It’s the most exciting time of the year for both retailers and consumers—Black Friday and Cyber Monday are fast approaching.
Approximately 70% of people in the U.S. plan to shop in Black Friday and Cyber Week sales, according to a survey by Slickdeals.
About 63% of respondents in the survey revealed that they plan to spend money on shoes and clothing. Another 50% plan to fork out on groceries and 40% on personal care goods, tech and electronics, and toys.
With such a huge wave of consumer interest, it’s important to make your brand stand out. And nothing does this quite like user-generated content (UGC). Recent research shows that it can increase conversion rates by up to 70%.
UGC offers a fresh, authentic way to showcase your products through the eyes of real people. But for that, you need to find the right creators.
So, how do you know who “the one” in a sea of content creators is? Here, we’ll walk you through the telltale signs that a UGC creator is ideal for your brand.
#1 Authenticity That Resonates
The best UGC content doesn’t feel like a commercial; it feels like a recommendation from a friend.
Don’t look for creators who have the polish of professional influencers. They won’t convey the genuine, relatable vibe that resonates with audiences today. Instead, search for creators who can showcase your brand in a real and unfiltered way.
Authenticity builds trust. For about 86% of consumers, authenticity is important when it comes to deciding the brand they like and support. When consumers see real people enjoying your product, they are more likely to engage and convert.
Checking the previous work of creators can help you gauge their authenticity. Scroll through their social media feed or YouTube channel.
Does their content feel real, or does it seem forced? Are their followers engaging not just with likes, but also with thoughtful comments? These pointers are enough to tell you if the creator genuinely connects with their audience.
#2 Creative Storytelling Skills
UGC is all about storytelling. At the heart of it, storytelling is about creating an emotional connection.
You’ll want to choose a creator who excels in this area. They should know how to weave narratives that draw their audience in, whether it’s through relatable experiences, humour, or emotional moments.
Think of it this way: instead of just showcasing a product, a great storyteller will share a personal journey that highlights its benefits. Maybe they’re documenting a day in their life while using your product or sharing a before-and-after story that makes the transformation feel real.
A case in point is Kae White, whose TikTok video of The Ordinary AHA 30% + BHA 2% Peeling Solution broke the internet.
@kaelynwhitee posted a video showcasing the remarkable effects of the peeling solution on her acne. Her video, which generated 3.5M views, led to a surge in the demand for the solution. And in just a few weeks, more than 100,000 bottles were sold.
#3 Proven Track Record of Collaborating with Brands
An ideal UGC creator should have experience working with brands, especially those in your niche.
This doesn’t mean they need to have collaborated with a huge number of brands. However, a proven track record of successful partnerships can be a good indicator of their reliability and effectiveness.
You don’t want your product to feel like just another ad in their feed; seasoned creators get that. They’ve honed the ability to integrate brand messaging in a way that feels seamless and relatable to their audience.
To find such a talent, it would be best to collaborate with a UGC agency for creators. These agencies have access to a wide network of creators who not only have a proven track record but also align with your brand’s vision.
They can help you identify creators who have successfully worked with brands in the past and can provide case studies or portfolios showcasing their work. Thus, you’ll find creators who understand the intricacies of brand collaboration and can deliver content that resonates while meeting your marketing goals without hassle.
Kraft Heinz, a food company, is a case in point. The brand sought to enrich its product description pages through imagery and engaging lifestyle videos. It collaborated with brkfst.io, whose network of talented creators created static ads and videos highlighting Kraft Heinz’s products.
This collaborative effort enriched the brand’s product pages with engaging visual material. The result? The inclusion of creator-driven content on landing pages significantly boosted conversion rates while also helping the brand forge a stronger connection with its audience.
Undoubtedly, finding the perfect UGC creator for your brand can appear challenging. But once you know what to look for, it gets much easier.
Keeping an eye out for these three signs—authenticity, creative storytelling skills, and a proven track record of successful collaborations—can help you make an informed decision.
Remember, the right UGC creator can elevate your brand’s visibility, enhance customer trust, and foster a genuine community around your products. So take your time, do your research, and choose a creator who resonates with your brand values.
When you find the right creator, their content will feel like a natural extension of your brand, creating that perfect puzzle piece fit.