Master the Art of UGC: 8 Winning Strategies for Approval

I have been creating User-Generated Content (UGC) for the past 18 months, mainly in short form, using a variety of digital agencies from around the world. Depending on the platform you are using, work is either assigned to you or you can pitch for the gig. However, I have recently discovered that my success rate is far higher than almost anyone I know.

If you are reading this and have no understanding of what UGC is in terms of day-to-day execution, UGC refers to content created by everyday people, as opposed to influencers, for companies looking to market their products. This is a much cheaper option than paying influencers, and, most importantly, it gives companies more freedom to use the content provided. The content could be a video of you trying on clothes or using cameras and other electronic products. The videos can vary in length depending on the client's preference; most prefer short and snappy videos, while others prefer a longer approach.

I quickly discovered several key attributes that make marketing professionals choose me over others, and I thought I'd share my top tips. When pitching for work, I generally have around a 97% acceptance rate, whereas I know many others have acceptance rates as low as 50%.

Never wear branded clothes.

If you are putting yourself in the forefront, always remember not to wear logos. This will reduce your chances of acceptance for several reasons, which can vary depending on the brand. Some examples include competition, licensing issues, and restrictions on where the brand can use the product. Plain colors are best; try to wear solid colors and avoid busy designs.

Always shoot in 9:16 unless instructed otherwise.

9:16 is the standard video frame format for platforms like Facebook, Instagram, and TikTok. If you are unsure about what this means, it basically refers to holding your mobile phone vertically. Unless specified otherwise, your video will almost always be rejected if it's not in vertical format. Shooting in 9:16 saves the content purchaser from having to adjust the video for various formats.

Read the brief and follow it precisely.

When you have the opportunity to pitch, the client will send you a brief. Always adhere to the brief 100% and avoid deviating or offering alternatives because you think you know better. Sometimes they may ask you to use specific angles, wear certain clothes, or even include specific dialogue. If the overall brief uses certain terminology like "Be the best" but it's not mentioned in the product brief, you can often earn brownie points by subtly incorporating that terminology. However, before submitting your work, make sure it doesn't come across as staged or corny; ensure it feels natural.

Provide ample coverage.

When creating UGC, I do a variety of things. For example, if I am promoting a camera, I would first shoot a video of myself talking about it. Then, I would include gestures that demonstrate what I'm talking about. If I mention that the camera has detachable lenses, I would shoot a video of myself removing a lens. Thirdly, I would attach a video facing me, but from in front of the camera, so that both me and the camera are in the same shot. This could be as short as 10 seconds of footage. Finally, I would add footage taken directly from the camera, including multiple shots, each no longer than 10 seconds. You will rarely be asked to edit the video yourself; the client will want the footage to edit according to their needs. So, by providing one full video of yourself, glimpses of handling the product, footage of you and the product together, and footage created by the product, the client can pick, mix, and match the footage to suit their purpose.

Always shoot in a well-lit environment.

For a random user to engage with your UGC, they need to see your eyes and know that you're a human. Imperfections in appearance often score higher because they add realism. So, whether you are indoors or outdoors, make sure they can clearly see you and the product.

Avoid excessive polishing.

A certain amount of polish is fine, but submit your footage without extensive editing or removing parts you don't like. Let the client handle this part. By not editing too much, you leave room for the client to make adjustments. I wouldn't recommend it, but on occasions when I have lost my train of thought, I explained what happened and then picked up again in the same take. Giving them something to work with, and sometimes showcasing facial expressions when making a mistake, can create great cuts to add quirkiness to the footage.

Relate to the product.

For every product you promote, find a way to relate to it. For example, if you are promoting a stylus for drawing, tell the audience how this stylus helped you overcome an issue. Try to connect real-world problems with resolutions that can only be delivered by the product. Better yet, if you can somehow educate the audience by highlighting a problem and showing how the product can solve it, you're a winner.

Be happy and show your personality.

Always be upbeat and demonstrate that you are genuinely invested in the product, even if you're not. Avoid sounding monotone; vary your voice levels to convey happiness, excitement, and, where appropriate, sadness. And of course, remember to show your emotions through facial expressions.

So, there you have it—my top 8 tips to help you become a UGC expert and increase your chances of approval when pitching for work. If you are creating UGC or considering it, stick to each one of these rules, and you will see improvements in your selections. Moreover, as you improve, so will the brands that want to work with you.