Creative Assets Brands Often Overlook
Social distancing has put a halt on renting studio space and working with models on set, but you can still produce fresh video ads by sourcing user generated content.
Browse through your brand’s social media communities for content that can be repurposed for new video ads. For growing companies whose digital footprint is still budding, starting a brand advocacy campaign is a cost effective way to source UGC while building community.
Why user generated content?
1. To build credibility.
Consumers trust the opinions of other consumers over the messaging in an advertising campaign. More than half of consumers perceive that the majority of branded content fails to convey authenticity. Bring UGC into your repertoire to build trust with your audience.
2. It’s easy to source.
Hashtags and mentions make it easy to find brand aligned posts. Collect product ratings and reviews with tools like Loox, Yotpo, and Trustpilot to include social proof in your videos.
3. It’s budget-friendly.
There’s no need to hire a camera crew and organize a shoot, and the costs of production have already been covered by the content creator. Exercise courtesy and compensate the creator with an exclusive perk! Satisfied customers are more prone to become brand advocates and share about your product with enthusiasm.
Gather UGC with brand advocacy campaigns
For brands whose online communities are still growing, engage your existing customer base by running a contest and collect video responses from them.
Recipe for a brand advocacy campaign:
Run a contest on social media or through an email list.
Ask customers for video submissions to share about why they love the product.
Incentivize participation by offering a chance to win a prize or a discount.
Ready, set, edit
Freshen up your content library with UGC, and incorporate customer content into your video ad storyboard. With everyone staying connected via social media during quarantine, now is an ideal time to engage with your audience with brand advocacy campaigns.
Resourceful marketers will find that quarantine offers new opportunities for sourcing video content that is both engaging and authentic.
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