The Ultimate User-Generated Video Content Guide
Modern-day customers, millennials, in particular, value their frame of time and love voicing their opinions. As a result, almost every brand has customers willing to go on camera and advocate for them, especially if they have had a positive experience.
In fact, among the millennial generation, user-generated video content is trusted 50% more than information from other sources and has a 35% higher chance of being remembered.
Intrigued? Keep reading to know more about this ultimate strategy.
What is User-Generated Content?
True to its name, user generated content(UGC) is any content created by your audience in any form-text, images, videos, reviews, etc.
This kind of content is more influential, especially in ads, because 54% of people want to see more video content from marketers, while 92% of them trust authentic user-generated content more than traditional advertising.
Further, video content generated by users is more effective than ads and engages your target audience better because it is created by customers, for customers. Moreover, search engines also respond well to UGC; 25 per cent of search results are links to websites that host user-generated content. Therefore UGC is a powerful way to enhance your marketing strategy.
Brands can even work with influencers and micro-influencers to ask for UGC. They can also entice loyal customers to create video reviews of their products on various social media sites to create a buzz about the brand.
Different Forms Of User-Generated Video Content
Social media hosts a variety of user-generated content, and the reason why this works is that, as humans, we are naturally influenced and inspired by the experiences of others.
If we come across video content created by an existing user of the brand, sharing their experience about its deliverables, we trust it more and follow their lead more often than not because:
- They have personally experienced how the product or service feels like, unlike us
- The content is inspiring and induces the audience to also try the brand out
- It works as social proof and influences the purchase decision of the buyers
Let us look at some of the ways in which UGC video content is created.
The world of content marketing is dynamically evolving — adapting to new technologies, behaviors, and ecosystems. The rise of short-format content is the perfect example of it.
Today, 91% of the time spent on social media comes from smartphones, compelling brands to create content that is easily digestible in a mobile configuration.
Videos provide better insights into your products to potential customers. In fact, 72% of the customers prefer learning about a product or service through a video.
There is however no universal duration of time for short-format videos. For example, on Twitter, a short-form video can be up to 2:20 minutes, whereas, on TikTok, Instagram, and YouTube the limit is 60, 30, and 60 seconds.
They are the new way to create and discover short, entertaining, and snackable videos
By leveraging this format of user-generated video content, brands can potentially narrate their story, humanize their marketing approach, and better connect to their audience.
When users seek to know anything in detail, they seek long, detail-oriented, and immersive videos. A study conducted by Google showcased that around 2/3rd of the online shoppers watch videos before they make a purchase.
Millions of users on YouTube, Facebook, and Instagram, amongst other social media channels, create unadulterated content, speaking of their experience with brands and their products. This content is impactful and influential because it gives dynamic insights, helps purchase decisions, and is a vital part of building trust amongst the users.
Further, according to Google’s survey, 80% of people say they typically switch between online search and video when looking out for products to buy. Here, leveraging long-format videos can make for an incredible option as they also help in building connections.
Why Is User-Generated Video Content All That important?
Wondering if your regular, middle-of-the-road UGC is good enough? Well, it might be, but UGC video content takes all the virtues of UGC to another level. Here is why:
User-Generated Video Content is Inexpensive
Sure, you have tried to create a video in-house and experienced the nightmare that it is!
From the need to buy editing software, DSLRs, lights, and microphones, to finding time to film and edit, producing content is a bootless errand that might not actually be worth it.
User-generated video content, on the contrary, is created by users, ready to be used, and can be resourced easily into your marketing strategy.
Instead of spending huge sums of money on equipment or collaborating with influencers to produce content for you, leveraging UGV content generated through marketing strategies can help you tap into the potential of trusted content creators without you having to break the bank.
More Effective Than Brand-Generated Videos
All it takes is one good video to skyrocket the performance of your marketing efforts. Further, videos are effective because:
- UGVC delivers authentic content that resonates with people.
- Incorporating user-generated video content into ads can improve paid ad conversions by 28%
- This content being uniquely engaging, can hold the attention of the audience effortlessly.
- Furthermore, since this content is credible, it can convincingly inspire prospects to also incorporate brand’s products into their lives.
Nike makes for a classic example here. The company created its #betterforit campaign to inspire and encourage women to take care of their fitness and health goals.
The UGC campaign was a way for Nike to keep in existence its brand value of encouraging athleticism. In just two months of the launch of the campaign, Nike’s women’s division saw a 20% lift.
Fulfils The Consumers Expectation Of User-Generated Content
Driving user engagement is a cumbersome task, especially given the fact that the state of users’ minds is mostly distracted.
Here, showcasing compelling, unique, and real content can be the deal maker. In fact, to your surprise, videos accounted for 84% of all web traffic in 2019. Clearly indicating that users seek video content more than static content.
Users seek more video content featuring their peers to be able to make better and informed buying decisions.
Boosts Brand Authenticity & Dependability
Since user-generated video content is created and shared by users of their own will hence, their opinions are unbiased.
In comparison with static UGC, videos create 3x more reliability, as people can perceive and get inspired by the excitement and expressions of the users.
Moreover, UGV has no ulterior motive attached to it, making the content more authentic and credible than professionally filmed brand videos.
How Can You Create User-Generated Video Content
The best marketing is created by consumers. Recommendations from a real person go a long way in brand promotions as people trust satisfied customers more than self-acclamations.
But, inviting customers to create content for you is a rather challenging task. But, here is how you can achieve it.
Tap Into Influencer Marketing
When trying to push more consumers to create content for you, leveraging influencers’ impact on the minds of the audience can be your best bet. Further, you can provide them with specific instructions about the kind of content that you would like to see.
When users see influencers posting content in a certain way, they might also do the same.
Run Hashtag Contests
Giveaways have always been a common strategy to build awareness of the brand, spark the interest of the audience and encourage them to participate in video contests.
Businesses ask their followers to post on social media using their branded or any other specific hashtag, similar to a giveaway. In return for their efforts, brands reward the winners with a giveaway price.
Hashtag contests are a great way to engage audiences in your brand’s activities while also igniting conversations among them.
Interestingly, you can also use the user-generated content generated via the hashtag contest for later marketing purposes. Taggbox Widget allows you to collect these posts and embed them onto your marketing touchpoints to further showcase your brand’s authenticity and credibility.
Engage Your Audience With Visual Content
We already know that online written reviews can have a significant impact on people’s purchasing decisions. However, visual content marketing can also help you stand out. By adding UGC visual elements to your website, product detail pages (PDPs) and more, you can show customers how your products would look on them rather than on a model.
Many fashion brands are leveraging their loyal customers and influencers in their UGC strategy by sending them clothes that they review.
This type of campaign’s benefit is that brands can accurately measure what type of content customers are choosing to engage with and what item is being sold the most because of this content.
Leverage Content Focusing On Customers
Remember, user-generated content is about your customers, not your product. When your customers feel ‘seen’, they make more of an effort to give good reviews and generate more online content.
For example, Starbucks created a “Meet Me At Starbucks” campaign, inviting customers to use the hashtag #HowWeMet and tell their stories about the first time they went to Starbucks or when they met someone interesting there.
Customers were so excited by the opportunity to share their stories that they took Instagram and Twitter by storm, sending in videos and other instagrammable content.
User Generated Video Content Examples – Get Inspired From These Top Brands
Rihanna’s makeup line, Fenty Beauty, took the industry by storm with a 100% digital campaign that depended heavily on reviews given by influencers.
Fenty Beauty combined these reviews and testimonials from trusted Fenty customers to produce videos that discuss their products. This customer-inclusive strategy was successful in helping the brand with 10.6 million Instagram followers in the last couple of years.
Another amazing example is of the most loved baby diaper brand, Pampers. Pampers asked their customers to send in videos of their babies in diapers via Facebook.
The company then curated an adorable campaign using those user-generated videos. Not only was it adorable to watch, but it also resonated with potential customers (parents), boosting the brand awareness and necessity of the brand.
As of August 2020, 47% of GoPro’s social media traffic has come from YouTube. The video camera brand uses content generated by its users to fuel its YouTube channel- with the majority of GoPro’s finest YouTube video on its channel being UGC content.
GoPro generates UGC through its GoPro awards which generated 130K visits for their website in 2019. These awards tap into its community and supply’s a steady stream of quality content.
How Can Taggbox Help You?
Taggbox is the most trusted platform to gather and leverage user’s content generated on more than 15 social media platforms. It has been helping global brands to grow brand trust, engagement, and conversions effortlessly.
The premium suite of products offered is designed to provide enterprise-level UGC solutions for all marketing touchpoints. With Taggbox, brands can aggregate content generated by the users across different social media platforms, customize it as required, and use it across marketing channels to amplify the growth of their brand, after obtaining legal rights of UGC.
The platform also provides its users with detailed analytics to track growth and tweak tactics wherever needed.
Over To You
Users are scrolling through compelling video content created on platforms like TikTok, Instagram, Facebook, and Snapchat for a rather major portion of their time. Repurposing content created by the users on multiple marketing touchpoints can be your best bet to lock your brand’s growth.
Hence, cut the struggle, and make a colossal impact on the minds of the users with content that connects, performs, and delivers!
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