In this series about copywriting I want to remind us that UGC briefing and influencer briefing is about getting content back that performs. And that fills a gap in our content matrix.
We work with creators because they have something we don’t have.
They have reach?
Or a certain look?
Or a certain accent?
Or a certain persona-fit that we want to leverage to attract customers that want what they are sell sell selling???
The more organic it can all feel the more you get your money’s worth.
And so, in scripting, word perfect is death.
Because what comes back from a word perfect brief is a creator who sounds unnatural.
And content that sucks. We can fix that though by forfeiting control.
The best copy, and therefore the best brief has 5ish points of direction. 5ish rules that if we get these things wrong, we would need to force a reshoot.
Those rules can vary and should be carefully chosen. Good rules would be “Don’t make this claim”, or “Don’t mispronounce this product”, or “Don’t say Mother’s Day because we want to leverage this content during Mother’s Day but should it perform we’ll remove that promo and time-stamped language, instead please mention mothers or motherhood but avoid the holiday in at least 1 take”.
You see where I’m going?
Going for creator freedom but with your growth marketing hand steering.
Bullet points. Examples. But so much creative liberty!
