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The Ultimate Guide to UGC

You know influencer marketing is the move to grow awareness for your brand.

But just because an influencer is creative and good at filming videos doesn't mean they'll deliver content that converts.

Here’s how to give clear guidance.

The general structure of the content brief:

  • Content Goal: Define what you want the content to achieve.
  • Target Audience: Educate your partner on your target audience.
  • Content Type: Specify the type of content you're looking for, such as:
    • Product demo
    • Testimonial
    • Unboxing video
    • Before-and-after showcase
  • Campaign Overview: Provide a detailed outline of the key points you want the influencer to cover.
  • Sample Content: To help the influencer understand your vision, include sample content that shows the style, tone, and format you prefer.

Tailor your partnerships and creative briefs to specific stages of awareness.

This way, you'll have a diverse batch of content that addresses the needs and interests of your audience at every touchpoint.

Let's explore a few examples of content briefs based on the awareness stage.

Unaware they need what you’re offering


  • Content Goal: Educate that bloating & tummy aches are due to gut health issues and introduce AG1 as the solution.
  • Target Audience: Women struggling with gut health issues that are unaware of a simple solution.
  • Content Type: Testimonials, Before & After
  • Campaign Overview:
    • Authentic personal story related to gut problems
    • Present AG1 as the solution by highlighting these features & benefits
      • One scoop covers all nutritional needs.
      • It has over 75 vitamins, minerals whole food sourced ingredients.
      • It helps with gut health but also immune support and improves energy.
    • Share your experience before & after AG1 in your daily routine.
    • Demo using a frother to mix the powder with water.
  • CTA: Order now to get a 1-yr supply of Vitamin drops and 5 travel packs
  • Sample Content:

Aware of a problem & solutions but unaware of your specific product


  • Content Goal: Show that AG1 can replace a traditional vitamin routine.
  • Target Audience: Health-conscious women who want a simple yet effective wellness routine and are struggling to put together one.
  • Content-Type: Storytelling with product demos and testimonials.
  • Campaign Overview:
    • Resonate with the audience on their problem
    • Present AG1 as the solution by highlighting these features & benefits.
      • Hinting AG1 could be less expensive than a comprehensive vitamin routine but have the same benefits.
      • One scoop covers all vitamins, and nutritional one needs - like a vitamin routine.
      • It helps immune support, energy, focus
    • Demo how to mix the AG1 powder with water.
    • CTA: Order now to get a 1-yr supply of Vitamin drops and 5 travel packs.
  • Sample Content:

Aware of your product, but not sure if it’s the right one


  • Content Goal: Give our audience confidence that AG1 improves energy levels.
  • Target Audience: Older people who have an outdoorsy lifestyle and are looking for supplements to support their lifestyle.
  • Content Type: Storytelling with testimonials, Before & After
  • Campaign Overview:
    • Show clips of your outdoor lifestyle and how you can easily take AG1 even on the road.
    • Present AG1 as the solution by highlighting these features & benefits
      • It helps with energy, which is essential for outdoor lifestyle.
      • One scoop covers many nutritional needs.
      • It helps with mind fog and lack of focus, that come from aging.
    • Share your experience before & after AG1 in your daily routine
    • Demo how to mix the AG1 powder with water
    • Include the free gifts (vitamin drops & travel packs) in the shot
    • CTA: Order now to get a 1-yr supply of Vitamin drops and 5 travel packs.

5. Sample Content:

When you share a creative brief, be clear about what's non-negotiable, and what's just guidance.

It sets expectations and gives influencers the creative freedom they need to produce the best content.

And it gives you the content you need to achieve the goals of your brand.

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