In the dynamic world of user-generated content (UGC) creation, both Crafted and Cohley offer robust solutions for brands seeking to enhance their online presence. Each platform brings distinct features and pricing models, catering to different market segments and brand needs.
Crafted with its Studio offering specializes in supporting brands in the food and beverage industry especially with a retail presence. Its strengths lie in providing authentic UGC that includes food-related videos, recipes, cooking content, testimonials, showcases, video ads, product photos, and product reviews. Crafted is especially adept at creating Drive-to-Retail content to boost retail conversions. The platform offers a transparent pricing model where brands pay per video asset and for optional add-ons, with no additional charges for management as each package is all inclusive. This structure, coupled with packages that range from 3-30 videos starting at $900, makes Crafted accessible for brands with varying budget sizes, offering a lower barrier to entry compared to Cohley.
Cohley, on the other hand, caters to a broader range of mid-market and enterprise brands. It offers diverse content, including photos, short-form videos, and product reviews, optimized for use across social media, email, and websites. Cohley's platform strengths include a network of diverse and talented creators, the use of first-party data, and dynamic creator profiles, making it a full-funnel platform. However, Cohley's pricing structure is based on paying per creative brief, with the starter package allowing for four creative briefs at $18,000. Additionally, creator compensation is an extra expense on top of the brief cost.
Both platforms feature a content management dashboard and a content library, simplifying the content creation and management process. They also offer automated outreach to a network of curated creators and the ability to view creators' past work portfolios. This highlights their focus on transparency and efficiency in the creator negotiation process.
In conclusion, Crafted is a more specialized platform for brands, particularly in the food and beverage sector, seeking high-quality, authentic UGC and cooking content. Its pricing model and lower barrier to entry make it an attractive choice for brands of varying sizes, especially those focusing on retail conversions. Cohley, with its broader focus and higher pricing structure, is better suited for mid-market and enterprise brands that require a diverse range of content and are prepared to invest in larger-scale campaigns. Each platform offers unique strengths, making the choice dependent on the specific needs and budget of the brand.