ugc-strategy

---
name: ugc-strategy
description: Build a User Generated Content (UGC) strategy — getting customers to create content, review generation, UGC briefs for creators, social campaigns, contest mechanics, legal rights management, and repurposing UGC in paid ads. Use when the user says "UGC", "user generated content", "get customers to create content", "customer content", "UGC ads", "UGC creators", "organic UGC", "UGC strategy", "how do we get customers to post about us", "brand hashtag", "UGC brief", "influencer UGC", "UGC for ads", "customer photos and videos", or wants to use real customer content to build trust and reduce content production costs.
metadata:
  version: 1.0.0
---

# 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.

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## 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)?

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## Output: UGC Strategy

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### 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

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### 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