# How to Get Paid for UGC With Zero Followers

Channel: Jaxito Dwyer
Video: https://www.youtube.com/watch?v=PClHjhiplHU
Duration: 18 min
Language: English
Words: 4825
Transcript page: https://viewrankai.com/tools/youtube-transcript/PClHjhiplHU

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[0:00] And with one singular deal, he made $63,000 in a month. A lot of it has to do with the visual hook. Something has to move. And something has to catch the viewers's attention in one of two ways. It either has to be confusing, so they should be like, "Wait, what's happening?" or it has to be intriguing or both. Welcome to the Creators Get Paid podcast. I have a good friend and friend of the agency, Caitlyn. She works

[0:22] on so many of our amazing campaigns. She's always one of the top performers. So, if you're a brand, if you're an agency, and you need an amazing creator, I highly recommend reaching out to Kaitlin. But real quick, Kaylin, how did you get into this UGC space? Because I know you've been a content creator for

[0:34] quite a bit of time. Yeah, it's actually been quite a journey. I've been doing content creation for about 10 years now. So, ever since I was quite young, but UGC specifically is something that's changed so much in the past few years. It's been a really cool journey. So, I think I did more like traditional UGC previously where brands would reach out, they would do some sort of package deal. I would send them three videos at a time, that type of thing. But canvas UTC, which is what I've been doing with you guys, has only really become a thing since

[0:56] probably last December. And for people that are unfamiliar with Canvas UBC, I can give a really quick definition. I would consider like some people call it tech UGC, some people call like mass UGC, but it's essentially the creators are spitting up net new accounts. So these aren't influencers. They're just like a new account. They're posting very viral content and they're

[1:12] usually posting at like a high clip. We'd call like one, two, sometimes even three posts a day. That definition kind of jive with you. Mhm. Yeah. Very iterative process. I think what I love about Tech UGC, Canvas UGC, is that you make brand new accounts. So, really a creator can come in and not even have any videos up on their personal brand, right? Like they don't need any followers to start because they're making a brand new account as a brand ambassador of

[1:32] whichever company they're working with. So, it's very the barrier to entry is a lot lower than I suppose other avenues of content creation, monetization. Yeah. I'm curious, had you ever tried any of the paid ads model? Well, I know you were doing initial like brand sponsorship. So, I'm curious like how you would kind of compare and contrast some of the opportunities that exist out there, you know, as a very, you know, performant creator yourself and you have a abundance of opportunities. What do

[1:54] you tend to look at? Yeah, I think what I really enjoy about Canvas UGC is that taking that organic content approach, you get to build this entire personal brand around that account. So, you almost build this world that grows exponentially. Whereas with a paid ad, for example, if I were to film a paid ad, I only exist on that person's screen as long as the ad runs. And if they don't click through the ad, I'm gone forever and they can't necessarily access me any other way. Whereas, when you build a personal brand through Canvas UGC, people can return to your brand. They can have some time to think

[2:23] about it before they actually buy in. Your videos will appear on their feed like again and again and again. And it's way more of a personal approach that actually builds over time. Yeah, I'm quite interesting because, you know, a lot of the creators, and this is no offense to any creators in general, is they won't really treat it like they would treat a personal brand. And one of the things I've seen Kaitlin do, which is very amazing, like I'll see her sometimes post on our stories, like really varying even the format. So, it doesn't look like I'm sure you've seen this where you go on somebody's like

[2:49] Tech UGC or Canvas UGC page and you're like, "Ah, this isn't like a real person." Like, they're just always doing the same crying format. Like, you do a very good job of varying that. So, I'll be curious like how you approach kind of owning these accounts and actually building them up as like an asset for yourself and obviously an asset for

[3:05] whichever brand you're working with. Yeah, definitely. With each of the campaigns that I take on, I actually do a little bit of in-depth research into their ideal customer profile. So, I'll be like, who's actually buying into this? Most of the time, it's Gen Z. So, it's somebody in Gen Z who wants to do what? Maybe it's make money with trading. That was one of our most successful campaigns there. Maybe it's they want to make more friends if it's a social networking app. Maybe it's that they want to improve their acne if it's a beauty app. So, what are their pain points? What are their fears? What are

[3:30] some different thoughts and like niche thoughts that they think no one would understand, right? That I can actually tap into. And then what's the approach that I'm going to take? Am I going to be like a friend? Am I going to be like an older sister? Am I going to be a mentor who's in the space and has already done what they want to do? Like what what is my angle? So once I have all that down, I'll build the entire personal brand around that. And I'll follow a lot of the same fundamentals that I would use on my own personal brand. So, in terms of like aesthetics, how I make the bio

[3:53] look, how I make my profile look, you want to come across like somebody that people can actually trust, right? Outside of a paid ad, you want it you want it to be like almost like you're speaking to a friend on FaceTime trying to convince them that like this thing that you tried is really worth trying. Yeah. [snorts] And the thing I really like is Caitlyn is a very good example of a creator, not a copier. And although in content creation, it's always like, hey, repeat successful actions, copy what's already working out there in the space. You can see she's doing this like second level order of being like okay

[4:20] well what is even if the script is the same and I'm sure she does modify the scripts what is the different angle like what do even I look like who could I represent like for an example we had like one company that was start a hedge fund and we had a bunch of kids that were like 17 or 18 like applying for the deal it's like guys you just don't look like an authority you got to take a different angle of being like how did I start my hedge fun so talk to them a little bit about your research process overall and how you kind of think about

[4:44] like where is my unique advantage You could take any of the brands you worked on and just think about like what do I actually represent or like what can I put out that's going to get good receptivity. Yeah, for sure. I think a recent one would be a study app that I started working with. They recently came over to the States. So, they're really big in Europe. And I was like, okay, what differentiates this study app from other major competitors in the space. Can I

[5:04] name drop? Is that okay? Yeah. Yeah, sure. So, things like Turbo that did a great job with their EGC campaigns, things like Studley. What differentiates this specific app? Well, there's a couple things. They're they're meant for high schoolers. So, that angle is going to be different. They want to target high schoolers in a way that feels a lot more authentic, I suppose, than some of the things you see with Turbo. So, I was like, okay, I know that's the brand goal. So, how how am I going to tap into that? The next thing I did was study all of Studley, Turbo, all the other competitors videos and think, what were

[5:27] the things here that if I was a high schooler, I'd be like, this is not for me. So, I studied that. It's a lot easier to find what competitors are doing wrong and then do [clears throat] them right than trying to come up with that from scratch. So, I'd be like, okay, so what are the things here that specifically would eliminate any high

[5:40] schooler from buying into this product? Great. How can I do the opposite of that and put that into my videos for this brand? Yeah. I think the other thing I would do is really study top creators in the space but not UGC. So, I'd be like, okay, who are the top creators that are high school age? People are really resonating with them. They have an audience that's also majority in high

[5:57] school and what are they posting about? Like, how do they frame their studying? How do they frame their schoolwork, their academics? What kind of formats are winning on their page? Right? Like I I really look into that as well. So that combination of like studying the UGC competitors and then studying creators in the space that are not UGC competitors is probably the best way I found to come up with like the persona

[6:16] that I'm taking. Yeah. Yeah. This is one thing I'd like to touch on because I I think you do a very similar process to me is like I'll I'll construct almost like a niche dictionary. So I used to be in the women's dating market and women would say things like you know you got to cook them banana bread and I could have said something like angel food cake but but the fact that you're saying banana bread is actually in market. So, anytime you take something or like we have this company that does blind boxes, people are unfamiliar, you go, you don't know

[6:39] what's inside the box, you pay for it. But if I were to say something like mystery box, it has a totally different connotation even. So, as much as possible, we always have to sound like we're inside the niche. Like we're not these like foreigners that are trying to LAR. I'm just curious like how you go about doing those things realizing that like, okay, I need to like speak it almost an entirely different language

[6:58] going into this place so I seem natural. Quartering. Yeah, that's so true. I think that is actually one of the biggest mistakes I see with UGC videos is that the captions and the language are geared toward a different target audience. So they'll be posting videos that are meant for Gen Z, like it's a Gen Z product, but the caption will be something like, "Have you ever noticed that?" D. Nobody in Gen Z would ever say that. Like in their caption, it makes no sense. So as soon as people see that, they're like, "This is an ad." And they scroll. Whereas if you say like, "Bro, has anyone ever tried this?" Or like,

[7:25] "Bro, why is nobody talking about this? Bro, like completely different tone, right? Like, girl, be for real. like that's not going to work. That's a capture that would do very well on a Gen Z product specifically. So, in order to figure that out though, you do have to dive into the niche, dive into those videos from the top creators outside of UGC and really study. I like to go into it with a very open mind. So, I'll just

[7:44] observe everything exactly as it is. What is the caption? What is the text hook? What is the format? What is the script? Like, I'll actually write down this transcript. And then probably the biggest indicator though, I'll go to the comments and I'll see how people are speaking there. Because the video itself is one thing, but the people interacting with the video and buying into the video is actually what's supposed to be paid attention to. So, I'll go into the comment section. I'll be like, what are the terms they're using? What's the punctuation is a big one. Punctuation, things like capitalization, slang words, any recurring topic, emojis. Yeah,

[8:11] totally. Any recurring top, which I wait real quick to say this is like the emojis differ by age cohort. Like the wilted flower I see all the time. Like, yeah, if like if I were to make a video that's meant to be funny and I said something funny in the text hook, like maybe I said, "Bro, why would she do that?" And then I put a laughing emoji with the smiling laughing emoji. That's a dead giveaway that it's made by like someone not in Gen Z or Gen Alpha. All of Gen Z and Gen Alpha will use the crying emoji, like the straight tears crying emoji or

[8:40] the dead emoji to indicate that something is funny. So, little things like that. It's like you got to study what different people are saying in different niches. Yeah. You know what I often think about it is the movie Inception and for people that doesn't haven't seen it, it's essentially they're trying to like create fake dreams for people, but sometimes the prospects can feel as if the dream is not actually theirs from these like micro details. And we are essentially trying to like incept this content as promotional material and we have to really stress like make sure they don't realize it's a dream. Like make sure

[9:10] they don't realize it's a promotion. Obviously everything is complying people, but talk to them a little bit about So we've talked about kind of the niche dictionary research. Talk to them about that like first three seconds of actually capturing attention. Yeah, a lot of it has to do with the visual hook. I'll talk about all the hooks. So visual hook is a huge one though. All you have to worry about with a visual hook is that something has to move and something has to catch the

[9:35] viewers's attention in one of two ways. It either has to be confusing, so they should be like, "Wait, what's happening?" or it has to be intriguing or both. So, an example of a confusing one would be like if I took my phone and I was filming a video and I started from here and I went, "Has anyone ever like that would be like confusing because I'm upside down at the beginning of the

[9:50] video." So, that would be confusing. What would be intriguing is something really colorful right here that I was like fidgeting with. People would be like, "Wait, what is that?" Or if like maybe some slime or something of that nature. Is that what we're saying? Like pouring like matcha, you know, some sort of colorful drink. Or [clears throat] one that was really successful for me a while back was I had

[10:07] those like golden eye patches. Yeah. Then I would be like putting them on which are very out of the ordinary you know so people are like what is that like what is she putting on her eye so that catches people's attention because it's intriguing. So that's the visual hook and I think sometimes people overthink it but it's really not that complicated. Like I had that one video with you guys that got like a million views. All I did is I sat down like as I said the first line but just that motion it's like did you that makes a huge difference. So the visual hook the text

[10:32] hook is the second [clears throat] thing. Probably the number one mistake I see with the text hook is that people put it in the wrong place or they don't make it pop enough. the text hook should actually be the first thing you see. Like in terms of as soon as you see the video, it should be text hook and then the person. And if that's not the case, you need to move the text hook or you need to add a background or you need to add like a shadow or something to just make it really pop. And then the last one would be like the verbal hook

[10:53] itself, which that could be a whole podcast in of itself. But I guess what I'll say about the verbal hook is it needs to clearly frame the entire video and it needs to create enough curiosity by presenting either a gain or a loss that they're going to experience from either doing or not doing what you're

[11:08] about to tell them. Yeah, I you touched on so many so many good things there. I think people often forget the headline, which to me is always, or they'll put it in the lower third instead of the upper third, where in my mind, the way people watch videos is they'll go they'll read the headline, then they're listening to confirm whether the person's actually talking about what the headline's about, and then they reread it. This how I've always seen it be done, but you do a very good job of like putting the headlines in there, capturing people's attention. So, that was on that like first part. Now, you know, truth be

[11:36] told, all the brands pass not just for the views, but for actually getting like conversions or actually getting people interested in the app. So, now that we've got that like first 3 seconds of attention, how do you actually bridge them into those later parts of the video when like a little bit more trust or a little bit more intrigue's been built up to actually get them to take a material

[11:52] action? Yeah, it's a good question. It really depends on the video. There's quite a number of ways to do this. I will say the biggest thing I've noticed is that you need to keep it engaging. Again, especially for Jenzi, very short attention span. You need to keep it very quick and engaging. So, some ways to do that would be if I was doing a demo, like if I was filming my screen and trying to show them something on a website, I would never just like film it statically. I'd always have something in my hand and I'd be pointing at like specific things for them to look at. Or

[12:15] I'd be zooming in with my camera, like moving to different parts on the screen to show them what I'm referring to. Another way to keep it engaging is to flip back and forth between the screen and yourself. That can help a lot. And always leaning into the payoff, I suppose. So, for example, like if I said in the beginning of the video, if I presented a gain, so I said, "This is the exact site I used to get like an A on my last minute term, even though I'm

[12:37] I was literally a B+ student before." Like, that's a clear gain. So, then I go into the video, I'm showing them the study app, and then in the middle of the video, I might flip back to myself and be like, "This one was the most helpful for me to get 90% on my last test." Like, just sprinkle in the payoff so that they remember. And then, I guess the last thing I'll say to that is like a very clear call to action. Often gets overlooked. I think a lot of people assume that the call to action is obvious, but it's not. Like, you really got to tell people what to do. So, you

[13:01] can either do that in the text or you can do it in the caption or you can do it verbally. So, something as simple as just comment the word outside if they want the link like goes a very long way or having it on screen. If you want the link, just comment upside and then they'll do it. But if they don't know, they're not [laughter] they're never going to do it, right? Yeah. So, yeah, it helps. It also depends on the video itself. Like if we're going through we'll take upside as an example. if we're going through like a a trading dashboard, like it makes sense visually

[13:25] because you're walking through the entire thing. People kind of have a better understanding and then the the comment CTA as well. Now, one thing I'm I'm very curious about is for these campus UGC creators, # UC creators, you're often managing so many different accounts. I'm curious like how you go about it because I think that's one thing that really stresses people out when they first get in there. So, they're like, "What do you mean I have to have six or seven accounts?" How do you go about handling and really still producing content at a great scale for

[13:48] these companies? Yeah, totally. I think that's definitely a big concern of people that come in. And it's interesting cuz so many people that join Canvas UGC or get into Tech UGC have different goals. Some people are students that are burnt out, have student loans, and just want to have a side hustle essentially to help pay off their student loans. Other people are like full-time nurses looking to transition to do this full-time, or they're stay-at-home moms looking to do this full-time. Like, it's very different in terms of how many deals you'd want to take on. So, what I normally recommend to people when they join, if they have something else going

[14:14] on, school, work, whatever, is to start with like one to two deals and really make sure you can get into the flow before you start to try to take on more because you can actually get a long way, especially with view bonuses and and CPM and things like that. You can actually make quite a bit of money just with a singular deal. I had I'll drop a crazy number here. I was talking to this guy the other day that had a Canvas UGC account and with one singular deal, he made $63,000 in a month because he hit 19 million views for the brand, which okay, but like it was absurd. I was like

[14:41] that is but it's very possible right so I tell people start with one or two and just make sure you can nail down the consistency the formats and that you get into a flow before you try to scale up when you're at that size like one to two deals I'd say the biggest things are just having a system in place for batching. So rather than filming each individual video then editing each individual video and then you know posting I would actually ideulate I suppose or like script or pull the scripts for all the videos at once. So that would usually take me like at this point I could do that in half an hour. I

[15:10] could have the whole month. Then I would do like a batch filming. So I'd film them all in one go. I might have to change outfits, but it's a lot easier to change outfits and continue filming when you're already like in the flow of things than to have to do it over the course of multiple days. So I batch film and then I would batch edit. So I would just sit down, I'd lock in, I'd edit all

[15:27] of them in one go. Do you actually edit all of them? Not anymore. So I'll get into that. This size, right? So like got it. When you have one to two deals, I think that's the best way is batch it by yourself when you want to scale. Like I think the point where I needed an editor

[15:40] was definitely like four or five deals. It was like, "Okay, this is getting a little out of hand." So by the time I got there, I implemented a whole different system. So I was like, "Okay, well, what are the two things that bottlenecked me the most?" Editing and posting were actually the biggest things for me, especially having multiple accounts, you'll notice it'll make you like reverify. And like it's crazy how much the smallest amount of friction in that process will just throw off your whole day. You're just like, "No, like I'm just not going to do it now." You know? So I was like, "Okay, that's where

[16:03] I'm bottleneck editing and account management/posting." So, I hired people to do that. So, I now basically I will batch film. I'll send it I won't even send it to an editor. I'll upload it to a Google Drive folder. My account manager will then organize them and send it to the editors. She'll get them back. She'll tell them any revisions that need to be made. They'll go back and forth a little bit. She'll get the final versions. She'll send it in for approval if needed. I don't really do approvals anymore, but if needed, she'll send it in for approval and then post it. She also does all the account warming for

[16:29] me. So, she keeps the accounts really healthy by scrolling, interacting within the niche, things like that. So more or less I film and I hit upload at this point and that is what I definitely recommend anyone do if you get to the point where you're at like five deals or more. Yeah. I mean that that's an amazing process. Now I know be mindful of your time cuz you know that time is money for you as well. So talk to us a little bit about where people can get in touch with you. Maybe there's brands, maybe there's, you know, creators that want your mentorship. Talk to them a little

[16:53] bit about where they might be able to connect with you and overall just, you know, spend more time with Kayla. Yeah, definitely. I actually I've been feeling really passionate lately about helping other people get into this and so I actually made a new account. It's called Matcha Lenny. Matcha as it's normally spelled and then L I N Y on Instagram. That's where I'm exclusively posting about tech UGC both for brands but more so to help people that are looking to break into it. I have helped a number of people who are just personal friends of mine at this point break into UGC and start making an extra1 to $2,000

[17:22] a month within a matter of weeks. And [laughter] so I'm quite confident at this point I can help anyone break into it within a month. And that's exactly what I do on that account. So, if this is like based on everything I've said here, if this seems like something that would be up your alley, please DM me

[17:35] over there and I'd be happy to help out. I have a ton of brands I can connect you with. I have a ton of inbound leads that come into my inbox every day and I'm happy to pass them on to you because I have enough. I'm [laughter] happy with the brands I'm working at. So, there is

[17:44] a gap, which is really interesting. Like, there's so many brands that are looking for UGC creators and then there's so many people that want to get into it or know that they want to make some sort of extra income online, but they just don't know how to get started, right? It's a type of thing where the barrier to entry is low, but it's also confusing if you don't have someone to kind of like guide you through that process. That's where I come in. I'm happy to connect, but also coach. Yeah, absolutely. So, we'll put her link in the description of the the episode. But yes, definitely reach out to her. She's

[18:11] amazing. We've really enjoyed having her on all the brand deals that we've had. I I can't recommend her enough. So, until the next episode of Creators Get Paid, we'll talk with you soon. Ciao.

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