The Ultimate Ultimate UGC Guide

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

Author

Aazar Shad
September 11, 2023

WARNING: Reading this post 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.

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.

  1. 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:

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

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

  3. Upwork or Fiverr could be cheaper alternatives too

  4. 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.

  5. 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

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).

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:

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

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

  2. Why [credibility label] recommends [solution]

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

Third-Person POV Hook Frameworks

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

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

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

FOMO Hook Frameworks

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

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

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

Enemy Hook Frameworks

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

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

  3. This is better than your [enemy]

Listicle Hook Frameworks

  1. 3 misconceptions about [problem]

  2. 3 reasons to AVOID using [product]

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

  4. Problem + Solution Hook Frameworks

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

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

  7. 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:

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.

10 UGC Insights I Wish I Knew Earlier

I’ve probably created more than 300+ UGC videos. Here’s 10 things I wish I knew earlier:

1/ Energy makes or breaks your video.

Most people focus on hooks, but very few focus on energy during and after hooks.

The energy in your hook and video will evoke emotion.

And emotion drives attention and eventually clicks.

2/ Authenticity leads people to believe.

Many people believe that UGC is dead and they are right.

Inauthentic UGC review. When a creator is obsessed with every product. Naturally, it leads to a lack of authenticity.

True fans show authenticity when they really believe in the product.

I learned that giving the product first, not the assignment first made all the difference.

Remember: People can feel BS from far away.

3/ Your UGC brief makes or breaks it.

Your UGC brief needs to be detailed yet brief.

Your UGC brief has to have all guidelines with dos and don’ts.

Spend considerable time creating and updating it.

Here’s what your brief must have:

  • Dos

  • Don’ts

  • The brand expression

  • Offer & product

  • UGC deliverables

  • Before you send an approval guideline

  • UGC script structure

  • Inspiration

  • B-roll and shots we may need

4/ There’s more than just hooks.

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

  1. Verbal hook

  2. Visual hook

  3. Headline

  4. Lead in

These tiny details matter.

  1. Visual hook: Native-looking TikTok video

  1. Headline: Do you have any low-calorie/high-protein breakfast options with no eggs? ‘I hate eggs’ with TikTok commenting is super effective

  2. Verbal hook: I’ve taught hundreds of people to get in the best shape of their life…and these have to be top 5 questions I get asked all the time. So let me help you…

  3. Lead in: I got five different high-protein cereal breakfasts for you to try…

You get the point.

5/ Never just go with a single hook.

Always create at least 3 different variations for each video.

B-roll is your best friend, it can be used at any stage of the video from hook to body to CTA.

Protip: Always secure image and usage rights for digital use.

6/ Don’t do this alone.

I hired my top UGC creator as my creative strategist to help.

Probably the best decision I've ever made.

Here’s why:

  • She does this more than I

  • She has an eye to give feedback on the video

  • She is more detailed oriented on each frame

  • She helps me come up with hooks and angles

  • She evaluates scripts, content, CTA and more, as a quality assurance

  • She finds already proven and good fit UGC creators for me

  • She is a UGC creator, so she helps me understand both sides

7/ Freedom vs control for UGC creators.

My friend, Dara Denny believes that 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 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, get ideas from them because they are using your product regularly.

8/ 3-step framework to finding long-term UGC creators.

Step 1: Give them 1 video and 3 hooks with guidelines only.

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

Step 3: Total freedom and big creative swings to come up with more ideas themselves once they have proven commitment to the product, brand, and the job itself.

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

9/ Rates are crazy, find what you can afford.

I’ve seen UGC creators work for us from $75-$400 per video. Standard rates are $150 with 3 hooks for the first videos.

Rates are higher if UGC creator has proven videos with multiple brands.

But some UGC creators just charge too much with no justification or authority.

I recommend negotiating.

10/ How to analyze your UGC creator’s work.

To know if a UGC creator’s video works, it always has to be 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. It 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.

Hope this helps.

Here are my recommendations to get UGC early if you are still looking for UGC creators:

  • TikTok Creator Marketplace: Free but requires time and energy.

  • SARAL: Paid but effective search engine and probably get organic traffic too via influencers who could do UGC.

  • Insense: Paid but helps you find UGC creators on demand.

These were just 10 tips I wish I knew earlier.

That’s all.

If you loved this and till the end (thank you), then check out my community and join us here: https://theperformers.io/

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