Using a successful UGC advertising campaign for your brand can elevate you from your competitors. Not only will it resonate with your audience, it will increase their trust in you if done correctly. UGC campaigns require careful planning. Each piece of content must be curated before it is licensed. Let’s say you’re getting ready to plan your first UGC campaign. You’ve finally gotten the C-levels on board and are ready to start. Now what?
1. First, research is key. You must find out who your customers are and what makes them tick if you don’t already know this. this way you can tailor your content to what will strike a chord with them. Will they enjoy seeing something that will tug on their heartstrings? What about something funny?
2. Define your objectives for this ad campaign. Do you and the team understand the brand values, voice, and overall mission? The UGC campaign must stay true to the brand. Ask questions like, “Why does our brand do what they do?” “What problems are we trying to solve for our customers?” “Why are we better than our competitors?” “How will this campaign help us overall?” Aside from this define whether this campaign will:
a. Increase brand awareness
b. Promote a new product
3. Identify where your ad will run. This one is important as the length of the campaign will affect how many pieces of UGC content you will need. Multichannel campaigns tend to perform the best since they reach a wider audience. Safe practice is to create a longer campaign that can be cut into shorter ones.
4. Create a good brief for your UGC sourcing agency. It’s important to define your creative, allow for expansion and pivots, and keep it brief. No pun intended here. This is where you want to define your content requirements. Think about things that did well in past campaigns.
5. Lastly, measure the performance. Once your UGC campaign goes live, track how it’s doing. This can help you to create an even better ad next time around. UGC is beautiful because it never runs out, it never gets old, and it always resonates with the audience. However, the type of UGC videos you want to curate, source, and license can always be improved based on performance.
It’s no secret that having a good content strategy is important. But, having a good UGC strategy is also very important when moving forward with it as part of your overall advertising strategy. It’s one of the most powerful advertising tools a brand can utilize and for half the cost of traditional. Making it seamless from start to finish will ensure the efficiency of your efforts.
