Practitioner pattern · Canyon Pergande (Co-founder of SideShift, the UGC creator marketplace the case-study apps hire through)
Give creators a short brief with a Loom, target persona and proven videos
Seen across SideShift customers; long briefs get skipped
Unknowncreator-opsugc-creators
What they did
Brief contents: (1) what the company does in your own words, ideally with personal Loom videos walking through the product and its viral moment; (2) target audience and personas, so the warmed-up account gets pushed to the right people (products aimed at everyone make bland content); (3) links to your own viral videos and past creator content as starting formats; (4) viral formats from competitors or adjacent players (e.g. other job boards like MigrateMate) to adapt; (5) a few hook ideas, optional; (6) pay; (7) rules (mention us, don't mention other companies) and usage rights (e.g. upload videos to a Google Drive). Keep it short: a 50-page brief gets skipped.
“Like one thing they did did a really good job of is like adding in like Loom videos, chatting through their product, making it extremely, you know, personalized.”
“if you have viral videos on your own socials, if you have people that have made content for you, like link those videos. You know, give your creators a starting point”
“they just throw like this 50-page brief at them. And it's like, a, like nobody wants to read that.”
“keep the creator brief short and sweet, but like try and, you know, add some valuable information that, you know, people can just act on right away.”
Related topics
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