Not sure which kind of content to ask for? Start with what you already have.
Clipping cuts your existing long form content into short clips; UGC is new content a creator makes about your product; slideshows are carousel posts that tell a story in slides. Pick one content type per campaign. The one thing every type needs from you before launch is material to work from, and how much depends on the type.
The content types
Type | What creators make, and what you supply |
Clipping | Short clips cut from long form: a podcast, a stream, a show, a founder on camera The long form itself, several pieces of two minutes or more, in a shared folder or a playlist |
UGC (With Face) | A person on camera talking about or using your product The product or access to it, talking points, and what not to say |
UGC (Faceless) | Hands, screens, voiceover, memes: your product shown without a presenter Screen recordings or product footage, brand assets, the key moments |
Slideshows | A carousel of images or slides that tells a story and lands on your product The story angle, images, and the moment the product appears |
Logo | Content that features your logo prominently The logo files and where they should sit |
Sound | Clips built on a sound you choose, on TikTok or Instagram The sound link |
Reposting | Your existing videos posted again as they are The videos |
YouTube Long-Form | Longer videos on YouTube Footage and a structure, depending on the brief |
You pick one of these when you build the campaign; the Type field lists them all.
Choosing one
If you have long form content, clipping is the place to start: it is the simplest campaign to run and the cheapest per 1,000 views. Videos under two minutes give creators too little to cut from.
With no content library you are looking at UGC or slideshows. Slideshows are the fastest to test. UGC with a face asks the most of a creator, so it needs a clear brief and a higher rate. Both are easier with an agency running them; see Getting started: on your own or with an agency.
Keep types in separate campaigns. A clipping brief and a UGC brief attract different creators and get reviewed against different rules.
Where your material goes
Reference materials on the campaign: links, videos, images and brand assets, up to four links, with videos as MP4 or MOV, images as PNG or JPG, and brand assets as PDF, ZIP, AI or PSD. A link to a shared folder or a playlist counts as a link, and at least one reference material is required.
Requirements: the rules a clip must follow. Only rules written here count. A rule that lives in a chat or a separate document is not a valid reason to reject.
Creator details: who you want posting and a short description of them, for guidance rather than rules.
Some things you might think of as content types are requirements instead: a face on camera, a minimum video length, a caption, a link in bio. Set those in the same step.
Footage you give creators is licensed to them only to make clips for your campaign. What you get back is in Who owns the clips.
Keeping it fresh
Creators cutting the same 30 seconds for weeks produce clips that all open the same way, and views fall off. Add new material every two to three weeks, or whenever there is a new episode, founder appearance or product angle to cut from. It is the cheapest way to extend a campaign.
Pick the type that matches your material, then write the brief. Writing briefs that convert is next.