In 2011, Coca-Cola launched its Share-a-Coke campaign. It allows people to customize Coke cans and bottles with names, nicknames, and personalized messages. The Share-a-Coke campaign remains a brilliant example of a highly successful user generated content (UGC) campaign. Content marketers are increasingly incorporating UGC campaigns as part of their content marketing strategy due to the benefits UGC provides. These include:
This post provides a brief overview of what user generated content is, and explores some of its primary advantages and challenges. It considers crucial points to keep in mind when designing a UGC campaign. Additionally, it looks at some campaigns that have been particularly successful in generating unique, traffic-driving content. What is User Generated Content?User generated content is essentially any content created by unpaid contributors. It can include anything from pictures, videos, and blog posts to testimonials and discussion boards. User generated content is typically created or uploaded online, where it is easily shared. Source: Brian Solis and JESS3, Wikimedia Commons The annual Lay’s “Do Us A Flavor” competition asks users to submit their idea for the next potato chip flavor. (If you are familiar with it, please don’t pretend you haven’t spent at least five minutes brainstorming this…) Or recall Hootsuite’s #IWorkFromHere campaign where followers upload photos of unique places they work from.
These are only two examples of user generated content campaigns. Both have enjoyed huge results. Why is User Generated Content Effective?One of the unique elements of UGC is that it taps into consumer trust and relationship building. Yes, that’s right—the days of trust falls with prospective and existing customers are over!
Authenticity and CredibilitySo, does this mean that a lo-fi, flip-phone photo uploaded by Frank Meyers of Wickliffe, KY will be more convincing than an HD shot coming straight from Toyota’s website? Well, kind of—yes. The above scenario may be an exaggeration. (Although, who’s to say, Frank Meyers might have an exceptional eye for auto photography.) But research consistently shows consumers are more likely to trust a peer review or word-of-mouth account over content created by a brand or organization. As consumers, we’re jaded about traditional marketing content and messaging. We like hearing what people like ourselves have to say. Real accounts, and real experiences = more authenticity, and more credibility. Think about it this way. An organization gives up an element of control when handing over the reigns to consumers to provide content. But consumers’ voices are perceived as more objective--there’s no foolproof predictability in terms of what the consumer will say or create. Keep this in mind as we’ll make our way back to this point. But first, let’s expand on some of the advantages of UGC. Key Advantages of User Generated ContentCost/resource savingsAccording to Curata research, content marketers consistently cite insufficient resources as their greatest content marketing challenge. UGC can save your organization time and financial resources by outsourcing content creation to users.
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