How to Manage UGC Video Marketing Campaigns Across Different Social Media Platforms
by Julie Weishaar
December 15, 2023
How to Manage UGC Video Marketing Campaigns Across Different Social Media Platforms

What Is UGC Content?

User-generated content (UGC) has emerged as a formidable tool in the fast-paced digital marketing landscape.

It currently spans a myriad of content. Our previous article delineaties the classification of video types from tutorials to demonstration videos and even gaming streams or travel vlogs.

This is no surprise, especially as data shows that 80% of people would rather watch a video than read the same information in a blog post.

In this dynamic environment, social media serves as the linchpin to amplify the impact of UGC videos. And marketers, therefore, need to step up to maximize this.

As the custodian of a brand’s marketing strategy, a marketing manager doesn’t just represent the marketing team or coordinate with sales.

They also bear the responsibility of harnessing the power of UGC alongside strategically disseminating it across diverse social media platforms.

After all, campaigns are no longer limited to Facebook or Twitter but are shared on non-traditional platforms.

Reddit, for instance, is actively used by big brands like Amazon, Red Bull, and Xbox.

Managing UGC video campaigns can be complex in an omnichannel marketing landscape.

If done successfully, however, the rewards can encompass:

  • Maximum organic reach
  • Audience engagement
  • Increased brand awareness
  • Loyalty
  • And more

Here are five comprehensive tips for overseeing UGC video campaigns to get started.

Platform-Specific Optimization

Platform-Specific Optimization Marketing managers must tailor UGC videos to the unique features of each platform for effective engagement and maximum visibility.

For instance, Instagram thrives on visually appealing and concise content, making it ideal for showcasing quick, visually captivating UGC videos.

In contrast, YouTube allows for more extended, in-depth content.

Airbnb adeptly employs platform-specific optimization. The company executives, from Chief Financial Officer Dave Stephenson to Chief Executive Brian Chesky, hold fast to brand investment strategy over search advertising.

Whether the company is publicizing Airbnb Categories or AirCover, Airbnb is careful to share shorter features of unique stays on Instagram.

While simultaneously leveraging the longer format to provide immersive travel experiences on YouTube.

Consistent Branding Across Platforms

While adapting content for diverse platforms, visual elements, tone, and messaging should seamlessly align with the brand identity.

This reinforces brand recognition and fosters a sense of trust and reliability among the audience.

A great model of this strategy is GoPro. Their iconic logo, first-person visual style, and the familiar “shaky” handheld aesthetic indicative of action-packed scenes remain intact across social media platforms.

This consistency ensures audiences can instantly identify GoPro content.

Whether content is shared as a longer-form documentary on YouTube or as a minute-long product feature on Facebook and Twitter, consistency matters.

Embrace Hashtags for Cross-Platform Unity

Encourage users to include a specific campaign hashtag when sharing UGC videos.

This facilitates easy tracking and creates a cohesive narrative transcending individual platforms.

This unified approach strengthens brand messaging and increases the campaign’s overall impact.

Embracing hashtags is how Coca-Cola’s #ShareACoke became one of the most successful and iconic recent marketing campaigns.

Allowing customers to print individual names on Coke bottles and cans created a more personalized, nostalgic, and sentimental experience .

While, at the same time, encouraging people to share their Coke with others — whether in real life or via social media.

This hashtag was spread globally through Twitter, Instagram, and Facebook, causing sales to increase by 7% within the first three months.

Leverage Paid to Advertise Strategically

While organic reach is potent, judicious use of paid advertising can significantly amplify the impact of UGC videos.

You can see this strategy leveraged in Apple’s Shot on iPhone campaign.

By showcasing user-generated photos taken with iPhones to a broader audience through paid promotion, Apple maximized the reach and impact of the UGC campaign.

Marketing managers should similarly identify high-performing UGC content and strategically boost it through paid ads on targeted platforms.

You can also pay an influencer to promote your product or service for less noticeable content than an ad.

This has been proven to increase engagement more effectively.

Tubular data showed that 76% of the nearly 2 trillion minutes US consumers spent watching online content were videos by influencers.

Actively Engage and Reward Contributors

Responding to comments, expressing gratitude, and making contributors feel valued fosters a sense of community.

Additionally, implementing rewards or recognition programs for outstanding UGC contributors further incentivizes active participation.

You can see how Apple went the extra mile in the Shot on iPhone campaign.

Over two years, the World Gallery exhibited the different images captured by iPhone users through magazines and billboard advertisements in urban centers worldwide.

Apple compensated all contributors, with professionals receiving higher payments than amateurs.

Following the initial round of the World Gallery, Apple even surprised all participating artists by presenting them with a photo book.

By delving into the nuances of each strategy and implementing these tips cohesively, marketing managers can better navigate the complexities of omnichannel marketing.

As digital landscapes evolve, a strategic and nuanced approach to UGC video campaigns positions brands for sustained success in engaging and resonating with their audience.

 

How to Manage UGC Video Marketing Campaigns Across Different Social Media Platforms

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