Your UGC brief is more than just a starting point; it’s a guide detailing the why, what, who, and how of your marketing strategy.

To create a comprehensive brief and start the concepting process for UGC video ads, you need to:

1) Gain insight into the app or game you want to market

• What are its unique features, its value propositions?
• What sets it apart from the competition?
• WHY would anybody download it and use it?

Getting clear on this forms the basis of your creative concept.

2) Identify the message you want to send

Your key message is the heart of your UGC ad. It’s the info you want to impart to your audience. Make sure it’s clear, compelling, and connected to the app or game you’re promoting.

What do you want the audience to get from the video ad? And – more importantly – what do you want your viewers to DO?

• Download your app/game?
• Engage with the video/spread the word?
• Create user-generated content themselves?
• Visit your website/contact you?
• Learn more about your other products/services?

The magic formula is this: one objective per UGC video. Keep it focused.

3) Be clear on who your target audience is

If you know anything about marketing, you know the importance of nailing down your target audience.

But most people take this part lightly: they make a wild guess, or simply look at their analytics and come up with an oversimplified answer, such as:

”Men, 25-35, USA.”

Well… this is not a well-defined target audience. Don’t get us wrong – it’s a start – but it’s so broad that it provides you with almost no info on how to reach the right people the right way.

You need to narrow it down, and really get to know who the people are who are using your app or playing your game, and then speak ONLY to them.

For example:

• Bad:

”Men, 25-35, USA.”

• Better:

”Men, 25-35, USA. Interests: electronics, MMORPG, anime.”

• The Best:

”Men, 25-35, USA. Interests: electronics, MMORPG, anime. Hardcore players, competitive; the main in-game motivations: leveling up, self-expression, and power.”

See? The last one’s sooo much more specific, and if you create content keeping this young man in mind, he’s going to identify with your ads and be ready to take action when he sees them. He’s going to feel that you’re speaking to him, and he’s going to love you for it.

But where do you find such insights?

• Your social media platforms: your followers are a treasure trove of information. Dive deep into their interactions, feedback, and discussions. They’ll often reveal the reasons they downloaded your app or how they’re using it.
• App store reviews: this is where users drop honest opinions about your product. They express their satisfaction, frustrations, and hopes. Understand these motivations to create UGC ads that speak directly to them.
• Any user surveys or research you may have conducted: these often offer raw, undiluted insights into the minds of your users.

4) Choose your platform

Where are you going to place your UGC video ads?

There are two things to consider here:

• where your audience hangs out;
• where your content can shine.

Each platform, be it TikTok, Instagram, Facebook, Snapchat, or YouTube, comes with its own set of rules, conventions, formats, and user expectations.

Understanding these nuances will ensure that your UGC ad thrives in the chosen environment.