[Webinar] Mastering UGC: How to Build Successful Collaborations with Content Creators
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In this, you’ll learn how to collaborate with creators to achieve the content you desire (and deserve!). This session is packed with valuable insights, including foolproof tips for identifying and partnering with the right content creators, crafting effective creative briefs, and producing high-performing UGC ads.
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[Webinar] Mastering UGC: How to Build Successful Collaborations with Content Creators
- 1. Strategically led. Creatively driven. Mobile focused. HOW TO BUILD SUCCESSFUL COLLABORATION WITH CONTENT CREATORS Created by Ania Steinke & Natalia Drozd
- 2. WHAT TO EXPECT? 01 / INTRODUCTION: WHY WORKING WITH UGC & CONTENT CREATORS? 02 / ABOUT YOUR HOSTS 03 / WHERE TO FIND CONTENT CREATORS? 04 / HOW TO CHOOSE THE RIGHT CONTENT CREATORS 05 / HOW TO COLLABORATE WITH TALENTS 06 / UGC BEST PRACTICES
- 3. WHY WORKING WITH UGC & CONTENT CREATORS?
- 4. PLATFORM - NATIVE ADS REAL UGC
- 5. UGC AS PLATFORM-NATIVE ADS ● A unique way to showcase your app/game ● Different types of showcasing product features ● Usually better accepted by the platform audience ● Can become viral ● Needs a separate content-creation process ● Creates dependency on third parties (content creators / agencies/ influencer managers) ● Production time is longer than in- house
- 6. Ania Steinke ● Creative Strategist at AppAgent ● Worked for 30+ apps/games ● Hobby: art, cinema and TikTok YOUR HOSTS FOR TODAY Natalia Drozd ● User Acquisition Lead at Fabulous ● 5+ years in mobile marketing ● Hobby: Slackline walking and mountaineering
- 7. HOW TO FIND CONTENT CREATORS WHERE ARE THEY HIDING?
- 8. CONTENT CREATORS PLATFORMS WHERE TO FIND CONTENT CREATORS
- 9. WHERE TO FIND CONTENT CREATORS FREELANCERS MARKETPLACE
- 10. WHERE TO FIND CONTENT CREATORS YOUR LOCAL CASTING AGENCY CASTING AGENCIES
- 11. WHERE TO FIND CONTENT CREATORS TIKTOK
- 12. WHERE TO FIND CONTENT CREATORS? IN YOUR DMS!
- 13. SOURCE PROS CONS EXAMPLES Content Creators Platforms Professional content creators who know the rules of the game. Fast turnaround time. Content may not be adjusted to your product when working with popular creators. Platforms and agencies, specialised in ad creation: e.g. TikTok Creator Marketplace, Billo, Izea Freelancer Marketplace No agency fees and generally less expensive than agencies. Hard to choose the right creators. A strong need for a good brief. Full-stack freelance marketplaces like Fiverr or Upwork In-house Production Full usage of the app strategy. Fast turnaround time. You need to have a dedicated team member or a freelancer. Junior Content Production Manager Social Media Content Intern Casting Agencies High quality outcome. Skipping the boring part. High fees, long turnover time. Low flexibility of changes. Global or local casting agencies, for example Backstage Reach creators on your own Full freedom of choice. No agency or platform fees. Low offer acceptance rate. Long turnaround time. Through native search or third parties like melodysocials Check the incoming partnership inquiries Possibility of negotiating the deal Genuine interest in the product. A small volume of inquiry. Poor quality of incoming leads. Check your app insta, tiktok page or contact email e.g., hello@myapp.com WHERE TO FIND CONTENT CREATORS? EASY GUIDE BY FABULOUS.
- 14. BE YOUR OWN CASTING AGENCY REACH OUT TO TALENTS DIRECTLY BY CREATING A CASTING CALL CAMPAIGN! PRO TIP
- 16. APPAGENT UGC CREATORS LIBRARY
- 17. Q&A DO YOU HAVE ANY QUESTIONS?
- 18. GOT SOME LEADS?
- 19. NOW WHAT?
- 20. CHOOSE THE RIGHT ONES FROM THE CROWD!
- 21. PICK THE RIGHT CREATOR
- 22. PICK THE RIGHT CREATOR
- 23. PICK THE RIGHT CREATORS: CHECKLIST CONTENT CREATOR CHECKLIST THEY REPRESENT YOUR TARGET AUDIENCE HAVE A STRONG CREATIVE PORTFOLIO CHARISMATIC, WELL-SPOKEN & GOOD ENERGY EASY TO WORK WITH (RESPONSIBLE & COMMUNICATIVE)
- 25. 🎨 Creative Freedom: Content creators know their strengths better than you! 🛑Clear limits: Length, specs, and policies 🚀 Constructive Feedback: Say NO to bad content, but showcase ways to improve it PICK THE RIGHT CREATORS: FABULOUS APPROCHE
- 26. Q&A DO YOU HAVE ANY QUESTIONS?
- 27. SO, YOU FOUND THE RIGHT ONE FOR YOU?
- 28. NOW MAKE IT WORK!
- 29. HOW TO COLLABORATE WITH TALENTS: UGC BRIEF
- 30. HOW TO COLLABORATE WITH TALENTS: UGC BRIEF
- 31. HOW TO COLLABORATE WITH TALENTS: GOOD TIP #1 GET THINGS APPROVED BEFORE PRODUCTION!
- 32. HOW TO COLLABORATE WITH TALENTS: GOOD TIP #2 GET RAW FOOTAGE FROM CREATORS!
- 33. HOW TO COLLABORATE WITH TALENTS: GOOD TIP #3 ASK FOR MORE!
- 34. HOW TO COLLABORATE WITH TALENTS: GOOD TIP #4 SET YOUR PRODUCTION STANDARDS
- 35. HOW TO COLLABORATE WITH TALENTS: GOOD TIP #5 INVEST IN LONG-TERM PARTNERSHIP
- 36. HOW TO COLLABORATE WITH TALENT: FILMING GUIDEBOOK
- 37. HOW TO COLLABORATE WITH TALENT: FILMING GUIDEBOOK
- 38. HOW TO COLLABORATE WITH TALENT: UGC FILMING CHECKLIST
- 39. HOW TO COLLABORATE WITH TALENTS PROVIDE DO & DON’TS GIVE A COUPLE OF SUCCESSFUL CASES FOR INSPIRATION NOT COPYCATTING! PROVIDE CONTENT SUGGESTIONS SHARE SOME PERKS WITH CONTENT CREATORS
- 40. Q&A DO YOU HAVE ANY QUESTIONS?
- 42. GREAT UGC VIDEO ≠GREAT PERFORMING AD ● Great idea & execution ● Unique approach ● Exaggerated situation ● Fun to watch ● This video failed as an ad because it does not follow platform best practices as an ad. ● TikTok-native font ● Upbeat music ● Fast cuts ● App within 5 seconds ● This is an example of an successful ad with good performance results for Fabulous (Jan 2023)
- 43. RECYCLE YOUR CONTENT STAY ON TOP OF THE CURRENT TRENDS UNDERSTAND THE PLATFORM ADD CALL TO ACTION UGC BEST PRACTISES TEST & OPTIMIZE
- 45. Q&A DO YOU HAVE ANY QUESTIONS?
- 46. DO YOU NEED HELP WITH UGC PRODUCTION OR LOOKING FOR NEW CREATIVE IDEAS? PING ME! Email: ania@appagent.com Linkedin: /in/anna-steinke/
Editor's Notes
- Opening questions to Natalia: Let’s start with the question: Why UGC? Why you think this type of content is working? How important UGCs are for you in your work? Any performance data examples? (comparing UGC with standard ads) What is the biggest challenge for you when it comes to working with content creators or influencers?
- Opening questions to Natalia: Do you think that UGC ads can be used by everyone? For me you need to first check if UGC ads are the right choice for you, I believe that not every game and app would benefit from UGC ads (we need to remember that this type of content is most attractive/ appealing to the younger audience who are active on Instagram/ TikTok). What’s your experience with using UGCs for Fabulous app? Does UGC work for you? How important UGCs are for you in your work? I think that before jumping on UGC trend you need to ask yourself if your brand would benefit from producing this type of content. It’s important to make a solid research about your audience, their needs and interest and check what type of advertising your competitors are doing
- Opening questions to Natalia: So lets start with the question: why UGC and why work with content creators to make them? Natalia will give us short introduction to the topic of UGC and creators
- Natalia’s section
- Natalia’s section
- Natalia’s section
- I would like to make some quick introduction to your webinar hosts Short introduction of me and Natalia Natalia will say a few words about her and her experience
- Let’s jump straight into the first topic: How to find the right content creators? Or: how to find content creators in general. Here are different options we tested in AppAgent:
- First one:Content Creators Platforms There are many different platform out there such as billo, #paid, trend, cameo etc. and also TikTok Creator Marketplace: The official collaboration platform that connects brands and creators on TikTok BUT is still only available for United States creators and United Kingdom creators Most of them are subscription based, so you pay a monthly fee and usually some additional money per different creative packages You can find there content creators, influencers and even celebrities (cameo) From our experience: it’s not very cost efficient (subscription + fees make this solution pretty expensive), limited in use since they don’t offer video packages customized for mobile ads needs (standard creative package usually include videos such as unboxing, product review, testimonials), limits when it comes to providing brief for creators, footage feedback process etc. We are still open to test new platforms but for now we decided not to use their services Question to Natalia: have you also worked with this type of agencies? What’s your experience?
- Other solution: Freelancer platforms main ones being upwork and fiverr Our experience: one of the cheapest sources, you can negotiate a price with each creator, quality varies but you can find some talents there, platforms take care of contracts and the payment process is easy Cons: limited number of available creators, sometime provide poor quality of content Question to Natalia: have you also worked with freelancer platforms? What’s your experience?
- You can also try good old casting agencies: you can find some international casting agencies only (like backstage) but also try the local one in your location Pros: you can find real actors for your more professional productions, agency take care of the casting and paperwork (contracts) Cons: pretty expensive option and not ideal: in the end, we look for Creators, not Actors so people who understand how to create TikTok content, also you need to organise the set and film it since you can count on actors to do it for you
- Last but not least, go to the source and find your creators on TikTok You can search and find Creator directly on TikTok Pros: you can reach out to Creators directly and negotiate prices with them and you are not limited by agencies/ platform rules Cons: time consuming research process, creators can be sometimes unreliable, and you need to create and sign contracts and NDA for each project
- So these are the main platforms/ services we tested as an agency But there are some other solutions if you are an app/game developer and work directly for a brand Natalia, since you are working for The Fabulous app, do you have any other experiences on where to find content creators? Natalia talks about creators/ influencers reaching out to the directly
- Natalia talks about the “collaboration matrix” that she is using when working in Fabulous Few words of what they test Question to Natalia: which of this services works the best for you and why?
- For us as an agency we unfortunately can’t count on people reaching out to us directly so we needed to find another solution If you are an agency and you are struggling to find the right content creators and none of the previous sources works for you, you can become your own casting agency In AppAgent we created our own casting call that we run as a campaign on tiktok Thanks to that we were able to create our own database of Creators Here you can see how our lovely Content Manager Annie made her callout It’s a pro tip if you have tried different type of services and solutions we talked about already and it didn’t work for you. SO try running your own campaign!
- We run this TikTok campaign for 3 weeks with a total spend of only $230 Around 200 people contacted us from all over the world So total cost per 1 lead was around $1!
- Here you can see how our Creators library looks like now As I said before now we have around 100 qualified creators on our list And next I will tell you how we managed to selected the right ones from all the leads we got I think these are great learning that would also help you to select the right creators
- Ok, so you managed to find the right source for talents/ content creators that could work for you Similarly to us, we had our 200 contacts and needed to select the right creators for us
- so now what? What are the next steps?
- You need to choose the right people with who you can make a successful collaboration! Here are some tips on how to pick the right content creators!
- So first: You should know who will be representing your game/app best from the get-go. The standard approach is that Creator should represent your target audience (think young male gamer for Mid-Core games, female, 25+ for Casual games, etc.) The understanding of the target audience will help you quickly filter out creators that won’t fit for your target audience profile
- Additionally, we always look for: Creators with a strong online portfolio (TikTok/ Instagram account), we don’t care about the numbers of followers but for the quality of their content and how creative they are Likable and relatable characters: well-spoken individuals with good energy People who seem to be responsible and communicative (by simply sending check-in message and see if they replay you can predict how collaborative are they)
- So to sum it up, here are 4 main features to look for when choosing your next content creator: They represent your target audience (gender, age, language, occupation etc.) They have a strong creative portfolio (check their TikTok/ Instagram account, this will give you an idea about their skills and how creative they really are) Charismatic, well-spoken individuals with good energy: we are looking for relatable and likeable people Easy to work with (responsible and communicative): even though it’s not easy to judge it without actually working with this person before you can already spot signs of slackers by their slow replays, not being able to deliver things that you ask them etc.
- We also send questionnaire to our contacts (you can see how it looked like on this slide) with questions about their interest/ work experience/ what kind of filming set-up they have etc. This together with manually checking their TikTok accounts to see what kind of content they make help us to reduce the number from 200 to around 100 qualified creators that are in our database Question to Natalia: What are you looking for when choosing Content Creators for your UGCs? Question to Natalia: are there any rules/ requirements (besides the standard such as gender/age/language) that you want your creators to follow?
- Natalia’s slide
- Ok, going back to the topic. I imagine at this point you managed to find the right people that would be perfect for your next UGC project. Congratulations!
- Now you need to make it work! For us the key to a fruitful collaboration is…
- Having a detailed brief for Creators to follow: Here is a quick look how our brief typically look like In the beginning we try to include all the necessary information about the client with links to the app store and their social media, information about the type of footage we expect, footage specification and video reference We also add a link to our Filming Guide (which I will show you in the moment)
- The other part is the shot list where we show creators exactly what we want them to film, almost frame by frame We add pictures and short description to each scene Sometimes it also good to jump on a quick call with Creators in case they have any additional questions to speeds up the filming process and avoid mistakes Depending on the project, I like to give Creators room to experiment and be “creative” so I usually ask them to record a few different takes: some of them following our script and others could be their own interpretation/ creative input Questions to Natalia: How do you collaborate with Content Creators? Do you prepare briefs or like to give creative freedom to your collaborators?
- OK, few good tips for you! Tip number 1: make sure that everything is clear and approved before the filming We always make sure that the script we provided is approved by the client first We also share the UGC brief with the client so they can see in detail how a video will look like All of that in order to avoid needing to reach out to creators again to make changes in the footage, getting extra charged by a creator for a new recording, and extending the final delivery
- Good tip number 2 is to always ask creators to provide you with raw, unedited footage No matter if you ask Creators to provide you already edited video make sure that they will also send you raw footage/ unedited clips Thanks to that you can also reuse the materia, make new edits and you don’t need to depend on creators Natalia: how you usually work with creators? Do you make edits in-house or ask your creators to provide you edited footage?
- Another tip, ask creators to send you more footage than you think you need Ask them to record different openings with different type of hooks so you can make different variations of the master ad To make it easier write the ideas for different opening/hooks in your brief that you will share with creators
- Sometimes you might be surprised by the quality of the footage you will receive from the Creators With our first UGC productions we run into issues with getting a low quality footage with many filming mistakes like a bad camera angles, bad lighting, even some issues with clothes and general aesthetic of the shots You can ensure the footage quality and set standards before Creators press the record button by be very specific of what you expect and what are your standard Natalia do you have similar experiences with not getting the footage you expected/ getting low quality footage? Natalia do you have any other good tips on how to collaborate with talents?
- Natalia slide
- So based on our experience we decided to put together a short and simple filming guidebook that we share with our content creators We include a link to it into UGC brief that they receive Guidebook showcases some of the best and worst examples of UGC content
- It's a short presentation that shows common mistakes and how to fix them Here you can see some snapshots from the guidebook We use visual examples of bad and good to make it as easy to understand as possible Important part for us is a section where we show how we want our creators to show their mobile phone screen since it’s usually an important part to display the app or game usage
- We also made a simplified version of the guidebook: UGC checklist Even though some of these points may seem obvious I can assure you that sharing it with your Creators can save you a massive headache! PS: You can also download it from our website, Nenad will share it with the link to it in the chat now Natalia, and how to you ensure the quality of footage you are getting?
- Natalia slide Can you explain a bit more about each of these points?
- Ok, so we got to the last part: UGC best practices We won’t go through all of them cuz I think the general rules are pretty well known and easy to find so we will try to give you some other ideas that might be a bit less know Natalia can you tell us about your best UGC practices?
- Natalia’s section
- Natalia can you tell us about other best practices such as reusing the footage? How do you do that in Fabulous? Other best practices: Stay on top of trends: UGCs are all about trends and fitting into current popular videos so stay up-to-date on the latest memes, challenges, and hashtags. Do your research before ideation! Understand the platform: To create great UGC content, you need to understand the unique features and limitations of media such as TikTok. Your team (editors/ motion designers) should explore the app and get familiar with its tools and editing options If you work with a platform such as TikTok make sure that you create an authentic user experience when creating your videos: use the same type of editing, effects, transitions, and sounds that are available there. Don’t try to push your branding too much and use authentic TikTok elements instead (using your own font is a big no-no on TikTok) Incorporate a call-to-action: Include a clear call-to-action in your UGC ad that encourages viewers to engage with your brand in some way, such as visiting your website, following your social media accounts, or making a purchase. Try to be network specific in term of calls-to-action (e.g. Install now for Facebook, Swipe up for Snap), Test and optimize: Continuously test and optimize your UGC ads to see what works best for your audience and refine your strategy over time
- And if you want to stay on top of the current UGC trends you can also subscribe to our UGC ADS library We create the UGC Library with the best UGC examples for different games and apps categories. We filter the content by the industry and we focus on showing the best ads from mobile marketing world We update it regularly with new videos so you can subscribe that the newsletter and get some fresh UGC inspiration ideas straight to your inbox. Go to AppAgent website to subscribe to our UGC newsletter!