Five Must-Haves Brands Look For In UGC Content Creators
“User-generated content (UGC) is now the trendiest, most effective, and most efficient strategy in the field of digital advertising due mostly to the direct effect of technological advancement on content production and the pace with which it is progressing,”
As trust in influencers and celebrity product endorsements continues to decline, peer recommendations and UGC are gaining ground among consumers as the better way to connect and improve brand perception and drive purchase intent (“The State of UGC 2023,” Entribe). More than three quarters of brands are now sidestepping celebrity influencers to instead find fans to establish as creator partners – according to CreatorIQ’s “Can Creator-Led Marketing Really Drive ROI?” report not only are creators seen as highly relatable proxies for consumers, but their authentic content has become a main driver of conversions, at 48% (The Drum).
This is great news for UGC content creators, and it makes it even more important to understand what brands are actually looking for in creator collaborations to take advantage of the plentiful monetization opportunities. So here’s a look at some of the top criteria brands use to vet UGC content creators, and an understanding of how creators can use these insights to build better brand relationships.
#1 Delivering on Metrics and Conversion
Brands value UGC creators who can deliver on metrics and produce content that converts. Lighting, hooks, staying on top of hot trends, and having a clear and vibrant voice and energy are all critical factors that can impact metrics, such as CTR (click-through rate), or thumbstop. While the debate rages on within the digital advertising industry over whether these kind of creative or “top of the funnel” metrics actually impact conversions such as ROAS (Return on Ad Spend) or CPA (cost per action), CreatorIQ’s report found that 94% of organizations would partially attribute sales to creator content by correlating conversion rates, click-throughs to their websites, and marketing mix modeling (“Can Creator-Led Marketing Really Drive ROI?” CreatorIQ). UGC creators therefore have every reason to focus on these "softer" metrics as it will not only help to analyze and improve on what works, but it provides a positive signal to brands.
#2 Knowing Your Unique Selling Proposition (USP)
To stand out in the crowded UGC landscape, brands value creators who know their own USP and consistently showcase it through their content. Whether it's through high energy and fast-paced delivery, captivating storytelling abilities, or consistently strong metrics like views, CTR, and thumbstop rate, understanding and capitalizing on your strengths can make you an attractive partner for brands seeking authenticity and engaging content.
#3 Building a Consistent Social Presence
A consistent social presence is highly valued by brands. Creators should focus on selecting 2-3 primary platforms that align with their content and target audience and post consistently over a long period. By honing in on platforms where their ideal brands are active, such as creating TikTok series or engaging in Twitter threads, creators can increase their visibility and attract the attention of potential brand partners.
#4 Ensuring Product and Creator Fit
Product and creator fit are crucial considerations for both brands and creators. Brands want their products to be authentically represented and integrated into the creator's content, while creators need to maintain their authenticity and connection with their audience without feeling like they are selling out. Establishing a genuine match between the creator's style and the brand's identity leads to more compelling collaborations that resonate with the audience. To learn more about the significance of content-product fit, check out our previous article on unlocking the power of content-product fit.
#5 Building a Consistent Look and Feel
Brands also evaluate the creator's look and feel when considering potential collaborations. The visual presentation, aesthetics, and overall style of the creator's content play a significant role in attracting brands. It's essential to develop a consistent look and feel that aligns with your niche and target audience. This can include elements like color schemes, visual storytelling techniques, editing style, and overall presentation. Brands seek creators who can visually represent their products in an appealing and cohesive manner, enhancing the overall brand image and messaging.
Now, let's address a couple of common questions related to UGC collaborations with brands:
How Do Brands Use User-Generated Content?
Brands leverage UGC in various ways, including social media campaigns, product launches, influencer marketing, and content marketing. UGC allows brands to tap into the authentic voice and creativity of creators, creating a genuine connection with their audience and amplifying brand messaging. By incorporating UGC, brands can showcase real-life experiences and testimonials, fostering trust and credibility among their target audience.
How to Work with Brands as a UGC Creator?
As a UGC creator, you can use platforms like YEAY to instantly receive notifications about collaboration requests from lifestyle brands. YEAY enables you to select relevant requests and submit video content for inclusion in brand content marketing campaigns. Additionally, you can earn extra rewards by sharing the video across your own social channels, further amplifying the brand's message while boosting your own reach and engagement.
Understanding what brands are looking for in UGC content creators is vital for establishing successful collaborations. By delivering on metrics and conversion, knowing your USP, maintaining a consistent social presence, and ensuring product and creator fit, you can position yourself as a valuable partner for brands. Embrace the power of UGC, connect with brands that align with your values and content, and embark on an exciting journey of monetization and growth as a UGC creator.
Remember, it's not just about the numbers; it's about the genuine connection and impact you create with your audience through your creativity and authenticity. Happy creating!
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