The Ultimate UGC Guideline Part 1

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

• Sometimes sharing some other performance marketers’ lessons with you

• And I analyze & compare the best ads on the internet (this issue)

And welcome to the 550+ new subscribers who joined us since last week’s issue. Do check out these three blogs to get value from this newsletter immediately:

• The Ultimate Ultimate Guide to Creative Testing

• MEGA Swipefile for Proven Ads Framework Ideas (Free)

• MrBeast Marketing Lessons for Media Buyers

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

WARNING: Reading this newsletter could make you and your clients richer.

How? If this works, your clients will get better ROAS, and you will get a bonus.

I know because after implementing UGC (user-generated content), I am asking for 50% of my retainer fee on top of my existing fee as a bonus.

Give yourselves a pat on the back:

I won’t give you the UGC definition since most of you know it.

I’m also assuming you already know that UGC if done right, is the most popular, powerful, and authentic form of advertising around.

This cartoon shows which bar most people visit because people follow a crowd:

You might be losing money if UGC is not part of your ad strategy

UGC content is on the rise because:

• It’s AUTHENTIC. You can’t fake a genuinely good review.

• It’s entertaining and/or educational.

• It tells a story if done right.

• It’s attention-grabbing.

• It’s cost-effective.

• It’s relatable.

• It’s native.

I used to be a UGC skeptic, but now I’m a huge fan. Most importantly because good UGC creators won’t make a video if they don’t personally resonate with the product or idea.

This guide will help you keep on track to make UGC that people will love and find authentic.

How to find UGC creators?

There are tons of places to find UGC creators but each comes with challenges.:

• The quality of creators

• Turnaround time

• Authenticity

• Cost

I’ll go deep into the quality part later; the rest is self-explanatory.

Here are a few places you can find UGC creators:

1. Twitter Search (Free): Many of them are hanging out there, and once you tweet, you’ll find many interested parties: Easy to find, hard to vet.

2. TikTok Marketplace: Many creators on TikTok are just creators, not necessarily UGC creators though: You’ll find many.

If you want to offer a free product in exchange for a video in bulk. Then, read this thread:

3. UGC Platforms: Incense, Billo, Twirl, and Mini-social are exciting platforms. The key here is to know exactly what you want.

4. Social UGC: Archive can help you find some UGC videos

5. Upwork or Fiverr could be cheaper alternatives too

6. Your customers: I believe the most authentic way to get new customers is through your existing customers. I invited my customers on the mobile app for Riverside, I interview them interview, and then based on the interview, either I cut the hook myself or tell them what to say as a hook. This way, I keep everything authentic.

7. You can also manually find some UGCs with hashtag look-ups: Instagram hashtags > Product reviews.

If you are short on time, you can go with agencies, but there are many to choose from. (Happy to share some good agencies if you need one urgently )

UGC guidelines to set up creators for success

If you want to save time, look at my UGC guideline document, which I created for one of my clients, Kinedu.

​​Here’s what your brief must have:

• Dos

• Don’ts

• The brand expression

• Offer & product

• UGC deliverables

• Before you send an approval guideline to someone

• UGC script structure

• Inspiration

• B-roll and extra shots we may need

Spend considerable time creating and updating your brief.

How to approach the first project with the first creators?

On average 1 out of 5 UGC creators work out, so don’t spend too much money. Work with many creators; you will quickly figure out who's talented and their work ethic.

When I am working with UGC creators, here’s what I look at:

• Are they authentic in their videos?

• Are they creative with hooks?

• Do they understand user retention?

• Are they responsive and collaborative?

• Are they honest and transparent?

• Are they delivering on time?

• Are they REALLY obsessed with the product? Or at least, do they find it helpful?

• Do they have multiple B-rolls?

• How many clients have they worked with in the past?

• Are they good at talking heads or voice overs?

• Do they take feedback seriously?

• How many iterations do I need to get the perfect video? (this is important)

So, based on the above questions. I give them the following task with my 3-step framework:

3-step framework to finding long-term UGC creators.

Step 1: Give them 1 video and three hooks with guidelines.

Step 2: Give them 3 of your proven video concepts and scripts with three hooks each (to give them some leeway.)

Step 3: Once they have proven commitment to the product, brand, and the job itself, give them total freedom and big creative swings to develop more ideas.

This has worked for me and I have worked with some UGC creators for a very long time because they are so good.

How to assess your UGC creator’s work?

To know if a UGC creator’s video works, it always has to be assessed on a Cost per Acquisition or Action basis.

Let’s say the first videos tank, so how do you analyze them?

1. Did it make people stop?

   1. Look at thumbnail retention > 1s view/impressions > this needs to be 90%

   2. 3 second retention rate> 2s view/impression > this needs to be 30%

2. Did it retain them after watching?

   1. Average watch time - 4s

   2. Hold rate (Thru plays/impressions) - 25%

   3. Waterfall rate - Create custom metrics for drop off from 25% > 50% > 75% > 100% – This helps you understand where users are dropping off, which will help you with iterating the ad.

3. Did it generate interest?

   1. CTR (Outbound link clicks)

4. Did it get them to make them want to buy?

   1. Outbound click-to-purchase ratio

   2. ROAS (Return on Ad Spend)

This should help you understand if the UGC creator and their concepts worked on or not or if you need to iterate.

Here’s a pro tip to know if a UGC creator is perfect for the job: They’d ask for these numbers and where the drop-off happened to understand where they need to make an adjustment.

If a UGC video has average numbers, don’t discard it. Improve the drop-off and retention rates. It will make a difference for sure.

What is good compensation for UGC creators?

I have excellent UGC creators who are charging $150 per video with 2 extra hooks, and they are looking to work on a long-term basis.

I have some who are also good at $75. Roughly, $75-$320 are good rates. Some UGC creators charge too much, but here’s how to know if you should pay them more:

• They’ve been working for a more extended period of time (3+ years), and hundreds of brands

• They’re working closely and asking for your ads manager data to make a good video

• They’re working on ads with you, not just following the script

• They own the script and concepts and meet deadlines

• They’re essentially marketers with UGC hats on

• They’re sharing good hooks and retention tactics

• They have a personality and can deliver on it

• They have shorter turnaround times

• They’re open to sharing raw videos

• They’re GREAT copywriters

• They have a personal brand

• They proactively follow-up

If they check all these boxes, working with them and paying a premium probably makes sense.

All I can say is that even with all these good traits, their UGC might tank, but at least you know their work ethic is exemplary. It probably makes sense to make a premium rate.

One more thing, I don't usually pay anything upfront because if I don’t like the videos, I don’t use them. Giving 50% upfront is usually the rule, but I only sign contracts with nothing upfront. To be fair, if I don’t like the videos and won’t be using them, I still try to negotiate a small price for the effort they put in.

I’ve been burned by a lack of responsiveness and upfront payment. You're better off signing a contract that protects you.

What happens next after the first delivery and ad launch?

If you've tried out one of their videos, and they are performing as or better than expected, give them more videos but this time with 3 different video concepts and 9 hooks.

And see if it works out better this time.

If, even after this second chance, their videos still don’t work, it’s time to move on to the next UGC creator.

UGC script writing and creation

So, I talked to at least 50+ marketers to come up with some conclusions, and here’s what I learned about UGC script writing and creation with new clients:

• You should be easy on B-rolls

• You should control the hooks

• You should control the script

• You should give them the ideas and structure, if possible

My friend, Dara Denny, believes you need to give UGC creators exact specifications to get the best out of them.

This is 100% true. UGC creators are still weak at creating hooks and knowing the brand inside and out.

But you need to let them play with your product for believability. Heck, they should be regular users.

But most importantly, give them scripts. Then as you see which creators are good, you will get ideas from them because they use your product regularly.

Always make sure you give the following details concerning UGC briefs and writing:

When giving UGC creators an assignment. Make sure you have broken down the intro video into the following:

1. Verbal hook

2. Visual hook

3. Headline

4. Lead in

These tiny details matter.

That’s all for this week. But here are the topics I am covering about UGC guide in the issue:

• UGC insights from The Performers Mastermind calls

• Never retire a winning UGC

• Hooks and more hooks

• All UGC resources

• Mistakes I made with UGC (when I started out)

• And more

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 9000+ 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:

Still there? If you were to wake me up from my sleep and ask me right away which Performance Marketing course I would highly recommend, I would say, "Trust your instincts, take a leap of faith, and invest in Dara Denny's latest course. It will greatly benefit your entire career." Use code: AAZAR to avail a $100 discount.