Working with UGC Creators in 2025

Picture this–you're scrolling through social media. Your eyes light up as you spot a customer's glowing review of your latest product, complete with a before-and-after photo that showcases real results. "This is gold," you think. "This is exactly what we need for our next ad campaign!"

But as you go down the rabbit hole for more user-generated content, reality sets in. Finding authentic, high-quality UGC that aligns with your brand's voice and values feels like searching for a needle in a haystack. You stumble upon plenty of content, sure, but most of it misses the mark—either it's not quite on-brand, or worse, it feels forced and inauthentic.

You know that genuine UGC can be a game-changer for your direct response ads. It has the power to build trust, showcase real results, and drive conversions like nothing else. But with each passing hour of fruitless searching, the pressure increases. Your campaign deadline is closer, and you're still empty-handed.

Sound familiar? You're not alone. Many marketers struggle with this very challenge – sourcing UGC that's not just authentic, but also perfectly aligned with their brand's message and values. Let’s jump in and show you how you can change that.

Finding the right UGC creators

1. Identifying skilled storytellers

The first step in finding the right UGC creators is to identify those who are skilled storytellers. These creators can effectively communicate a message and engage their audience through compelling narratives.

Here's how you can do that:

• Look for authenticity: Skilled storytellers create content that feels genuine and relatable. For example, if a beauty influencer uses skincare products in their daily routine and shares a review, it makes the brand seem more trustworthy and relatable than a direct sales pitch. Check their previous work to see if their stories come across as authentic and heartfelt.

"Our demographic responds well to this kind of content coming from folks like themselves, we've seen such tremendous success with it." — Kiah Zellner-Smith, Multimedia Manager, IES Abroad

• Analyze engagement: High engagement rates are a good indicator of effective storytelling. Try to look for creators whose audience is actively engaging with their content through likes, comments, shares, and saves.

• Check content relevance: Ensure the stories they tell are relevant to your brand and industry. A creator who consistently shares content that aligns with your brand’s values and message is more likely to resonate with your audience.

• Evaluate emotional connection: Good storytellers can evoke emotions. Look for creators whose content can make their audience feel inspired, happy, or even emotional, as this emotional connection often drives deeper engagement.

For example, a fitness influencer might share a personal story about their journey to better health, including struggles and successes. By showing vulnerability and perseverance, they inspire their audience, making them feel connected to the story. This emotional bond not only motivates the audience but also increases engagement with the content, as followers are more likely to comment, share, and interact with the post.

2. Evaluating content quality and creativity

Once you've identified potential storytellers, the next step is to measure the quality and creativity of their content. High-quality and creative content will not only capture attention but also maintain the viewer's interest.

• Content aesthetics: Review the visual and audio quality of the content. High-resolution images, well-edited videos, interesting angles, and clear audio are indicators of professional content creation.
• Consistency: Check if the creator consistently produces high-quality content. Consistency in quality and posting schedule indicates reliability and dedication.
• Adaptability: Understand if the creator can adapt their style to different types of content as flexibility in content creation can be beneficial for different types of campaigns and platforms.

3. Considering audience size as a secondary factor

Content creation skills:

• The creator's ability to produce high-quality, authentic content that resonates with your target audience
• Their understanding of your brand's aesthetic and messaging
• Technical skills in photography, video editing, or other relevant content creation areas

Audience consideration: While the creator's audience size isn't directly relevant since they won't be posting to their followers, their audience type can still be valuable in one specific way: it often indicates the kind of content they're experienced in creating.

For example, a creator with a following in the beauty space likely has experience creating engaging beauty-related content, making them potentially valuable for beauty brand UGC - not because of their reach, but because of their content creation expertise in that niche.

This shift in perspective helps focus on what truly matters: the creator's ability to produce content that will perform well on your brand's channels, rather than their personal audience metrics.

Briefing the UGC creators

Creating a comprehensive brief for UGC influencers is crucial to ensuring your campaign aligns with your brand's message and goals.

Here’s a guide on how to craft a compelling brief that gets results:

1. Introduction and background

• Introduce your brand, including its history, core values, and unique selling points that differentiate it in the market.
• Describe the purpose of the campaign, its goals, and the key message you aim to convey through the UGC.

2. Objectives and goals

• Clearly outline what you want to achieve with the campaign, such as increasing brand awareness, driving product sales, or enhancing engagement.
• Specify how success will be measured, whether through metrics like engagement rates, reach, conversions, or other relevant performance indicators.

3. Target audience

• Define the demographic details of your target audience, including age, gender, location, and any other relevant characteristics.
• Include insights into their interests, behaviors, values, and lifestyles that will help shape the content to resonate with them.

4. Content requirements

• Specify the types of content needed, such as Instagram posts, stories, YouTube videos, blog posts, etc.
• Highlight the main points and brand messages that should be communicated clearly in the content.
• Describe the desired tone (e.g., casual, professional) and style (e.g., humorous, inspirational) that aligns with your brand's voice.
• Provide any brand-specific visual elements such as logo usage, color schemes, and typography preferences.

5. Deliverables and deadlines

• List the specific deliverables required from the UGC creators, including the number of posts or videos, and any variations.
• Specify deadlines for content submission, review, and posting to ensure timely launch of the campaign.

6. Creative direction

• Share examples of successful past campaigns or content that aligns with your vision, inspiring the creators.
• Outline specific guidelines on what should be included in the content and any content restrictions or topics to avoid.

7. Compensation and budget

• Detail the compensation structure for the creators, whether it’s a flat fee, performance-based, or other arrangements.
• Mention any extra incentives or benefits available to the creators, such as product samples, exclusive access, or promotional opportunities.

8. Legal and compliance

• Inform creators about necessary disclosures, such as FTC guidelines for sponsored content, and ensure compliance with all legal obligations.
• Summarize key points from the contract regarding content ownership, usage rights, and any other legal considerations.

9. Contact information

• Provide the contact details of the person responsible for managing the campaign and answering any queries from the creators.
• Mention additional support channels available for communication, such as email, phone, or social media platforms.

10. Approval process

• Explain the process for content review and approval, including the number of revision rounds allowed and the criteria for final acceptance.

Budgeting for UGC content creation

On average, you can expect to pay around $150-$500 per asset. This baseline cost can vary based on the creator’s experience, the complexity of the content, and the platform it’s designed for.

Additional fees may apply if you need multiple hooks or variations to test different angles and messages These can range from $50 to $100 per additional hook. Always clarify these costs upfront to avoid surprises later.

Editing and managing ads are crucial for a successful UGC strategy. Allocate specific budget portions for these tasks:

• Editing costs: Set aside around $100 to $150 per video for professional editing to ensure content meets brand standards.
• Ad management: Budget about $500 to $1,000 monthly for ad management, which includes A/B testing, performance optimization, and metrics analysis.

Effective ad formats and frameworks

One of the most effective ad formats are direct response ads that aim to generate immediate action from viewers. These ads are designed to make viewers take action by using clear CTAs like "Buy Now" or "Sign Up."

Here are the key components of this format:

• Specific offer: Present a clear and compelling offer to entice the audience.
• Targeted audience: Use precise targeting to reach the most relevant viewers.
• Highlighted benefits: Clearly outline the benefits of the product or service.
• Clear CTA: Use a strong and direct call to action to prompt immediate response.
• Personalized copy: Write engaging and personalized messages to connect with the audience.

The optimal length you should aim for these ads is between 30 seconds to 10 minutes. Here’s the breakdown:

• Short-format videos: These videos which vary between 30-60 seconds are great for quick engagement. Examples include Instagram Stories, TikTok videos, and Facebook Stories.
• Long-format videos: Videos of up to 10 minutes are suitable for more detailed content like product reviews and unboxing videos.

To give you the context of what a successful UGC ad looks like, let's take an example from Social Savannah.

Social Savannah worked with Outer, a direct-to-consumer furniture company, to scale their digital ad campaigns. Despite initial success from a Shark Tank feature, Outer struggled with converting traffic into sales. Savannah Sanchez, founder of The Social Savannah, implemented a robust full-funnel marketing strategy to nurture new leads and scale paid efforts.

Key achievements:

• 10X Increase in Google Ad Spend
• 100X Increase in Facebook Ad Spend
• 659% QoQ Revenue Growth
• 17X QoQ Increase in Site Traffic

Savannah's approach involved creative testing and optimizing ad creatives through Dynamic Creative Testing (DCT) on Facebook. This strategy allowed Outer to pinpoint the best-performing demographics and create dynamic personalized ads, particularly targeting high-intent regions such as Texas, Florida, and Georgia.

This resulted in a significant increase in ROAS and a decrease in CPP.

Example of Outer’s ad success:

• A compelling offer for their weather-proof outdoor sofa sectional.
• Targeted ads that reached home renovators and outdoor furniture shoppers during the pandemic.
• Personalized testimonials and user-generated content, including unboxing experiences and lifestyle imagery.

Repurposing UGC for maximum mileage

Repurposing UGC allows you to extend the value of your content by adapting it for various uses and platforms. Here’s how to make the most out of UGC.

Securing raw footage and usage rights

To repurpose UGC effectively, start by securing raw footage and obtaining the necessary usage rights from creators.

Make sure to negotiate rights for longer usage periods and the ability to edit and repurpose the content. This ensures you have the flexibility to use the content across different channels and formats.

Editing techniques to create multiple assets

Once you have the raw footage and rights, employ various editing techniques to create multiple assets:

• Cutting and splicing footage: Edit the raw footage into shorter clips that can be used across different platforms. Focus mainly on key moments and highlights.

  • Extracting still images: Capture high-quality still images from video footage to use in static posts, ads, and other visual content.
  • Adding text overlays and graphics: Enhance videos with text overlays and graphics to emphasize key messages, CTAs, and branding elements.

"When I've tested ads that I've created, which, you know, are more branded, more high quality, more edited, those perform to such a different degree than when I just put content created by our students that really isn't even, like, looking like an ad." - Kiah Zellner-Smith, Multimedia Manager, IES Abroad

Combining UGC with other content

Blend UGC with other types of content to create a richer and more engaging narrative. For example, mix customer testimonials with professional footage of your product in use. This approach adds authenticity and relatability to your campaigns.

Adapting to different platforms

Each social media platform has its own best practices and audience preferences. Adapt your UGC to fit these requirements:

• Choosing the right platforms: Determine which platforms your target audience uses most. Instagram and TikTok are popular choices for UGC due to their visual nature and engagement rates.

Comparing Instagram and TikTok for UGC

• Instagram: Use Stories, Reels, and IGTV for different lengths and types of content. Instagram is ideal for polished, aesthetically pleasing content.

  • TikTok: Leverage TikTok for short, engaging, and often informal videos. TikTok’s algorithm favors content that quickly captures attention and encourages interaction.

"We shifted our focus to TikTok just because when advertisements started on that platform, it was a lot more affordable to advertise there than Instagram, which was pretty heavily saturated with ads at this time." - Kiah Zellner-Smith, Multimedia Manager, IES Abroad

Creating testimonial ads

Transforming UGC into testimonial ads can significantly enhance your marketing efforts by leveraging the authentic voices of real customers. Here’s how to do it effectively:

1. Highlight real customers:

• Choose customers who genuinely love your product.

For example, if you sell fitness equipment, feature a customer who achieved their fitness goals using your product. - Create short video testimonials where customers share their experiences.

For instance, a customer might say, “I lost 20 pounds using this treadmill, and it fits perfectly in my small apartment.”

2. Ensure clear CTAs:

• Include clear calls to action in your testimonial ads. After the testimonial, add a CTA like “Shop Now” or “Try It Today.”

For example, a testimonial video can end with, “Ready to achieve your fitness goals? Click ‘Shop Now’ to get your treadmill.”

3. Maintain authenticity:

• Keep the testimonials genuine. Avoid overly scripted content. Let customers speak in their own words.

For example, a customer saying, “I was skeptical at first, but this product exceeded my expectations,” feels more relatable and trustworthy.

Leveraging UGC in email marketing

Using UGC in email marketing can boost engagement and build trust with your audience. Here’s how to incorporate it effectively:

1. Use customer photos and reviews:

• Include photos of customers using your product in your emails. For example, a fashion brand can showcase customers wearing their outfits.
• Add snippets of positive reviews.

For instance, include a quote like, “These jeans are the most comfortable I’ve ever worn!”

2. Create engaging Stories:

• Share customer stories. For example, an email might feature a customer’s story about how your product made their life easier.
• Include before-and-after photos if applicable. This is especially effective for products like fitness equipment or skincare.

Using UGC on landing pages

Adding UGC to your landing pages can significantly boost credibility and conversions. Here’s how to do it effectively:

1. Display customer testimonials:

• Feature written or video testimonials prominently on your landing page. For example, a tech company might include a video of a customer explaining how their software improved productivity.
• Use quotes from satisfied customers.

For example, “These sheets have a crisp, cuddly feel and fit our deep mattress perfectly. They are much better quality and fit than the other name-brand sheets we have tried in the last several years. We will definitely buy them again in the future. — Robert L., Brooklinen Custome.”

2. Showcase unboxing videos:

• Include unboxing videos to give potential customers a feel for the product.

For example, a subscription box service might feature a video of a customer unboxing their latest delivery.

• Highlight the excitement and satisfaction of receiving the product.

3. Use photos of real customers:

• Display photos of customers using your product.

For instance, a home decor brand can showcase photos of customers’ homes featuring their products.

• Create a gallery to showcase multiple customer photos.

For example, Sephora effectively implements this strategy with its Beauty Insider Community. The Community features a Gallery that prominently displays multiple customer photos. These photos are curated from social media and direct uploads, creating an immersive and visually appealing showcase.

Sephora enhances the shopping experience by making these photos shoppable, enabling visitors to easily discover and purchase products featured in the community-generated content. This approach not only boosts engagement but also leverages user-generated content to drive conversions effectively.

Testing and optimizing UGC ads

UGC can be transformative for direct response advertising, but it requires careful testing and optimization to truly succeed. Here’s an in-depth guide to maximizing the impact of your UGC ads.

Implementing assets in paid ad campaigns

Integrating UGC into your paid ad campaigns involves more than just uploading content. Here’s what you need to do:

1. Segment your audience: Before implementing UGC assets, segment your audience based on demographics, behavior, and interests. Tailor your UGC content to resonate with each segment, ensuring higher engagement.

2. Match UGC style with platform: Different social platforms have unique content styles. Instagram favors high-quality visuals and Stories, while TikTok thrives on short, engaging videos. Adapt your UGC to fit the preferred style of each platform to maximize its impact.

For Example:

Instagram ad: A polished photo of a customer using a fitness tracker in a well-lit gym with a testimonial overlay, fitting Instagram’s aesthetic focus on high-quality visuals.

TikTok ad: A short, informal video of the same customer unboxing the fitness tracker, followed by clips of them using it in real life, leveraging TikTok's casual and spontaneous style.

3. Integrate seamlessly: UGC should feel native to the platform. Avoid overly polished content that feels like traditional advertising. Instead, choose authentic, relatable content that blends seamlessly with user feeds.

4. Leverage creator tools: Utilize tools provided by social platforms to enhance your UGC. For instance, Instagram’s branded content tools can help you collaborate with creators transparently, boosting trust and reach.

Monitoring key performance metrics

Here are the key metrics you should track:

1. Engagement rates: Dive deeper into engagement metrics by analyzing the type of engagement (likes, comments, shares). Comments and shares typically indicate a higher level of interest and intent compared to likes.

2. Clickthrough rate (CTR): Segment CTR data by audience demographics and content type. Understanding which segments respond best to certain types of UGC can help refine your targeting and content strategy.

3. Conversion rate: Track micro-conversions alongside macro-conversions. Micro-conversions (e.g., adding items to a cart and signing up for newsletters) can provide early indicators of ad effectiveness before a purchase is made.

4. Cost per acquisition (CPA): Break down CPA by different channels and content formats. Identify which combinations yield the lowest CPA and highest ROI, allowing you to allocate your budget more effectively.

Determining optimal testing duration per asset

Knowing how long to test each UGC asset is important for optimization — here’s how to do it:

1. Initial testing phase: Run the test for 1-2 weeks to get enough data for accurate results. It’s because campaigns may need 1-2 weeks to "learn," so include this time when planning your test to ensure you gather enough data.

2. Incremental scaling: For promising UGC ads, increase the budget and monitor performance. This helps in understanding how scaling impacts effectiveness and whether the content maintains its appeal at higher spending levels.

3. Cut-off point: If an ad performs poorly after the initial testing phase, discontinue it. Redirect your budget to higher-performing assets.

Identifying and addressing audience fatigue

UGC can quickly become stale if not managed properly. Here’s how to identify and address audience fatigue:

1. Advanced frequency capping: Use advanced frequency capping techniques to limit how often ads are shown to the same user across different campaigns and devices. This prevents overexposure and ad fatigue.

2. Sentiment analysis: Implement sentiment analysis on comments and feedback to gauge audience perception. Negative sentiments may indicate fatigue or dissatisfaction, signaling the need for fresh content.

3. Content diversification: Regularly refresh your content library by sourcing UGC from diverse creators and covering various themes. Diversification helps in maintaining audience interest and reducing fatigue.

Iterating based on top-performing elements

Finally, continuous improvement is key to UGC's success. Here’s how to analyze top-performing elements and incorporate them into your campaigns to drive ongoing engagement and conversions:

1. Element-level analysis: Break down your top-performing ads into individual elements (headline, visual, call-to-action). Identify which specific elements drive performance and replicate those in new ads.

2. Creative testing frameworks: Use frameworks like the “LIFT Model” (Value Proposition, Clarity, Relevance, Anxiety, Distraction, and Urgency) to systematically test and optimize different elements of your UGC ads.

3. Continuous learning loop: Establish a feedback loop where insights from current campaigns inform future strategies. Regularly update your UGC creator briefs based on what’s working well, ensuring a steady stream of high-performing content.

4. Advanced analytics tools: Leverage advanced analytics tools and A/B testing platforms to continuously monitor performance and gather actionable insights. Tools like Google Analytics, Facebook Ads Manager, and third-party platforms such as MightyScout can provide deeper data insights for better decision-making.

"My experience with MightyScout has been overwhelmingly positive and quite exciting. It makes my life easier and it makes me do my job better. So it's an absolutely positive asset in my daily work and in my marketing toolbox." - Kiah Zellner-Smith, Multimedia Manager, IES Abroad

Conclusion

Integrating UGC creators into your advertising strategy brings clear benefits:

• authenticity
• deeper engagement
• higher conversion rates

By using UGC effectively, brands can connect with consumers through genuine storytelling, building trust and driving meaningful interactions.

Key practices like choosing the right creators, creating clear briefs, and optimizing content based on performance metrics are crucial for maximizing the impact of UGC campaigns.