The Ultimate UGC Guide Part 2

What's up, Marketers! This is Aazar.

This newsletter is about leveling up your paid growth marketing skills by analyzing the best brands' paid strategy, tactics, positioning, and value props.

This newsletter is divided into:

• Sharing what I've learned (this issue)

• Sometimes sharing some other performance marketers’ lessons with you

• And I analyze & compare the best ads on the internet

And welcome to the 797+ new subscribers who joined us since last week’s issue. Do check out these three blogs to get value from this newsletter immediately:

• How To Sell Undifferentiated Brands On Facebook

• 7 Winning Facebook Ads Tactics to Get Your Results Instantly in 2023

• Magic Spoon vs Oats Overnight -- Who Nailed It?

It is my wish to bring my readers the best information about Paid Marketing—at zero cost to them. In keeping with this theme, I’d like to thank our sponsors for today’s newsletter.

You've been using AI for a minute now...have you used it to make ads yet?

Pencil has rolled out their biggest update to date. Edit in seconds, create brand new images with AI Magic Tools, choose from a whole host of new ad templates, and so much more.

Pencil has been on the cutting edge of AI technology for ads for years and this is the next step in the evolution of taking an ad idea to reality in minutes, not days.

Get started here for free

This is part two of the newsletter guide I wrote last week. For those who missed the part one can refer here.

How to give feedback to UGC creators

Ideally, via frame-by-frame or by video.

For frame-by-frame, use Airtable, as it gives frame.io-like features for FREE.

I usually give feedback via video + in writing so they don’t miss it.

Remember that people who create videos for us are creative people. They put their heart and soul into it, and I recommend always starting with something positive before highlighting what could be improved.

My UGC creative strategist gave 9minute plus video feedback to one of our UGC creators, there are many interesting insights there, check it out here (my community loved this video btw).

UGC insights from The Performers Mastermind calls

We conducted a UGC mastermind session and found some UGC insights that are useful for this newsletter too. While we can’t share the group video, here are some highlights so you get a sneak peek of what goes on in my community:

• UGC works well for younger audiences

• UGC gets you clicks, not necessarily conversion

• Connecting the UGC video mood board to the “landing page” is critical. If the video has an emotional hook, the landing page should continue the emotional hook in its headlines and sell emotional benefits.

• Ask for raw footage once the video ad has proven to work

• If a UGC does not work in prospecting, try it in retargeting

• Most importantly, if possible, jump on current trends when you make UGC videos

Never retire a winning UGC

Once you’ve found the winning UGC video, then your job is to keep iterating on it. You need to ask other creators to make the same video, turn it into a UGC mashup, and find more ways to use the same video or hook.

This insight comes from Lorenzo Pravata

Read more about this in one of my previous issues: Creative Iterations in 5 Easy Steps.

Okay, that was an important signpost for you to remember.

Hooks and more hooks

Hooks are the key factor in the UGC video execution. I’d highly advice to search on TikTok to find it in your vertical but I’m sharing some proven hooks with you.

Here are some proven UGC hooks found from analyzing 15+ brands in my newsletter:

1. I finally found a hack that helps me with X

2. Attention audience: I have something you need to know…

3. You can achieve (desired success), and you don’t need…

4. You have an idea and you want to (focus on jobs to be done)

5. Trouble with X? I felt these working immediately.

6. This is my secret to (success outcome)

7. Let’s be very honest. I never ever thought that a service like this one would exist.

8. How can X change anything? It can help you get a, b and c

9. This is how (psychology) changed her eating habits

10. THIS is how she finally changed her (X) heath

11. Now THIS is the only thinking that made me stop X

12. Crush your X addiction

13. X mind blowing _____ that will change _____

14. This is why I can never go back to these (products)

15. Did you know? …..

16. Here’s my secret to a happy X

17. I can’t believe (removing X problem) was this easy

18. Hate X? Try this.

19. This is your sign to NOT get X

20. I get asked all the time if/how can I do X

21. 3 X facts you should know

22. Can’t do X? Don’t worry. Let me help you out.

Why proven? Well, because these ads have been running for a long time..

I’m also happy to share Savannah Sanchez’s hooks that I’ve saved on top of my UGC curation:

• Say goodbye to your _____ and say hello to _____

• As someone who spends a lot of time _____, here are my favorite _____ brands

• Are you _____? You need to try THIS

• The perfect ______ DOES exist

• Do you ever feel like your _____ routine is a huge waste of time/money?

• Texting A Friend The Product Recommendation

• Which _____ on Amazon are worth the hype?

• When You Catch Your Boyfriend...Instead of using…

• Websites I Wish I Knew About Sooner

• 3 reasons you should not get a brand

Some with videos:

• Did You Know" [insert fear statement] to bring up negative emotions and present the solution

• Start the ad showing the undesired look, then show the visually improved results after using the product

• Start with a cliffhanger, don't share what the product is right away but share the desired outcome.

• Start the ad with a question.

• Myth 1 and Myth 2

• Vlog style

• Comparison video vs comparison competition video 2

• Why I regret trying brand ______

• Trickster's voice

• Expert-led: As someone who spends a lot of time in product category

• Negative testimonial

• 5 things about the ______ that make it worth every penny

• Every guy/gal should know about________

• The proper way to______

• How I get _______ with just one product

• 3 reasons why you should not use ______

And here are some other hooks from Jake Abraham from LinkedIn:

Here are 21 hook frameworks from their best campaigns, organized into 7 categories.

Outcome Hook Frameworks

1. Watch my [problem] disappear in X minutes
   

2. How I [dream outcome] in X weeks with no [objection]
   

3. This is how I got rid of my [problem] before [key life event]

Credibility Hook Frameworks

4. I’m a [credibility label] and here’s why [audience] should…
   

5. Why [credibility label] recommends [solution]
   

6. I’m a [credibility label]. Stop using [failed solution] and try [product].

Third-Person POV Hook Frameworks

7. If your [audience] has [problem], tell them this…
   

8. This is the only [solution] my [audience] wears
   

9. This [product] is like a [equivalent] for my [audience]
   

FOMO Hook Frameworks

10. I saw every [audience] using [product]
    

11. [Audience] is saying that [product] is solving [problem]
    

12. POV: you’re [audience] and found the best [product]

Enemy Hook Frameworks

13. I swore I needed [enemy] before I learned THIS
    

14. The #1 trick to fixing [problem] without [enemy]
    

15. This is better than your [enemy]

Listicle Hook Frameworks

16. 3 misconceptions about [problem]
    

17. 3 reasons to AVOID using [product]
    

18. My 5-step hack to [desired outcome]
    

19. Problem + Solution Hook Frameworks

20. Trying [problem] hacks so you don’t have to
    

21. I was so [problem] before I tried [product]
    

22. Why I will never [activity] again without [solution]
    

I also find this infographic from Alex Cooper helpful whenever I am thinking up hooks:

More UGC resources

I personally love watching Dara Denny’s content on YouTube as she also has some insightful content that you should watch:

1. Is UGC dead?

2. UGC CONTENT THAT CONVERTS: 5 New Strategies for 2023

3. How to Make Great UGC Content | 7 Expert Tips to Making More $$$

And if you want to become a master in performance creatives, then Dara’s course is worth the investment, with an ROI that will keep giving back throughout your entire career.

I’d like to thank another sponsor for sharing their amazing content with my audience.

Make Ads that Convert: An On-Demand Event Series

Performance marketing expert, Dara Denney, has spent 10,000 hours & $100 million in paid social ads in the last eight years. In this exclusive Motion series, she'll walk you through how to implement a creative strategy to produce high-performing ads. See tactical insights to start building high-converting campaigns today!

Mistakes I made with UGC (when I started out)

I’ll keep this short. So you don’t make the same mistakes as I did:

• Didn’t ask for a video without subtitles: UGC creators sometimes wrote silly subtitles, so always ask for videos with subtitles and without.

• Size issues: Facebook has changed the video safe zone. Ask your UGC creators to put subtitles in the safe zone.

• Not giving hooks and ideas to the creators: I gave them generic hooks, not specific to their use case nor the benefits found.

• Not jumping on a call: It’s easier to brainstorm ideas together and have buy-in from the creators.

• UGC evaluation: I didn’t look at each frame close enough to give proper feedback.

• My opinion: Two creators didn't have the energy I like, but somehow their videos work. So, never just go with your personal opinion. Always test it.

• You either pay for multiple iterations and time or money. My UGC creative strategist now charges $450 per video but she does such a good job that her iterations are almost close to zero. I wish I had known this earlier.

Talking about things I wish I knew earlier. Read this blog about 10 UGC Insights I Wish I Knew Earlier

Insight of the week from The Performers

Shout out to Marco Lange from Blank Studio for these amazing insights in our mastermind Slack group. There are many like these on a weekly basis. This is just one of them.

If you want to join, apply now. I’m closing the doors — I will only accept 20 new marketers every three months to maintain high-quality members.

Happy Growing with Paid Social,

Aazar Shad

Since this newsletter is free, I do it to follow my curiosity. But I’d love it if you could leave some feedback so I know if I am helping you or not.

Three ways I can help you, whenever you are ready:

• Work with me to get you growth from paid marketing. Book a call here to be waitlisted.

• Promote yourself to 10,250+ highly qualified paid marketers by sponsoring this newsletter. Check it out here.

• Level up your paid marketing by joining my community where we share the latest tactics and get nuanced paid marketing questions answered here (we are now 55+ there).

Refer Friends, Earn Rewards!

Know friends, family, or colleagues who would benefit from The Performers to improve their paid marketing?

1. Refer just ONE Person and you’ll get my “Best Viral Threads” delivered straight to your inbox.

2. Sign up 5 people and you’ll get my exclusive “Free Account Audit”. Thanks for spreading the word.

And if this was forwarded to you, subscribe below with 1-click: