged sword. It is one of the most effective content formats in terms of performance for both organic and paid, but at the same time, it is one of the most complicated and time consuming to produce.
Working with creators brings a lot of complexity and room for interpretation, it is very important for both brands and creators that details are ironed out and super clear before the engagement begins! This can be a little tricky, especially if you're new to the process.
If you are looking to scale your UGC but are not sure where to start, this post is for you, so you won't have to make the same mistakes that we did. Below are 4 important factors the creator and brand must talk about, before kick starting the project. the project.
If you're a UGC creator, you might want to take note of this. Some products we've used in the past appeared to be simple and easy to use, but we had to make some changes in the end, as a result of tiny details we got wrong.
Some examples of this could be:
These details might seem insignificant, but it is very important that creators demonstrate how to use the brand's products correctly and in the very best way. It's the least they could do! And yes, always ask how the brand name is to be pronounced. We're speaking from experience.
It's extremely important to take note of where the videos made would be used, because each platform has varying sizes and aspect ratios. This is also important for editing purposes.
Likewise, a popular song or sound could be used in an organic video, but we don't advise you use this for a paid video, such as ads.
After creating, we might always find something that needs adjustment in the video every time we watch, but this would put a lot of work on the creators.
It is therefore really important to settle this first before beginning the project. The creator and brand should agree on how many rounds of revisions might be included, as well as what would count as one.
Examples of revisions could be incorrect spelling, wrong alignment or illegible lettering. It certainly does not include a change of mind.
That's why brands should communicate specific detail and key points they want the creator to note before the project begins.
The brand might request the raw file from the creator, which they might want to re-purpose as another piece of content. This should be included in the creator's fee. This would give them the full rights to spin the content as much as they want.
With these 4 factors discussed and settled, you're well on your way to creating a UGC project that your audience would love, and instantly connect to!
At Twirl, we have integrated these 4 key considerations into our platform. How the product would be used, and what platforms the content is for are specified in the briefing process, so it is crystal clear between both the brand and creator.
On top of this, we only offer revisions/iterations if a mistake has clearly been made. However, we are working on a new pricing that would account for iterations for brands, watch this space!
Finally, Twirl creators always include raw files in the delivery, this is very important for our brands, since they are getting 100% usage rights for the assets and may want to re-purpose.
If you are looking to scale your UGC content and need a fast, high quality solution, check out Twirl, we have a special limited time discount because of our recent launch!
Twirl is your go-to partner for UGC. Whether you're a brand, agency or a UGC creator, we bring together 2000+ talented creators to produce authentic, scroll-stopping content for ads, websites, emails, and social channels.