June 20, 2023

What exactly is User Generated Content (UGC) and why every successful marketing campaign needs it!

 

What is it?

User-generated content (also known as UGC) is original, brand-specific content created either by influencers, content creators and everyday consumers. It is published on social media or other channels by the creator or supplied to the brands to publish. Content can be in the form of photo’s/imagery, videos, written articles and more and cover everything from ‘how-to’s’, reviews, unboxing, answering faq’s and simply showcasing the product in use.

Who is it for?

UGC benefits brands of all sizes and from all categories that want to promote their product and educate consumers in the most compelling way.  Brands often come to us for UGC from Mum Influencers or everyday Mum shoppers, who share a combination of relatable and honest content about their experience with the product. UGC is an authentic and more trusted customer ‘word of mouth’ experience which maximises your market appeal to potential shoppers.

Why use it?

UGC can go beyond content that is shared and repurposed on social media – it can enhance the appeal of your website, optimise SEO, boost your testimonials, and ultimately be used to grow your audience with content that both informs and inspires your community about the value of your product from the perspective of other users, just like them!

The UGC solutions brands come to Mumpower for include Influencer UGC and Mum Shopper UGC:

Influencer UGC

Curated specifically for your brand, these aspirational videos, elevated photography and genuine written articles and endorsements from a trusted pool of content creators are for you to repurpose at scale and/or for influencers to further promote on their own channels.

Content examples: 

1.Video UGC Content: This includes relatable reels to engage audience and increase network or video reviews supplied to post on your website. Example:

Client:
Talent: 7 micro influencers
Campaign Services: UGC, Market Research and Influencer Marketing Campaign

 

Mums the word!
@the.hills.mama/ demonstrates the unique selling points of the family trampoline in her words that are authentic and relatable to her audience.  Video content can be edited to created small snippets for digital ads or social platforms or preserved in full for online testimonials or in store demonstrations.

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Now let’s hear it from the kids!
@our.fam.in.squares/ share from the mouths of babes why they love this product! Making for fantastic engaging digital advertising content or shared across diverse online platforms.

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2.Lifestyle Imagery UGC Content: Striking photography showcase the result of what can be achieved using the featured product through the lens of users, rather than brands. Repurposed in further online or offline marketing campaigns and retailer presentations to leverage ROI. Example:

Client:
Talent: 31 micro influencers
Campaign Services: UGC, Product Reviews and Influencer Marketing Campaign

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@lucasgirlsloves shares how her Russell Hobbs SatisFry Air & Grill Multicooker creates the crunchiest chicken using her grandmas secret recipe.

@raniengineer celebrates the joy of Christmas cooking with her family for delicious pastries. The seasonal images were perfect for global repurposing across socials and marketing assets to promote gifting inspo of a key product in peak shopping periods.

3.Written Reviews (Influencer) UGC Content: Written Reviews submitted via retailer websites and cross channelled by third party review platforms allow brands to leverage the voice of the customer. It is through the voice of the customer that product features can be more honestly highlighted and answer key questions Mums want to know during their purchase consideration journey. Written review content can be repurposed for online and marketing assets for optimising SEO.

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4.Written Articles UGC content: Written Articles, Q & A interviews with content creators who supply and article for the brand to share online, or publish an article on a traditional blog/lifestyle website is a clever way to optimise how the brand is discovered by Mums researching the product. For example, through the use of SEO optimisation, links. Plus, when this material is discovered, the authentic perspective from the genuine user helps inform and inspire a customer on the value of the brand, in a relatable way. Example:

Client:
Talent: 12 Influencers
Campaign Services: UGC and Influencer Marketing Campaign

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Here’s an example of our Spotlight partnership that included the delivery of UGC from influencers, being written articles for Spotlight to utlise on their website:

Article: How to make a DIY Backdrop for parties (Click here)

Article: Kids Apron Project (Click here)

Mum Shopper UGC

Separate to UGC created by our influencer network, is UGC created by our Mum Shopper network made up of real Australian Mum Shoppers.

Our Mum shopper Product Trial Teams are invited to trial and submit raw, unedited and highly relatable content from an everyday consumer perspective. This is largely in the form of videos supplied to brands, social content shared to personal accounts, and also written content to leverage their voices to inform and inspire a larger audience.

Content is often repurposed for all brand online social platforms including Instagram, TikTok, Facebook, Website, YouTube and offline assets such as for retailer presentations and provides amazing insights for internal NPD and QC. All Mum Shopper UGC assists with SEO rankings and ultimately more sales!

Content examples: 

Client:
Talent: 300 Mum Shoppers
Campaign Services: UGC, Product Reviews and Influencer Marketing Campaign

 

1.Written Review (Mum Shopper) UGC Content: 

Written Reviews are submitted via reputable review platforms, where consumers go to when researching their purchase decisions and/or compiled and shared with the brand to utilise.  By submitting content to live, interactive platforms, the brand also gains the opportunity to reply direct to consumer comments and website click throughs. Example:

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2.Social Content (Mum Shopper) UGC Content: Product trial teams often promote UGC branded content on their personal social channels. Unlike traditional influencers, these nano voices have a smaller audience, albeit just as powerful given their close relationship with audiences. Mixing micro influencer UGC with nano influencer UGC leaves no stone unturned and covers a mix of audiences across multiple channels to inform and inspire more Mums.

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3.Video Reviews (Mum Shopper) UGC Content: Video reviews create engaging and honest feedback both for the brand and the consumer.  The relatable unscripted content can be edited to highlight key USP or transcribed for written testimonials across marketing and social assets. This content works well for TikTok and Facebook campaigns and more.

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Many brands specifically need Mum Shopper UGC as part of their TikTok and Facebook advertising social strategy. Please see below how ABC Reading Eggs boosted their social calendar and sales conversions using Mum Shopper UGC.

Client:
Talent: 40 AU/NZ Mumshoppers
Campaign Services: UGC, Product Reviews and Influencer Marketing Events

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Want to see more content?

Check out the Reading Eggs TikTok video here

“We got a lot more than what we asked for! One of the review videos is the top 3 best performing/converting ads on Facebook.

We will use content in different ways for example to optimise our SEO articles, we’ll integrate the video reviews with written articles.

We’ll include it in our internal paid advertising and to break into new platforms including TikTok.”  ABC Reading Eggs Spokesperson

Check out ABC Reading Eggs case study