UGC Creator in Spain: How to Choose the Best Talents

We’ve been noticing for some time now how paid campaign metrics improve when creativity includes UGC. Yes, there are many sectors and advertising objectives, and it’s not always the case, but in general, UGC builds trust with social media users.

More trust = higher likelihood of clicking on the ad. You can understand why brands are increasingly interested in what’s called UGC, as it significantly reduces the cost of selling a product or service through ads by a good amount of euros.

This also leads to people wanting to jump on the UGC bandwagon.

At Alteraction, with over 2 years of experience selecting creator talents and working hand-in-hand with brands, we’d like to share some tips to help you identify a great UGC creator.

1. The quality of their photos and videos could be improved They often deliver content with grainy textures, or their files are very small in size. Keep in mind that 1 minute of 4K recording takes up almost 400 MB. You need to be demanding with the quality of the content they deliver, so don’t accept WhatsApp-level quality or files with very low sizes.
2. They don’t provide extra footage that allows for editing a quality final video. If you need video content in first person, the material must have a main storytelling focus that highlights the product or service, along with supporting footage that adds elements to the story and keeps the viewer engaged. If the profile you’re considering doesn’t include all of this in their portfolio or is hesitant to provide it, move on.
3. Their script reeks of a brief from miles away. Look, UGC needs to feel natural if we want the video to perform well. That’s why the creator should closely resemble the brand’s buyer persona. The thing is, creators often tend to follow the brand’s guidelines too literally and forget to make the message their own.
4. Weak connection with the audience. Here, we’re excluding UGC meant for reviews or purely photographic content. Video content requires the creator to deliver a message by modulating their tone of voice, using non-verbal language, and adapting to the brand’s tone and style. By studying the creators’ portfolios, you’ll be able to filter out those who are best at connecting with the brand’s audience.

Obviously, a good UGC Creator, in Spain or anywhere else, doesn’t meet the negative points we mentioned earlier. Additionally, keep these 3 essentials in mind:

1. Adaptability and willingness to make changes. A UGC creator must understand that their first version of the content is always subject to review, no matter how well they followed the brief. If they’re unwilling to stipulate in a contract that a round of feedback with modifications is possible, the brand (or agency) might end up stuck with content that doesn’t fully meet their expectations. Look for people who understand that their first version isn’t final.
2. Meeting deadlines and commitments. Being a good UGC Creator also means delivering content within the agreed timelines and closely following all the brief’s instructions. If you have creators who produce great content and never cause timing or email exchange issues, take good care of them—they’re not as common as you might think.
3. They have one or several specializations. Don’t assume that any UGC creator can sound credible and perform well in every sector. The best we’ve seen at Alteraction are chameleons, but they always have 1 or 2 product or service categories where they thrive effortlessly. For some, it’s cosmetics; for others, it’s sports or software… You need to find the best in your niche.

How many bad briefs have you seen throughout your life? Well, the same thing happens with UGC collaborations.

Make sure your briefs include the formats you need, the content objective, all the information about the brand and the product or service, a sample script (if applicable), a reference for similar content you like, and any details that might be useful for the UGC Creator.

It’s important to distinguish between the information that MUST appear in the content and the information that is helpful for the creator but doesn’t need to be included. Otherwise, there might be surprises later.

Don’t hire a UGC platform. Seriously, you don’t need a marketplace full of people who do (or think they do) UGC.

You need an agency that was truly born to scout UGC talent, has trained them through working with brands, boasts a broad portfolio of collaborations, and understands advertising strategy.

Now is when we tell you that the agency is called Alteraction, and all you have to do is fill out the form you’ll find at the bottom.

No commitment. Let’s talk, you tell us your vision of UGC and what you need, we’ll explain how we work, and we’ll see if we can join forces.