User generated content campaigns on social networks: how do they work?

By Judit Hernán, published on June 7, 2023

User generated content is a term used to refer to all unpaid and unpromoted content that has been created by users and that mentions the brand or any of its products or services. This type of content includes any type of format, including reviews, comments, and social media posts.

UGC is a very effective content marketing strategy for Build credibility with the audience and increase reach, but best of all, it can be applied to different communication channels, social networks being one of the most popular. But how does a campaign of this type work on social networks?

What are user generated content campaigns on social networks?

A user generated content campaign in social networks is a strategy whose actions are aimed at followers and users in general of a social network create and share content related to the brand or one of its products or services. Through this type of campaign, it is achieved that the company does not have to generate all the content, thus making use of the creativity and ingenuity of the public, which also acts as a disseminator of the brand among its followers.

This type of strategy includes any type of content, from photos and videos to comments and hashtags. It would also include participation in contests or challenges that involve the creation and sharing of original content.

Best social networks to create user generated content campaigns: Instagram and TikTok

While any social network can be used to create a user-generated content strategy, Instagram and TikTok are the best options for several reasons.. One of them is its visual format through photography and videowhich further encourages user participation and allows you to be more creative.

Another characteristic that should be taken into account is that both Instagram and TikTok have tools and functionalities designed to encourage user participation, such as the use of templates or specific music and sounds in one click. Besides, promote virality and the discovery of content through its algorithms, with user content being the one that is most likely to be seen and shared.

It is also worth noting that both social networks are very popularespecially among the young audience, with more than 1.3 billion monthly active users in the case of Instagram and more than 1.05 billion in TikTok, which means that they have a very active and engaged community.

How to create a user generated content campaign on social media

To create a good UGC campaign it is important to take into account the following points:

1. Choose the social network in which the target audience is located. Although Instagram and TikTok are considered the best social networks to carry out a user generated content strategy, this may not apply in some cases where the target audience is on some other social media. For this reason, a prior analysis must be carried out and the one in which the people you want to reach are located.
2. set goals. Before carrying out any type of action, it is necessary to define what you want to achieve with the campaign in order to act accordingly.
3. Choose a topic and establish clear and specific guidelines on how the content should be. The public likes a brand to share its content, but to do so they must be clear about what they are looking for and what they want.
4. Encourage users to be part of the action. You can encourage the community to create and share content by offering discounts, recognition, or exclusive benefits.
5. Analyze the results. As in any other strategy, it is necessary to analyze the results to determine if the participation rate has been as expected or not, detect weak points and improve for the following campaigns.

In general, it is not difficult to create a user generated campaign on social networks, especially if you already have a certain number of followers and an active community. Yes, it may be somewhat more complex for those brands that do not yet have it, but it must be remembered that quality is more important than quality.

How to encourage your community to participate with user generated content

One of the main obstacles faced by companies that want to launch their UGC campaigns is low user engagement. However, there are certain actions that can be taken to encourage them and increase the engagement rate:

• One way to do this is through contests and quizzes, which allow you to reach a large number of users and is also a way to get to know your followers better. For this it is also very useful to ask questions.
• The hashtags They can also be a great tool, especially when their use is encouraged through flashy and fun dares or challenges.
• Users also tend to be very encouraged when creating content when, thanks to it, they can get some kind of rewardas a discount or a gift, among other things.
• Another good way to encourage users to create useful content for the brand is keep up to date with trends and fashionssince the use of a certain song or a certain filter can also make the difference between low and high participation.