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A Marketer's Guide to Planning User-Generated Content

A Marketer's Guide to Planning User-Generated Content

Define Your Goal for UGC

Think about the role that user-generated content can play in your marketing. When a creator makes a video demonstrating your product, for instance, it can help raise awareness of your product, educate prospects about how it works and fits into their lives, and UGC can also be that final reason why someone chooses to purchase your product. 

In most examples of UGC, you are also counting on gaining that human touch, helping people connect with your product through the personality of the creator. You want your creator’s creativity to shine through and their authentic selves. 

Becoming clear on your goals will help you define your requirements and guide your creator to making great content that works hard in your marketing. 

Drafting Requirements

Once you know your goal, you can draft exactly what requirements you need from your UGC creator. 

What do you want mentioned? What information is key? 

Define the messages that help sell your product, what the differentiators are and what they key value proposition is. You don't have to spend time being too prescriptive on how the creator conveys this as you are hiring them for their creativity and familiarity with their audience. 

At KittyKat, we have refined our brief to make it easy for content creators to understand what requirements are needed. 

We suggest you start by giving them the background on the brand, the product or service. Then you can begin asking them to meet any chosen criteria in their content, from:

  • Content duration (do you want 30 or 60 seconds of a clip?)
  • The key value proposition for your product/service and any differentiators
  • Customer’s pain points that your product or service satisfies
  • Suggestions for “types” of videos: problem/solution, demonstration videos, a tutorial, or a product review 

Choosing Channels

Marketing in this day and age takes place across numerous channels and social media platforms. Almost every channel from Instagram to LinkedIn and more allows for visual and video content from creators. If you are primarily sharing creator content on your own brand channels, you will be selecting those channels your brand is already active on. 

Considering your audiences, which channel has the right demographic? Who are you selling this product or service to? If younger, Instagram and TikTok are your best bet, if professionals then LinkedIn may be a good choice. If you are trying to reach mums, Facebook groups may be a good choice.

Not only will your channel choices influence your creators, each channel has their own format requirements for the final content. Knowing this ahead of time will save headaches later on.  

Evaluating Content

Once you’ve received your UGC assets, you need to make sure they satisfy the brief. 

  • Is the content what you asked for? Does it meet the brief and requirements? Is there a key message or value proposition missing? 
  • Is the content clever, creative and compelling? Can you imagine users tagging and sharing that content in their own feed? 
  • Does the content complement your brand? While you want the creator's take on things, you also want their content to align with the core values and personality of your brand.

For some great examples of UGC, see our article here.

Integrating Into Your Website and Channels

There are numerous ways to use UGC on a website as well as posting on social media channels as we’ve mentioned above. 

Here are our top tips:

  • Show customer reviews on your site. This is one of the most credible types of UGC. Reviews often come from genuine users who have tried and tested your products/services. This helps build trust with new customers. If you have customer reviews on external platforms like Google Reviews or Trustpilot, you may want to link to those from your Website.
  • Create UGC galleries on your site.  This helps showcase your users’ creativity and encourage others to participate. Publish and share creator content across your brand’s social channels like Instagram, Facebook and others. You can also include their videos in your brand YouTube channel and even create specific playlists of creator content. 

Measuring Impact 

How do you know the impact of your UGC? How can you track the success, see the conversions and analyze the data? Your UGC is full to the brim with rich, valuable and actionable data.

Here are key performance indicators (KPIs) that can help:

Raising awareness: To understand how many people have seen the content, you will track social media impressions or reach, page views and overall video views.

Deepening engagement: This refers to how much time or how much interaction people have with the content. The higher level of engagement, the more likely they are to remember messages and even build consideration for your brand. The number of people who have viewed 50% or more of a video can be important. Did people click-through the creator content to your site? How many pages did they view or how engaged were they on the destination page? You might also track whether content on your social channels led more people to follow your brand. 

Driving conversion: In some cases, creator content can drive people to purchase. Tracking how many click-throughs to product pages or even, add-to-cart clicks will help you track conversions from creator content. 

For more information, stay tuned with our blog and relevant articles. If you have any questions just get in contact with us at KittyKat and see how we can help!

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