Latest / Influencer Confidential / Why Some UGC Creators Get Hired (And Others Don’t) #298

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Why Some UGC Creators Get Hired (And Others Don’t) #298 · Influencer Confidential

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  Speaker 1: Welcome to Influencer Confidential by Sidewalker Daily. My name is
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  Speaker 1: Nina Zeta and I will be your host. I love
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  Speaker 1: working with brands and influencers on all things business strategy.
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  Speaker 1: Are you ready to learn what it takes to work
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  Speaker 1: in this influencer industry and see behind the current Well,
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  Speaker 1: let's jump in as someone who has personally hired UGC
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  Speaker 1: creators but also has a community of UGC creators. I
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  Speaker 1: think I'm able to recognize patterns of why some creators
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  Speaker 1: get hired for jobs and others don't, And I kind
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  Speaker 1: of want to go over it help position you as
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  Speaker 1: a creator to get successful paid partnerships and to put
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  Speaker 1: yourself out there and also kind of take away that
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  Speaker 1: stress of constantly hearing no after no after no. The
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  Speaker 1: biggest thing that y'all need to understand when it comes
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  Speaker 1: to UGC is that UGC is not necessarily about making
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  Speaker 1: content that looks good. It's about making content that performs.
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  Speaker 1: When a brand is hiring a UGC creator, most of
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  Speaker 1: the times I find anyways that it's really around ads. Okay,
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  Speaker 1: it's not often organic social. While we do see organic
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  Speaker 1: social content being asked for, it's oftentimes like brands want
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  Speaker 1: to put money behind it, and they're looking to test
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  Speaker 1: the videos and they're looking to see what works what doesn't.
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  Speaker 1: So I say this to again kind of let you
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  Speaker 1: know that one of the biggest pieces of UGC is
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  Speaker 1: not really aesthetic. It's around performance. Will this video help
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  Speaker 1: the brand convert and make sales? I mean, it really
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  Speaker 1: is so simple, right, That's what it really comes down to.
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  Speaker 1: Maybe sometimes with UGC, creators get a little bit in
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  Speaker 1: their head about their content. Does it look good? Does
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  Speaker 1: it this? It's not meant to look necessarily good. Do
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  Speaker 1: you guys know many contracts I have seen that literally
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  Speaker 1: tell the creator to make sure that the content is
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  Speaker 1: filmed on a handheld device without a stabilizer. That means
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  Speaker 1: they want it to feel shaky, they want it to
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  Speaker 1: feel human. I have seen those sort of requests. I
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  Speaker 1: have seen brands that have said, give us a trending
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  Speaker 1: sound style video, give us an unboxing style video, give
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  Speaker 1: us a talking head a green screen. What does that mean?
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  Speaker 1: They want different styles because they want to see what
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  Speaker 1: converts the best. And what they're doing with your videos
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  Speaker 1: is they're working with their ads team to test your
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  Speaker 1: content and then the ad that performs the best, they're
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  Speaker 1: going to put the most money behind, so you guys
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  Speaker 1: are meant to be creating these sort of assets for
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  Speaker 1: them so that they can use very much oftentimes on
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  Speaker 1: the AD side. Now, I don't want to say never
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  Speaker 1: organic social, but again a lot of times brands are
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  Speaker 1: working with UGC creators for ads. Now, the most interesting
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  Speaker 1: piece of UGC is the hook. Brands will test different hooks,
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  Speaker 1: different opening lines. So you may have a video and
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  Speaker 1: it's the same the whole way through, except the first
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  Speaker 1: three seconds or the first five seconds are different. Whether
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  Speaker 1: it's what you say is different, whether what shows up
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  Speaker 1: on the screen is different. But the brand is testing
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  Speaker 1: the hook because again, when they put ads behind it,
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  Speaker 1: meta or wherever they're running, the ads will let them
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  Speaker 1: know right away which video performs better. They're able to
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  Speaker 1: say this hook does better. And that's why you'll see
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  Speaker 1: a lot of brands asking for multiple hooks in terms
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  Speaker 1: of like when they're reaching out to you guys. But
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  Speaker 1: if you find that they are not asking, you should
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  Speaker 1: be offering it. Creators and UGC creators that have this
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  Speaker 1: bundled into their packages from the beginning understand the importance
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  Speaker 1: of testing so that the brands can scale it, and
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  Speaker 1: I think putting yourself in this position to make that
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  Speaker 1: recommendation gives you credibility and it also makes you a
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  Speaker 1: strong contender. Now, I actually want to show you, guys
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  Speaker 1: an example of what I mean by the hook so
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  Speaker 1: that you can see this in action. So let's go
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  Speaker 1: ahead and head over to meta Facebook ad Library. Once
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  Speaker 1: you go into Facebook Ad Library, I have this example
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  Speaker 1: already set up. I clicked all ads and then I
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  Speaker 1: typed in the word bird Buddy. And the reason I
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  Speaker 1: did bird Buddy is because I feel like they have
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  Speaker 1: so many different styles of ads that I have seen,
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  Speaker 1: and I kind of want to show you guys an example.
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  Speaker 1: So take a look at this one. Can you please
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  Speaker 1: lower the price of bird Buddy this spring? Okay, I
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  Speaker 1: hear you, right. So that's that beginning hook that I
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  Speaker 1: was telling you guys. That's different. Now let's go ahead
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  Speaker 1: and go down. I want to show you another example
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  Speaker 1: that has a different hook. And when I was going
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  Speaker 1: through this, I was like, oh my gosh, they literally
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  Speaker 1: just are testing and it's so interesting to see. So
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  Speaker 1: let me show you what that one looks like, literally
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  Speaker 1: just trending sound text on screen. They have graphics. Let's
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  Speaker 1: find one that has a person. Let's look at this one.
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  Speaker 1: This is green screen style, the gift that brings your
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  Speaker 1: backyard to life. You know someone who adores hummingbirds, The
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  Speaker 1: smart Hummingbird fear pro is the gift to get so
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  Speaker 1: obviously very easy to make talk. It's like there's a
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  Speaker 1: mix of green screen, there's a mix of the creator
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  Speaker 1: talking directly. Let's see if we see some other examples.
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  Speaker 1: Everyone keeps asking me, oh, why there are so many
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  Speaker 1: hummingbirds in my backyard. I'm surrounded by hummingbirds and it's
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  Speaker 1: all because of humming bird theedo pro from bird Buddy. Again,
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  Speaker 1: what is so awesome about UGC in general, and again
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  Speaker 1: we're going to stop this for now, but what is
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  Speaker 1: so awesome about UGC in general is that, like you,
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  Speaker 1: as a business owner, you guys can go in and
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  Speaker 1: analyze for yourself. You can go into Facebook ads library,
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  Speaker 1: you can go in see what brands are doing and
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  Speaker 1: literally analyze it. Like go through everyone, take notes, be
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  Speaker 1: like oh this was a trending sound. Oh this was
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  Speaker 1: an unboxing, Oh this was a green screen, Oh this
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  Speaker 1: was talking head, Oh this had ASMR. Like you can
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  Speaker 1: do that work and get prepared and knowledgeable, and then
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  Speaker 1: if you were going to pitch them, you could say,
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  Speaker 1: I noticed do these types do you want to try this?
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  Speaker 1: You know, offering them something different than you. I think
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  Speaker 1: this is what helps creators who are serious UGC creators
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  Speaker 1: stand out are the ones who do the research and
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  Speaker 1: the work and they're not sending lazy pitches. They are
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  Speaker 1: actually putting some love into the research. This is going
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  Speaker 1: to make the world of a difference. Now, of course,
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  Speaker 1: you need that portfolio to stand out. Anytimes creators are
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  Speaker 1: like want to work with brands, but they don't have
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  Speaker 1: the portfolio. And again, here at Sidewalker Daily, we can
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  Speaker 1: help you in one of two ways. We can either
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  Speaker 1: make that portfolio for you. If that's something you want
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  Speaker 1: help with, get on a call with our success manager
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  Speaker 1: tell her you want us to make you a portfolio.
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  Speaker 1: We will literally do everything from A to Z. Or
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  Speaker 1: we'll teach you how to do it yourself. And that's
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  Speaker 1: through our Pitching a Brand's master course. That is our
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  Speaker 1: signature program here at Sidewalker Daily. If that's something that
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  Speaker 1: you guys are interested in, you can also go ahead
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  Speaker 1: and sign up for that program. It's more DIY you'll
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  Speaker 1: do it on your own. But at the end of
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  Speaker 1: the day, whether we're helping you or you guys are
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  Speaker 1: doing them yourself, you need the portfolio. Without this asset,
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  Speaker 1: it is really hard to get ahead in UGC, and
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  Speaker 1: my professional opinion, it's really hard to get a yes. Now.
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  Speaker 1: People will be like, well, Nina, I have not worked
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  Speaker 1: with bird Buddy. You can still shoot content for your
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  Speaker 1: portfolio of brands that you have not worked with. You
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  Speaker 1: can literally go around your home and create content. And again,
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  Speaker 1: the UGC creator that gets picked is the one that
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  Speaker 1: has variety, not the same style of video. Think testimonial style,
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  Speaker 1: think ASMR, thank direct to camera, talking head, trending, sound
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  Speaker 1: show variety. You guys are meant to be like the
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  Speaker 1: solution for your partners where you're able to do a
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  Speaker 1: little bit of everything for them. And that is why
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  Speaker 1: if your portfolio is focused on variety, you are going
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  Speaker 1: to see a lot more success than if you just
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  Speaker 1: have a couple of videos that are all the same
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  Speaker 1: as you guys saw. When it comes to your portfolio,
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  Speaker 1: make sure you have not only variety, but that the
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  Speaker 1: messaging is simple, the videos are short, and that you're
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  Speaker 1: able to follow that video from beginning to end. Don't
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  Speaker 1: worry about being aesthetic, don't worry about having it overproduced. Again,
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  Speaker 1: if you guys have a phone, you can make UGC. Now.
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  Speaker 1: A tip that I want to share that I think
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  Speaker 1: helps make a lot of people money, and this is
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  Speaker 1: something I'm feeling a lot more recently, is to not
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  Speaker 1: hide behind the label UGC creator. No, you are way
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  Speaker 1: more than that. You are a professional creator that makes
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  Speaker 1: high converting content for brands to use as ads. That
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  Speaker 1: is the energy I want you to go. So many
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  Speaker 1: creators are like, oh, I'm a UGC creator, You are
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  Speaker 1: a production company, you are an agency, you are your
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  Speaker 1: own force, and again you don't have to say you're
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  Speaker 1: an agency and all of that. I just got a
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  Speaker 1: little carried away. But the point I'm trying to make
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  Speaker 1: is like, sometimes companies are like, what do you mean UGC?
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  Speaker 1: Just be like, I can make short form content for
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  Speaker 1: you guys to use and ads and in your marketing assets. Right,
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  Speaker 1: be clear in what you can deliver. Don't hide behind
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  Speaker 1: the term UGC. You want to position yourself as someone
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  Speaker 1: that understands what converts. So speak to the brand in
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  Speaker 1: your language and when you're putting your portfolio together or
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  Speaker 1: you're pitched together. You guys, don't be afraid to be
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  Speaker 1: sales E's be like, I understand content to help you
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  Speaker 1: guys convert for sales. You know, use terminology that the
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  Speaker 1: brand wants to hear. You are not speaking to a
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  Speaker 1: normal person. You're speaking to the head of maybe a
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  Speaker 1: marketing department. Position yourself as that professional. Now, one of
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  Speaker 1: the things I actually find in our community anyways, is
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  Speaker 1: that people were having a hard time finding UGC opportunities.
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  Speaker 1: Something that I teach is like, don't just pitch random companies.
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  Speaker 1: Pitch companies that want to work with you. That means
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  Speaker 1: they have budget and they are in need. I am
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  Speaker 1: all about pitching you know cold, I love it. It works,
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  Speaker 1: Go pitch bird, buddy. However, pitching a brand that is
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  Speaker 1: having a specific job opening is going to increase your
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  Speaker 1: chances of getting it. And that's literally, you, guys. The
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  Speaker 1: reason we started the paid creator on substack. It's a
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  Speaker 1: bulletin style board where we are putting UGC jobs on there. Truly,
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  Speaker 1: like you can just go and apply to that job
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  Speaker 1: today and not have to wait or not have to research,
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  Speaker 1: because we are getting these opportunities and we are funneling
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  Speaker 1: them to you, the creator. So pitching a UGC job
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  Speaker 1: from our substack the paid creator, your chances of getting
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  Speaker 1: that job will be so much higher than if you
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  Speaker 1: just pitch randomly because those people are hiring. So take
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  Speaker 1: our word for it. Go ahead and check out the
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  Speaker 1: Paid Creator. We have a paid subscription model for eight
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  Speaker 1: dollars a month. You guys are going to get sixty
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  Speaker 1: opportunities in your inbox, or you can always do the
• 9:56
  Speaker 1: free version and we'll send you one opportunity a day.
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  Speaker 1: Go go ahead, check it out. You're gonna love it.
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  Speaker 1: It has helped so many creators in their pitching journey,
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  Speaker 1: and I know I can help you too. I hope
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  Speaker 1: you enjoyed today's episode. If you did, make sure to rate, review,
• 10:10
  Speaker 1: and subscribe to our show and visit Sidewalkerdaily dot com
• 10:14
  Speaker 1: for more resources on all things influencer marketing and social media.
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  Speaker 1: Until next time,