UGC as social ads: Mastering the art of repurposing

Delhi: In a world where consumer trust is paramount, Apple demonstrated its savvy understanding of the power of user-generated content (UGC) to address a critical issue. Recognising user dissatisfaction with the iPhone's camera performance in low-light conditions, Apple swiftly launched the #ShotOniPhone campaign. By showcasing user-generated low-light photographs online and integrating them into global advertising, Apple regained user trust and minimised marketing costs. This long-running UGC initiative is perhaps one of the best examples of the possibilities of user-generated content.

UGC, or User-Generated Content, refers to any form of content—images, videos, reviews, testimonials, blog posts, or social media posts—created and shared by brand, product, or service users. Unlike traditional forms of content created by brands, UGC is generated by consumers, fans, or followers who share their experiences, opinions, or creations related to a particular brand or topic. According to SEMRush, engagement increases by 28% when consumers can view a mixture of user-generated product videos and official brand-authored content. However, its potential as a resource for social advertising has only recently been fully realised. Unlike traditional advertising, which often feels scripted and impersonal, user-generated content reflects real experiences and opinions. 

The Business Case for UGC as Social Ads

Real Stories, Real Impact: In an era characterised by rapid-fire trends and fleeting attention spans, authenticity is the secret to capturing attention and top-of-the-mind recall. For this reason, consumers frequently seek out UGC, which they perceive as being on par with recommendations from friends or family. UGC provides an authentic reflection of actual experiences, perspectives, and originality, which is particularly valuable in today's era of information overload. Take, for example, Airbnb's #LiveThere campaign which encouraged users to share their travel experiences through photos and videos. By showcasing authentic moments captured by real travellers, Airbnb transformed social media feeds into virtual travel guides, inspiring wanderlust and driving bookings.

Building brand affinity: By incorporating consumer-generated content into social ads, brands can leverage this heightened engagement and expand their brand exposure. When users see their content featured in ads, they feel valued and are more likely to engage with the brand, amplifying engagement metrics and extending the ad's organic reach. This user involvement increases content sharing, further enhancing brand visibility and exposure. Demonstrating appreciation for user-generated content through active engagement—via likes, comments, or shares—nurtures community dialogue, fostering continued participation and strengthening brand-consumer relationships. This engagement cycle naturally extends the ad's reach as users enthusiastically share content, improving brand visibility.

Harnessing KOLs and KOCs: Through social ads driven by UGC content, a brand can initiate a sincere dialogue with its audience, encouraging them to join in its story and cultivate a devoted community of brand enthusiasts. Consider it an opportunity to combine a variety of narratives, feelings and experiences that capture the essence and principles of the brand. The authentic and unfiltered nature of the content differentiates consumer-generated from brand-pushed content. The goal is to ensure that content flows naturally and unforcedly into the brand's story by tapping into the influence of Key Opinion Leaders (KOLs) and Key Opinion Customers (KOCs). KOLs wield influence within a niche, amplifying UGC's impact, while KOCs, everyday consumers, influence their peers authentically. Leveraging KOLs and KOCs allows brands to create genuine, cost-effective content that resonates deeply with their audience.

Cost-Effective Marketing: Leveraging UGC in social ads can significantly reduce production costs associated with creating original content. Additionally, as users continue to generate content organically, brands can scale their advertising efforts without incurring substantial expenses. Furthermore, influencer-driven UGC ads allow brands to work with influencers across various budgets. Micro-influencers, in particular, offer a cost-effective option for brands with limited budgets, as they typically have smaller but highly engaged audiences and charge lower fees than macro-influencers or celebrities.

Conclusion

Consumers increasingly turn to their peers for recommendations and validation in a world inundated with advertising messages. UGC, which includes content such as customer reviews, testimonials, and social media posts, holds a unique power. It provides authentic insights into the real-life experiences of users, offering a level of credibility and trust that traditional branded content may struggle to achieve. Consequently, marketers highly value UGC due to its inherent value ability to drive conversions and enhance purchase intent.

While UGC presents valuable opportunities for brand promotion, it's also crucial to respect the rights and preferences of the individuals who created the content. Brands should establish transparent guidelines regarding user-generated content, including obtaining explicit consent from users before repurposing their content for advertising purposes. This ensures legal compliance, demonstrates respect for the content creators, and fosters trust within the community. With the correct approach, brands can adeptly navigate the process of repurposing UGC and unleash the complete potential of social advertising.