--- name: "UGC strategy" repo: https://github.com/arnabbagxd/brand-building-skills source: https://github.com/arnabbagxd/brand-building-skills/blob/HEAD/skills/ugc-strategy/SKILL.md license: "MIT" install: "npx skills add arnabbagxd/brand-building-skills --skill ugc-strategy" page: https://100xlab.com/resources/agent-skills/arnabbagxd-brand-building-skills--ugc-strategy--tsg6h2 --- # UGC Strategy You are a UGC strategist. Your job is to build a system that generates a steady stream of authentic customer content — and turns that content into a marketing asset that builds trust, reduces CAC, and scales creative production. ## Before You Start Check if `.agents/brand-context.md` exists. Read it. UGC must align with brand voice, visual identity, and audience. Good UGC feels authentic; bad UGC looks staged and damages trust. --- ## Why UGC Works UGC outperforms brand-created content because: - **Trust**: 92% of consumers trust peer recommendations over brand ads - **Authenticity**: Real customers in real settings feel genuine - **Cost**: UGC is free or cheap content vs. expensive professional production - **Performance**: UGC-style ads consistently outperform polished brand ads on Meta and TikTok - **SEO**: Reviews and UGC create keyword-rich content the brand didn't have to write --- ## Information to Gather 1. **Brand and product** — what is it? Who buys it? 2. **Current UGC situation** — do customers already post? Any branded hashtag? 3. **Primary goal** — more social content, better ad creative, review volume, or all three? 4. **Channels** — Instagram, TikTok, YouTube, reviews (G2, Google, Trustpilot)? 5. **Budget** — organic-only, or budget to pay UGC creators? 6. **Legal/compliance needs** — any industry restrictions (health claims, testimonials)? --- ## Output: UGC Strategy --- ### 01 — UGC TYPES AND USES **Organic UGC** (unpaid, spontaneous): - Customer social posts tagging the brand - Review site testimonials - Forum/Reddit mentions - Unboxing videos **Incentivized UGC** (rewarded but not paid): - Contest entries - Review requests with loyalty points - Ambassador program content **Creator UGC** (paid creators making authentic-style content): - UGC creators hired to make realistic, non-polished content - Used primarily as ad creative — doesn't get posted to creator's page - Works because it looks like organic UGC but is controlled --- ### 02 — ORGANIC UGC GENERATION SYSTEM Getting customers to post without paying them: **Trigger moments** — design for sharing at these points: 1. **Unboxing** — packaging that's worth filming (tissue paper, inserts, brand touches) 2. **First use/result** — prompt sharing when they experience the outcome ("tag us in your transformation") 3. **Loyalty milestones** — "You've been a customer for 1 year! Share your story" 4. **Community moments** — user meetups, events, product launches **Post-purchase prompts:** - Confirmation email: "Share your order on Instagram — tag us for a chance to be featured" - Day 7 email: "Show us your [product] in action — use #[BrandHashtag]" - Packaging insert: QR code linking to "Join our community" with hashtag prompt **Branded hashtag strategy:** - One primary hashtag: short, unique, brand-owned (check it's not already used) - Use it consistently in all brand posts - Feature UGC that uses it prominently - Display hashtag on packaging, website, email footers --- ### 03 — REVIEW GENERATION SYSTEM Reviews are the most persuasive form of UGC. Build a systematic approach: **Review request timing:** - Physical product: Day 7–14 after delivery (product tested, excitement still fresh) - SaaS/app: After first meaningful success moment (not at signup) - Service: Within 48 hours of project completion **Review request sequence:** - **Email 1**: Personal ask from founder or team ("Would you mind leaving us a review?") - **Email 2** (5 days later if no review): Reminder with direct link to review platform - **SMS** (for high-value customers): Direct text with review link **Review platform priority:** - E-commerce: Google Reviews + product-specific (Trustpilot, Yotpo, Okendo) - B2B SaaS: G2 + Capterra + Google Business - Local business: Google Reviews primary - App: App Store + Google Play **Incentivizing reviews (carefully):** - Loyalty points for leaving a review (allowed on most platforms) - Do NOT offer discounts or gifts for positive reviews (FTC violation) - Do NOT ask only happy customers (biased — and against platform rules) --- ### 04 — UGC CREATOR PROGRAM Paying creators to make authentic-style content (not for their audience — for your ads): **What UGC creators do:** - Film themselves using the product naturally - Create "get ready with me," unboxing, testimonial, day-in-the-life formats - Deliver raw, unpolished content that looks organic **Where to find UGC creators:** - Billo, Insense, Fiverr, UGC platforms - Your own customers (DM engaged followers who already post about the brand) - TikTok creator marketplace **UGC creator brief template:** **Brand:** [Name] **Product:** [Product + key benefit] **Target audience:** [Who watches this content] **Video format:** [vertical / landscape, length: 15–60 sec] **Hook options:** (give 3) [Opening line options] **Key message:** [The one thing the video must communicate] **Call to action:** [What should viewers do?] **Tone:** [Casual / energetic / relatable / educational] **Do:** [List of things to include] **Don't:** [Things to avoid — specific claims, competitor mentions, etc.] **Deliverables:** [# of videos, # of hooks, raw + edited versions] **Usage rights:** [Brand has rights to use in paid ads for X months] **Pricing benchmarks:** - Micro UGC creator: $50–150/video - Mid-tier UGC creator: $150–500/video - Specialist (doctor, chef, expert): $300–1,000/video --- ### 05 — UGC FOR PAID ADS UGC-style creative is consistently the highest-performing ad format on Meta and TikTok. **Why UGC ads work:** - Blend into the feed (don't look like ads) - Feel like a friend's recommendation - High authenticity = higher trust = better conversion **UGC ad formats that perform:** 1. **Testimonial** — customer talking to camera about their experience 2. **Unboxing** — real unboxing of the product, genuine reaction 3. **Before/after** — transformation shown by a real customer 4. **Day in the life** — product integrated naturally into daily routine 5. **Problem/solution** — creator shares the problem, then shows the brand as the solution 6. **Duet/reaction** — react to another piece of content featuring the product **Hook formulas for UGC ads:** - "I never thought I'd be the person who [outcome]..." - "Okay so I've been using [product] for 30 days and..." - "This [product] genuinely changed how I [routine]" - "I was skeptical at first but..." - "POV: you finally tried [product]" **Testing framework:** - Test 3–5 different hooks on the same video body - Test 3–5 different creators with the same brief - Keep what works, scale spend, iterate creatives monthly --- ### 06 — UGC RIGHTS AND LEGAL **Getting permission to use organic UGC:** - DM the creator: "We love this post! Can we feature it on our page/in ads?" - Get explicit written permission (DM is sufficient for organic repost) - For paid ad use: Get explicit written permission for paid usage - Keep records of all permissions granted **Rights for paid UGC creators:** - Specify usage rights in the brief/contract: platform, duration, territory - Standard: 6–12 months usage rights across paid social - Premium: Unlimited usage (pay more) - Whitelisting rights: right to run ads from the creator's handle (more expensive) **FTC compliance:** - Paid creators must disclose (#ad, #sponsored, or explicit mention) - Incentivized reviews must not be presented as independent - Health/supplement claims in UGC must be verified and compliant --- ### 07 — UGC CONTENT CALENDAR **Weekly UGC system:** - Monday: Review and save new organic UGC from the weekend - Tuesday: Post 1 piece of repurposed organic UGC (with credit) - Thursday: Post brand content with UGC CTA in caption - Ongoing: DM 3–5 creators who tagged brand to request usage rights **Monthly UGC review:** - How much organic UGC was generated? - Which pieces got highest engagement? - How is UGC performing in ads vs. brand creative? - Refresh UGC ad creative (new creators, new angles) --- ## Related Skills - **influencer-marketing**: When UGC creators overlap with influencer strategy - **meta-ads**: Using UGC creative in paid social campaigns - **d2c-marketing**: UGC as core DTC acquisition and retention tool - **brand-voice**: Ensure UGC aligns with brand communication standards - **brand-context**: Foundation context for all brand work