As marketing budgets get tighter, proving ROI is becoming more and more critical, especially if you're an agency or a small business and you have to choose between a UGC creator or an influencer. That could be a daunting task.
In this episode, we uncovered the untapped power of UGC creators and the irresistible charm of influencers with a little help from Qetsiyah Jacobson, the founder of the Kokela Studio, a custom UGC Content Creation Studio.
Qetsiyah's valuable insights can enlighten brand managers aiming to boost their online visibility and fledgling content creators starting their career in the industry.
In this episode, you’ll learn:
The Definition of User-Generated Content (UGC)
The Difference Between UGC Creators and Influencers
The Difference Between Customer Content and UGC
The Advantage of Having a Dedicated UGC Creator
How to Get Started as a UGC Creator
In today's digital age, user-generated content (UGC) has become a powerful and influential form of content creation. UGC has taken the online world by storm, from captivating photos to informative reviews and entertaining videos. But what exactly is UGC, and why has it gained such immense popularity?
In this article, we will explore UGC's ins and outs and provide valuable insights on how to unleash your creativity and make a mark in the creator economy.
What does UGC stand for?
UGC refers to any content produced and shared by individuals rather than traditional media outlets or brands. Social media platforms, online communities, and websites have become the breeding grounds for UGC creators, offering them a platform to express themselves and connect with a global audience. This shift towards UGC has opened up endless opportunities for creative individuals to showcase their talents, share their passions, and generate income.
According to Qetsiyah, UGC stands for user-generated content. It refers to any content that doesn't originate from the brand itself. For example, if a customer creates content or takes a picture with a product, that would be considered user-generated content.
What's the difference between a UGC creator and an influencer?
In our conversation, Qetsiyah shared some crucial differences between UGC creators and influencers, and it was an eye-opener. She said that a UGC creator could be anyone with a knack for creating content. They don't need to have a massive following or a large platform.
On the contrary, an influencer does need a significant audience and platform to have that influence. When a brand collaborates with an influencer, they're paying for access to an audience. This typically results in higher costs. But when brands team up with creators, they invest in their skills, not their influence.
From Qetsiyah's experience, the cost of partnering with a UGC creator is usually lower because it's more about the talent and what they can produce rather than their follower count.
Curated Content vs UGC: Aren't They The Same Thing?
Qetsiyah shared that curated content and UGC have some commonalities and key differences. According to her, when you're curating content like videos recorded by your customers, it's like stumbling on content that’s already been published. In this case, you don't create anything but collect and crowdsource what's available.
UGC creators are different from your average social media user; they’re strategic.
For Qetsiyah’s agency, it’s diving into content strategy, staying on top of trends, and even figuring out copyright issues with certain sounds. Not to mention writing scripts, planning a shot list, arranging for props, etc.
For Qetsiyah, customer testimonials can also be a form of UGC, but they may be less refined. When working with a UGC Creator Studio like Kokela, they follow strict brand guidelines and already have a defined process to ensure a consistent look and feel. This can be particularly beneficial to create a cohesive campaign.
At the end of the day, having a dedicated creator working with you ensures you receive brand-aligned content regularly. While user-generated content can be a great addition, it can also be unpredictable and vary in style and quality. A balance between both might be ideal, depending on the brand's specific needs.
“User-generated content (UGC) can be very effective in advertisements and tends to convert well. It builds trust and familiarity with your brand while keeping up with trends.”
What's the advantage of having dedicated UGC Creators vs. influencers?
Qetsiyah emphasized that having a dedicated UGC content creator or team helps with consistency and alignment with brand strategy. Such a team is aware of your product launches and roadmap and has visibility on upcoming events. They're capable of producing content in advance that aligns with your brand.
On the other hand, influencers may have a packed schedule with various brand partnerships and exclusivity deals, making it hard to squeeze in your brand promotion. Therefore, if a business has the budget, having a dedicated content creator, even for a few videos a month, can bring consistency and reliability.
How do you get started as a UGC Creator?
Qetsiyah believes that creating a strong portfolio is the essential first step to becoming a UGC creator in any industry. Here are the steps she suggests you follow:
Identify your niche: Are you passionate about travel, tech, beauty, lifestyle, or something else? Define this first.
Tailor your portfolio: If your content focuses on products, make sure your portfolio includes various product-based videos.
Create and promote your portfolio: Use platforms like LinkedIn, TikTok, or Twitter to showcase your work and connect with marketing and brand managers.
Network proactively: Identify the brands you wish to collaborate with, find their contact details, and reach out to them.
Continuously update your portfolio: Make sure it includes the specific type of content that your target audience or brands would look for.
Present your portfolio in different formats: A website, slide deck, or PDF, whatever works best for you and your audience.
By following these tips, Qetsiyah believes you can set yourself on a successful path as a UGC creator.
Embracing UGC & Influencer Marketing
As Qetsiyah Jacobson so expertly outlined, the roles of UGC creators and influencers, while interconnected, serve specific purposes in a brand's marketing strategy. It's all about finding the balance best suits your brand's unique needs and goals.
Whether you collaborate with influencers for their reach and influence or invest in a dedicated UGC creator for consistent, brand-aligned content, the key lies in authenticity, creativity, and a deep understanding of your audience.
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