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What We Learned From UGC in 2020 and How To Plan for 2021

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what we learned from ugc in 2020 and how to plan for 2021

To say this year has tested brands is an understatement. 

The pandemic has forced businesses in every industry to reframe the way they market themselves due to mandatory closures and a surge in online competition. 

Empathic marketing has never been more important, and the lack of resources to create full-scale marketing campaigns has affected both big and small brands. Not to mention the cutbacks that have rippled through every in-house department and the fragmented teams that are the result of work-from-home orders.  

Brands have had to find alternative ways to connect with their audience without studio setups and huge budgets bolstering their efforts. 

But, with 42% of people around the world spending more time on social media since the start of the pandemic, there’s never been a better time to connect with customers online. 

Why User Generated Content (UGC) Has Been a Pivotal Part of 2020

UGC has always been one of the most compelling forms of content. It’s more trusted than brand-led campaigns and it instills a sense of trust in a digital landscape. 

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This year, it’s been more important than ever. Here’s why:

  • UGC taps into a desire for human connection in the wake of months of isolation and quarantining
  • UGC builds and strengthens community
  • UGC is relatable – people look for uplifting content that acknowledges the difficult situation we’re all in
  • UGC allows brands to meet customers where they’re already spending a lot of their time
  • UGC helps brands generate remote, great content without having to setup photoshoots 

What We Learned From UGC in 2020

2020 has taught us a lot about life and business. In terms of UGC, it’s shown us how important connectivity is in times of need and how a sense of community is crucial for getting through tough situations. 

1. Bringing together brands and buyers

As a powerful storytelling tool, UGC is able to bring together brands and their customers and create a deeper sense of belonging. 

Take Facebook’s pivotal “We’re Never Lost If We Can Find Each Other” campaign that highlights how people are staying connected during the pandemic and how they are coping during quarantine and multiple lockdowns. 

It uses videos and photos captured by Facebook users and stitches them together in a documentary-style video that’s both moving and informative. 

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2. Relatability is key in times of need

No one likes to feel alone, especially with a global pandemic raging all around. The fluidity of UGC as a marketing strategy means it has the potential to be far more relatable than brand-driven campaigns. 

Made.com quickly realized this. Their marketing has always centered around the notion of “home”, but during the pandemic this became even more prominent. 

They created product pages packed full of customer images that served as inspiration. 

3. Everything changes so quickly

No one could have predicted how 2020 would turn out – in fact, it’s hard to plan ahead even a few weeks in advance at the moment as things are changing so quickly. 

UGC saves brands time and allows them to jump on trends in a matter of days. This is key for keeping up with evolving consumer needs. 

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Buffalo Wild Wings took this theory and ran with it – they created an ad made purely from UGC that shows real people creating made-up sports in their homes. This was to reflect the fact that sports fans could no longer gather and watch their favorite teams in public places. 

The ad actually went from conception to completion in less than a week, and allowed customers to stay connected with the brand virtually when they were unable to in-person. 

4. Events were thrown into disarray

The events industry has been one of the hardest hit. Brands that once delivered in-person ceremonies, seminars, and conferences have had to be resilient and pivot to meet ever-changing guidelines. 

edX did a great job of this. When they were faced with the challenge of celebrating graduates after thousands of graduations were canceled, they utilized TINT to pull together achievements, messages, and celebrations that graduates had shared all in one digital place. 

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5. Hope is important

It’s difficult to see the light at the end of the tunnel, especially when millions of people are in pandemic-related turmoil. UGC gives people hope and encourages individuals to feel connected. In many ways, it nurtures a sense of “we’re all in this together”. 

The Gulf County Tourist Development Council leveraged UGC to create travel guides people could use to plan future trips. Even if they weren’t able to travel in that moment, they could browse photos and videos taken by real people as something to look forward to. 

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6. Existing customers need connection too

Stats show that it’s cheaper to market to existing customers than attracting new ones, and returning buyers spend more than first-time shoppers. UGC is the perfect way to solidify relationships with long-term customers and create deeper connections with them.

This is exactly what KFC did with their UGC campaign that welcomed customers back after mandatory closures. They created an ad featuring customer photos and videos pulled from the #RateMyKFC social media campaign which encouraged customers to recreate the brand’s famous fried chicken recipe.  

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7. Don’t forget employee-generated content

Employees are a goldmine of content, and during 2020, work-at-home orders and mandatory guidelines made them far more relatable to the average consumer than ever before, and there were plenty of brands that tapped into this.

Take Cisco, for example, they won gold for ‘Best User-Generated Content’ in the Corporate Content Awards for the employee-focused campaign “We Are Cisco”, which highlighted employee stories and brought behind-the-scenes activities to the forefront. 

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How to Plan Your UGC Strategy in 2021

2020 has changed the world. 

eCcommerce orders are up 108%, daily usage of Facebook is up 27%, and 42% of consumers plan on changing the way they shop moving forward. 

This has opened up opportunities for brands to take advantage of new online narratives, and going forward, UGC will be a key consideration for social commerce and eCommerce strategies across the board. 

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The key elements of your UGC strategy in 2021

  • Build trust – Brands will have to work harder than ever to recapture the trust and loyalty of customers in 2021. A precedent has been set this year, and this will continue to play a huge part in strategies moving forward
  • Provide social proof – When things start to return to normal, consumers will want validation that others are buying from you or are at the very least re-engaging in shopping and purchasing 

Planning Your 2021 UGC Strategy

1. Design the Concept

The concept of your campaign is what it’s about or what it aims to do, promote, or say. 

Think about what your UGC campaign will center around. Use data from 2020 and your customers’ input to decide on a campaign topic that will resonate with them. Consider outside inputs too, like what’s going on in the world and global trends. 

It doesn’t have to be complicated – take Made.com’s example above. They simply replaced product photos on their website with customer photos to tap into the growing need for a safe and secure home space. 

2. Engage and Amplify

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This is the part where you encourage your customers to get involved. 

Use incentives and create a buzz around your brand. Make people want to get involved. 

A great way to do this is through UGC contests and campaigns. Offering a reward in exchange for a customer photo is a compelling incentive and will quickly spread your campaign far and wide. 

3. Curate and Display

Choose the best customer contributions and decide how you’re going to display them.

Will you create a dedicated landing page to host the UGC on like EdX, or will you simply re-share contributions across your social media channels? 

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Get creative here and consider all the options you have. Maybe you share UGC in your email campaigns, maybe you incorporate it into your product pages, or maybe you do what Facebook and Buffalo Wild Wings and turn it into a video. 

4. Plan, But Let Customers Drive the Story

Planning is key for ensuring you get the most out of your UGC campaign – but, as 2020 has shown us, anything can happen. Keep an eye on trends and pivot to meet the changing needs of your customers. 

Track patterns in your campaigns and be prepared to switch things up to align better with what’s going on in the world. 

2021 will be the year of UGC

UGC should be a core part of every marketing strategy in 2021. New competition means brands are fighting to stand out, and the changing needs of customers will require a more sensitive, empathic approach to marketing.

Through the tactical use of UGC, brands will be able to nurture a sense of community, connect better with existing customers, and keep up with the ever-changing events in the world.  

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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