Agency Engagement: Collaborating with User-Generated Content Producers: Pointers for Firms (Paraphrased)
Straight-up talk here: Kelly Samuel, the genius behind Let's Snack Toronto and a social media whiz, is pushing brands to focus on user-generated content (UGC) rather than influencer marketing. As her agency flourishes, she's been outsourcing content creation to UGC creators, employing her team as account managers and strategists instead.
The difference between influencers and UGC creators comes down to location. Influencers promote brands on their personal platforms to shill to their following, whereas UGC creators craft content specifically for brands to use on their channels (like ads, websites, and social media). These content crafting pros don't build personal followings, instead focusing on churning out compelling, authentic content for brands to manipulate as they see fit.
If you want to hop on the UGC train, here are three foolproof tips:
- Check 'Em OutDon't waste your time on shoddy creators lacking a substantial portfolio. Verify their work with brands in your niche, and if they're new to UGC, consider if you wanna be their guinea pig. Just remember, creating UGC goes beyond penning scripts—it includes editing, lighting, tonal considerations, color palettes, and timing.
- Send Loose Lawn DartsAvoid creators whose content peddles get-rich-quick schemes, promising to hook ‘em with Big Brand Bucks. Opt for creators offering long-term partnerships and skip shysters hocking one-and-done deals at inflated prices. Always set your rates upfront to avoid headaches and maintain wage transparency.
- Chat it UpDiscuss aesthetics with your brand and creator, nail down the vibe, and share props if necessary. Before the content creation commences, be sure to ask for a peek at their space to make sure it aligns with your brand's aesthetic. Ultimately, this will result in better collaboration and a top-notch end product—win-win scenario!
UGC has tremendous potential to create harmonious and resonant content for brands. When working with creators, prioritize professionalism, transparency, and aesthetic cohesion. Sensible UGC partnerships will foster collaborative and seamless relationships, driving exceptional outcomes.
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- In the process of expanding her agency, Kelly Samuel opted to collaborate with Samuel, a talented UGC creator, recognizing her potential to contribute compelling and authentic content for their brand campaigns.
- Recognizing the influence of UGC creators, many brands are now turning towards UGC, seeking out influencers like Kelly Samuel and Samuel to produce snackable content that resonates with their audience, rather than relying solely on high-profile influencer marketing.
- As the use of UGC becomes more prevalent in marketing strategies, it's important for brands to be ready to establish and maintain seamless relationships with UGC creators, treating them as essential partners in the creative process rather than secondary contributors.
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