Creators (influencer or otherwise) sell better to their audiences or to our audiences than we can.
So Iet them fly freeeeee… with a little guidance.
🪭 Work with creators who want to work with YOU.
Give them something they’re genuinely excited about sharing.
If it feels like too much of a stretch, find a better fit. If they don't obviously like your product, run the fuck away.
🫶 Work with creators YOU want to work with… and tell them why.
If you love their comedic tone, glamorous lifestyle, or weird-looking dog, tell them, so they know how to show up. Every person is multifaceted and if you like a UGC creator or an influencer there's a type of content of theirs that you prefer. You have to request that thing or else you could get back something you weren't trying for. You need to point them towards the thing you want back.
Make it clear what you’re trying to achieve by working with them.
🔮 Anticipate what might force a reshoot.
Is your brand name easy to mispronounce?
Is there something confusing around how your product works?
Are you worried about UGC not feeling evergreen enough?
🧃 Keep the brief BRIEF.
Bullets instruct. Scripts stifle. Reminder, word perfect is death. ™️ (i made that up but love this emoji so go with it ™️).
Give a few dos and don’ts for the truly important stuff.
“We pronounce our brand name like this,” or “We don’t say [verboten word], we say [another word].” Be judicious here. Strict!
Share comps of what you like.
Ideally, from the creator themself.
If not from them, from someone who wouldn't offend them.
That’s it: Productive, not proscriptive!
Here are 3 brands that nailed UGC, by letting creators do their thing.
