User-generated Content-How to Get More Out Of it?

Many reasons have aided the meteoric rise of User-generated content or consumer-generated content in the latest marketing arena. In the last few years, global marketing impact analyzing agencies are coming up with alarming statistics that speak about the general integrity or trustworthiness of any social media marketing or advertising campaign.

Why is conventional social media marketing losing its impact?

The real fact is – conventional social media marketing is losing its trust. Today, users, customers, and even window shoppers are united on one issue – they hate most of the ads. And, there are plausible reasons behind this general hatred.

In 2013, when global media marketing survey agencies started researching this ‘marketing integrity issue,’ they came up with robust reports. Most of the reports told a fatal truth for the marketers/advertisers – people across this planet do not trust marketers or advertisers.

Most of those reports measured a simple truth – more than 76% of customers believe that ads are ‘Very exaggerated.’

They were asked why marketers are doing this? They simply answered that the marketers are doing it aggressively to get more sales.

Less than 4% of people trust marketers.

Ouch!

It’s true. A commissioned survey was made by Adage on ‘Marketing integrity’ back in 2015. The survey showed that less than 4% of global users believe in today’s marketers and advertisers regarding integrity.

Yes. The trust quotient is less than 4%. To customers, conventional marketing is nothing but a series of pathological lying.

Added to this most of the coveted marketing trends/statistics platforms on the web curated one of the most crucial stats lists for marketers, and the first few of them were pretty vocal about conventional marketing integrity –

  • 86% of people skip tv commercials
  • 44% of direct mails are never opened
  • 91% of company email subscribers have unsubscribed.

This was not an overnight achievement for the marketers. We were aggressive. We did things wrong. We forgot to humanize our marketing approaches.

So, is there any salvation?

Yes. User-generated content. Put your User in the same place your business exists, socially.

Why user generated content?

user taking picture on smartphone

The idea is simple. When the rest of the world is avoiding your sharp and intrusive marketing, then you need to stop doing it. Let your User do it for you. Let them talk about your products because users trust other users.

Ok?

If it sounds foggy, let’s try to understand things in a marketer’s way.

As we all know, every business or product on the web has two segments of customers – Prospective or future customers and loyal or existing customers.

So how to use the latter to influence the former?

The answer is User-generated content.

Let’s say that you manufacture camping gear. Now, when one of your customers shares his camping photo on a social media platform that showcases your product, it’s good marketing for your company. Now, when you showcase that particular image on your marketing channels, it breeds two messages.

Firstly, when you use content created by your loyal customers, on your brand’s website, or across another marketing channel, it tells them that you respect and love them. They are valuable to your brand.

Secondly, when your prospective customers stumble upon the same user-generated content on your website or social channels, they will get a message that your camping gears are binding people together, and those people love your products.

One action. Two-way results. Right?

So, is there any better way to establish trust among your users? Nope. Admittedly, user-generated content is the best form of user review that your brand can have. That’s why Turnto Networks, in their UGC and consumer study research paper, found out that more than 90% of eCommerce buyers rely more on UGC than other forms of marketing like promotional emails and even search engine results.

Also read: Social Media Aggregator – The Brand New Marketing Strategy in 2021.

How to get more out of User-generated content?

graphic image displaying content creator phrase that symbolizes user-generated content

There are several types of UGC that a brand or business can harness and use for marketing like –

  • Blog comment
  • User-generated videos
  • Podcast
  • User-generated blog post
  • User reviews
  • User testimonials.
  • User shared images

…and the list goes on.

These types of UGC can be employed across different marketing channels, and different brands are working with different UGC types to build their brand. But, in a nutshell, what are these? What connects the dots?

User stories!

It always has been the stories that connect one User to another.

Technically, several marketing tactics can squeeze out more from each type of UGC. But, in this article, we want to walk you through a set of UGC tactics that popular brands have employed and earned massive results. Some of the most outstanding UGC campaigns are hereunder for you to understand how they got the most out of UGC through their unique campaign ideas.

Also read: 7 best UGC examples in 2021 – a complete study.

Here are the examples of the best user-generated content campaigns of this era:

GoPro – King of user-generated content marketing

gopro hero9 black camera displaying user-generated content

Statistically, GoPro’s stardom came from its global user base.

Go-pro is one of the pioneers in employing UGC in marketing channels and the best brand that showed the world what UGC could do to a brand’s success. Today, more than 6000 YouTube videos are uploaded to GoPro’s official YouTube channels daily by its users.

Nearly 5,000,000 GoPro subscribers engage daily with the company by watching, uploading, or sharing awesome videos captured by different GoPro cameras. The company started gathering User-generated content through hosted contests, theme-based challenges, and user incentives.

GoPro’s idea was simple. It told its users to shoot incredible photos and videos using their product. Share the same on their official image and video sharing channels to go viral with a chance to win new products at no cost. And GoPro used those breath-taking videos as their unique Ads on popular devices like the Xbox console.

The result is that users like watching those videos forgetting the fact that they are watching an Ad.

CocaCola – user-generated content campaign

Yes. CocaCola made it viral through their ‘Share-A-Coke’ campaign. Back in 2012, this soft drink brand launched special edition bottles with popular names printed on them. Within a few days, people flooded into the store to grab a bottle of coke with their favorite name printed on it.

Even this simple trick penetrated people’s minds so deeply that they dug into coke stacks across the store to fetch one with their favorite name while shopping for groceries or else. Once they grabbed their wishes, they clicked pictures of those and posted them on social media platforms. Most importantly, each picture was stapled with the hashtag – #ShareACoke.

The result?

More than 6.5 million pictures got uploaded to Instagram. Posts with the hashtag ‘#ShareACoke’ saw more than 1 billion impressions. Coke sold 150 million bottles.

Swedish Tourism – Best innovation with UGC

Swedish tourism is another brilliant example of employing UGC in marketing campaigns as word of mouth. Typically, any tourism agency’s success depends on a bunch of expensive marketing efforts like custom advertising, content generation, and influencers.

This tourism organization installed a brilliant idea to advertise plush travel destinations without any known marketing effort. They started a campaign through which travelers dialed a custom number provided by Swedish tourism and talked to fellow Swedish people to know about a particular destination. Any swede could answer, anywhere in Sweden.

Beforehand, the organization asked the general Swedish people to join this campaign to talk to unknown travelers and answer their questions regarding a particular place within that country. The locals signed up for the campaign happily out of their true love for their country.

Eventually, travelers called the locals, and the locals happily answered their questions without any prior training and instructions. What happened is, actual, unbiased, and free-flowing conversations took place between travelers and the locals.

No expensive marketing campaigns. No targeted Ads. No influencers. No-fuss. Clean engagement. True promotion. Simply, Swedish tourism employed the love of their fellow countrymen to market their tourist destinations. Later in 2016, this unique UGC campaign was awarded at the Cannes Lion festival.

The famous Levi’s ‘Circles’ campaign

Levi's circles' campaign on Instagram displaying user generated content

When we come together, we dance in circles – this was the tagline of the campaign. Levi’s circles’ campaign zeroed on one single thing – let’s come together. Across countries. Across colors. Across genders. Across cultures.

Only music, dance, and the spirit of optimism bring us together. They spread this core thinking through this ‘circles’ campaign. Self-expression is the key to wearing Levi’s jeans, and the brand also told its users that Levi’s is nothing but the stories that people tell about it.

The hashtag ‘#liveinlevis’ already saw half a million user posts on Instagram – users wearing Levi’s jeans and living their incredible lives. The ‘Live In Levi’s’ platform has become a popular place as the platform of celebration for the people who live their lives in Levi’s around this planet.

This ‘Circles’ campaign is said to be one of the most successful UGC campaigns in the apparel industry.

So, any UGC campaign’s main idea is to push users to share their stories around a brand and connect with similar mindsets through the same. This is the most versatile way to place your users on the same level along with your brand.

So, the idea?

We know that there are other examples that answer this question of ‘how to get more out of user-generated content,’ but for you to understand things, this list surely can act as a trigger for you.

These UGC benchmark campaigns are enough proof of how modern brands are employing them throughout their marketing endeavors, and you do not want to fall off of this list.

Now, the most important question that remains, after understanding all these is – how will you aggregate UGC from each social media platform for your brand?

Exactly.

That’s where Kooyal Aggregator comes in. The most versatile, AI-fueled social media aggregator platform for your brand.

With us aggregate and curate user-generated content within minutes.

social media aggregator platform kooyal aggregator

We believe in the fact that you can position & display your social content anywhere. And, for that, we, the souls behind Kooyal Aggregator, do feel very proud to offer our ‘all-in-one social media aggregator service’ to you.

Integrate any social media profile. Pull up UGC from them. Aggregate them. Curate them. Throw them on any digital display including your brand’s website. And, complete the entire process in minutes.

Sounds fun?

Yes. We are here for you and always feel free to bug us with your queries regarding UGC and Aggregation issues. We will be happy to help you.

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