Welcome back to the third chapter of our comprehensive journey through UGC (User-Generated Content) video ads for apps and games!

If you’ve been following along, you’ve already delved deep into Concepting and Scripting in our previous installments, so you’re set to craft effective UGC video concepts and scripts, especially for apps and games.

In this article, we turn the spotlight onto casting and explore the nuances of featuring actors, influencers, celebrities, and real app/game users in UGC videos. Each choice brings its own flavor and can make a world of difference in how your audience perceives and engages with your content.

So let’s roll! 🎬

Influencers

They can effortlessly weave your brand’s narrative into their daily content and make it stand out, but as with all things, you gotta weigh the pros and cons

✔️ Pros

• Built-in audience

Influencers bring a whole crowd with them. You tap into a ready audience that already knows, trusts, and respects their word.

• Specialty and authority

Every influencer has a niche, be it fashion, tech, or fitness. They’ve built credibility in their field, which means their endorsement of your app or game can have a powerful impact, especially if it’s in line with their specialty.

• Quality content assurance

Popular influencers are (more often than not) seasoned content creators. You can usually trust them to produce top-tier content that’ll resonate with their followers. After all – it’s in their interest as well to keep up with their usual quality standards.

• Access to multiple platforms

Leveraging an influencer often means tapping into their audience across various social media platforms, multiplying your reach.

❌ Cons

• Advertising reluctance

Some influencers might hesitate to openly endorse an app or a game (or any product) they don’t really use. The last thing they’d want is a backlash from their followers accusing them of selling out.

• Limited flexibility

Many influencers, especially top-tier ones, come with creative constraints. They might be picky about the type of UGC they’re willing to create. And, navigating the world of agencies and legalities can sometimes be a tighter rope walk.

• Follower numbers vs. impact

Ever heard of that story about an influencer with 2 million followers who couldn’t sell 36 t-shirts? It’s not about the numbers; it’s about the right match. It doesn’t matter how many hundreds, thousands, or even millions of followers your influencer has  – if those followers don’t fit your niche, they won’t care about your content.

Sometimes, micro-influencers, though having fewer followers, can drive better results, as their audience is more engaged and loyal.

• Speed and timeliness

Influencers, often juggling multiple brand deals or focusing heavily on their personal content, can sometimes fall behind schedule. This can lead to delays in content delivery or campaigns not aligning with the desired timeframe. Ensure clear communication and set deadlines, but be prepared for potential hiccups.

All in all: casting influencers in UGC videos

The key lies in choosing the right influencer – one whose brand aligns with yours and whose followers match your target demographic. Remember, it’s less about the glitz and glam and more about authenticity.

Whether you’re reaching out to them directly, via agencies, or various online platforms, ensure that there’s a mutual understanding of creative freedom and the essence of the content.

Content Creators

They might not have the following like influencers, but they have the skills, the charisma, and a knack for crafting compelling narratives

✔️ Pros

• Authenticity

Content creators radiate genuineness. And nowadays, people will hit the unfollow button if they sense a creator’s being insincere. It’s the realness that creators bring to the table that’s their winning ticket. They aren’t putting on a show; they’re just being their passionate selves.

• Relatability

Picture this: you’re mindlessly scrolling through TikTok, and a video captioned “Acne is the Worst” pops up. If you’ve been grappling with acne, you’d immediately stop and watch, right? That’s the power of relatability. Creators often share content that echoes the everyday experiences of everyday people.

• Flexibility & control

Content creators are agile. You can give them a rough sketch or talking points, and they’ll paint a vivid picture. They’re also pretty hands-on, which means you could guide the narrative more closely or let them run wild with imagination.

• Cost-effectiveness

Creators, especially when compared to top-tier influencers or celebrities, won’t break the bank. Plus, they come with fewer legal strings attached, making the collaboration smoother.

❌ Cons

• Lack of niche expertise

While their versatility is a strength, it can also mean they’re not specialized in a particular domain. So, if you’re looking for deep expertise in a particular niche, a content creator might not be your first pick.

• Authenticity double-edged sword

Creators thrive on being real. But there’s a catch: if they sense a product or service isn’t up to their standard or doesn’t align with their values, they might not endorse it. After all, their reputation is on the line.

All in all: casting content creators in UGC videos

Content creators are the heartbeat of authentic and relatable UGC. They mirror the everyday, making their content irresistibly clickable and shareable. Their natural storytelling, combined with their passion, makes them an ideal choice for brands aiming for that “down-to-earth” feel in their campaigns.

So, when considering creators for your next campaign, think about the authenticity and immediate connection you want your audience to feel. After all, in the world of UGC, real always reigns supreme.

And speaking of real…

Real Users

At its inception, UGC was born from genuine users passionately sharing their content experiences in an organic, unfiltered, and wholly authentic way

In the beginning, it was only real users anyway.

But as the digital landscape evolved, so did UGC. It began to encompass not just the candid contributions of everyday users but also expanded to include paid participants, like influencers and other categories we’ve discussed.

The landscape diversified, reflecting the broader spectrum of voices in the digital age, but the need for authenticity remained.

How to get real users to make UGC videos for your game or app

Turn content creation into a game!

By setting up hashtag contests or challenges, brands can incentivize users to produce and share content. Take inspiration from Marc Jacobs, who garnered a whopping 15,000 entries in 24 hours with the #CastMeMarc campaign.

Encourage your players to showcase their favorite in-game moments or high scores by initiating challenges or in-game events with special hashtags.

Or consider a storytelling challenge about the most memorable user experiences with an app.

UGC shines on platforms like TikTok and Snapchat, but don’t limit yourself. Test these gems on other channels, especially Meta (formerly Facebook) and YouTube, which have introduced their versions of short video content. However, remember that what works on traditional platforms like Facebook might not gel well with the native content on TikTok or Snapchat.

✔️ Pros

• Raw and real

Real users bring authenticity in spades. They’re living proof of the game or app’s value, and their genuine reactions resonate deeply with potential customers.

• High relatability

Seeing someone just like you enjoying a game or app naturally prompts the thought, “If they like it, I might too!” This relatability factor is gold when it comes to engagement.

• Cost-effective marketing

With real UGC, the costs are significantly cut down. Instead of investing heavily in promotional content, you can harness the power of your player base, turning them into brand ambassadors.

❌ Cons

• Less control

Real reactions are unpredictable. While they are genuine, there’s less control over the narrative and the message they convey.

• Varying quality

UGC can vary widely in terms of production quality, which might not always align with your aesthetic or standards.

All in all: getting real users to make UGC content

Harnessing the power of real users is tapping into an authentic vein of content that’s not only engaging but also deeply relatable. By turning your users into content creators, you build a community, foster engagement, and amplify your reach.

Professional Actors

They’ve been in the limelight, mastering the art of delivery, and they’ll give you the precision and finesse you need

When you think of selling your product, you think of a genuine touch, right?

But what if your narrative is intricate? Enter professional actors.

✔️ Pros

• Professionally polished

Actors are seasoned professionals trained to convey emotions and narratives. Need to pull at the heartstrings or spark a chuckle? They’ve got it down to a fine art. They’re able to adapt to directions swiftly and deliver consistent performances take after take.

• Versatile content

Actors shine when you’re looking to repurpose content. You can craft a message with them, and then reshape it endlessly. Ad fatigue? Not on their watch. The diverse outputs from an actor-led campaign can keep your audience engaged, pushing them further down the sales funnel without a yawn.

• Precision in delivery

When you need your story told in a specific way, actors are up to the task. Hand them a script, and they’ll recite it with the intended emotion, tone, and nuance. They’re your go-to for a perfectly scripted video.

❌ Cons

• Lack of authenticity

While they put on a good show, actors might not always radiate the authenticity that consumers crave. They’re following a script, and sometimes, that scripted nature can seep through, making the content feel less personal.

• Dependence on scripts

Working with actors often requires a more detailed and structured brief. They usually need a script to be effective, meaning you may need to invest more time in preparing for the collaboration.

• Lack of relatable journey

Unlike content creators or influencers who often share personal stories, actors portray characters. This means they might not offer an organic, relatable journey for potential customers to latch onto.

All in all: casting professional actors in UGC videos

Actors are the silver screen gems who can make your narrative shine with a touch of professionalism. They’re the ideal pick when precision, versatility, and a polished finish are the top priorities.

But remember, in the ever-evolving world of UGC, authenticity is gold. So, when casting actors, be strategic. Ensure the script resonates, the portrayal feels genuine, and the message aligns with your brand’s ethos.

After all, even a scripted ad can feel real with the right actor and the right approach. Just make sure the script aligns with what your audience wants, and let the actors do what they do best: perform.

Celebrities

At first glance, casting celebrities in UGC might seem counterintuitive – isn’t the essence of User-Generated Content its raw, unfiltered authenticity? True. However…

As the lines blur between traditional media and digital realms, an interesting trend emerges. Celebrities, with their massive followings and innate influence, are stepping into the UGC arena too, and this has both its good and bad sides.

✔️ Pros

• Star power

When a familiar face endorses your product, it immediately grabs attention. People tend to stop and watch when they see a celebrity they admire. It’s like having a billboard in Times Square: impossible to ignore.

• Customized shoutouts with Cameo

Platforms like Cameo have revolutionized the way businesses can collaborate with celebrities. You provide the script, and for a fee, the celeb delivers. It’s a quick and cost-effective way (well, kinda… it depends!) to secure a shoutout from someone with significant clout.

• Credibility boost

When a celebrity endorses a product, it often lends a certain level of trustworthiness and credibility to the brand. If it’s good enough for a star, it might just be good enough for the general public.

❌ Cons

• Cost

While platforms like Cameo have made celebrity endorsements more accessible, they can still come with a hefty price tag, especially if you’re looking to work with A-listers. You need to weigh the ROI meticulously (hint: it’s rarely worth it).

• Limited authenticity

While a celebrity endorsement can be influential, it may not always exude authenticity. Some viewers might perceive it as just another paid gig for the celeb (which it is, if we’re being honest here).

• Potential controversies

Celebrities come with their histories, controversies, and PR challenges. Associating with a star means associating with their image, which can be a double-edged sword. If they face negative press, your brand might get caught in the crossfire.

All in all: casting celebrities in UGC videos

When the lights are bright, and the crowd is watching, celebrities can give your UGC the dazzling edge it needs. While it can be an investment, the potential reach and impact on your target audience can be enormous.

Platforms like Cameo provide a more accessible entry point into this glamorous world, offering a quick solution to boosting your ad’s appeal.

However, as with every shiny star, there are shadows. Ensure you’re ready for the highs and lows of celebrity partnerships, and your UGC might just get the standing ovation it deserves.

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And there you have it! A deep dive into the art of casting for UGC video ads, helping you connect, captivate, and convert more effectively than ever before.

As we’ve dissected casting’s intricacies, the next part of this UGC series (Part 4) zooms into the actual process of filming UGC creatives.