When the wheels of your user-generated content (UGC) strategy start to turn, the influx of submissions, creator collaborations, and campaign requests can get overwhelming.

Handling UGC at scale is less about juggling endless tasks and more about building processes that keep everything flowing smoothly.

Start With a Strong Foundation

Managing UGC at scale begins with structure.

Organising submissions, creators, and campaign goals into a cohesive system ensures you're not scrambling to find assets or clarify agreements. This means using tools or software to streamline the way you collect, sort, and store UGC.

A well maintained spreadsheet or a dedicated project management platform like Twirl can be the backbone of your workflow, helping you track creator agreements, timelines, and specific content usage rights.

Every piece of content should be labelled with campaign tags, product mentions, and the intended platform. This categorisation makes it much easier to locate what you need, whether it's a short form UGC video for an Instagram ad or a micro creator testimonial for a product page.

Know Your Platform and Content Goals

When managing UGC at scale, it’s important to understand that each platform may require different approaches.

Instagram might be the perfect place for highly visual content, whereas TikTok thrives on quick, creative videos. Your messaging and call to action (CTA) should align with the platform you're posting on. For example, a post on Facebook might focus on detailed information or reviews, while a TikTok video could highlight how a product fits into a creator’s everyday life.

Twirl allows you to easily create multiple concepts for one campaign. For each brief you write for creators, you can align it with the specific platform it will appear on, ensuring that the content meets both the platform's format and your brand’s needs. This flexibility is key to keeping your campaigns efficient and tailored for success.

Brand Guidelines vs. Creativity

Solid brand guidelines are a must. One of the most important aspects of working with creators is maintaining brand consistency, but without blocking their creativity. By clearly defining do’s and don’ts in your brand guidelines, you can set the boundaries for your creators while giving them the freedom to work their magic.

Creators often perform best when they feel like they have the creative freedom to showcase your product in a way that resonates with them best. Giving them a few prompts and encouraging them to infuse their personality into the content can result in more authentic, relatable pieces. This is where a platform like Twirl makes it simple to send well defined briefs, so creators know exactly what you're looking for without compromising on their creative freedom.

To learn more about choosing the right UGC Creator, read our blog here.

Build a Strong Creator Roster

When working with creators at scale, having an organised system to keep track of who you've worked with (and who you want to work with) is key. Twirl’s creator roster feature allows you to quickly invite creators you've collaborated with in the past and create lasting partnerships.

Let’s say you worked with a creator in your last campaign and absolutely loved their content. You can add them to your roster, and when the next campaign comes around, they’ll be just a click away. This not only saves time in the creator selection process but also helps build stronger, more authentic relationships with creators over time. The more you work together, the easier it is to streamline the content creation process.

Additionally, as creators who’ve worked with your brand before have a good understanding of your products and values, this increases the authenticity of the UGC they create. This repeat collaboration also leads to higher-quality content and smoother turnaround times.

All of this helps you scale your UGC campaigns while maintaining consistency.

Repurpose UGC Across Multiple Channels

Once your UGC is created, the next challenge is figuring out how to get the most value out of it. A great way to scale is by repurposing content across multiple marketing channels. A short form UGC video that’s perfect for Instagram can also work as part of a paid ad campaign, or even as a product page feature. Social proof from these videos can help move prospects through your sales funnel.

The more you repurpose UGC, the higher your return on investment. It saves you the effort of constantly creating new content and allows you to get the most out of what you've already created.

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