Welcome back to the final installment of our comprehensive guide to mastering User-Generated Content (UGC) videos for apps and games!

In the previous episode, we delved into the technical essentials for UGC shootings—everything from smartphone filming techniques and device specifics to capturing the perfect shot.

But capturing raw footage is only part of the story. Today, we turn our focus to the magic that happens in editing and post-production.

So let’s get into it!

UGC Video Editing Guidelines

Basic Editing Guidelines for UGC Videos for Apps and Games

Editing isn’t just about stringing clips together; it’s about storytelling.

Your aim should be to guide your viewer seamlessly through a narrative that captures attention and elicits action.

Here are some tips to help you with this!

Software Recommendations for Editing User-Generated Content

The first thing you should consider is your editing software. Here are some options to consider:

• Adobe Premiere Pro: Ideal for professionals, it offers a bunch of features and integrations.
• Adobe After Effects: If you’re looking to add advanced visual effects and animations, this is an industry-standard tool that offers limitless creative possibilities.
• Final Cut Pro: For Mac users seeking professional-level editing software with an intuitive interface and powerful capabilities.
• Davinci Resolve: Top-tier for those interested in a robust color grading suite that also offers comprehensive video editing capabilities.
• CapCut for desktop: An easy-to-use yet powerful software for quick, effective UGC video editing.

Effective Sequencing: Crafting a Compelling Story Arc

Now that you’ve got your editing software figured out, it’s time to create a narrative in it!

Sequencing is the backbone of your UGC video’s narrative structure. It’s not just about what you’re saying; it’s also about how and when you’re saying it.

The right sequence can turn a good video into a memorable, action-triggering experience. Poor sequencing, on the other hand, can leave your viewers disengaged or confused, diminishing the impact of even the most well-crafted message.

Tried-and-True Sequences

While there’s no one-size-fits-all template, here are some sequence patterns that have proven successful in UGC videos in which a person is directly introducing the app or game to the viewers (remember, as we discussed in the concepting article, this is just one of the concepts you could use – and for other concept types these sequencing patterns won’t make much sense).

1. Attraction, Execution, Reward:

• Example: A travel-planning app that takes care of flights, hotels, and itineraries.
• Attraction: “Pack your bags; we’re going on an adventure!”
• Execution: “Since I downloaded the XYZ app, I can plan my entire vacation in just a few clicks…”
• Reward: “Hello, hassle-free holidays!”

2. Problem, Resolution, Methodology:

• Example: A productivity app that manages your to-do lists, meetings, and deadlines.
• Problem: “Feeling overwhelmed by endless tasks?”
• Resolution: “Enter the XYZ app, my personal taskmaster.”
• Methodology: “Here’s how it organizes my life down to the last detail…”

3. Introduction, Enhancement, Capabilities:

• Example: A cooking app that offers step-by-step recipes and meal prep tutorials.
• Introduction: “Meet the XYZ app, your kitchen companion!”
• Enhancement: “Gone are the days of ruined dinners and recipe disasters…”
• Capabilities: “It walks you through every step, even suggesting ingredient substitutes.”

The above models serve as a guideline, but you should tailor your sequence to fit your product, brand, and target audience.

Transitions

Transitions aren’t just for aesthetic appeal; they help in the flow of storytelling.

Simple cuts work best for fast-paced, content-rich videos, while a dissolve might be more appropriate for slower, more emotional pieces.

Choose transitions that align with the mood and pace of your content.

Quick Cuts & Dynamic Editing

Quick cuts are your secret weapon in capturing and holding your audience’s attention.

Especially effective in videos aiming for humor or high energy, this method involves segmenting lines of dialogue into multiple clips and then weaving them together during editing.

The trick here is to make the cuts abrupt but seamless—never cut off an actor mid-sentence, but do aim for a pace that keeps the viewer engaged and curious about what comes next.

Zooming for Dynamics

Playing with zoom can add a layer of complexity and excitement, making your video more memorable.

For instance, you could zoom in to capture the actor’s facial expressions during a crucial or funny line, and then zoom out to give context or show more action.

Don’t Forget the B-Roll

B-roll footage is not just an optional extra; it’s a must-have. Use it to cover transitions or to embellish points made in the video.

B-roll can be anything from cutaway shots to product close-ups or even stock footage that supports your video’s narrative.

Mixing It Up

Don’t hesitate to get creative with your editing!

Even if an actor provides their footage in a single take, you have the artistic license to cut, tilt, zoom, and manipulate those frames to create a diverse visual experience.

A Word on Cohesiveness

While it’s tempting to go all out with dynamic editing techniques, remember to maintain a cohesive look and feel that aligns with your brand and the specific message of your video.

Overdoing it can be jarring for the viewer and may dilute your key messaging.

Adding Meaningful Visual Elements to UGC Videos

The next step is to pepper in visual elements that make your content both compelling and relatable.

• Text Overlays: Whether it’s a quote that resonates, informative captions, or key features of the app or game you’re promoting, text overlays emphasize your key points and provide additional context.
• Stickers and Emojis: Emojis and stickers can make your video more relatable and engaging, whether you’re expressing surprise, humor, excitement, or any other emotion.
• GIFs, Images, and Graphics: Adding GIFs, images, or even graphics to your UGC videos significantly elevates the visual impact. Of course, balance is key.
• Special Effects: Through the use of AR effects, green screens, and custom animations, you can create an immersive experience that would be impossible to achieve otherwise. For example, you can make it appear as if your app’s user interface has materialized into the real world, or you could create a fantasy background that places the product in an imaginative setting.

Gameplay and App Visuals: Show, Don’t Just Tell

You’re producing videos for apps and games, so it’s essential to showcase the actual product in action. Not doing so is a missed opportunity to display the value and functionality of what you’re promoting.

Integrate gameplay or app walkthroughs into your video to provide viewers with a taste of the user experience they can expect.

Subtitles in UGC Videos

While TikTok users tend to watch videos with sound, Instagram and Meta users often view content on mute. Regardless of the platform, always, always, ALWAYS use subtitles!

And ensure that they are clear, easy to read, and sync well with the video.

Text-to-Speech (TTS)

In a world where human touch and voice are highly valued, it might come as a surprise that computer-generated voices are increasingly making their mark, especially in UGC videos.

Text-to-Speech (TTS) technology allows your written text to be converted into spoken words, eliminating the need for a human voiceover.

The beauty of TTS lies in its versatility: you can customize the voice to suit different genders, age groups, accents, and even languages.

Why Use TTS in UGC Videos?

1. Cost-Effectiveness: Hiring voiceover artists or actors for each project can add up. TTS is an affordable alternative without compromising too much on quality.
2. Quick Turnaround: TTS can be generated in minutes, making it a great solution when you’re working against the clock.
3. Consistency: Automated voices ensure consistent pronunciation and tone, something not always guaranteed with human actors, especially when dealing with complex or technical language.
4. Accessibility: For viewers with hearing impairments, a clear and consistent TTS voice can work wonders, especially when paired with subtitles.

Choosing the Right TTS Voice

Selecting the right TTS voice isn’t just about finding a voice that sounds ‘nice.’ It needs to fit the context of your video, too.

For example, a casual, youthful tone might be great for a lifestyle app, while a more formal, mature voice could suit a business or educational application.

And let’s not forget accents—localizing your UGC video with a regional accent can add an extra layer of reliability. We cover localization in depth later in this article.

Combining TTS with Other Audio Elements

While TTS is powerful on its own, it can be further enhanced by layering it with other audio elements like background music or sound effects.

Navigating UGC Safe Zones

Simply put, safe zones are designated areas within your video frame where crucial elements like logos, text overlays, and CTAs don’t get obscured by the platform’s user interface (UI).

Why Are Safe Zones Critical?

1. Visibility: The last thing you want is for your hard-crafted CTAs or crucial branding elements to get covered by like, share, or comment buttons.
2. Professionalism: Content straying outside of safe zones can look amateurish, reducing audience engagement.
3. Platform Guidelines: Non-compliance could lead to your video being disapproved for advertising.

Strategies for Safe Zone Compliance

• Initial Planning: When creating the concept brief, take into consideration the size and placement of each element that will appear in the video. Anticipate the UI features of the platform where your video will be displayed.
• Design Phase: Choose a font size that’s easily readable yet small enough to fit within the safe zone. The same applies to logos, overlays, and other visual elements.
• Safe Zone Testing: Before finalizing your video, run a few tests to make sure everything displays correctly, and make necessary adjustments.

Background Music and Sound Effects in UGC Videos

Background music and sound effects subtly influence the emotional atmosphere, fill awkward silences, and enrich the overall sensory experience.

On platforms like TikTok, where auditory elements can be as engaging as visual ones, background music is not just an addition; it’s a necessity.

Types of Background Music

1. Royalty-Free Music: Platforms such as TikTok and Instagram offer a library of royalty-free tracks that can be used safely for commercial purposes.
2. Stock Music: Platforms like Envato or Epidemic Sound provide a wide range of stock music. However, be cautious with your selection, as stock music can be easily identifiable and may come off as generic.
3. Copyrighted Songs: While TikTok and Instagram are rife with popular songs from well-known artists, using such tracks requires special permissions and licenses. Always make sure you have the necessary rights to avoid any legal complications.

How to Choose the Right Music

• Genre Matters: The genre should align with the theme and mood of your video. For example, an upbeat pop song can make a shopping app seem exciting, while ambient sounds may work well for meditation apps.
• Volume Control: Music should complement, not overpower, the dialogue. Keep it low enough to be unobtrusive but audible.
• Match the Beat: Consider the tempo and rhythm of the music. A fast-paced track can make a gaming video more exciting, while a slower tune might fit better with a cooking or DIY tutorial.

Sound Effects: The Cherry on Top

Sound effects add another layer of richness to your UGC videos. From the pop of an opening app to the chime of a completed task, these tiny sonic elements contribute to a more immersive user experience.

The Perfect Finale: Ending Your UGC Videos on a High Note

Humans are wired to remember the end of an experience more vividly than the beginning or the middle—psychologists call this the “recency effect.”

By ending your UGC video on a high note, you leave your audience with a feeling of satisfaction and completion, which significantly enhances their overall perception of the brand or product.

When users see the actor or influencer in the video achieving a goal or expressing joy or relief thanks to your app or product, they are more likely to envision themselves experiencing the same success or happiness. It’s this visualization that drives higher engagement and increases the likelihood of the viewer taking the desired action, like downloading the app or the mobile game.

Timing is Everything

The high note should ideally coincide with the video’s natural climax. Avoid forced or abrupt high notes, as they may come off as inauthentic and could undermine the video’s impact.

The End Card Debate: The Conundrum of Authenticity vs. Commercial Goals

End cards represent a somewhat controversial topic in the realm of UGC videos. The heart of the issue is the tension between authenticity and commercial imperatives.

While UGC is, by nature, supposed to be user-centric and organic, there’s also a business goal to meet—whether that’s increasing brand awareness, driving downloads, or something else.

This raises the question: Can you maintain the raw, user-like aura of a UGC video while also including an end card?

The Case for End Cards

1. Reinforces Brand Identity: An end card gives you another chance to stamp your brand identity on the video, helping with brand recall.
2. Clear Calls-to-Action (CTAs): End cards can serve as a straightforward guide for the viewer on what to do next, leading them closer to conversion.
3. High-Note Amplification: If you’ve done well to end your UGC video on a high note, an end card can underscore that emotional peak, providing a strong hook for engagement.

The Case Against End Cards

1. Disrupting the Natural Flow: The sudden appearance of a polished, professionally designed end card can break the viewer’s immersion and betray the video’s UGC nature.
2. Overcommercialization: If not executed subtly, an end card can give away that the video is, in fact, a strategic marketing tool, which might lead to skepticism among viewers.

Best Practices for Effective End Cards

1. Timing: Aim to introduce the end card at the emotional climax of the video. This could be the ‘win state’ or high note, where the viewer is most engaged.
2. Design Subtlety: Opt for an end card design that aligns with the user-generated theme of the video. Too flashy, and you might disrupt the UGC aesthetic.
3. Simplicity is Key: Keep your end card uncluttered. A simple logo, a compelling CTA, and maybe an app store button should suffice.
4. Short and Sweet: Your end card should be on screen just long enough for viewers to register it but not so long that it becomes a distraction.

Assessing UGC Ads’ Performance

Measuring the success of your UGC campaign isn’t just about tracking views or likes. In the digital age, data is your roadmap, helping you not only assess your current standing but also chart the course for future campaigns.

Here’s how to keep your finger on the pulse of your UGC campaign’s health through analytics and Key Performance Indicators (KPIs).

The Non-Negotiable KPIs

1. Engagement Rate: Beyond mere views, engagement metrics such as likes, shares, and comments offer a more granular insight into how your content resonates with the audience.
2. Click-Through Rate (CTR): This shows the percentage of viewers who clicked on your video’s call-to-action (CTA), indicating the effectiveness of your CTA design and placement.
3. Conversion Rate: Going a step further, this measures the percentage of users who took the desired action after clicking, be it downloading an app, signing up for a newsletter, or making a purchase.
4. Cost Per Acquisition (CPA): This represents the average cost to acquire a customer through the UGC campaign. Lower CPA often indicates a more effective campaign.
5. Return On Advertising Spend (ROAS): A critical metric that tells you the revenue generated for every dollar spent on advertising.
6. Customer Lifetime Value (CLV) to Customer Acquisition Cost (CAC) Ratio: This KPI offers a longer-term view, comparing the value a customer brings over their lifetime to the cost of acquiring them.
7. Retention Rate: Measures the percentage of the acquired users who remain engaged over a specific period. High retention rates often signify strong content and product alignment.

Qualitative Metrics

1. Sentiment Analysis: Beyond numbers, delve into the emotional impact by gauging the sentiment of comments and social mentions.
2. Audience Insights: Platforms often provide demographic information about who is engaging with your content, allowing for future targeting precision.

Don’t stop at surface-level metrics. Also delve into specifics like:

• Actor performance
• Creative storyline
• Emotional impact
• Speech and dialogue
• Overlays and additional elements like emojis or text

Identify “patterns of performance” across your campaigns to refine your future strategy. Does a particular actor drive higher engagement? Is there a music genre that resonates more with your target audience?

Iterative Learning and A/B Testing

Consistently review your metrics to glean actionable insights. Consider A/B testing different versions of the UGC to see what elements contribute most effectively to your KPIs. A/B tests can include variations in CTA placements, music types, voiceovers, and more.

Key Elements to Test in UGC Iterations

• Messaging: Experiment with different kinds of messaging techniques like text overlays, user comments, and questions to see what resonates most with your audience.
• Background Colors: Consider testing various background colors behind overlay text to see which one enhances readability and engagement.
• Duration: Play around with the length of your videos. Test short bursts of 10-second clips against longer 15, 30, or even 60-second versions to find out what keeps your audience hooked.
• Music: Test different types of background music to gauge which style enhances the viewer’s emotional connection to the content.
• Voiceover: Opt for AI-generated text-to-speech, the original creator’s voice, or no voiceover at all, and measure which version generates the best viewer response.
• Visual Effects: Introduce transitional effects, stickers, or animations to add an extra layer of polish or to reinforce key messages.
• Scenes and Settings: Experiment with changing the order of scenes or shifting the creator to a different setting. Consider requesting multiple takes from creators to broaden your testing options.
• Content Combination: Merge and remix videos that have a similar concept but feature different creators, assessing whether this approach offers a more compelling narrative or a fresher perspective.

Practical Steps for Iterative Testing

• Start Small: Don’t overhaul your entire video at once. Tweak one variable at a time and gauge its effect.
• Analyze Metrics: Leverage analytics to track how each iteration performs compared to the original version.
• Crowdsource Feedback: Use social listening tools or direct surveys to gather viewer reactions.

Localization: Capturing Hearts Globally

The Three Tiers of Localization

Localization goes far beyond a simple translation; it’s an immersion into the cultural, social, and linguistic fabric of your target audience. Here are three levels of localization to consider:

1. Subtitle Addition: The most basic form involves adding subtitles in the target language. This is quick and often sufficient for simple messages but may miss subtle cultural nuances.
2. Voice Dubbing: A level-up, this approach requires a voiceover by a native speaker. It provides an auditory experience that’s culturally familiar, making the content more relatable.
3. Local Talent Filming: The most intensive form involves filming the content with local actors. This not only addresses language but also incorporates local expressions, body language, and settings that resonate deeply with the audience.

Cultural Sensitivities

Understanding and respecting cultural norms and taboos are paramount. Employ local influencers who are in tune with what’s appropriate and what’s not.

Also, make sure that your messaging, imagery, and even humor align with local sensibilities to avoid unintentional gaffes.

Understanding Legalities and Permissions for UGC Videos

When diving into the creative pool of User-Generated Content, one aspect you can’t afford to overlook is legal compliance.

Copyrights and Permissions 101

Before employing any elements—whether it’s background music, stock images, or even the app interface shown within the video—ensure you hold the proper licenses or permissions. Here’s what you need to check off:

1. Music: Using copyrighted songs without permission can land you in hot water. Opt for royalty-free or platform-provided tracks where possible.
2. Footage: If you’re showcasing a particular app or game, make sure you have permission from the owners to display their interface or graphics.
3. Voiceover: Using text-to-speech? Make sure the voice isn’t mimicking a well-known figure without consent.
4. Actors: Ensure that your actors have signed release forms, especially if you plan to iterate on their original performances for future campaigns.
5. User Comments: Including real user comments in your UGC? Make sure you ask for permission, especially if you intend to modify them in any way.

Legal Partnerships

Work closely with legal advisors experienced in digital advertising to scrutinize the details. They can help you draft any necessary contracts, review licensing agreements, and generally ensure you’re above board.

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The Final Cut: Your UGC Journey and Beyond

As we bring this comprehensive guide to a close, let’s take a moment to recap the whole series:

1. Part 1 covers the essential groundwork for UGC videos, covering everything from crafting a solid creative brief to brainstorming captivating concept ideas for various platforms.
2. Part 2 discusses the ins and outs of scripting for UGC videos for apps and games, exploring the elements that make for engaging hooks, effective storytelling techniques, and tips for making your ads resonate authentically with your target audience.
3. In Part 3, you can learn about the different casting options for UGC videos, from influencers and content creators to celebrities and real users, along with the pros and cons of each to help you make informed decisions for your mobile apps and games marketing.
4. In Part 4, we delve into the nitty-gritty of actually filming UGC videos for mobile games and apps, covering key elements such as location, lighting, audio, props, clothing, and performance to help you create compelling and effective content.
5. Part 5 talks about the technical aspects of shooting UGC videos, focusing on smartphone filming specifics, device orientation, screen visibility, capturing high-quality footage, and essential quality checks and reshoot guidelines to ensure your video is impactful and engaging.
6. And in this, final article, we’ve looked at how the art of video editing & the science of post-production come together to elevate your UGC campaigns.

Ready to Turn Insights into Action?

Thanks for joining us on this eye-opening tour through the exciting world of User-Generated Content!