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Empower Your Brand Through User-generated Content
- September 9, 2024
A customer has a lot of ways to get information about your brand. There’s the highly used tri-media, and now, more innovative below-the-line channels such as LED billboards, events, and social media are utilized. There are different methods to build the content that you share in these mediums. These days, one of the most believable content that your product or service can share to your market is from user generated content.
What is user generated content?
User-generated content (also known as UGC or consumer-generated content) can be described as:
“Original, brand-specific content created by customers (at no cost to you) and published on social media or other channels. It comes in many forms, including images, videos, reviews, and testimonials.” (buffer.com, 2022)
This content is willingly done by consumers based on their experience with your brand and outlook towards it. It can be a highly credible source of information for a person in his or her consumer journey because of its authenticity and candidness. Something as simple as a positive e-commerce review can convince someone to make a purchase or pocket something to eventually buy in the future
How do you maximize this for your brand?
Use it to highlight strengths.
While user generated content comes from the consumers, brands can control what kind of content they want to get from your brand. For instance, back in 2014, Apple wanted to re-establish its credibility as a leader in phone photography for its market, as well as possible new users. It then launched a campaign #ShotoniPhone for its iPhone 6 series, where people shared real-world experiences of using the iPhone as their daily photography tool. The result? The hashtag generated a whopping 29 million Instagram posts!
Relive the Magic
Back in 2015, Lego was already gaining momentum in rebuilding itself as a brand. It’s hard to believe that a brand like Lego was in trouble financially, but this is exactly what happened in the early 2000s. Lego had to remember the magic that its brand stood for. One project was LEGO Ideas. This campaign worked for several reasons.
First, it captured what made LEGO great in the first place allowing its users the freedom to create.
Second, applicants who wanted their LEGO Idea to be produced had to promote their work to users and get a total 10,000 supporters.
Apart from the actual sharing of highly-talented applicants, the produced items generated sales for LEGO. More importantly, it reintroduced the magic of LEGO to the people and the possibilities that you can experience as a creator.
To tell a story
Dove is a brand known for empowering people, introducing the #RealBeauty in 2004. which promoted the message for people to embrace their own beauty. It veered away from the stereotypical version that is usually gravitated to and seen in the media. It gave birth to tactical campaigns such as #2015 #SpeakBeautiful campaign, a partnership with Twitter to help counteract negative tweets about body image.
Another one is Dove’s 2018 ‘No distortion’ campaign, where women shared unedited pictures of themselves with a “no distortion” seal from Dove. The brand described it as the next stage in their commitment to always show women as they are in real life. According to a PR Newswire article, as of 2016, Dove had reached nearly 30 million young people across 138 countries, making the Dove Self-Esteem Project one of the largest providers of body confidence education in the world.
Let us know how we could help you in strengthening your brand through the power of UGC, as always, we are just one message away!
This caps up our Monday content. We look forward to providing you with more relevant content in the next ones. Until then, have a great week ahead!
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