Chapter 1: Why do most UGC strategies fail?
if you're a brand that is looking to work with ugc influencers or is currently working with them but you don't like your process then this video is for you so one of the common things that i typically see from a lot of brand owners is that they don't know how to actually set up a creative brief for all of their influencers and a creative brief is basically telling them hey here's what the product is here's what the video content should be like and here is how we actually want the video to go now
This sounds simple enough, but if you're not somebody who's super creative or you don't know how to do this in a creative process, then it can be kind of tricky to get the right format. And you end up with a lot of rounds of revision with the influencer. And that is something you don't want because you want to create good relations with all of your influencers.
So I figured out a pretty easy solution to this, and that is by utilizing AI and Claude. And so I have a prompt here. I'll zoom in so that everyone can actually see it. And so this is very simple prompt. It is create a script with full content breakdown, including style, tone, transcript, and background.
The video will be a UGC style vertical video to be posted on social media for a product to generate awareness and get others to purchase. This output will be given to the influencer to review and record. The length of the video should be no longer than 30 to 45 seconds. And I've gotten in there.
we go and then finally we'll put the product details so for this i thought i would make a super simple we'll just choose this vital proteins so we're just going to choose this here is the actual product title we're going to throw that product title right in there if you don't want some things with inside this and you don't want the ai to utilize them you can absolutely take that away so for instance you might not want the actual sizing if you're trying to focus on doing like any of these
For this one in particular, you'll notice that some things such as like the 13 servings, right?
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Chapter 2: What is a creative brief for influencers?
So it's a pack of 113 servings. And that's where we get into the key attributes. And so for the key attributes section of this, I typically am going to say to do this, so we'll do 13 servings. And then we're going to do, let's see, what are some of the bullet points here? So we'll do some of the top highlights. So it's for hair, skin, nail.
And so this is one of those things where I would take some of these bullet points, I would take those immediately, throw it in there, and that gives us a good understanding of everything. Make sure you have everything correct. And then we'll do key demographics. So the key demographics more than likely is going to be women. And we're gonna assume that it's going to be women,
aged 25 to 45 as that is typically those that are you know going to be purchasing and then defining features so what are some of the defining features and this is one of those things that you can take it leave it so if there's any specific defining features about the product so if we look directly down for this one
can probably find one or two things so like why is it important right so around like 30 uh age 30 our bodies naturally uh our body's natural collagen production can start to decrease by one percent so we could say something along the lines of uh helps with repairing bodies natural collagen reproduction Perfect. All right.
Chapter 3: How can AI help in building the perfect influencer brief?
And so for this, you can utilize Sonnet 4.5 if you have it, or in this case, we're just going to do Opus 4.5, and we're going to see what it can come up with here. So as it's coming up with this, what it's gonna do is it's essentially going to check the entire document. It's going to show us everything that it's doing for the entire video scripting as well.
And so a lot of this is going to actually take all this data, understand from a simple aspect of what it is that we're actually trying to showcase here. So once this is done, I'll come back and I'll show you the actual finalized result. All right. So Claude has finished up here and it not only produces the entire document for us, but also gives us the entire stylistic.
So for here we have a style and tone guidance, casual friend to friend energy with specific notes on wardrobe setting and delivery scene by scene breakdown, covering all five sections, then the full transcript. So you'll see over here that essentially we have the actual entire product. This is really important when you're giving out this transcript. So people understand the product overall.
So we have our overall vibe, casual, authentic, and relatable. Think telling your best friend about a product you genuinely love. And this is super, super important when we're looking at UGC content, because one of the biggest issues I see with a lot UGC content is it's way, way, way too polished is very obviously an ad and people don't like ads at the end of the day.
People don't like being sold to. They don't like advertisements. They want to see somebody just like me. They want to see somebody else, maybe not me specifically, but they want to see somebody like their friend or their neighbor who would be telling them about products and just trying to get them to say, hey, this is awesome, right?
So they want something a lot more naturalistic versus being sold to like an actual advertisement. And that is the exact purpose for utilizing this type of stone, uh, tone and delivery.
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Chapter 4: What product details should be included in a UGC brief?
Again, it'll walk through the entire scene. So, you know, close up of your face, slightly lean in, sharing secret natural lighting, make eye contact, so on and so forth. So goes through the entire scene here. And so if this is a good breakdown, for instance, if we wanted to change something, uh, so I have to tell you about the one thing I refuse to skip in my morning routine.
Uh, it's vital, uh, proteins, collagen peptides, right? So immediately the only thing that I will say, look at this is that it's not exactly great, right?
And so we can change this and we can actually just prompt it and say the transcript comes off a bit too much, like an advertisement. change so that it comes off more like telling in casual nature or conversation.
And so when we do this, the idea is that they're going to change this entire transcript. Now, the good thing about utilizing something like Claude when you're developing a lot of this is that you'll still have every iteration. So when it creates this new document comparatively to just like redoing the entirety of the document, you'll have a version one of version two and version three.
So we'll be able to present multiple different variations of this exact same transcript. So if you wanted to do both a professional one, a casual one and a more laid back one, let's say you could rather than just that. So Now it's gonna prepare all of the changes. Hook feels a little less catchy.
And just like that, it changed it to, wait, I actually have something to show you, and doing a bit more of a friendly, so to speak, we're having a conversation catch line with all of this transcript. It will give all of the background information as well. And the purpose of giving this to any type of influencers so that they understand the product, right?
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Chapter 5: How does style and tone affect UGC video performance?
You're not expecting the person that is recording a video for you and your UGC content to be an absolute expert on the product overnight. And so this is a super simple way to be able to get them everything they need to know about the product, send it along with the product as well. And so that they can see here is the product. Here's how it is utilized. Here's who you're going to be talking to.
Here's how we want you to talk to them. Right. One of the biggest things with UGC nowadays as well is be open to feedback, right? Influencers who are doing UGC content by and large are usually going to be doing this for either a living or at least very often as a side hustle. So they know what works and what doesn't work. They have worked with brands.
So be open to asking for that feedback, be open to getting that feedback and criticism from them when you send any of this. Hopefully this was helpful. I'll post the entire prompting for this down below in the description. If you want to utilize this, I really encourage you to do so.
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