Best Practices For Kicking Off Creator and UGC Partners
Level Up Your Glow: Pennock.co's Guide to Creating Killer UGC.
Hey everyone, Nikki Lindgren here, founder of Pennock.co! We're thrilled to be partnering with innovative beauty brands that are truly making a difference in their space, and a huge part of that is the power of User-Generated Content (UGC).
Whether it's a cult-favorite serum, a game-changing makeup palette, or a hair care hero, genuine content from real users builds trust and drives engagement. That's why we've put together this go-to guide for all the amazing creators out there who love beauty and want to collaborate effectively with the brands they believe in.
Think of this as your essential toolkit for crafting UGC that not only looks fantastic but also truly resonates with a brand's unique identity and values.
Understanding the Brand's DNA:
Before you start filming, take the time to truly understand the brand you're working with. Consider these key elements:
Their Mission: What are they trying to achieve for their customers? Is it about empowerment, self-care, innovation, or something else?
Their Tone of Voice: Are they playful and fun? Sophisticated and luxurious? Down-to-earth and relatable? Pay attention to their social media, website copy, and overall messaging.
Their Core Pillars: What are the fundamental values and product attributes they emphasize? Is it about natural ingredients, scientific innovation, inclusivity, ethical sourcing, or specific results?
Crafting Content That Captivates:
Now, let's dive into creating UGC that truly shines:
Your Style & Delivery:
Vibe: Be authentic and genuine. Let your true personality and enthusiasm for the product come through.
Your Voice: Speak from your own personal experience. How has the product fit into your routine and what benefits have you seen?
Your Language: Keep it natural and conversational. Imagine you're sharing your honest thoughts with a friend. Avoid overly promotional or scripted language.
Your Focus: Showcase real results and your genuine reactions. Let your audience see the tangible impact the product has had for you.
Filming & Editing Essentials:
Light it Right: Prioritize good lighting to showcase the product and your results effectively. Natural light is often best for a vibrant look.
Show the Product: Highlight the key features – the texture, consistency, application method, and even the packaging can be visually appealing.
Demonstrate & Delight: Include clear demonstrations of how you use the product and close-ups of the results.
Keep it Clean: Ensure your backgrounds are tidy and free from distractions to keep the focus on you and the product.
Get Creative with Angles: Use engaging and varied angles to keep your content visually interesting.
Keep it Concise: Aim for short and engaging clips that are optimized for different social media platforms (Reels, TikTok, Stories, etc.). Consider the platform's best practices for length.
The Power of the Call to Action (CTA):
When appropriate, encourage your audience to try the product or learn more about the brand.
Consider using relevant and engaging CTAs provided by the brand.
Playing by the Rules (Transparency & Integrity):
Building trust is essential in the beauty community:
Disclosures: Always clearly disclose if your content is sponsored or part of a paid collaboration using relevant hashtags like #ad or #sponsored.
Honest Claims: Stick to your personal experience and avoid making exaggerated or unsubstantiated claims about the product's abilities.
Brand Focus: Generally, it's best to keep the focus solely on the featured brand and product within a single piece of content, unless specifically instructed otherwise.
The Do's and Don'ts at a Glance:
Do: Highlight the product's key benefits, showcase your genuine results, share your authentic personal experiences, and use language that aligns with the brand's tone.
Don't: Make misleading claims, use overly technical jargon without explanation, or feature competing brands in the same content without explicit permission.
The Journey from Creation to Connection:
Submission: Be prepared to submit drafts for review if requested by the brand.
Collaboration: Be open to feedback and willing to make revisions to ensure your content aligns with their guidelines.
Content Rights: Understand how the brand intends to use your content and ensure you're comfortable with the usage rights.
Your Final Glow-Up Checklist:
Before you share your masterpiece, take a moment to ensure your content truly reflects the brand's essence and your genuine experience with their product.
At Pennock.co, we believe that authentic UGC is a powerful tool for beauty brands to connect with their audience. By following these best practices, you can create compelling content that not only looks amazing but also builds trust and drives engagement. Let's create some beauty magic together!