If you're a marketer looking to create content that converts on social media platforms like Facebook and TikTok, you may be wondering how to brief a user-generated content (UGC) creator. Should you let them loose or hold their hand every step of the way? Fear not, we're here to help.
First and foremost, it's essential to brief UGC creators with as much information as possible. While you don't want to overwhelm them with a four-page document, providing examples and high-level brand do's and don'ts can go a long way in helping them create the content you need. At Twirl, one of the core parts of our creative brief process is a well-curated brief, with a chock-full of inspiration as the most important bit. Plus, in every brief, give your creator the direction they need to create content that aligns with your brand's values.
Things you should outline when briefing creators:
- Inspiration, inspiration, inspiration
This is arguably the most important bit of a UGC brief: If you can’t express in writing what you want, then inspirational videos can go a long way. Share content that you have seen somewhere else or that you have created in the past (use our Creative Hub for ad inspo, or use the Facebook ad library and Tiktok Creative Center to source new ideas).
Make sure you also outline important details in your brief, like ad specs, dos and don'ts, script and more:
- Ad specs (Format, duration, platform, raw or edited content…)
- Any additional information (dos and don'ts, deadlines, brand pronunciation)
Don't leave your UGC creator guessing, or you'll end up with a marketing disaster that makes you want to crawl into a hole and never return.
Want to know how to create a UGC brief that will convert for Facebook Ads and TikTok Ads? Duplicate this brief that we use at Twirl to create UGC content for our clients and brief away!
A sophisticated brief with great inspiration can be a bit tedious, but it's well worth it. We encourage creators to put their creative flair on content while ensuring that the content aligns with our brand's values. It's a delicate balance, but this process has allowed us to develop a fantastic relationship with our creators.
Another essential tip for briefing UGC creators is to negotiate for the raws. Raw footage is like the gold mine of content creation, as it allows you to create multiple ads or pieces of content with ease. However, some UGC creators are charging more for raw footage, even though it requires less effort on their end. While this may irk some marketers, it's crucial to remember that creators deserve fair compensation for their work. So, be open to negotiation and find a price that works for both parties. Trust us, it's better to have a happy UGC creator who feels valued and compensated for their hard work.
So go ahead and duplicate the Twirl brief for your own UGC campaign, and get ready to unleash your creativity on social media. With these tips, you'll be a UGC pro in no time, and your brand's relationship with UGC creators will be stronger than ever. And if you need a little extra help, Twirl is here to support you every step of the way.