What UGC Is For
User-generated content, or UGC, is content creators make for your brand to publish: in ads, on product pages, in emails and on your own social accounts. Unlike an influencer post, it does not depend on the creator’s audience. You are paying for the content and the right to use it.
Ask for Variety
The same product can be shown many ways, and you rarely know in advance which one will work. Ask for a mix:
- Unboxing and first impressions
- The product in everyday use
- Before and after, where it is honest to show one
- Answers to the questions customers ask most
- Several opening lines for the same video
Brief for the Edit
Tell creators where the content will run, the aspect ratios you need, and how long each piece should be. Ask for raw clips as well as the finished cut, so your team can make new versions without going back to the creator.
Get the Rights in Writing
Agree on where you can use the content, for how long, and whether you can run it as paid ads. Put it in the contract before anyone films. It is far easier to agree on now than to negotiate after a video takes off.
Test, Then Scale
Run several pieces against each other with a small budget, keep the ones that perform, and order more in the same style. Good UGC programs are built on steady testing, not on one perfect video.
