User-Generated Content (UGC) is a valuable asset that encourages fans to create and share. Through this, a brand can strengthen its connection with its community while also gaining some valuable and effective user-generated marketing. In some cases, fans are also given an opportunity to win prizes, recognition, or just let their voice be heard. All this can benefit a brand and help it grow in a more authentic way.
“It helps your fan community feel like they are an integral part of your brand.”– Adweek: “User-Generated Content Brings Authenticity to Brands”
Top brands have already successfully implemented campaigns that utilize a UGC strategy. For example, LaCroix encourages its fans to take photos of LaCroix products to be featured on Live LaCroix. The well-known ‘Share a Coke’ campaign by Coke-Cola encouraged fans to buy a Coke and share with their friends and family. On top of that, fans took photos of their bottles and uploaded them on social media. This became the #1 global trending topic around July 2014 according to USA Today.
Any Entity Can Participate!
UGC can be utilized by any entity to help boost their connection to its community. Through the Winter Garden Experience (WGE), the City of Winter Garden promoted their campaign for #CityHallSelfie Day on August 15. Winter Garden residents showed love for their city by sharing their selfies through social media and on the WGE #CityHallSelfie Day page. Participants also had a chance to win prizes in a number of categories further encouraging engagement. On top of UGC, having this form of interaction improved user experience and kept users on the WGE site for a longer period of time. #CityHallSelfie Day decreased WGE’s bounce rate by 12% and increased the number of sessions per user in comparison to the previous month. Leading both WGE and the City of Winter Garden to benefit from this campaign.
Any entity or brand can take advantage of this strategy. The question is, how can this effectively help you and your brand? Get in touch with us and we’ll help you on the right track towards user-generated greatness.