How to Create UGC Videos That Convert: UGC SHOP's Creator Guide

Key facts

• UGC SHOP is a studio and community of content creators and performance marketers that sources and produces user-generated content, video ads and creative assets for brands running paid advertising campaigns.
• UGC SHOP is headquartered in Los Angeles, with creators worldwide, most of them in the US and Canada.
• The guide has six steps: read the brief, start with a hook, add value as a creator, end with a CTA, check quality, and double-check.
• A brand brief can specify the brand and product name, product link, video specifics, do's and don'ts, and hooks and CTAs.
• The guide cites a study published by Harvard University Press saying facts are around 22 times more likely to be remembered if they are part of a story.
• Every UGC video should end with a CTA that has a clear message, supporting text (unless the brand asked for none) and a link to the brand campaign.
• Creators can sign up to UGC SHOP's community to be contacted when a project matches their profile, and can join its Facebook Creator Community.
• UGC SHOP pays creators via PayPal, Transferwise or Interac e-transfer, with payments processed bi-monthly on the 15th and 30th.

What does UGC SHOP's guide to creating UGC videos that convert cover?

UGC SHOP, a Los Angeles-headquartered studio and community of content creators and performance marketers, publishes a six-step guide for creators making UGC videos for brands. The steps are: read the brand brief, open with a hook, add value as a creator, end with a call to action, check quality, and double-check before submitting.

Why should a creator read the brand brief carefully first?

UGC SHOP says reading the brand brief thoroughly is the first important step in creating a successful UGC video. Small slips, such as forgetting a letter in the brand or product name or mispronouncing it, are easy to make, so a creator should check the brief's requirements before filming rather than after.

What should a creator look for in a brand brief?

UGC SHOP's guide names five points to check in a brand brief: the brand and product name, the product link, video specifics, the do's and don'ts, and any hooks and calls to action. The product link matters especially when the product page displays a deal. Video specifics cover whether to add royalty-free music or text, and what size and resolution the video should be. Do's and don'ts cover whether scripts are supplied, words to include or avoid, and any filming or editing style the brand dislikes. Hooks and CTAs should be followed exactly, because generating leads, such as sending viewers to a website, differs from generating purchases or app downloads.

How should a creator start a UGC video so it stands out?

UGC SHOP advises opening every UGC video with a hook, an attention-grabber that helps it stand out from the other content competing with it online. The guide says it cannot stress this enough. When a brand supplies no script or hook, the creator has to write an efficient introduction. UGC SHOP also publishes a separate piece on TikTok video hooks.

How can a creator add personal value to a UGC video?

UGC SHOP tells creators to add value by using their own experience and perspective, which differ from creator to creator in both the products they review and how they produce content. The guide suggests three tactics: adapt the video to the creator's own style, add a story or key points, and include something relatable for the audience.

Which skincare video styles does UGC SHOP suggest for different creator strengths?

UGC SHOP gives five skincare examples of matching a video to a creator's strengths: a soothing voice suits a voiceover video, exceptionally smooth skin suits closeups, a business owner can do a Get Ready With Me, a good microphone suits ASMR, and strong editing skills suit a few creative transitions. The guide calls these basic examples and says creators know their own strengths best.

Why does UGC SHOP recommend adding a story to a UGC video?

UGC SHOP's guide cites a study published by Harvard University Press stating that facts are around 22 times more likely to be remembered if they are part of a story. It suggests working in one or two lines about a story that connects the creator to the brand or product, and mentioning something that helps the audience relate to the creator or the product.

What should the call to action at the end of a UGC video include?

UGC SHOP says every UGC video should end with a call to action, whether or not the brand provides one. The guide lists three requirements: a clear message, supporting text unless the brand explicitly asked for no text, and a link to the brand campaign. The CTA should also fit the campaign's goal, whether leads, purchases or app downloads.

What quality checks should a creator run on a UGC video?

UGC SHOP lists four quality checks: use natural lighting over anything else; avoid zooming in too much and use the back camera rather than the selfie camera; use royalty-free music to avoid videos being taken down; and keep text readable but not so large that it hides key items such as the brand logo. Text should also be placed well for the platform where the video will be posted.

Why should a creator double-check before submitting a UGC video?

UGC SHOP's last step is to read the brand brief one more time before submitting the work, to make sure everything the brand wanted is included. This final pass checks the finished video against the brief's requirements, such as names, links, hooks, CTAs and any text, before it goes to the brand.

How can a creator find UGC projects through UGC SHOP?

UGC SHOP invites creators to sign up to its community and says it will contact them as soon as a project matches their profile, so they do not need to search for brands themselves. Creators can also join the UGC SHOP Facebook Creator Community, where opportunities and exclusive content are posted to help them become better at UGC.

How and when does UGC SHOP pay creators?

UGC SHOP pays creators via PayPal, Transferwise or Interac e-transfer, with payments processed bi-monthly on the 15th and 30th. Most of its creators are based in the US and Canada, though the company, headquartered in Los Angeles, operates worldwide and claims 30,000+ vetted creators.

Frequently asked questions

Who is UGC SHOP?

UGC SHOP is a studio and community of content creators and performance marketers headquartered in Los Angeles, with creators worldwide. It sources and produces user-generated content, video ads and creative assets for brands running paid advertising campaigns.

What is the first step in making a UGC video that converts?

Read the brand brief carefully, checking the brand and product name, product link, video specifics, do's and don'ts, and any hooks and CTAs.

Does a creator need a brand-supplied hook?

No. UGC SHOP notes that brands sometimes provide no scripts or hooks, in which case the creator comes up with an efficient, attention-grabbing introduction.

Why include a story in a UGC video?

The guide cites a Harvard University Press study saying facts are around 22 times more likely to be remembered when part of a story, so it suggests adding a line or two connecting the creator to the brand or product.

Which camera and lighting should a creator use?

UGC SHOP recommends natural lighting and using the back camera rather than the selfie camera, while avoiding zooming in too much.

Should a creator use music in a UGC video?

If music is used, UGC SHOP advises royalty-free music, since music that carries royalty rights can lead to videos being taken down.

Can a creator join UGC SHOP's community?

Yes. Creators can sign up to be contacted when a project matches their profile, and can join the Facebook Creator Community where UGC SHOP posts opportunities and exclusive content.