Forget Influencers, Do This For Viral Ugc Ads — Bostjan Belingar | Differences Between Influencers and Creators, Why Focus On User-generated Content for Ads, How to Motivate Customers to Generate Content, How Demographics Respond to Different Ad Styles
To cut through ad fatigue and declining targeting effectiveness, e-commerce operators must embrace user-generated content (UGC) for their ad creatives. This episode reveals how to effectively source and deploy UGC, emphasizing "creators" over "influencers" to achieve high-performing, cost-effective ad campaigns that resonate deeply with diverse customer segments.
Key takeaways
Prioritize 'creators' over 'influencers' for UGC ads: Creators are more cost-effective and their content is often more authentic as they sell content, not reach. Platforms like B-Roll, Fiverr, or Upwork can be used to find them.
Develop highly detailed creative briefs (10+ pages) for creators: Specify dialogue, scene setting, desired emotions, and product interaction to ensure the UGC aligns perfectly with campaign goals. Provide examples to minimize misinterpretation.
Edit UGC for short, fast-paced ads (15-45 seconds): Implement quick cuts (every 2-3 seconds) and compelling "scroll-stopper" intros (first 3 seconds) to capture and maintain audience attention on platforms like TikTok and Facebook.
Tailor UGC ad content to specific demographic segments: For brands with diverse customer bases, create varied UGC that reflects the lifestyles and interests of different age groups and communities to maximize relevance and conversion.
Continuously test and iterate with new creators and customer avatars: Initial assumptions about target audiences may be incorrect; ongoing testing with different creators helps uncover unexpected, high-performing customer segments (e.g., the LGBT community for "Sweetums Vibes").
Themes
ad creative strategycontent productione-commerce marketinguser-generated content
In this podcast episode, we discuss how to set up a creator funnel and produce insane amounts of UGC ads for cheap. Our featured guest on the show is Bostjan Belingar, CEO of Hustler Marketing at hustlermarketing.com Topics discussed in this episode: The importance of UGC in the age of privacy policies and algorithm changesFinding and working with creators (not influencers) to produce UGCThe process of creating detailed creative briefs to guide creatorsEditing UGC videos for platforms ...
Frequently asked about this episode
What does this episode say about ad creative strategy?
Prioritize 'creators' over 'influencers' for UGC ads: Creators are more cost-effective and their content is often more authentic as they sell content, not reach. Platforms like B-Roll, Fiverr, or Upwork can be used to find them.
What does this episode say about content production?
Develop highly detailed creative briefs (10+ pages) for creators: Specify dialogue, scene setting, desired emotions, and product interaction to ensure the UGC aligns perfectly with campaign goals. Provide examples to minimize misinterpretation.
What does this episode say about e-commerce marketing?
Edit UGC for short, fast-paced ads (15-45 seconds): Implement quick cuts (every 2-3 seconds) and compelling "scroll-stopper" intros (first 3 seconds) to capture and maintain audience attention on platforms like TikTok and Facebook.
What does this episode say about user-generated content?
Tailor UGC ad content to specific demographic segments: For brands with diverse customer bases, create varied UGC that reflects the lifestyles and interests of different age groups and communities to maximize relevance and conversion.
What does this episode say about ad creative strategy?
Continuously test and iterate with new creators and customer avatars: Initial assumptions about target audiences may be incorrect; ongoing testing with different creators helps uncover unexpected, high-performing customer segments (e.g., the LGBT community for "Sweetums Vibes").
