How to Brief UGC Creators (My Exact Template)
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- Äas pĆidĂĄn 19. 07. 2024
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CHAPTERS
00:00:00 - 00:00:50 Should you brief a creator or allow them âcreative freedomâ?
00:00:51 - 00:01:40 1 key part to our UGC brief process
00:01:41 - 00:03:11 NEGOTIATE FOR THIS!!! But also a mini RANT
00:03:12 - 00:04:00 Can UGC creators actually edit good Facebook Ads???
00:04:01 - 00:04:32 How much I charge for UGC content
00:04:33 - 00:08:43 Steal my UGC template
************
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What video do you want to see next?
Can you make a video on How you are preparing for Black Friday Cyber Monday.
We need video how to setup account structure for lead generation?
Ah yes, I figured this would be a big question.
Another great suggestion!
Love all your content Dara, it's been massively helpful in my in-house role over this last year.
It might be difficult but a video on how you approach high consideration products would be great. With an average consideration phase of 28 days, but Facebook attribution only going up to 7, how do we track and scale performance? Retargeting becomes more important but does that change the 80/20 spend split?
+ can't wait for the community!
I literally just shot a video last night about how annoying it is when brands take the "creative freedom" approach. Don't get me wrong, I love being creative but there are usually expectations a brand has that might not line up with my creativity. This leads to wasting sooo much time in the long run.
1000% agree with this video. I love when brands are specific with what they want & then allow me to create off that system.
I am a new UGC creator, I watched all of your videos and just wanted to say huge thank you for all of the information! I learned so so much from you!
Simple, straight and on-point video. Great job, Dara!
HiâŠI love your video so much because as a Ugc/Igc creator, this helps so much when brands send briefs to me step by step of exactly what they want, and then add my own personality and flare to it. Thanks again.
I love this video so much! It is very helpful and I agree having a relationship with the brand is such an important aspect because you will get better quality Videos and it saves a lot of time in the long run because there is a clear understanding of what is needed and the style. I had a nine month contract with one of my favorite brands and it was such a great experience in contrast to getting little gigs off of popular pays, Insense, etc.
Iâd love to be considered, I have a special interest in nontoxic beauty, health, and wellness brands â€
Thank you Thank you,. This is so generous and helpful. Changing the way this is done over here in Mexico. Cheers!
Dara you're always killing it with your content! I started making modular creatives briefs and the quality of our content improved
OMG I love to hear things like this! Let's goooo
This is such an interesting topic, my first thought was let them create. But after going through all the UGC we have so far, I noticed that the only ads that worked are the ones we scripted.
Which makes total sense if you think about it, they are the creators but are NOT the marketers, moreover, they don't know how to sell your product.
So now we're scripting and hiring actors because they are trained to work with scripts, or we're giving creators specific points to hit and let them riff so it's their language. I think about this like reality TV. At first it was free style, very soon they realized that if they script the arching points of the script they had better shows, so reality TV become "Scripted Reality"
Yessss
This channel is the golden mine I been looking for
Hey Dara, just wanted to say thank you for all this great content. My company is just getting started with using UGC in our ads and your videos have been a huge help!
I tried to brief some creators in so much details and with examples, yet the problem I always face is getting them understand how ads are different from organic reels or Tiktoks. The hook - story - problem - solution -cta; structure is something they don't get it naturally, and hence eats up a lot of time of media buyers in explaining them.
In that case, get them a script and storyboard!
This is super valuable! Much appreciate the transparency Dara!
You're so welcome!
Dara I love what you do, keep doing what you do for us ecom folk.
Thank you!!! You guys keep me going.
Great video. I was about to research how to do a UGC video brief and PUM! You published the video, that helped me a lot!
Thank you, Dara đ
Great to hear!
As usual, a ton of valuable information, thanks Dara.
Glad it was helpful!
I could see how creators would want more money for Raws in the aspect of itâs also like a diary or like the bonus content youâd get from the old school deluxe dvd movies - but the invaluable positive relationship in providing that content would make it more worth it to share !
Amazing content! This was very helpful and actionable!
One question: Do you give any details on voiceover quality or collecting voiceovers?
As always Dope content........You are the only creator who brings such high value content. Learnt so much from your videos and Podcast. Thank you so much. Cant wait to join your community.
Working on getting it live by end of week!!!
@@DaraDenney Thank You
Creators might be charging extra, or increase their rates for raw footage because they are selling you the usage rights.
If they sell edited video it might have limited usage (placement and duration) and fewer editing/recutting opportunities.
If they sell raws, usage might be expanded. For example, instead of one video you requested, you might create 3 or 4 using the raw footage, which potentially results in increased financial gain for the brand, compared to the original arrangement. Even if you are licensing raw content for a specific duration, you are multiplying it. In this case, they give you a buyout rate (which in the photography world, where I am from), is usually greater as the buyout is most likely in perpetuity.
You might also encounter a rate variation on footage with the creator's likeness versus anonymous footage.
Well, i think creator can charge what they feel is right..
Dara!! AgAin tq so much for the value! Next i would love to see is EVENT Response campaign =) or brand awareness
Thank you Dara !
I also agree with the Raw files thing. I personally don't charge extra for the raw footage. I charge extra for the edits.
It's a lot smarter to do a % ad spend deal with the raw footage. I think that covers the bases better for both the brand & the creator. Plus it's solely based off performance of the ad. A very fair deal in my opinion.
As someone who sources creators, I don't love a % of spend deal. It's a lot of man power to keep track of... and for creators: how would you even know if a brand is lying?
I much prefer to pay a higher flat fee and keep things simple on both sides.
@@DaraDenney I think its worth the trouble to figure out. Sure the flat rate is nice.....but if a brand does a quarter of a million in sales from your video assets and they spent 20k. A few extra thousand dollars isn't too bad for the creator.
Sure, dishonest people exist in the world. Assuming there was absolutely no way to track it....Most people would be more than happy to pay you extra for great results.
@@CheddarChez The way we account for great work at Thesis is by supplying more work. Training up creators on whitelisting opportunities and then allowing them to charge us more for whitelisting.
We're paying our top creators $2K or more per month and supplying them with constant work. And if one ad flops, it's not a huge deal.
We are running anywhere between 20-50 creators' work at any given time. The percentage of spend model would mean hiring for a whole new person on our team. It just doesn't make sense and I'd rather help support a creator's holistic business than support a single piece of content.
@@DaraDenney But isn't whitelisting a form of getting paid off ad spend? Maybe I didn't properly communicate but I meant to include the whitelisting deals as well.
@@CheddarChez No, whitelisting contracts are based on a duration of time: like 30 day rights or 60 days rights.
FWIW, in most cases we don't need the content beyond 60 days. Especially on TikTok: content fatigues out super quick.
Love it. Very helpful. I feel like this could also apply for internal designers/editors because it's easy to have a disconnect between media buyers and editors. ie. media buyers look at how a content can produce results while editors would be more focused on the look/feel/branding of the content.
Have any tips in writing a comprehensive brief for them where we can draw the line between what we need for an ad to convert and where they are free to explore the other aspects of the ad?
I think that just needs to be called out directly. Whatâs a non negotiable vs what the can experiment with.
Here early because how can I miss this? đ„șđ„șđ„
Love watching all of your videos (followed you from twitter). This is more from a creator side but I wanted to know what are somethings that help you decide whether or not you'll work with a creator. Or tips that new creators can use to help stand out to brands and agencies.
Thanks for coming over! I think I will make a video about this... a lot to say!
Thank you for these videos! And thatâs great I canât wait đ
Hello Dara! Thanks for all the info. It's been SUPER helpful in crafting some UGC story boards & how to communicate with the creators... BUT... I sent you a message via your personal site from some additional help. Cheers! - Erik
Thanks! Just created a brief from this video. SUPER helpful.
Maybe the next time you make a video, explain the acronyms for the people who might not know the topic
UGC is?
Raws are?
Etc.
Would love templates of this brief
Thanks!
Wow, thank you so much!!
Love the videos
Love the content dara. Super helpful.
2 questions:
-Any chance you could share a link to the ugc brief template?
-where does one go to sign up to become a ugc creator. Are there platforms?
I'm going to be sharing all my templates with my paid community coming up.
And platforms... not so much. I know a lot of people get their first clients on Twitter.
@@DaraDenney Hi Dara! Is your paid community live? Thx for the great content :)
This is solid. Thank you Dara! What are your thoughts on using other services that find the UGC creators for you? Have you used any of these services or do you do the research yourself for each and every UGC creator.
I have a video all about this actually! czcams.com/video/We-0tAPe2s8/video.html
@@DaraDenney Thank you!
Masterclass
thank you!!
Hey Dara, I hope youâre able to make that course or paid section/website where we can speak to you and ask our questions and get material from you to further our knowledge. Having a network of current and future marketers where we can all do discussion boards and Q&Aâs just like you do on your twitter would be great. Maybe even with access to a discord, which if you ever run please let me know, Iâd love to moderate it!
OMG thank you, what an offer! I'm aiming to finalize community details by EOW.
@@DaraDenney great! Excited to see whatâs coming, definitely something to get involved in!
Great content as usual Dara.
Quick question, we have a client who has high ticket items ($500+ Leather Jackets etc).
How should we go about getting UGC content made for these guys? They're not overly keen on sending the jackets out for free which is obviously not ideal.
Oh this is so tough. We've been in this position before and we've offered the item as a free gift in exchange for content. I think this is also where having a long term relationship with a creator is crucial... we can ask them if they would prefer the jacket or the cash.
@@DaraDenney Thats actually a great idea I didnt think of that.
The quality of the product is amazing so that actually may work.
Thanks for the reply, really appreciate it.
Quick question Dara: The scripts and kinda screenplay that's there in the right column is written by you or a creative strategist or a copywriter? Would love to know!
Depends: for my consulting stuff I do it all. But at Thesis, it's a creative strategist. We have had copywriters jump in on this too before though.
This video is awesome + you are dressed like the rock
How to we apply for the to be a creator with Thesis?
Dara, can you share the google doc of this brief?
Do you have an in house editor who actually takes the raws and makes the final assets? And if so what do they edit on premiere pro? Capcut? Tiktok?
We have about 10 editors. For the most part they use premiere but for somethingâs they use cap cut.
Hey Dara, thank you! Can you link the Google doc by any chance? đŹ
I'm going to be adding it to my upcoming community!
Do you have a link to your template?
Can you talk about insta and Facebook ads style that works?
What is the best way to deliver raw content to brands?
Download link?
Hi Dara, Thanks for the Video, can you share the link to the
UGC Doc script?
Iâm going to be sharing it with my upcoming community!
How to you streamline scrip creation? Do you have copywrites specifically dedicated to scrip creation?
Sorry for my terrible spelling, edit:
How do you streamline script creation? Do you have internal copy writers dedicated specifically to this or you you hire freelancers per project? Or are you the one developing the scripts?
In the back of your head, do you expect them to put more hours for whatever they charge? How do you gauge if their asking price is worth it to you? I imagine that you are aiming for budgets as described here or do you go above often and if so what exactly justifies it?đđđđ
It's not about the hours, although sometimes the scope does come into consideration. Mostly for me it is quality expectation.
Do you also take brief from clients before you prepare brief for the creator?
Were you actually offering to share your brief template? Or is that too cheeky? I would love to have one if you have a download.
Could you please link the UGC brief Google doc template?
Iâm going to be sharing it with my upcoming community!
@@DaraDenney cool! would you please let me know how to join your community?
The RAWS have more value to the brand and take work away from the influencer. This makes sense to me to charge more.
I agree! I state this in the video.
On the UGC raw dilemma.....background, I studied marketing and it's my passion, but I also have 14 years of corporate finance experience, particularly in budgeting and forecasting for the marketing dept. Raw material is great and give the marketer a lot of content options, however, the editing that's necessary to turn that raw content into an actual ad is what bring the value. Raw content without editing is potentially useless. The solution? Meet in the middle. UGC creators should definitely get compensated for providing content, but that compensation is up for negotiation. Premium fees should not be paid for raw content. If a content creator wants to get paid premium fees, they need to provide a finished product (not necessarily what a client wants, I rather get raw content). It's a tricky dance. Anyhow, love your videos!! Love your channel!! Love the red nails and lip stick!!
I thought you were upset because a lot of UGC creators are charging extra money for the raw footage from a video in ADDITION to their rate for the edited video itself! Which I think is more than fair.
I do apologize for misunderstanding and I deleted my previous comment.
However, I do understand why creators would decide to charge more than they would for 1 video. Depending on how many minutes or scenes of raw footage the client wanted, it could take much longer than 1 short video would.
Very true! And like I said, I am happy to pay more :)
More ads don't mean more revenue.
Very very helpful! Thanks so much. You were asking about the delivery of raw content, should it be priced more or not. At the end I think there is no right or wrong. Putting myself into the creator shoe I can understand that they see an opportunity for charging more. And from your POV (and also mine as a creative strategist) it is less work. So why charging more. At the end I think it comes down to what offers you/us the most value. And for you as I understand you don't need the editing etc. So to value what the content creator is providing and to foster a good relationship I think a plus of 10-20% would be acceptable for me if I really get a full range of different shots according to brief and beyond. For the future I think the creators will change their packages anyhow and exclude this whole briefing, scripting, editing and subtitle options and just focus on content as we as creative strategist + team dont need these services.
Typo in your description. The link to the foreplay software is www.foreplay.co/ not io ;).