(1) Training for UGC Creators

(1) Training for UGC Creators

1. The perfect UGC video (after spending €25M in Meta Ads)

1.1 HOW META ADS WORKS
→ The first 3 seconds is everything
People have no patience, we skip the ads in 1s
So, the hook is the most important thing.

A hook is composed by 2 things:

• What we see (visual)
• What we hear / read (text information)

Because it’s not the same to start a video saying “Hello my name is Laura” than start by saying “Does coffee make you feel anxious and dizzy?”.

Hook library link: https://app.magicbrief.com/library/share/collection/418f28ce-64f3-4331-9980-37e3d1148b98

Ad library with good UGC hooks: https://www.facebook.com/ads/library/?active_status=all&ad_type=all&country=ALL&view_all_page_id=104163495557745&sort_data[direction]=desc&sort_data[mode]=relevancy_monthly_grouped&search_type=page&media_type=all

→ Advertisers only care about ROAS
ROAS : Return on Ad Spend
How much money we make in revenue out of a specific ad spend.
Ad spend: $400
Revenue: $1,600
ROAS: 4

The other metric your video will be judged on is CTR.
CTR : Click-Through Rate
Percentage of ad impressions that make a click.
Meaning, out of 1000 people that see the ad, how many decide to click after watching your video.
It’s difficult to standardize, but under 1% is usually quite bad and over 3% is usually an outlier.

1.2 HIGH ROAS UGC VIDEO STRUCTURE (example)

1. Call out the audience
   “If you’re struggling with brain fog listen up”
   
2. Call out or develop the problem
   “Did you know we only use 20% of our brain capacity? It shocked me when I read that because I always felt I could do better…”
   
3. Show the solution
   “Until I found Manel Tea. This powerful natural tea combines the benefits of herbs with the power of mushrooms and adaptogens.
   
   And the flavor is delicious.
   
   It’s designed to give you all the benefits of coffee, but with zero side effects.
   
   I take it in the morning and I feel calm and focused throughout the day.
   
   More energy and more vitality without feeling any anxiety.
   
   Say goodbye to coffee side effects like digestion issues, nervousness, irritability, headache and more.
   
   And try this natural tea with no side effects”
   
4. Soft call to action
   “Join over 100,000 fans who start their day with Manel Tea. Click the button below to try it”

EXAMPLE 2

1. Call out the audience
   “If you’re a new mom and lost your booty gains during pregnancy, you need this!”
   
2. Call out or develop the problem
   “I know how insecure we all feel with our bodies after pregnancy, but no worries, you can get your booty back in 1-3 months with (product name).
   
   I’ve been using it for the last 2 months and (benefits experienced).”
   
3. Show the solution
   “(product name) is amazing because (good features about it).
   
   And I love it because after buying it, you get tons of routines you can do from home and there’s a whole community behind it.
   
4. Soft call to action
   “I highly recommend you try it out if you wanna recover your booty gains after pregnancy!”

This “UGC Brief” will be given to you by the client.

In case they don’t give you this, please insist on having a similar structure to guarantee performance because otherwise the client will think “ah this creator is not good” but in reality it was the guidelines and the brief that were not optimized for high conversions.