User-Generated Content (UGC) is a hotly debated topic: Is UGC really important for Brand development, or is it just content that no one cares about? Both sides have their arguments and examples.
No matter which side you’re on, UGC has become a vital part of many campaigns. Authentic content created by customers and fans has the power to increase brand love and popularity. True to the saying: “I trust another consumer more than a brand.”
UGC is valuable in building authenticity and increasing community engagement, but also poses challenges in terms of:
- Ensure quality and brand safety,
- Requires brands to equip users with the necessary resources and knowledge,
- And collaborate with influencers, experts
to create an effective “Brand-User Dialogue”.
Ensuring Quality and Brand Safety
Quality of Content plays a major role in how a brand is perceived, so it is important to have clear guidelines and standards for UGC. This can be done by providing tools and guidance that help users create high-quality posts.
A classic example is “Crash the Super Bowl” Campaign belonging to Doritos where fans can submit their own commercials and have them appear on TV. Careful screening and professional editing ensure that submitted commercials meet Doritos’ high-quality standards.
Another example is “Share a Coke” Campaign belonging to Coca-Cola launched in 2011, featuring hundreds of the most popular names on Coca-Cola cans and bottles. Through traditional Advertising and in-store promotions, customers were encouraged to find a can or bottle with their name on it and share a photo on Social Media platforms using the hashtag #ShareaCoke.
In today’s UGC landscape, brands need to be aware that AI tools are now available to everyone. Therefore, users need to agree to terms of non-AI use. If AI is used, it is advisable to choose models that have been trained according to the brand’s values and quality standards, such as the example of AI Donut Challenge under.
Brand Safety is another important aspect. UGC must reflect brand values and not contain controversial or harmful messages. This is where dedicated content moderation tools and teams come in.
Platforms like Lego Ideas has implemented rigorous moderation processes to ensure that all recommendations adhere to brand guidelines and are appropriate for young audiences. With the rapid development of AI, the moderation process will face many challenges, especially in the areas of intellectual property and copyright.
Lego Ideas: A UGC platform that allows fans to suggest and design new products, combined with a strict moderation system, with input from viewers, to ensure brand relevance.
Equip users with Resources and Knowledge
A successful UGC strategy requires providing users with the tools and knowledge needed to create “on-brand” content. This can be done through tutorials, workshops, and live support.
GoPro is a great example of empowering their community while showcasing how to use their products. GoPro not only provides technical support but also provides inspirational content to encourage users to share their experiences.
@gopro It’s every man for themselves 😈 Shot on #GoProHERO11 Black Mini by Stu Telfer + company. #gopro #pov #speed #kayaking #race #racing #BC #vancouver
When it comes to resources, AI is also a key factor. There is a useful use case here of how AI can help improve the quality of UGC while exploring new avenues.
A pioneering achievement is “Donut AI Challenge” above thefluffykrapfenclub.com where anyone can create Creative Donut Artwork without any prior knowledge. “AI Krapfinator”, based on DALL-E 2 and Stable Diffusion technologies. Participants simply enter creative descriptions that include the word “donut” to generate digital artwork. These can then be shared and rated by the entire community.
Strategic Support from Influencers and Experts
To maximize the reach and impact of your UGC campaigns, partnering with professional influencers and content creators is essential. Influencer marketing can act as a catalyst, significantly increasing the visibility and engagement of your UGC.
An example is the campaign VW Golf R: Volkswagen launched a campaign to celebrate the launch of the new Golf R, focusing on the creativity and passion of its fanbase. The campaign was centered around a four-minute YouTube tutorial. Award-winning director Alberto Blanco and his cinematographer Mikey Zeller showed fans how they could create their own Golf R footage using creative filming techniques. Particularly on platforms like TikTok and Instagram, fans received tips and tricks from popular carfluencers like Sophiacalate (@sophiacalate).
This strategic support not only ensures greater reach but also brings a higher level of trust and authenticity. Influencers and experts can act as models, enhancing the quality of content while also providing a kind of quality control. Another strategy to mitigate risk is to rank user recommendations, which works similarly to audience-voted awards.
Benefits of UGC and Influencer Marketing
As a brand and communicator, it pays to harness the power of consumers and incorporate their creativity. This works best when working with influencers, who often act as magnets, and with a communications Agency that develops user-generated content (UGC) as a campaign element and integrates it into the overall communications plan.
The benefits of this approach include:
-
- Authentic and trustworthy: UGC and influencer marketing convey an authentic and trustworthy brand image. Content from real people appears more trustworthy and engaging than traditional advertising messages.
- Transparency and brand image: Community engagement creates transparency and strengthens brand image. User-generated content shows that the brand values its customers and their opinions.
- Customer Satisfaction and ROI: UGC and influencer marketing can significantly increase customer satisfaction and ROI. Positive reviews and recommendations from customers and influencers lead to new customer acquisition and increased Sales.
- Measuring success and trends: By analyzing UGC and influencer activity, valuable information about target groups and current trends can be gathered. This data forms the basis for optimized campaign management and future-oriented marketing strategies.
ROI is often quickly evident: For example, on Instagram, there are over 870,000 photos with the hashtag #MyCalvins. Most of them are selfies of young people proudly wearing cotton underwear. Calvin Klein in bed or in front of the bathroom mirror.
The American fashion brand launched the campaign in early 2014 to promote its underwear line and has since expanded to include its denim line. The campaign not only captured the attention of its target audience but also generated a huge amount of user-generated content across social media platforms. It is one of the longest-running UGC campaigns and has also influenced the choice of models for billboard ads.
Conclude
User-generated content offers enormous potential for brands looking to build authenticity and community loyalty. Through targeted quality assurance, rigorous brand safety measures, and strategic support from influencers and experts, UGC becomes a brand-to-user conversation that can have a significant impact on brand image and customer loyalty.
Campaigns like Doritos’ “Crash the Super Bowl,” GoPro’s community, myCalvins, or the VW Golf R’s approach have impressively demonstrated that UGC can be used successfully in communications. By providing users with the right resources and knowledge, and also using AI tools, we not only create “better and more effective” content but also foster a strong and engaged brand ecosystem.
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