UGC Contests and Promotions: Defining Entry Prompts and Judging Criteria
User-generated content (UGC) contests and promotions continue to grow in popularity as brands look for authentic ways to engage with their audiences. Whether participants are asked to submit original content through video, photography, writing, artwork, or other creative formats, one of the most important steps in developing a successful promotion is clearly defining both the entry requirements and the judging process before launch.
Taking the time to establish these details early not only creates a better participant experience but also helps ensure the promotion is administered fairly, consistently, and transparently.
Start with the Entry Prompt
The entry prompt establishes what participants are being asked to create. It should clearly communicate the purpose of the submission and provide enough direction for entrants to understand what is expected without unnecessarily limiting creativity.
A common mistake in UGC promotions is focusing on the judging criteria before clearly defining what entrants are expected to create. The entry prompt establishes the objective of the promotion, while the judging criteria determine how successfully each submission fulfills that objective. Together, these elements create the foundation for a fair and consistent evaluation process.
When developing an entry prompt, consider questions such as:
- What should participants create?
- Is there a specific question or prompt they should respond to?
- What story, experience, opinion, or message should the submission communicate?
- Are there any required themes or topics that should be addressed?
A well-defined entry prompt helps produce stronger submissions while reducing confusion and inconsistent interpretations.
Define the Submission Requirements
Once the creative prompt has been established, determine the technical requirements for each submission. These requirements help ensure entries are submitted in a consistent format and can be evaluated fairly.
Depending on the promotion, submission requirements may include:
- Content specifications (e.g., length, dimensions, or file format)
- Required hashtags
- Required account tags or mentions
- Public account requirements
- Caption requirements
- Music or third-party content restrictions
- Any mandatory disclosures or acknowledgements
These requirements should be communicated clearly to participants and reflected consistently in the Official Rules.
Establish Clear Judging Criteria
For skill-based or judged contests or promotions, the judging criteria should be established well before the promotion begins. Each criterion should evaluate a specific aspect of the submission while providing judges with a consistent framework for scoring.
Common judging criteria include:
- Storytelling & Narrative
- Creativity & Originality
- Relevance to the Campaign Theme
- Authenticity
- Technical Execution (where applicable)
- Overall Presentation
Each criterion should also be assigned a percentage weighting based on its relative importance, with all weightings totaling 100%. Predetermined weightings promote consistency throughout the judging process and help ensure every submission is evaluated using the same standards.
From Planning to Launch
Once these elements have been finalized, they can be incorporated into the Official Rules and supporting campaign materials. Establishing the entry prompt, submission requirements, and judging criteria before launch helps ensure participants receive clear instructions, judges evaluate entries using a consistent framework, and the promotion is administered as intended. Most importantly, clearly defining these elements upfront encourages entrants to create the type of content you’re looking for, resulting in more relevant, higher-quality submissions that better align with your campaign objectives.