How to Find and Nurture Creators for UGC Video Content
User-generated content (UGC) has become a goldmine for brands in the digital age.
It's the authentic, word-of-mouth marketing that can significantly boost your brand's credibility and reach. But waiting for UGC to happen on its own isn't a strategy; you need to actively find and nurture UGC creators. Let’s explore what UGC creators are, why UGC content is so valuable, and practical steps to discover and collaborate with them.
Understanding UGC Creators
A UGC creator is someone who authentically showcases a brand's product or service through their content. They bring their unique perspective, making the content genuine and relatable. It's important to note that UGC creators differ from influencers.
UGC creators produce content but don't necessarily have to post it on their own social platforms. In some cases, they may do so for an added fee. Influencers, on the other hand, are paid for both content creation and exposing the brand to their audience. Deciding between the two depends on your objectives and desired outcomes.
Why UGC Content Matters
UGC is gaining momentum for several reasons:
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Authenticity: Customers want to support brands that don’t just talk the talk—and UGC can effectively position your brand as an authentic one. Customers perceive UGC as 2.4 times more genuine than brand-created content because of its organic nature.
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Influences Purchase Decisions: According to a 2021 Nosto report, 79% of consumers claim that UGC significantly influences their buying decisions.
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Cost-Effective:
Brands only pay for the UGC itself, unlike influencer collaborations where costs can include content creation, influencer fees, and more.
· Efficiency: With 64% of companies struggling to create video content due to time constraints, sourcing UGC creators allows for faster content scaling without building an in-house team.
Now, let's explore how to find and nurture UGC creators effectively:
Use an Influencer Search Tool
Influencer search tools can help you discover and connect with UGC creators who often double as influencers within their niche. These tools offer filters to refine your search based on specific criteria, saving you from sifting through countless profiles. Platforms like Modash provide creator profiles, contact information, and campaign tracking, making your search even more efficient.
Search Directly on Social Media
Social media platforms are gold mines for finding UGC creators. Search for relevant hashtags related to your brand or industry, and you'll likely stumble upon creators who are already making UGC videos. Many creators indicate "UGC creator" in their bio, making them easy to find. For instance, a search like "UGC creator skincare" on Instagram can help you identify potential collaborators.
Launch UGC Campaigns
Historically, UGC is created by customers, but you can kickstart your UGC content by launching campaigns. Define clear objectives for your UGC campaign, whether it's boosting brand awareness, building a community, or driving sales. Provide detailed guidelines for content submissions to ensure the quality and relevance of the UGC. An excellent example is Chipotle's #LipFlipChallenge, which garnered over 111,000 video submissions and significantly boosted brand visibility.
Establish a Brand Ambassador Program
Brand ambassador programs enlist individuals passionate about your brand to consistently create UGC. They can be customers, employees, influencers, or existing UGC creators. Create a dedicated landing page for your program, outlining guidelines and eligibility criteria. Gymshark's ambassador program, for instance, has driven remarkable sales growth by leveraging the content generated by their ambassadors.
Use UGC to Your Advantage
Harnessing the potential of User-Generated Contentis a game-changer for your brand's marketing strategy. It's the gateway to authenticity, trust, and amplified reach. At Spin Creative, we specialize in helping businesses like yours leverage UGC to its fullest potential. Say hello and let's transform your brand's narrative through the power of UGC.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
