Want to create high-quality scroll-stopping UGC for your brand- but you’re not experienced in the content creation side? We’ve got you.

There’s a growing network of UGC creators out there that can help you to craft the standout video content you’re looking for – whether it’s a product demo, testimonial or organic-style ad.

We’ve put together this handy guide splitting down the process into 3 key areas:

  1. The search
  2. The storyboarding
  3. The editing

Once you’ve mastered each stage, you will have created a streamlined system to put together great UGC with great creators. This is how our team collaborate with experienced creators to craft bespoke videos that hook the audience in – and keep them watching with relatable, engaging editing.

Our process involves briefing and receiving filmed raw content from creators – as opposed to fully edited videos. By requesting raw content (rather than edited) from your chosen creators, you’ll unlock the freedom to create variations of top performers, and complete editing according to your vision – but be mindful that some creators may charge higher for the freedom this grants you.

If you would prefer for creators to complete the full editing for you – disregard the third and final stage here! They’ll have it covered.

Without further ado – let’s go through each key stage of the process, and get you started on creating scroll-stopping content.

  1. The search

There are a multitude of places and platforms to find the perfect creator for your brand, that best connects with your audience and delivers authentic content that they can trust.

We can split this down into active and passive searches, depending on how quickly you require your creator(s):

Active searches – Actively searching for the best fit across social media and freelance platforms such as: Instagram, TikTok, Twitter, Fiverr and Upwork. Utilise specific keywords for your searches on these platforms to find the right fit: eg “UK UGC creators”, “mum UGC creators”, “fitness UGC creators”.

Passive searches – Sending out callouts on Twitter, Fiverr and Upwork (also called a request), detailing a brief outline of the content you’d like creating, and any requirements the creator must meet. Creators can then respond to your callout if they think they’d be a good fit. Ensure to use hashtags on Twitter for higher reach in the UGC creator community (eg #ugc #ugccreator #contentcreator etc).

Once you’ve found a creator that might be a good fit, it’s time to go through their portfolio of previous work. Ensure they have plenty of examples showcased and the level of experience you required, and look out for the following (depending on the type of content you require):

  • High quality footage – great lighting, clean and minimalistic backgrounds, crisp sound
  • Great camera presence- do they deliver voiceovers/direct-to-camera testimonials naturally and authentically? Do they use a natural tone and facial expressions? Do they engagingly deliver the messaging with enthusiasm and good pacing?
  • Outlined rates and packages – it is always worth reaching out to creators regardless as they may cater to custom rates if you provide sufficient details.
  • Evidence of creativity and marketing strategy knowledge

Employ your best judgement at this stage to analyse potential – even if a creator has a limited portfolio, their Instagram/TikTok may demonstrate sufficient evidence of quality and experience.

The next stage is to reach out and let your chosen creator know of your opportunity and offered compensation. Outline your exact requirements (the length of the desired video/script, the number of B-roll clips you require and an idea of what the video will entail- the angle, location and style). Be prepared to negotiate and to be flexible if needed!

Once both parties reach an agreement and are ready to proceed, it’s time to prepare the brief the creator will use to film all content required.

  1. The storyboarding

The best practice at this stage is to use a storyboarded brief, which verbally outlines to the creator exactly what the finished video will look like. This allows you to effectively manage expectations and give sufficient guidance, to obtain the exact footage and style you’re looking for, and will allow yourself and the creator to see when the brief has been fully met.

The storyboard may involve a script for the creator to use for a voiceover or direct-to-camera testimonial, and alongside each line the piece or set of B-roll that will be shown when the line is delivered. It is important to bear in mind the engagement factor – the same clip should be shown for only a few seconds, so how often should clip styles and angles change to create an engaging video? One clip may not be enough for a longer script line, for example.

Ensure to include plenty of visual guidance to assist the creator and help them understand what you’re looking for. This may be specific clips you’d like replicating, that you’ve seen on another brand’s video, or an example of a full video with the same angle that the creator can use as inspiration.

Ensure also to include all technical requirements, to ensure you receive the best possible quality – eg minimum lengths for B-roll clips, notes on lighting, sound and camera quality, and encourage clips to proofed before they are sent across to you, to ensure the full brief has been met.

Then you can set a feasible deadline with the creator to film all content, and give them the opportunity to ask any questions/clarify sections on the brief. If you need to send your product out for filming, make sure you bear shipping in mind with delivery timespans.

  1. The editing

Once the creator has sent all content back to you and has met the brief, let the editing commence! There are a few key pointers to bear in mind at this stage, to craft the best quality, engaging video possible:

  • The visuals should maintain an engaging pace, utilising cuts/zoom ins/angle changes every few seconds to keep the audience engaged throughout.
  • Lead with the hook – ensure the first few seconds contain a strong visual and/or verbal hook to stop your audience’s scroll and engage them from the outset. Meet their pain point, drive their curiosity, present yourself as relatable to them- to keep them sticking around for more.
  • Finish off with a CTA – make sure your testimonial and/or captions encourage the audience to click through to your site – you may want to make this obvious and build hype, especially for a promotion, or you may want to keep it subtle to distance yourself from giving an ‘ad-like’ feel.

And that’s a wrap! We hope this guide aids you in your UGC creation process- it’s an ever-growing world full of creative talent, you’ve just got to put in the time to find the best fits, and with careful briefing and editing work, your UGC will then do the work for you.

Need help in getting this process started – or need an extra pair of hands in setting up an efficient UGC content creation delivery system? We’re here to help. Get in touch with our team to find out more.