User-Generated Content: The Infinite Landscape

“To infinity, and beyond!” This is where UGC takes your brand. To the land of infinite possibilities. “Why?” you may ask yourself. Well, let’s break it down. UGC is created constantly. Every minute of every day. According to Statista, about 500 hours of content was uploaded every day during the month in February of 2022. That’s not just a lot of content… that is a staggering, I can’t even wrap my head around it, amount of content. We’ve said it before and we’ll say it again. We could work on the same project twice and find completely new content for the same specific brief within months of each other. This unlimited pool allows for brands and advertisers to keep their campaigns fresh. Let’s talk about point two now. Content is never going to go away. With the rise of the smart device era, it dawned a new technological time where everyone in the world has content producing software at their fingertips. After that the spawn of social media. Now, there’s not a chance in Hades that it’s going anywhere. People now rely on social media for so many things other than just posting about their lives. Catching up with old friends, news, shopping, business networking. You name it and social media has a place for it. Some people actually use social media as their main source of income, such as creators and influencers. We’ve worked with many and this is their livelihood. Our last point; obtaining UGC is very cost effective comparatively to its production counterparts. Licensing can be tricky, but that is why we specialize in this but overall, it is fairly priced in most cases, and we’ll get you the best deals that are also fair to the creators themselves. We’ve worked with over thousands of creators and influencers. This is not our first rodeo and we work hard for our partners. That said, content is QUEEN and she’s staying put. If you want to reach for the stars, then partnering with us will allow you to fly into infinite possibilities.

Get Your Content Licensed: A Guide for Content Creators

We deal with a lot of content creators and influencers on the daily. Some of them are very organized, and others, not-so-much. Their mistakes have led to good content that went to waste. If you are a content creator or influencer it’s important to understand a few things to remain successful when dealing with agencies like us. Here is our list of do’s and don’ts to get your content licensed so you can make money.

1.     Don’t outprice yourself: there are industry standards. We compensate correctly and fairly. If you’re unsure how much your content is worth, there are plenty of resources out there with calculators as well as guides to help you.

2.     Don’t let “management” outprice you: A lot of times, “management” or representation proposes pricing that blows the brand out of the water, so the content does not get selected. A good manager knows the correct industry rates. Also, make sure that your management team is responding to inquiries in a timely fashion. Ask to audit them. If they are doing right by you, they shouldn’t have a problem with showing you receipts.

3.     Film your content logo free: no logos, please! Strive to create content that is completely logo-less or as logo free as possible. This could be the deciding factor in choosing your content over someone else’s. it’s better to license videos that are for editing purposes and typically, a brand does not want to see a huge blur over a Nike logo on a t-shirt, center screen in their commercial.

4.     Create family-friendly content: try to do this as much as possible. A lot of times the brands we’re sourcing for, want family-friendly content.

5.     Respond promptly: a lot of times there are backup selects that we have in mind so if we don’t hear back from you or your management, we will go with those and not choose your content. Make sure your inbox settings do not always usher inquiries to an “other” folder where you won’t initially see the messages. You can always delete spam on the fly. You can’t always make the deadline of the commercial if you miss the reach out!

6.     Be careful where you submit your content/and which agreements you sign: most creators don’t realize that when you submit your content to be featured on a website, that you are granting that entity to own your content exclusively. Also, companies will approach creators with an EXCLUSIVE agreement. While it seems like this will be great at first, you relinquish control of your content, and sometimes, your content will be shelved forever, and you’ll never be able to get out of the agreement. Don’t fall victim to this and make sure you read the fine print, including the terms of service for platforms, to remain the copyright holder of your content.

7.     NEVER film your content inside the Tik Tok App: When you film using Tik Tok’s proprietary camera, they own an exclusive to your content, which means you need permission from them to make any money from the content.  This makes your content un-licensable. Always film or shoot on your phone or camera, AND THEN if you want to upload to Tik Tok, we can still license your video/still/audio/design for a commercial.

8.     Beware of SCAMS: There are a ton of scams out there whether it be a text message, an email with a blurry PayPal prompt telling you that your account has been locked, or a series of others. The trick to identify this is PERSONALIZATION. If someone reaches out to you by your real name, provides examples of work, and asks for an in-person call/video chat, they are most likely, NOT a scam.

We hope that this helps any content creators out there who have questions about best practices may have when dealing with agencies such as ourselves. We want to see content creators thrive. Our business wouldn’t be where it is without them, so we appreciate all their hard work and dedication to their craft. We understand it can be a tedious job at times. Happy creating!

Using UGC for Social Proof

Building the credibility of your brand can be as simple as harnessing user-generated content in the way of reviews, shoppable content, galleries, etc. When your current audience already positively advocates for you on public social media spaces, it fuels growth. We’ve done great campaigns that utilize social proof user-generated content in their advertisements, such as IT Cosmetics and Marshalls. Most of these videos were videos of people either using the product, conducting real-time shopping, unboxing, product review, and/or generally flaunting their purchases. When the audience sees the average-day person vouch for a product or service, it’s more relatable to themselves. They’re more likely to trust the opinion of someone who seems genuine, invested, and honest. “60% of people say that content from a friend or family member influences their purchasing decisions,” according to Stackla. This is important because it is social proof for potential customers and will build their confidence in purchasing from the brand. Working with UGC in advertising is just one way to obtain the social proof your brand needs to push that WOM marketing. There are a few other ways to showcase social proof of your brand if your brand can’t quite afford to do UGC advertising campaigns.

1.         Surveys

2.         Social media challenges

3.         Hashtag challenges

4.         Contests or giveaways

5.         Reviews

6.         Case studies or success stories

7.         Influencer or content creator collaboration

These are all great ways to increase social proof through UGC. However, with that said, it’s important to obtain proper permissions for any user-generated content that you receive on social media, etc. Copyright laws are our specialty in the way of using user-generated content for ads, but other sources are a little different. So, content creators must be aware that their photos and videos will be used in contests, challenges, etc. on social media. Following proper practices here will keep your brand safe from any issues. Reposting content is a great way to increase eyes on your brand while providing social proof from creators. UGC is a way to make your brand stand out and outshine all the rest!

How to Build Lasting Content Creator Relationships

“93% of marketing professionals use influencer marketing to increase brand awareness, build trust, reach their target audience, drive conversions, and connect to a wider market” (Influencer Marketing Hub). We know we work with content creators every day as well as influencers. Brands using real people to get their name out there to the right audience are really on to something. We may be biased since we know the power of UGC ad campaigns firsthand, but we want to chat a little about the importance of creating a relationship with creators that will last a long time. Successful creator-brand relationships are no different from any other and must be nurtured. They’re very valuable for both parties involved. The brand gets to spread awareness while the content creator also gets cross-promotion to increase their brand awareness as well. It’s important to keep the collaboration positive. Here are some tips to create and foster a great brand-creator relationship.

1.     Check-in: check in with them often and show your appreciation for them. Communication is vital!

2.     Communicate clearly: make sure that you provide them with concise and detailed briefs on what you need from them. This will lower any mistakes from confusion and streamline the work process.

3.     Don’t micromanage: you have to trust them. Treat them as if you understand that they’ve worked hard to build their content brand and know what they’re doing. There is a reason that you chose them to collaborate with. Don’t lose sight of that.

4.     Compensation: be on time with payments and make sure that you’re paying them accordingly. You show them that you value their work and will build greater trust between you both.

When both sides are happy the relationship will continue to be productive and reciprocal. This collaboration has become a large part of marketing strategies for most brands. With happy creators, the content they create will be meaningful. You will see in the content’s quality that they are fully invested in the brand.

Top Brands That Leverage UGC Advertising

It’s no secret anymore that to increase, authenticity, trust and lead generation, brands are leveraging the power of user-generated content and found content in their advertising campaigns. According to Adweek, “85% of the users are found to be more influenced by the UGC than the content made by the brands directly.” We’ve had the pleasure of working with some of these brands on more than one occasion. Here is a list of brands that have experienced the positives effects of UGC advertisements with great spots!

1. FORD

   1. Summer’s Hard

   2. 119 Years of Building, 2022

   3. The Vast & the Various, 2022

   4. Ford Ranger, Fully Prepared, 2023

2. UBER

   1. Uber Eats, Get Anything

   2. Earn Like a Boss, 2023

3. Apartments Dot Com

   1. How to Stay Cool Without AC, 2023

4. ESPN

   1. Ready for Football, 2019

   2. NCAA Semi Finals, 2020/2021

5. OREO

   1. Stay Home Stay Playful, 2020

   2. Stay Playful, 2021

   3. Play is Waiting, 2022

6. PEMCO

   1. Healer of the Hail Storm, 2019

   2. A Lot Can Go Wrong in a Second, 2020

   3. We Insure Ambition, 2022

   4. A Lot Can Happen in a Second, 2023

While there are so many more brands that harness the power of UGC, these brands have done so on more than one occasion. To name a few, Tide, Hefty, Microsoft XBOX, Prudential, Care First Health, Pringles, Ritz Crackers and Delta Airlines. There are too many to name but these top brands know what’s up. If you’re a brand looking to learn more about how to

What’s the Difference Between UGC and Stock Footage?

At this point we should all know what user-generated content is but for those of you that may not… UGC is any content created by consumers and brand advocates in a natural and organic way that typically has nothing to do with the brand in particular. It can be video, photos, music, art, and even blogs. The benefits of using UGC in advertising is paramount and extremely effective in creating emotional connections with brand audiences. It creates trust through transparency. So, what is the difference between UGC and stock footage. Stock footage is produced content that was created for the sole purpose of reuse in advertising, marketing, film, etc. UGC is organically created and unproduced. Stock footage is produced and people can see the differences between the two if you set them side by side. There are tons of stock footage libraries online and we work with some of them on particular briefs for our partners. However, since the audience can tell an obvious difference, we only pursue stock footage for briefs that call for it... There is a place for stock footage, but we prefer organically sourced user-generated content in order to create strengthened trust from audience to brand.

Common Mistakes to Avoid in the UGC Space

UGC found content is a very effective way to market your brand. It helps create an emotional connection, reduce marketing spend, engage your audience and make your brand stand out from the rest. However, it’s important to know what good practices are when creating a UGC found content campaign. Here are some common pitfalls to avoid and why you should steer clear of them in order to have a successful campaign launch.

1.     Publishing without permission: chances are that if you’re already working with us this isn’t an issue for you. For the rest of you, all content created is the rightful property of the creator(s). Legal permissions must be obtained in order to use someone else’s content, may it be a photo, video, slide, etc. it doesn’t matter what the said content is, you MUST get permission to legally use it under copyright laws.

2.     Not using organic creators: when someone isn’t genuine, the public can smell this a mile away. People crave authenticity and the content used in UGC found content advertising should reflect this. It is not the same as influencer marketing. UGC is real people, doing real-life situational things. This is what makes it relatable. If the videos are overly produced or seem scripted, then your audience is likely to ignore it in your campaign or write it off as just another boring ad.

3.     Using UGC in your ads only one time: using UGC in your found content campaign can extend your reach. It will most likely be shared by others who have been featured. If your brand is serious about its marketing and advertising strategies then you will want to adopt UGC found campaigns as part of that cycle.

4.     Not engaging: UGC found content campaigns engage the communities and audiences more than produced content ads will. It’s important to stay on top of the conversations that are being sparked by your found content ads. Keep the momentum going and let your audience know that you see and hear them. Each individual does matter and will be treated as such by your brand.

People are sick of being sold to. UGC found content campaigns are a good way to spark conversations around your brand without people feeling like it’s being shoved down their throats. It’s important to stay away from these top pit falls in order to drive a successful ad containing UGC content. We’re always here for you when you need UGC for your next ad!

UGC for News

Imagine that you are having your morning coffee and you flip on the local news channel. You see a story about a local fire and it cuts to a phone shot video of an eye witness account. This is a user-generated content video of a first-hand account of the event taking place in real time. When we typically think of found content, we think of advertising since that’s the space we work in. However, there are many benefits to UGC usage in the newscasting world. There is value to being able to source and clear eyewitness content.

1. Replaces journalists: in some locations, there aren’t journalists allowed to enter the country so found content can be used in its place to tell stories.

2. Empowers citizens: It also gives, “user empowerment and democratization and spoken in terms of public journalism,” according to a research article by the Reuters Institute. This gives citizens the opportunity to be part of the news process instead of just being subjects.

3. Spread Values: Third, it allows news stories to spread journalistic values. Let’s just hope that the journalist spreading their values has good ones. The standard includes:

   1. Public service: act as “watchdogs” that collect and disperse information.

   2. Objectivity: impartial, neutral, objective, fair and credible.

   3. Autonomy: journalists must be self-governing. Meaning they are free and separate from their work.

   4. Immediacy: sense of urgency, actuality, and speed.

4. Emotional Connections: As with the ad campaigns that we work on, user-generated content will connect with the audience more through the emotional connections with “real” people.

5. DEI: Everyone has an iPhone today. Everyone takes videos and photos all day long. This creates a large pool of content to choose from where every culture will be included.  

The way that news works within the UGC space is one of a partnership. The usually top-down system approach where journalist have hierarchy to distribute information horizontally is faded with the existence of UGC. The system changes to more of a collaboration but one that has the news organizations still filtering and aggregating the UGC that their audience gets to see. However, just as within our field, found content is hard to verify, source and license. It takes a substantial amount of time and news organizations are concerned that this will take resources away from reporting. Also, it seems that the UGC being in used in most stories isn’t being given credit to the creators where it should be treated as any other news source and properly “cited.” Journalists feel that their role as one who distribute the content that it is widely known that they must be credible and provide quality content and therefore, they do not need to cite these user-generated content pieces. It’s really a grey area since it’s fairly new(ish) in the space of journalism. We believe that no matter where the found content is being used, it should be cleared properly with licenses that give the user of the content the authority to provide the creator credit or not. Lastly, there is the issue of ethics when using these creator videos on the news. Were they in a dangerous situation? Was the user in harm’s way? Will it harm them to share this video publicly? There will be some sort of standards and principles implemented at some point in the near future. Ultimately, using user-generated content in the news will strengthen the bond between citizens and the news organization. if there are a good set of ethical standards, the full value of the found content is inevitable!