u/meetshah_design

Early-stage founder here, just starting to experiment with UGC. I've talked to a few creators and what strikes me is that the brief feels like the whole relationship! (you send it, they film, done)

But the content I'm seeing from brands that do this really well doesn't feel like that. It feels like the creators actually understand what the brand is about, not just what to say in the video.

How do you close that gap? Especially when you're small and can't afford a dedicated creator manager?

What's worked for you in terms of making creators feel genuinely connected to what you're building or is that just not realistic at this stage and you treat it as a transactional content production thing?

Early-stage founder here, just starting to experiment with UGC. I've talked to a few creators and what strikes me is that the brief feels like the whole relationship! (you send it, they film, done)

But the content I'm seeing from brands that do this really well doesn't feel like that. It feels like the creators actually understand what the brand is about, not just what to say in the video.

How do you close that gap? Especially when you're small and can't afford a dedicated creator manager?

What's worked for you in terms of making creators feel genuinely connected to what you're building or is that just not realistic at this stage and you treat it as a transactional content production thing?

Trying to benchmark this against what other brand-side marketers are seeing.

Industry data I've read puts revision rates at around 30 to 55% of first submissions. That feels about right to me, but the interesting thing is that when I look at the root cause of most revisions it's almost never production quality, it's brand misalignment. Wrong tone. Wrong messaging emphasis. Talking about a feature we don't lead with.

Which made me wonder: how much of that is a briefing problem versus an onboarding problem? Like, is a better brief enough, or does the creator actually need to understand the brand more deeply to get it right?

For context I manage around 15 to 20 active creators at any time. We use Notion for brand guidelines and Loom for walkthroughs, but it's pretty ad hoc.

Anyone who manages at similar scale, what's actually in your creator onboarding? And does it make a measurable difference to revision rates?

Product designer recently transitioned to UGC space, still on the both the paddles but I'm leaning towards the distribution side of tech as design and dev are almost gone!

Been running a UGC program for a while now and the thing that keeps frustrating me isn't finding creators ~ it's that even with a solid brief, the first batch almost always comes back needing revisions. The content is technically fine but it doesn't feel like us.

I've tried longer briefs, I've tried Loom walkthroughs, I've tried hopping on a call before they start. Some of it helps. None of it fully solves it.

A few specific questions for anyone who's figured this out:

1. What does your creator onboarding actually look like? Is it just a brief, or do you do something more structured?
2. How do you communicate your brand voice to someone who's never used your product?
3. Do you share performance data back with creators after a campaign? Has that changed anything?
4. Is this just an unavoidable tax of working with UGC, or have you found a system that actually works?

Genuinely trying to understand if this is a me problem or an everyone problem.

I am recently going through rounds at Flipkart and several other companies for PD roles. I really want to guidance, mentorship or just TL;DR tips from you folks. Any help would be much appreciated.

Presented this project/case study in Portfolio round, still waiting on the decision though!🤞✨

https://www.meetshah.co/work/heading-country-s-first-digital-ewallet-and-payments-platform?from=home