The Ultimate Guide to UGC Video Ads for Apps & Games: Part 1 - Concepting

Unlock the secrets of creating awesome UGC video ads for games and apps. Dive into the first part of our blog article series: Concepting.

If you're reading this, chances are you are in the world of mobile games and apps marketing.

And you're probably already well-acquainted with the buzzword du jour – ?UGC video ads.?

And?you probably don't need anybody to convince you that UGC videos are the 'next big thing', or to even remind you that they're an awesome way to connect with your audience and market your app or game without breaking the buck.

So we're not going to dish out that same, tired spiel about UGC videos for apps and games.

But what we?ARE?going to do, though, is?provide you with tangible, practical, evergreen tips and how-to's on how to create killer UGC video ads for apps and games?- whether for your own brand, or for a client.

And we’re going to do that?through a series of blog articles?(this one being 1/6), in which we'll cover?the whole production process of UGC videos for apps and games: from pre-production (concepting, scriptwriting, casting), to filming and post-production.

Because, let's face it:?while user-generated content might seem easy to produce, getting it right can be tricky. The videos may end up looking pretty, but that doesn’t mean they won’t bomb the marketplace.

Buuut... if you follow our tried-and-true tips during your production process, you'll nail your UGC marketing in no time. So let's dive right in – no fluff, no filler - just solid gold strategies for creating great UGC videos for apps and games.

All UGC Videos Start with a Brief

Crafting a great UGC ad starts with you, your team, and the UGC creators having a clear understanding of the creative brief.?

Your UGC brief is more than just a starting point; it's a guide detailing the why, what, who, and how of your marketing strategy.

To create a comprehensive brief and start the concepting process for UGC video ads, you need to:

1) Gain insight into the app or game you want to market

• What are its unique features, its value propositions?
• What sets it apart from the competition?
• WHY?would anybody download it and use it?

Getting clear on this forms?the basis of your creative concept.

2) Identify the message you want to send

Your key message is the heart of your UGC ad. It's the info you want to impart to your audience. Make sure it's clear, compelling, and connected to the app or game you're promoting.

What do you want the audience to get from the video ad??And – more importantly – what do you want your viewers to DO?

• Download your app/game?
• Engage with the video/spread the word?
• Create user-generated content themselves?
• Visit your website/contact you?
• Learn more about your other products/services?

The magic formula is this:?one objective per UGC video. Keep it focused.

3) Be clear on who your target audience is

If you know anything about marketing, you know?the importance of nailing down your target audience.

But most people take this part lightly: they make a wild guess, or simply look at their analytics and come up with an oversimplified answer, such as:

''Men, 25-35, USA.''

Well...?this is not a well-defined target audience. Don't get us wrong – it's a start – but?it's so broad that it provides you with almost?no info?on how to reach the right people the right way.

You need to narrow it down, and?really get to know who the people are who are using your app or playing your game, and then speak ONLY to them.

For example:

• Bad:

''Men, 25-35, USA.''

• Better:

''Men, 25-35, USA. Interests: electronics, MMORPG, anime.''

• The Best:

''Men, 25-35, USA. Interests: electronics, MMORPG, anime. Hardcore players, competitive; the main in-game motivations: leveling up, self-expression, and power.''

See? The last one's sooo much more specific, and?if you create content keeping this young man in mind, he's going to identify with your ads and be ready to take action when he sees them. He's going to?feel?that you're speaking to him, and he's going to love you for it.

But?where do you find such insights?

• Your social media platforms:?your followers are a treasure trove of information. Dive deep into their interactions, feedback, and discussions. They'll often reveal the reasons they downloaded your app or how they're using it.
• App store reviews:?this is where users drop honest opinions about your product. They express their satisfaction, frustrations, and hopes. Understand these motivations to create UGC ads that speak directly to them.
• Any user surveys or research?you may have conducted: these often offer raw, undiluted insights into the minds of your users.

4) Choose your platform

Where are you going to place your UGC video ads?

There are two things to consider here:

• where?your audience?hangs out;
• where?your content?can shine.

Each platform, be it?TikTok, Instagram, Facebook, Snapchat, or YouTube, comes with its own?set of rules, conventions, formats, and user expectations.

Understanding these nuances will ensure that your UGC ad thrives in the chosen environment.

Creating Concepts for UGC Videos

If you want your UGC ad to turn out the way you imagined it, you need to send clear concepts to the creator(s) and to your production team.

Let's say you've nailed the details of the game or app you're marketing; you know what message you want to send and you know to whom you want to send it; you are clear on your objectives and you've chosen the right platform(s).

The next step is to?create the concepts by leveraging all this info you've gathered.

This is an interactive process: you need to brainstorm, evaluate, and refine your ideas until they're pitch-perfect.

?? Btw:?if you're interested in getting some inspired concepts for your game or app quickly,?contact us here?and we'll send them to you – completely FREE of charge! We write concepts on a daily basis for our clients, and (without any false modesty) we're full of brilliant ideas ?? and can't wait to share some with you!

Here's some inspo for creating good concepts for UGC videos for apps and games:

• Tutorials:?Through step-by-step instructions, you can empower users to master an app or a game. It's all about creating that 'Eureka' moment for your audience.
• Explaining the app/game:?A clear understanding is half the journey, and that’s what these ads do – they provide users with a quick snapshot.
• Gamer commentary:?Inspired by live streams on platforms like Twitch, these ads feature creators actively playing a game and sharing real-time, raw reactions that viewers love.
• Before & after:?Here, the creator illustrates a change – before and after playing a game or interacting with an app. It’s tantalizing and creates a compelling pull toward the product.
• Day-in-the-life of / Daily routine:?These ads bring the user into the creator's world, showcasing a typical day peppered with interactions with the app or game, offering a relatable touch to the viewers.
• Interesting stories:?The creator narrates a tale or shares an experience involving the app/game, creating a narrative that is both intriguing and engrossing, that thrives on the element of surprise and piques curiosity.
• Testimonials:?The bread and butter of UGC ads. It's all about authentic sharing - the creator narrates their experience, highlighting the app or game's features, perks, and unique quirks.
• Cosplaying/costumes:?Creators in this category take UGC to another level, dressing up as characters from the app/game, and weaving a mini storyline around it. It's playful, it's fun, and it gives viewers a creative way to interact with the product.
• Tips 'n' tricks & quizzes:?In these ads, creators share tips and tricks about a game/app, or challenge the viewer with questions, engaging the audience.
• The latest TikTok trends:?Here, creators take the pulse of the latest TikTok trends and apply it to promoting an app/game. It’s about staying at the cutting edge of what’s hot and what’s not.

So there you have it – the complete roadmap to creating concepts for UGC ads that sing, sizzle, and sell. Remember, the secret to successful concepts for UGC video ads lies in?understanding your product (app or game), defining?the target audience, sending out?a clear message, and?choosing the right platform for ad placement. Armed with these tips, you're now ready to take your UGC strategy to the next level!

Once a concept idea has been selected, it's time to flesh it out and add details. This includes?developing a script, planning visuals, and deciding on any other elements that will be part of the ad, such as music or special effects. We're going to dive deeper into all this in the following articles in this UGC series.

And stay tuned for the next article in this series:?''The Scripting of UGC Videos for Games and Apps!''