What Are Good Examples Of User-generated Content?


How important are the YouTube product reviews, TikTok unboxing videos, Facebook reviews, and Instagram hashtag posts by your customers? What do they do for your brand?


User-generated content (UGC) refers to original content that consumers of your product or services share on social media and other online platforms. It includes photos, videos, reviews, client testimonials, podcasts, and other types of brand-specific content.

UGC content usually comes from customers, clients, employees, and, more importantly, brand advocates and loyalists who will not hesitate to recommend your products or services to people they know. These are people who are enthusiastic about your brand.


Why Do You Need UGC?🤔

Image via https://www.business2community.com/infographics/millennials-love-user-generated-content-infographic-01497502


Here are some reasons why UGC is a great addition to your content marketing strategy: 

  • User-generated content can attest to the quality and authenticity of your brand
  • UGC is organic content, and thus inspire consumers to trust your brand
  • UGC marketing helps establish brand loyalty and build your online community
  • UGC can increase conversions and influence consumers’ purchasing decisions
  • UGC marketing costs much less than hiring an influencer to promote your brand

Now that the picture is getting clearer, let’s dive into how you can actually generate UGC and explore examples of successful UGC marketing campaigns.


How Can You Add UGC To Your Strategy?👩🏻‍💻

Organic user-generated content has the power to drive traffic and boost conversions for your brand. It is proof that people approve of your products or services, and are willing to support your brand. It strengthens your relationship with existing customers, gives your target audience reasons to trust your brand, and builds your online community.

The best part about it is that you don’t have to spend much resources to achieve your goals. But how exactly can you add UGC to your marketing campaign?

Check out these effective user-generated content marketing examples:


The Power Of Customer Reviews

Customer reviews are the most basic form of user-generated content that can be used to promote a brand and instill trust in an audience. 

Give your customers a good buying experience and they will happily share their buying journey with others. This social proof lets other people know what to expect from transacting with you.

Most people check product reviews or client feedback before making a purchase or booking services. In fact, 91% of consumers between 18 and 34 years old trust online reviews as much as they value personal recommendations. Meanwhile, 93% of consumers make purchase decisions based on customer reviews that they see online.

So if you want to build credibility and boost conversion rates, encourage your customers to share feedback and leave reviews. Positive reviews will increase consumer trust and maintain a direct line to customers so you’ll know what and how to improve.


Growing Your Community Through A Hashtag Challenge

According to data projections, there are 3.96 billion social media users around the world. This is a 1.1-billion increase from the number of social media users in 2017. With the immense popularity of social media, it’s safe to assume that consumers are familiar with hashtags and how they’re used on Tweets and other social media posts.

Hashtag challenges are one way you can encourage the creation of user-generated content. It’s essentially a marketing campaign that encourages people to share photos, videos, or other social media content along with your chosen hashtag so they can have a chance to win prizes. This boosts brand awareness, audience engagement, and sales.

When thinking of a hashtag to use for your challenge, remember to make it sound catchy. It has to be easy to remember and spell, too, so people won’t think it’s bothersome to add your hashtag to their content.


Attract and Engage More Consumers Through Videos

People love watching videos, which is why they are the future of content marketing. But don’t limit yourself to product reveals, how-to guides, and other branded content on your official website and social media profiles. You can also encourage the creation of user-generated videos to attract and engage with a wider audience.

Unboxings and product reviews are one type of video that your customers can make. Some might also have a subtle and organic product placement on their vlogs. UGC videos generally garner more views over official brand videos. 

What makes UGC videos so popular? They offer a customer’s unique perspective to your products or services. There’s no reason for them to put your brand in a good light if they don’t feel like it. So, positive videos add to your brand’s image and integrity.


Capitalize on Seasonal and Holiday Content

If you want to generate hype among your target audience, consider implementing a holiday-specific UGC marketing campaign. This allows you to build excitement in the weeks leading to popular holidays such as the Fourth of July or the Thanksgiving weekend. 

You can also opt for seasonal UGC content that are made specifically to match the vibe of winter, spring, summer, or fall. 

The holidays, the start of a new season, and other major events are a great way to capitalize on UGC marketing. People are in high spirits, so there are more opportunities for them to engage positively with your brand. But you have to come up with creative and engaging ways that would get your target audience in the mood to participate.

Additionally, sharing UGC during the holidays will humanize your brand. It allows you to connect with your audience on an emotional level, which encourages brand loyalty.


Effective Competition and Gamification 

Everyone loves competition. So, why not capitalize on it through the gamification of your UGC marketing campaign? You can get customers to share content or complete tasks in exchange for rewards and recognition. Your prize must be good, though.

The most common types of gamification include setting up tiers, levels, badges, points, high scores, and leaderboards, then encouraging users to share their achievements online. Afterward, winners can get special discounts, limited-time offers, VIP membership, or other prizes that your target audience might be interested in.

Competition and gamification aren’t just about temporary rewards though. They help establish and solidify customer loyalty.


What Are Some Effective User-generated Content Examples?💡

Curious about how other brands have successfully used user-generated content to their advantage? Here are 10 examples that can inspire you to build your own UGC campaign:


Burberry’s “The Art Of The Trench” Campaign

Image via https://burberry.tumblr.com/


Burberry, the well-known British clothing brand, has been around since 1856. Its continued popularity can be attributed to the fact that people are aware of and can attest to the high quality of its products.

Burberry, however, continues to re-emphasize why it’s a leading brand through several clever marketing campaigns. 

One of these was when Angela Ahrendts became CEO in 2006 and went about achieving her goal to modernize the brand. In 2009, she launched The Art Of The Trench website for people to share, and comment on photos of people in Burberry clothing. This unique UGC led to 50% higher online sales.


Calvin Klein’s “#MyCalvins” Campaign

Image via https://www.calvinklein.us/en/mycalvins


nyone who’s interested in fashion has heard of Calvin Klein’s #MyCalvins campaign. In fact, it might just be one of the most successful social media moments in the world of modern fashion. This is because the campaign encouraged limitless self-expression and inclusivity.

Hundreds of thousands of people have participated in the global campaign since its 2014 launch. It started with branded content from celebrities, such as A$AP Rocky, Justin Bieber, and Kendall Jenner, and went on to inspire other consumers to participate with content applauding positive body images and self expression. 


Chobani’s “Share Your Chobani Love Story” Campaign

Image via https://www.yumpu.com/en/document/read/23639272/a-love-story-about-yogurt-jay-chiat-awards-for-strategic-excellence


The Greek yogurt company, Chobani, knew they had a winner when it launched the ‘Share Your Chobani Love Story’ marketing campaign. It encouraged people to share stories, songs, recipes, artwork, and other types of content that show their love for the brand. Winning entries were bestowed with a custom case of Chobani products.

And because food is the way to many people’s hearts, it’s impressive but not surprising that the campaign helped the Greek yogurt brand generate a 225.9% revenue boost.


Coca-Cola’s “Share A Coke” Campaign

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Coca-Cola is a globally recognized brand, and this is partly due to the many creative advertising and marketing campaigns that the company has successfully implemented over the years. 

One of these was the ‘Share A Coke’ campaign, which started in Australia and featured 150 of the most popular names printed on Coke bottles.

The campaign encouraged people to buy these limited-edition Coke bottles, share them with loved ones, and post photos of doing so on social media. The campaign garnered immense popularity and was soon being participated in over 80 countries.  


GoPro’s YouTube UGC Campaign


How do you advertise products that are used to capture life’s best moments? To the camera company GoPro, the answer was simple. They encouraged people to share photos and videos they took using GoPro products. This UGC campaign was clearly a success, if the brand’s 10 million YouTube channel subscribers are anything to go by it.

GoPro also has a channel on the Xbox console and on Virgin American Airlines flights. These channels feature a wide range of videos, from pelicans learning to fly, to skiers gliding through mountains. The user-generated content is so captivating, you won’t notice they’re ads.


Heineken’s “Reinvent the Draught Beer Experience” Campaign


Heineken has been a renowned beer manufacturer for over 150 years because it pays attention to what consumers want. In 2012, when the brand realized that people wanted more from draught beer, it launched a challenge to reinvent the drinking experience. 

The prize? $5,000 for the winner, and $2,500 for the second and third place.

People contributed to the challenge through photos, videos, and written ideas. It generated brand interest and helped Heineken improve its beer products. Win-win!


Pampers’ “Love Sleep & Play” Campaign


Diapers are a necessity for anyone who’s taking care of an infant or toddler. And what did Pampers do to make sure people choose their product? They launched a campaign that highlighted the different ways babies experience love, sleep, and play time.

Pampers encouraged parents across North America to submit photos of their babies showing the campaign’s three focal points: love, sleep, and play. It successfully sent the message that the diaper brand celebrates babies, and supports whatever brings them joy.


Starbucks’ “White Cup” Contest

Image via https://stories.starbucks.com/stories/2014/starbucks-invites-you-to-decorate-its-iconic-white-cup/


Starbucks is no stranger to creative marketing ideas that keep people coming back for their beverages. The mechanics of acquiring their annual travel organizer is one good example of it. But what really solidifies the success of the multinational coffee company is that it doesn’t shy away from customer feedback and user-generated content. 

Let’s take the 2014 White Cup Contest for example. Starbucks asked customers to doodle on their famous white cups and submit photo entries. The winning doodle was featured on a limited edition Starbucks cup. The publicity, participation, and customer feedback were positively overwhelming.


Target’s Philanthropic Campaign for College Education

Image via https://www.ispot.tv/ad/7oQU/target-scholarships


Marketing doesn’t have to be directly connected to  your products or services. In fact, some of the most successful marketing campaigns revolved around advocacies.

Let’s take Target for example. Back in 2010, the department store chain announced that it would donate $500 million for college education and match their initial contribution if customers shared videos of themselves opening their college acceptance letters. The winning videos were featured in a Target commercial. In addition to encouraging people to participate, the philanthropic campaign won the hearts of many.


Tourism Queensland’s “Best Job In The World” Campaign

Image via https://teq.queensland.com/au/en/industry/what-we-do/marketing/best-job-in-the-world


Tourism Queensland launched the ‘Best Job In The World’ campaign in 2009 as a way to draw more tourists to the Australian state. The winner got to win a six-month caretaker job with a AU$150,000 salary. More than 34,000 individuals from around the world sent in their video submissions to the tourism agency.

The campaign was successful in putting Queensland on the radar of many travel enthusiasts and giving them a better understanding of why Australia’s second largest state was a worthwhile vacation option.


How Do You Run A UGC Campaign?📲

A user-generated content campaign is effective in building your brand and growing your community. As we can see from the examples given above, the main factors which contributed to the success of UGC campaigns were:

  • Brands prioritized promoting their UGC campaign rather than their official website and social media profiles, and this helped them gain more leads
  • Brands offered incentives or a prize to encourage their audience to participate
  • Brands rewarded participants who put the spotlight on their products or services

The following tips can also help you ensure the success of your UGC campaign:


Ensure Your Campaign Matches Your Audience

There is no such thing as a one-size-fits-all marketing campaign. What works for one brand might not work for you; a strategy that has worked wonders for your lead conversion efforts will not necessarily generate the same results for another company.

For example, a photo editing campaign might not be a good idea if your average customer is an elderly individual looking for ways to build a healthier lifestyle. They might be inspired by visual content, but their technical expertise is another story.

Keeping that in mind, don’t base your user-generated content campaign entirely on what worked for another brand. Rather, pay attention to the interests and pain points of your target audience. From there, brainstorm ideas that might get them interested.


Incentivize Or Reward User-generated Content

The success of a UGC campaign depends on the willingness of people to feature your products or services in a positive light. And while there are individuals out there who are delighted enough with what you offer to do this without prompt, there’s no harm in rewarding them for their effort. This encourages more customers to participate in your campaign. As a result, you generate greater online attention.

Incentives differ for every brand, depending on your target audience’s interests. For example, patrons of a coffee shop might be interested in featuring their artwork on the brand’s coffee cup, while graphic artists are more eager for their work to be featured on a platform that reaches more people. Plan your rewards based on participants’ wants.

On a related note, don’t make it difficult for people to join your campaign. Ensure your mechanics or instructions are clear. If you’re using online forms or a submission website for entries, keep them simple and easy to navigate.


Always Ask For Permission To Share Or Post

You’re finally seeing user-generated content for your brand. Congratulations! This isn’t where it ends, though, especially since you’d want to share their inspiring content or positive feedback on your official website and social media platforms. It is important to always ensure you have their permission to use their content for your campaign.

It’s one thing for people to use the hashtag of your marketing campaign; it’s another for you to advertise your brand using their photos, videos, or testimonials. Ask for their permission and give credit when you post their content.

This isn’t just the right thing to do. It will make participants feel seen and, as a whole, make your community feel like you genuinely want to get involved in what they do.


Iron Out All Legal Concerns With UGC

You’re excited to launch your UGC campaign and check out how talented your audience is, how your brand impacts their life, and what they want to share. This is perfectly understandable. But before launching the campaign, make sure there are no legal issues.

Consider getting legal advice about your legal rights over user-generated content submissions to your campaign. You also need to know about any restrictions you may have about giveaways and incentives. Make sure every part of your marketing campaign complies with local laws. This way, you can effectively drive engagement and promote your brand without worrying about any legal limitations.


Turn your customers into advocates. Get in touch with Bambassadors to discuss how you can implement  successful user-generated content!

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