Martina Channa

Martina Channa

The UGC Dictionary

Key Terms Every Creator Needs to Know

As you start the exciting journey of becoming a Content creator/UGC creator, understanding the terminology is essential to navigate contracts, collaborations, and marketing campaigns effectively.

These terms might feel overwhelming at first, but don’t worry. You can always return to this UGC dictionary whenever you see a new term you don’t quite understand. Take your time and don’t hesitate to revisit it whenever needed.

Terms you should understand as a UGC creator

Content terms

  • Deliverable: is any piece of content that a UGC creator is responsible for producing and delivering to a brand as part of a collaboration or project. It could include photos, videos, written posts, or other creative assets.
  • Raw Footage: unedited content you film for brands, without any edits.
  • Organic Usage: refers to the natural, unpaid distribution of a creator’s content on social media platforms, where it reaches audiences through shares, likes, comments, or other forms of engagement without any paid promotion.
  • Paid Usage: involves the promotion or boosting of a creator’s content through paid advertising on social media platforms. Brands pay to increase the reach and visibility of the content to a targeted audience beyond their organic following.
  • Inbounds: refers to requests and opportunities that come to a UGC creator from brands, agencies interested in working together on content creation projects.
  • Outbound: are the proactive efforts of a UGC creator to reach out to brands, agencies, or potential collaborators to pitch ideas, proposals, or partnership opportunities for content creation projects.
  • Pitching: is the process of reaching out to a brand for a collaboration or partnerships for content creation projects.
  • USP – Unique selling point. It is what makes you different, unique and better from your competitors.
  • B-roll: Secondary footage that supports the main content. Can be product shots, staged shots..

Contract terms

  • Perpetuity: in the context of contracts between UGC creators and brands, it means giving a brand unlimited use of your content forever.
  • Whitelisting / spark ads: is when the brand promotes their content through creator’s social media platforms instead of the brand’s account. The post is posted on creator’s profile and then boosted through advertising. 
  • Dark post: similar to whitelisting, but the post doesn’t show on the creators profile. The ad is created through the creator’s handle, but does not live on their profile.
  • Net 30/60: the amount of time it’s going to take for a brand to pay you – 30 or 60 days. 
  • Usage Right: the permissions a brand has to use your content. These rights specify how the content can be used, such as for marketing, advertising, or promotional purposes, and may include details about the duration and platforms where the content can be published or displayed.
  • Exclusivity: means the creator can only create content for a specific brand.  Avoid exclusivity with any brand at all costs, as it can prevent you from working with other brands from the same niche. 
  • SAW (Scope of Work): the expected deliverables from you as a creator.

Marketing terms

  • Hook:  is an attention-grabbing line of your piece of content or marketing that captures the audience’s attention and encourages them to continue watching.
  • CTA (Call to Action):  is an instruction within your video that tells the audience to take a specific action, such as clicking a link, making a purchase, or signing up for a newsletter.
  • ROI (Return on Investment): is a measure of effectiveness of a marketing campaign or investment. It compares the gains generated from the campaign against the costs.
  • ROAS (Return on Ad Spend): The revenue earned for every cost spent on ads.
  • CTR (Click-Through Rate): is a metric used to measure the effectiveness of an ad or link. It is calculated by the percentage of people who clicked on the ad or link compared to the total number of people who viewed it.
  • KPI (Key Performance Indicator): KPIs are specific metrics used to evaluate the performance or success of a marketing campaign or business strategy. They help track progress towards strategic goals and objectives.
  • Conversion Rate: is a metric that measures the percentage of people who take a desired action (e.g., making a purchase, signing up for a service) after interacting with an ad or a campaign. 
  • Reach – the number of people that saw an advertisin g post, ad, campaign.
  • Engagement: Interactions with your ads, such as likes, comments, and shares. 
  • A/B testing – comparing two versions of something to see which one performs better. In the context of UGC, A/B testing can be applied to various elements such as Hooks or CTA’s.

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