How Does User-Generated Content Impact Campaign Engagement?
Marketer Magazine
How Does User-Generated Content Impact Campaign Engagement?
Imagine the power of your loyal customers creating content that not only builds your brand's authenticity but also drives meaningful engagement. Public Relations and Content Marketing Specialists provide their first-hand insight on effective hashtag campaigns while CEOs reveal strategies for incentivizing creative social media stories. Throughout this article, read comprehensive and actionable advice from these thought leaders. Among the five invaluable insights, promoting hashtag campaigns takes the lead and making participation simple and engaging wraps things up.
- Promote Hashtag Campaigns with Competitions
- Incentivize Creative Social Media Stories
- Offer Enticing Incentives for UGC
- Organize Engaging Photo Contests
- Keep Participation Simple and Engaging
Promote Hashtag Campaigns with Competitions
We started a campaign to get users to use the hashtag #MyProductStory when sharing their experiences with our new product line. The goal of this project was to develop a brand narrative driven by the community.
We held a picture competition where participants could show off how they utilized our products on a regular basis in an effort to promote user-generated content. To encourage participation, we provided rewards for the most inventive contributions.
Consequently, user engagement surged as they shared real testimonies and eye-catching images. In addition to producing a ton of material, the campaign gave our consumers a feeling of community. By showcasing this user-generated material on our social media platforms, we were able to increase brand loyalty and trust while also fostering community development and engagement.
Incentivize Creative Social Media Stories
As the CEO of an agency focused on clear messaging and online marketing, I've seen many successful user-generated content campaigns. One campaign that stands out integrated Instagram Stories into an ad campaign for a client's new product launch.
We offered prizes for the most creative stories featuring the product. The incentive sparked hundreds of entries and thousands of story views. Engagement and traffic rose by over a third, with thousands of new email sign-ups.
For an e-commerce client, we ran a TikTok hashtag challenge. We provided assets for customers to duet with, showing how they style the product. The challenge gained tens of millions of views and thousands of video submissions. Sales rose by 50% that month.
The key is making participation easy and rewarding. Provide resources to build on, run contests, offer discounts, and engage with posts to show you value their creativity. User-generated content is authentic and builds a real connection. As the CEO of Business Builders, I have a lot of experience running successful user-generated content campaigns for our clients.
For one B2C client, an outdoor gear company, we ran an Instagram Story contest asking customers to share stories of their trips using the product. The prize was a $500 store credit, and it generated over 2,000 story entries and 10,000 views. Sales were up 43% that month.
For a software company, we asked customers to share TikToks demonstrating how they use one of the product's features creatively. The challenge received 50,000 video submissions and 300 million views. It was a smash success, increasing traffic to their site by 65% and sales by 52%.
The key is providing customers with an easy, rewarding way to participate and engage with their posts. Our team would comment on entries and re-share the best ones. People want to feel heard and valued. UGC builds that authentic connection between the brand and customers.
Offer Enticing Incentives for UGC
One memorable campaign where integrating user-generated content (UGC) significantly impacted engagement was a brand's summer photo contest. The company encouraged customers to share photos of themselves using its products during summer activities on social media, using a dedicated hashtag. The campaign not only showcased real customers enjoying the products but also created a sense of community among users.
To encourage UGC, we implemented a strategy that involved offering an enticing incentive: a chance to win a substantial gift card and feature their photo on the brand's official social media channels. We promoted the contest through email newsletters, social media ads, and organic posts, creating excitement and urgency around the limited-time opportunity.
As a result, we saw a dramatic increase in engagement metrics, with user-generated posts flooding in. The campaign not only enhanced brand visibility but also fostered a deeper connection with the audience, as customers felt valued and recognized for their contributions. This approach demonstrated the power of leveraging authentic content from users to create a vibrant and interactive brand presence.
Organize Engaging Photo Contests
I have had multiple campaigns where integrating user-generated content has significantly impacted engagement. One of the most successful strategies that I have used to encourage user-generated content is organizing a photo contest.
For example, during one of my recent campaigns, I organized a "Home Sweet Home" photo contest on social media platforms like Instagram and Facebook. The rules were simple: participants had to share a picture of their favorite corner in their home and use our campaign hashtag. The winner would get a surprise gift from our agency.
The response was overwhelming! People not only participated but also invited their friends and family to join in. As a result, our engagement rate jumped up significantly, and we gained a considerable number of new followers. The best part was that the content shared by our audience was authentic and relatable, making it more appealing to potential clients.
Keep Participation Simple and Engaging
As a CRM and marketing operations expert, I've found user-generated content campaigns to be hugely impactful when done right. For a SaaS client, we ran an Instagram contest asking customers to share screenshots of how they use the product in their workflow. The entries gave us authentic content to promote the many use cases of the software. Engagement on our Instagram account rose over 70% during the contest, and it ended up generating 5 new enterprise leads.
To encourage participation, we kept the ask simple by suggesting specific types of screenshots to share and offered a prize of a free annual subscription. We also personally engaged with each entry by liking the photos and posting comments, which boosted enthusiasm.
For a healthcare tech client, we organized a Twitter campaign where doctors and medical students shared stories of times the product made a difference in a patient's care. The heartfelt stories of real-world impact achieved an 85% higher click-through and retweet rate than our typical social content. Several stories were even featured in industry publications, raising brand awareness in our target market.
In both cases, the user-generated content gave an authentic glimpse into how our products solve real problems for customers in a way that resonated powerfully with audiences. By keeping participation simple and personally engaging with contributors, we were able to turn customers into brand advocates and significantly move the needle on key metrics. The takeaway is that empowering your users and community to share their experiences with your brand can be one of the most effective marketing strategies.
