User-generated content offers a wide range of benefits for companies. In the first parts of this blog series, we highlighted the various benefits and explained how companies can benefit from UGC. In this last part of the blog series, you will learn what companies have to do in order to profit from UGC in the best possible way.
We run nano-/micro-influencer campaigns for our clients and they receive a large amount of UGC. In doing so, we give the creators as much creative freedom as possible - we provide framework conditions, but do not give any concrete specifications or scripts for the creation of the content. Depending on the campaign, different goals can be pursued/achieved with the content - in most cases it is about awareness, lead generation, traffic and engagement.
These are all central goals for brands from a wide range of industries. Almost every company operating in the B2C sector can benefit from influencer marketing campaigns. In addition to traditional industries that rely on influencer marketing, such as beauty, fashion or food & beverage, companies from the household, tourism, sports, events, services, etc. industries can also benefit from UGC.
While more and more companies have jumped on the influencer marketing bandwagon in recent years, we currently see the problem with many companies that although influencer campaigns are carried out, they are not really integrated into the overall marketing strategy. In other words, influencer campaigns are often run as a standalone element, and so not all the benefits of it are being reaped. In order for companies to sustainably benefit from UGC, we recommend considering the following 4 points.
This is the most obvious point - by distributing content about a specific brand/product on the creators' profiles, additional target groups can be reached that the company does not reach on its own. The authenticity of the creators here leads to relatively high engagement.
The second point concerns sharing influencer content on your own channels. When you implement a campaign, you automatically get a lot of content that can be reposted on your own channels. This way, even after an influencer campaign has been completed, you can benefit from the content created and can save important resources in content planning/creation.
Once you have worked with creators on initial campaigns, it will become clear which creators perform best and have the best brand fit. With these people, a longer-term collaboration can be sought. On the one hand, a brand ambassador helps with the long-term content planning of a company, and on the other hand, as a "brand face", they can have a recognition value and thus serve as an identification figure for a company/product.
Finally, we come to the topic of social media ads. The social media ads of many brands often look like TV commercials. However, if you want to successfully run ads on social media, you have to make sure that the ads fit the respective SoMe platform. As TikTok puts it, "Don't make ads, make TikToks." As we mentioned in the first part of our blog series, the CPC on SoMe ads that use UGC is up to 50% lower than comparable ads that use Brand Content, and users are also more likely to click on such an ad.
For this reason, we recommend that brands purchase the user rights to individual content pieces and reuse them for SoMe Ads. CTAs and brand elements can be added to the content as needed to fit the specific goals of each brand.
If you'd like to learn more about how your company can get relevant user-generated content and how it can be leveraged, you can visit hallo@swissper.ch or use the following link to book a call with one of our experts: Book a Call!
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