Why you should create storyboards for UGC

Why Brands Should Write Storyboards for Creators Instead of Open-Ended Briefs

Even a UGC ad needs a well structured story

Do you ever watch a movie and tell your friends that the acting was amazing (like you really know) but the story suckkkkkked. 

Well, that’s the power of story. Doesn’t matter if you have Leo, Meryl or Glen Powell (is he the only actor that works anymore)?

Every story needs a well defined beginning, middle, end and a good script.

That applies to a $500 million movie and a $100 UGC ad.

That’s why you need to start your UGC the same way they visualize a movie - with a storyboard.

How are most brands doing it today?

Most brands that I work with (if they’re already doing UGC) use a brief.

What’s a brief? It’s usually a Google Doc with every detail about your product, instructions about the video you want and a long list of dos and don’ts.

For $100-200 you’re asking a creator to fully understand every product benefit, the best way to shoot it, the words you know resonate with audiences..oh and by the way how to structure all that in a compelling ad. Good luck!

What exactly is a storyboard?

Think of storyboarding for UGC as a more structured brief where you are asking the creator for specific sequences and shots.

Here’s what a super basic storyboard could look like for the Stanley Cup.

Why storyboard? Seems like it involves work.

• Video structure drives performance: A storyboard gives the creator the spine of the story and (hopefully) gives them room to put their spin on it.
• Keep creators on brand / on message: If you have worked with creators before, you know that misalignment can result in way too many rounds of reshoots. Storyboards keep everyone honest.
• Create modular content: Requesting individual clips for each shot in the storyboard vs getting a fully edited video from a creator allows you to test new edits. This is essential if you’re looking to scale your ad spend and test ideas.

Ok, how do I do it?

• Not a creative? No excuse anymore. Use AI to get started!some text
  • Get a ChatGPT subscription 
  • Write a prompt like this “You are a creative at an ad agency. Write a storyboard for an ad idea where [xyz happens - you should hopefully be able to come up with one quick idea. Can just be a sentence]. Provide both talking point shots as well as visual b-roll to accompany the talking shots.
  • Read the output and “humanize” it. ChatGPT “Talking points” may often sound robotic, but it does a remarkably good job at getting the shots you need to tell your story.
• Find a creator (more on that later) and invite them to send you their raw clips..
• Hire an editor on Upwork for cheap and have them mix and match the content a few different ways
• Test different ad variants: Run your ads and see what happens!

Main takeaway: 

A storyboard ensures your creators get you the content you need in raw clips that can easily be edited in different ways to finding winning ads.

HINT: You can also use BeeRoll to do everything!

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