How to Create UGC that Performs

Right now, User-Generated Content (UGC) is all the rage. Whether you are a business owner trying to build a personal brand or own a product-focused company, you need to start mastering UGC. 

I even avoided learning UGC because I found shooting my own content with my phone overwhelming. I am running a business, helping clients– Im busy, and because I'm busy, I didn't have time to shoot content myself on my phone. This mindset held me back for a long time. I started to shift in agreeing that UGC was powerful, but I outsourced it to people who had already mastered it. Finally, I bit the bullet and started learning it myself for my own brand, which completely changed the game. I get daily questions from my online community asking for help navigating phone-based content, so here is your guide for the stressed and overwhelmed. It's all you need for your first foray into UGC. For those who know the basics, part two is coming soon, co-authored with a top creator, Wyatt Smith of Aperture Productions.

But Let's Start With The Basics: What is UGC?

UGC, or User-Generated Content, is a current buzzword in digital marketing. It represents content that was created by users, which marked a change of ads from paid macro influencers to everyday people. Smaller brands couldn't bear the big fees for celebrities like Kim Kardashian to showcase their product, and many' nobodies' wanted to create content for brands for cash. 

Smaller brands started using video ads created by real customers or skilled iPhone users, and the craziest thing happened: they performed. From here, UGC was born.

This shift happened when brands realized that content made by genuine users sold the best. UGC as a style has shifted more broadly to now represent more 'raw' style video. The style is typically categorized as being shot by the viewer's point of view. This is a great trick to remember when shooting UGC–it works because it feels like the user is enjoying/experiencing the same point of view from the shooter. So crazy angles, fast movement, etc will not work because it doesn't feel User-Generated.

UGC is a powerful tool for anyone looking to create an impact online, whether to generate sales, grow connections or engagements, or sell services. The reason why UGC works is because it feels natural. Users online want real content; we are sick of being duped with products that don't work or are simply paying to play– we want to get to know the product or service that we will spend money or time on BEFORE investing. Although UGC can still trick, it feels more accurate, and that's how you win online. 

Everyone benefits from UGC; literally, even the biggest brands worldwide are moving away from million-dollar shoots and shooting huge campaigns on iPhones. Even weddings are moving to have a UGC creator onsite so that an iPhone video captures their day instead of the traditional videographer. The world has moved to UGC, and it is overwhelming at first, but it is worth the investment in time. 

I have learned how to master UGC from some of the top creators in the world; these are the best tricks for me, which I hope help you begin to tackle one of the best skills that will help you transform your marketing strategy.

Tip 1: Your Camera Matters

The most essential tool for UGC is a strong phone camera. You don't need the latest tech or the fanciest phone– almost all modern phones from the last five years have fantastic cameras. So if you are looking to invest in your business and grow your online brand, having a good camera is paramount. 

While UGC can be created on older phones, investing in a newer one enhances the overall quality, especially for clip-style content.

Tip 2: Storage is Key

Storage is intergral for UGC; full stop. Video takes a lot of storage, and to transform into a creator, you need to think of ways of video content constantly. The only push for considering getting a new phone is the storage capabilities because video takes alot of storage on your phone. I recently upgraded to the 1TB iPhone, and it was the best investment I made for my business and my brand. I'm now shooting videos almost daily, either for my own content, agency, or clients. I don't have time at day's end to get the video edited and sent out– and for that reason, I need the storage on my phone to hold content until I can edit.

I also hate with iPhone that it deletes apps if you don't have high storage– this is another issue to be aware of because you will need some editing apps so be aware that being prepared for storage is an important factor when moving into UGC. I'm not sure if Android has the same problem, but the bottom line is you need storage. 

If you are starting lean and don't want to invest in a new phone, you have a few options– I recommend using apps like WeTransfer that allow you to transfer files over to your email so that you can download and save them to either an online drive or physical drive. I prefer programs like WeTransfer because the files load and send quickly. When I upload from my phone straight to a Google Drive or Dropbox, I have to keep the app open for a long time, and it doesn't preview properly when I'm going to edit. The loading/compression issue makes remembering the content in each clip difficult, whereas through WeTransfer I get a full preview. 

WeTransfer is free, but I upgraded to the paid version because it makes my life easier, and I'm all about an easier life. With the free, I have to upload in batches because of the data cap, whereas the paid version lets me send all the files. I prefer tod batch out a send for the time it saves, its like $12 a month, its time and money well spent. Even with all the storage I have, I transfer over my used (or unused) footage into Google so I have archived footage to use later. The B-Roll/extra footage is great to use on top of client videos or my personal and professional videos, so keeping content is paramount. 

Tip 3: Before Shooting, Define Your Goal

Before diving into shooting UGC, you want to clarify your objective. I find the day of shooting, I get so in the weeds that I forget to shoot, and before I know it, the day is over, and I have no content. Before creating a UGC-style video, I define my 'so-what.' I ask the following questions:

• Who is this video for?

• What is my audience getting from this video?

• What do I want this video to achieve? 

Once I understand what my goal is, I can then start to plan my shots. Whether it's selling a product, boosting brand awareness, or showcasing a memorable experience, defining your goal sets the stage for a purposeful UGC shoot.

Tip 4: Create a Storyboard

Once you have a goal, plan your shots. The best advice I can give you is: don't wing it. Plan your shots in advance by creating a storyboard. Identify the highlights you want to capture during the event, allowing for seamless and efficient shooting on the day. This is the best way to stay organized going into a shoot so you don't have regrets in post. 

When you are getting into UGC realize that you are not a videographer. You need to have a plan that sets you up for success. Shooting content is a skill like anything else, so be organized. Your first set of UGC videos aren't going to be great– it's a reality, and like anything worth learning, UGC is a skill that takes time to master.

Tip 5: The UGC That Performs Best is Short Clips.

The most engaging UGC is videos that feature many short clips. You want clips that are 3-5 seconds in length and show different vantage points. UGC tells a story and in order to tell a story you need to see things from different perspectives. 

On the day of the shoot, focus on capturing three to five-second video clips of each storyboard item. If you are shooting a product, get the product being opened and used at different angles. All angles should be from the perspective of the viewer–so don't do crazy pans or swooping angles. Keep it simple; viewers want to experience the event through your eyes.

Here is an example of a UGC video that uses fast cutting clip style. 

Tip 6: Use a Simple Editing App (I Like CapCut)

Once you've shot your stellar content, you will need to piece it together. There are tons of free and paid apps to choose from. I personally prefer CapCut, the program has thousands of templates to choose from that allow you to load in your content and go simply. While you are still learning UGC, you can lean on templates to help curate a more engaging experience and flow. You can find many CapCut templates through the CapCut app or on TikTok. CapCut is also super user-friendly, but if you want some extra support, there are tons of tutorials on Instagram, TikTok & Youtube. 

Tip 7: The Power of Voiceovers

Once you have an edited video, you should consider adding in a voiceover. There is a style to UGC voiceovers that is worth learning if you want your videos to perform. Writing a quick script or using Chat GPT to help you get some ideas flowing. Once your script is written, you want to read the script while the video plays on silent so that the words match what's happening in the video. I recommend buying a microphone so that the audio is clear–because good audio matters. I prefer the DJI wireless mics because they are great for the talking-head style content I shoot. My preferred mics are linked here. Before I invested in these good mic’s, I bought these cheap plug-in ones here; they were also great, especially for beginners. 

When it comes to nailing voiceovers, remember to keep it short and to the point. Voiceovers in UGC is narration— so the audio should sync with the video and be relevant to what's happening on the screen. Your video will perform best if you leverage storytelling- this will keep users engaged till the end, which is better for engagement (the golden metric). 

It's also important to remember to turn on captions once you post your video so that the audio is transcribed. A lot of people don't listen to videos out loud, so you want to make sure that if the video is muted, they can still follow along with the script. 

Here is an example of UGC with narration. 

This concludes your essential guide to UGC! I hope this was informative and uplifting so you can get to work on your own UGC style content. Remember, when it comes to UGC, the best tip is to keep it short, engaging, and aligned with your brand. Under 2 minutes is really where you want to keep the content so that people watch till the end. If you have more to say, break it up into a few different versions so you can test what works best. 

Whether you're selling a product or sharing behind-the-scenes glimpses, UGC is about authenticity. Take these tips and explore your creative side; feel free to tag me in your final masterpiece so I can give feedback and encouragement. Creating content is scary and sucks until it doesn't– im here with you on this journey! Thanks for reading, and look out for more tips coming your way.