{"id":16219,"date":"2023-11-17T08:56:34","date_gmt":"2023-11-17T08:56:34","guid":{"rendered":"https:\/\/www.hustlermarketing.com\/?p=16219"},"modified":"2023-11-17T09:11:49","modified_gmt":"2023-11-17T09:11:49","slug":"why-you-need-to-test-multiple-ugc-creators-for-your-ad-creatives","status":"publish","type":"post","link":"https:\/\/www.hustlermarketing.com\/blog\/why-you-need-to-test-multiple-ugc-creators-for-your-ad-creatives\/","title":{"rendered":"Test Multiple UGC Creators to Reduce CPA by up to 48%"},"content":{"rendered":"<p>&#8220;UGC Creator&#8221; is one of the hottest roles in eCommerce right now. More and more eCommerce brands are relying on them to produce winning ad creative content to net new sales on social media.<\/p>\n<p>It&#8217;s also become a highly competitive niche, with creators promoting their UGC portfolios on freelancer platforms and social media.<\/p>\n<p>And the fact that it is so competitive means that eCommerce marketing teams can afford to be selective when it comes to choosing the right people for their ad creatives and UGC ads. It also means that marketers can test UGC creators on the same content to optimize the value of this channel.<\/p>\n<p>In this article, we&#8217;re discussing:<\/p>\n<ul>\n<li>The basics of working with UGC creators<\/li>\n<li>How to brief creators for effective workflow<\/li>\n<li>The benefits of testing UGC creators on the same script<\/li>\n<\/ul>\n<p>Let&#8217;s begin with the basics.<\/p>\n<h2>What is a UGC creator?<\/h2>\n<p><span style=\"font-weight: 400;\">A UGC creator, or User-Generated Content creator, is someone who generates and shares content on online platforms, such as Facebook, TikTok or Instagram.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Their content shows the perspective of an actual user of a product, not a professional marketer or influencer. This is important, because authenticity is key to maintaining engagement in the era of extreme ad fatigue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">People skip past polished ads. But they stop scrolling when they see someone who looks and talks like them using a product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s the magic of UGC.\u00a0<\/span><\/p>\n<h2>UGC creator vs influencer: what&#8217;s the difference?<\/h2>\n<p>And it&#8217;s also what makes creators different to influencers.<\/p>\n<p><span style=\"font-weight: 400;\">When you work with an influencer, you\u2019re paying for professional content boosted by the influencer\u2019s reach. That comes with <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=7XiR2cWo7zk&amp;t=1236s\"><span style=\"font-weight: 400;\">high costs<\/span><\/a><span style=\"font-weight: 400;\">, and more and more brands are realizing that it\u2019s <\/span><a href=\"https:\/\/futureofmarketing.tintup.com\/ugc-creators-vs-influencers\/\"><span style=\"font-weight: 400;\">not enough on its own<\/span><\/a><span style=\"font-weight: 400;\">, as consumers are increasingly valuing the authenticity that UGC creators bring.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Check out our glossary for more <\/span><a href=\"https:\/\/www.hustlermarketing.com\/blog\/the-a-z-of-ugc-ads-ad-creatives-a-glossary-for-ecommerce-brands\/\"><span style=\"font-weight: 400;\">key UGC terminology<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<h2>How to brief UGC creators<\/h2>\n<p><span style=\"font-weight: 400;\">The content you get from a creator is only as good as the brief that you provide. If the brief doesn\u2019t specify what you want, it\u2019s hard to collaborate well.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This brief should include technical and creative guidance. It should also specify your expectations when it comes to work flow and delivery.<\/span><\/p>\n<h3>Technical aspects of a UGC creator brief<\/h3>\n<p><span style=\"font-weight: 400;\">Here are some basic elements you should include in your guidelines or briefing:<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Format and length of the user-generated content<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The platform you\u2019ll be posting to (Facebook, Instagram, TikTok etc)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Deadlines for submission (this is critical for meeting your own internal targets)<\/span><\/li>\n<\/ul>\n<h3>Giving creative direction through an ad creative brief template<\/h3>\n<p><span style=\"font-weight: 400;\">The amount of creative freedom you give creators is up to you. And creators with more experience can usually produce good content with less direct management.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But there are some elements that your ad creative brief template should always have.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Product presentation: how to use the product and present it in the ad (it\u2019s helpful to imagine that you\u2019re explaining this to a customer)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Background and setting: how do you want the ad to look? What background or room should the creator use? Get specific for best results<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lighting: do you want \u201cgolden hour\u201d sunset lighting or a professional grade indoor setup?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Good briefing is essential to avoiding misalignment and costly reshooting.<\/span><\/p>\n<h2>Why is 1 UCG creator not enough?<\/h2>\n<p>Now let&#8217;s look at why it&#8217;s so critical to test UGC creators (sometimes, many of them), and the benefits that these tests bring.<\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s say you have a great ad creative brief template, and you\u2019ve found a creator who matches your customer demographics. They have great reviews on Fiverr &amp; Upwork, and they\u2019re available to shoot some content for you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is a great start. But it\u2019s not the end. Think about the ads you\u2019ve seen on Instagram, Facebook or TikTok. For every ad you\u2019ve clicked on and watched, there is a batch of similar ads that the store tested and discarded.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s why so many ads simply don\u2019t make the cut, even with the same script and B-rolls:<\/span><\/p>\n<h3><strong>Age can play a huge role in purchasing decisions<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Let\u2019s consider a customer avatar like \u201cmother of young kids\u201d. A 30-year-old mom and a 40-year-old mom will connect with slightly different segments of that audience. By testing both, you\u2019ll be able to figure out which segment is more lucrative. If you don\u2019t test, you\u2019ll never know.<\/span><\/p>\n<h3><strong>UGC creators have different shooting styles<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Like any creative professional, UGC creators have their own unique ways of doing things. Instead of trying to predict which of these will convert into more revenue (which is impossible), you can run creator tests to determine which one your audience loves. At Hustler Marketing, we test UGC creators&#8217; various style so that we can match them with the right eCommerce client &#8211; a win-win for both.\u00a0<\/span><\/p>\n<h3><strong>It&#8217;s about the right vibe<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">This is hard to quantify, but it\u2019s real. Each creator brings their own energy to the content. That\u2019s why promising ads sometimes fail, even when all the demographic factors are correct on paper: age, hair color, gender, and others.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By testing multiple creators, you can pinpoint the ones who really resonate with your audience. You can use the results of these tests to maximize the value of your ad spend, by avoiding costly dead-ends and identifying the UGC creators who are most likely to net you high revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If all of this sounds complex, that\u2019s because it is. Briefing multiple UGC creators is time consuming and takes a lot of experience to get right. And that\u2019s before you even consider the challenges of sourcing and paying creators.\u00a0<\/span><\/p>\n<h2>Easily manage and test UGC creators with an expert ad creative team<\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s important to remember that UGC is a numbers game. At Hustler Marketing, we test a <\/span><i><span style=\"font-weight: 400;\">lot<\/span><\/i><span style=\"font-weight: 400;\"> of ads for our eCommerce clients. We test different angles, scripts, styles and lengths so that we can figure out the recipe for success.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then, we go a step further, by testing different creators to maximize conversions and revenue. By drawing on our extensive UGC creator network, we\u2019re able to shortcut the process of getting the right creator in front of the right audience, at the right time. <\/span><span style=\"font-weight: 400;\">We\u2019ve been able to reduce CPA by 48% in just 3 months for some of our ad creatives clients.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our dedicated Ad Creative team is powering UGC success in a wide range of eCommerce verticals from supplements to dental care &#8211; and we\u2019re ready to do it for your brand, too. Book a chat with our ad creative lead and in-house Facebook ads buyer to learn more.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;UGC Creator&#8221; is one of the hottest roles in eCommerce right now. More and more eCommerce brands are relying on them to produce winning ad creative content to net new sales on social media. It&#8217;s also become a highly competitive niche, with creators promoting their UGC portfolios on freelancer platforms and social media. And the [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":16273,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-16219","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why You Need to Test Multiple UGC Creators: - Blog - Hustler Marketing<\/title>\n<meta name=\"description\" content=\"Discover why it&#039;s vital to test UGC creators to optimize the performance of your ad creative assets and boost ROI.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hustlermarketing.com\/blog\/why-you-need-to-test-multiple-ugc-creators-for-your-ad-creatives\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Test Multiple UGC Creators to Reduce CPA by up to 48%\" \/>\n<meta property=\"og:description\" content=\"&quot;UGC Creator&quot; is one of the hottest roles in eCommerce right now. More and more eCommerce brands are relying on them to produce winning ad creative\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.hustlermarketing.com\/blog\/why-you-need-to-test-multiple-ugc-creators-for-your-ad-creatives\/\" \/>\n<meta property=\"og:site_name\" content=\"Hustler Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/HustlerMarketingTeam\" \/>\n<meta property=\"article:published_time\" content=\"2023-11-17T08:56:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-11-17T09:11:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/11\/test-multiple-UGC-creators-on-ad-creatives.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2400\" \/>\n\t<meta property=\"og:image:height\" content=\"1260\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Dylan Arslanian\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@HustlerMrktng\" \/>\n<meta name=\"twitter:site\" content=\"@HustlerMrktng\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dylan Arslanian\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/why-you-need-to-test-multiple-ugc-creators-for-your-ad-creatives\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/why-you-need-to-test-multiple-ugc-creators-for-your-ad-creatives\/\"},\"author\":{\"name\":\"Dylan Arslanian\",\"@id\":\"https:\/\/www.hustlermarketing.com\/#\/schema\/person\/515c4593223745cef031f2ea9a88a03b\"},\"headline\":\"Test Multiple UGC Creators to Reduce CPA by up to 48%\",\"datePublished\":\"2023-11-17T08:56:34+00:00\",\"dateModified\":\"2023-11-17T09:11:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/why-you-need-to-test-multiple-ugc-creators-for-your-ad-creatives\/\"},\"wordCount\":1123,\"publisher\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/why-you-need-to-test-multiple-ugc-creators-for-your-ad-creatives\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2023\/11\/test-multiple-UGC-creators-on-ad-creatives.jpg\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/why-you-need-to-test-multiple-ugc-creators-for-your-ad-creatives\/\",\"url\":\"https:\/\/www.hustlermarketing.com\/blog\/why-you-need-to-test-multiple-ugc-creators-for-your-ad-creatives\/\",\"name\":\"Why You Need to Test Multiple UGC Creators: - 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