Short Briefs vs. Detailed Scripts for UGC Creators

Happy Wednesday!

This week, I'm diving into a topic that's close to our hearts here at 10X ROAS:

Finding the perfect balance of creative freedom when filming content with UGC creators.

Striking that perfect balance between giving creators freedom and providing some much-needed structure is hard.

I will share my tips and strategies that have proven effective in our 3 years of working with hundreds of UGC creators.

What we’re going to take a look at today:

• The 2 types of UGC creators you’re going to work with

• Our approach to scriptwriting and what we provide to creators

• Letting creators do their thing while keeping everything on track

• Why giving a detailed script doesn’t mean you’re killing creativity

• Why you need to get creators personally invested

And much more…

Get 3 Free Creative Concepts

Before we get into finding the perfect balance of creative freedom when filming content with UGC creators, I have a cool bonus for you:

If you run an e-commerce business, I will write 3 creative concepts for your brand completely free.

I want to show you our creative process and how we work with brands like HexClad, BestSelf, Product Hunt, Morning Brew, and others.

Just fill out this form and I will write 3 creative concepts for your brand.

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Ad Creative Deep Dive: Balancing Creative Freedom & Much-Needed Structure With UGC Creators

There are two main types of creators you will work with:

1. The Free Spirits

These creators are naturally gifted in bringing any concept to life with minimal guidance.

A detailed brief with key talking points is often all they need to produce captivating content that resonates with your audience.

2. The Structured Minds

The majority of creators fall into this category.

They might not have an innate grasp of direct response copywriting or what makes an e-commerce ad successful.

For these creators, a detailed script, including a shot list, is not just helpful—it's necessary for achieving the desired outcome.

Our Approach to Scriptwriting

By providing creators with a detailed script, we're not trying to remove their personality and authenticity from the content.

Instead, we want to ensure strong ad performance and messaging.

This especially applies to categories like health and wellness, where you must watch what you say thanks to all those rules and regulations.

Following FTC Guidelines

When working with health and wellness brands, adherence to FTC guidelines and careful scripting become even more crucial.

Our detailed voiceover lines ensure that creators stay within legal bounds while effectively communicating the message that makes people buy the products.

Give creators too much creative freedom and they might say something that will get you sued.

It’s a bit like giving a toddler a drum set and being surprised when the neighbors complain. It's fun until it's not.

Providing detailed voiceover lines will save you from potential reshoots, disagreements, and the kind of lawsuits that make you wonder why you didn't just become a llama farmer instead.

Adding Personal Touch

We hand creators a script that outlines everything from A to Z, but here’s where it gets interesting.

We want the creators to mess with the script a little. We want them to showcase their personality when filming content.

We encourage creators to play with their delivery, their tone, and even the words themselves, as long as they stay true to the core message.

This is what turns good content into genuine, relatable content that truly resonates with the audience.

Example of Personal Touch

Let’s say our script says:

A creator might take that and say:

It’s the same message but with their unique twist.

This blend of authenticity and personal flair is what transforms standard content into something that genuinely resonates with the audience.

It’s not just about what's being said, but how it's being said, and by whom.

Encouraging this creativity within boundaries makes the content more relatable.

Viewers can sense the genuine enthusiasm and personal connection the creator has with the product, making the message more impactful.

Why This Works

This approach does wonders for authenticity.

Viewers can tell when a creator is genuinely excited or interested in what they're talking about, and it makes all the difference.

It turns a straightforward ad into a relatable story that viewers want to engage with.

Plus, this flexibility allows creators to feel more connected to the work.

When they can infuse a piece of themselves into the content, they create something they are proud to share.

And when creators are invested, the audience senses it, which boosts the content's impact and effectiveness.

The Goal

When working with creators, we focus on crafting ads that don’t just fill space in a feed but stand out.

Demanding attention not because they’re clickbait, but because they’re authentic.

We want to make viewers feel like they’re hearing from a friend, not being sold to by a brand.

We achieve this by collaborating with creators closely and adding their personal touch.

Your Takeaways

Next time you’re brainstorming content, think about how you can add that personal touch.

How can you make your message resonate not just as a sales pitch, but as a genuine conversation?

If you’re up for a chat about it, my door (well, inbox) is always open.

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How I Can Help You

Whenever you’re ready, there are 3 ways I can help you…

1. If you’re looking for a creative partner who will handle your entire creative production, deliver winning ads every month, and help you scale, apply to work with us here. We have worked with brands like HexClad, BestSelf, Product Hunt, Morning Brew, and others.

2. Want me to train your internal team and implement all of our creative production systems and strategies in your business? Apply here and I will help you build an in-house team that can create hundreds of winning ads every month.

3. If you’re looking to take your ad performance to the next level and have a consistent stream of winning creative, but don’t want to hire anyone, I have created a program that teaches you our entire creative production process and everything I have learned over 3 years of creating tens of thousands of ads.