WHAT WE DO WITH UGC
Scrolling through your stories or reels, you've likely encountered those distinctly styled sponsored
ads referred to as User Generated Content (UGC) or Creator content. Featuring individuals speaking to the camera, showcasing various products or services, these types of content have become a crucial component in the marketer's toolkit.
What makes them effective? They're designed to appear native, delaying that moment of ad recognition just long enough to pique the viewer's curiosity. However, it's important to note, not all UGCs are created equal. A great deal hinges on not just the person in front of the camera, but also the method of creation. Plus, as more brands exploit this format, the initial sense of authenticity that made it popular can get diluted. That's just advertising for you!
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In creating content, including UGC, we at Savvy have observed and learned what works and what doesn't. Over time, we've developed a set of best practices to ensure the stories we help our partners tell give them the best chance at success. When you create this type of content, here are our top recommendations:
RULE 1: THE HOOK
Your first impression is crucial, so make it count. Create multiple engaging hooks and test them to determine which performs best. Embrace native fonts to give your content a feel that seamlessly blends into Instagram reels or TikTok feeds.
Hook1
Hook rate: 21.77%
STATEMENT:
Unicorn & body care
that is healthy AND fun!
Hook2
Hook rate: 16.75%
STATEMENT:
Looking for fun and safe hair and body care for your little Mermaids and Unicorns?
Hook3
Hook rate: 32.66%
STATEMENT:
A solution for your kid’s
dry and tangled hair
RULE 2: KEEP IT MOVING
To hold attention, change the frame frequently. Don't let the same content stay on-screen for too long or you risk losing your viewer's interest. Use hard cuts, zoom in and out, change supers, and add B-roll footage to keep the content dynamic as you tell your story.
RULE 3: UTILIZE CAPTIONS AND SUPERS
People absorb content in different ways - visually, audibly, or by reading. Supers and captions help narrate the story, whether your content is being watched with sound on or off. Considering viewer habits and the inclusion of those with hearing disabilities, adding captions is always a good idea.
RULE 4: CREATE ITERATIONS
When creating UGC content, try to get both raw and edited versions for maximum flexibility. By testing and creating different iterations, you give yourself the best chance at understanding what grabs your audience's attention and keeps them engaged.
When creating content, make different iterations, alternate the story, change the beginning, add different supers or B-roll content, adjust editing styles, music, pacing - you get the idea. The more variations you create, the greater the chance of finding a winning creative.
At Savvy, we understand the importance of creative diversity. We are able to create content that not only feels native to the platform and ad format but also provides you with diverse ways to show up, capture attention, and distinguish your brand from the competition. With Savvy, you have everything you need to succeed in today's crowded marketing landscape.