User generated content has boomed.
With so much content being created, it’s officially a threat to traditional branded content.
After all, UGC content is watched, on average, 10 times more than content created by brands.
When 70 Experts Shared Marketing Predictions, UGC dominated the discussion:
Tyler Anderson, the CEO of Casual Fridays emphasized the social proof factor in user-generated content, noting:
84% of millennials claim UGC influences their decisions more so than any other form of advertising.
(Source: The G Brief – 2016)
Michael Brenner, CEO of Marketing Insider Group commented:
“We will see a shift away from ads and product promotion, and more on humanization, personalization, and visualization in content marketing and social media. Marketers will work to activate employees, customers and partners to tell their stories.”
With all that in mind, user generated video is making moves.
For years, it was getting easier for the average person to shoot high quality video with GoPro’s and affordable, consumer-grade DSLR’s. But now a tool everyone has, the smartphone, makes it possible for anyone to capture incredible video.
With the rise of InstaStories, SnapChat and Facebook Live, users are already creating content every day. Consumers are getting comfortable with shooting and sharing and marketers are beginning to realize the effects.
Among the millennial generation, UG video is trusted 50% more than information from other sources and is 35% more memorable than other sources.
It’s driven by a sense of familiarity and an inherent authenticity with the understanding that the content was created by people “just like me”.
How do brands harness the power of user generated video?
They start by collecting it from their fans and followers and editing it into a branded video. The authenticity of the footage shines through while the marketing team can feel secure that the final video is polished enough to be considered “on-brand” and worth sharing.
Here are some of our favorite examples:
ZTE used their campus ambassadors to shoot video at brand activations across the USA.
ANZ Bank quickly shot clips at their office party to create a short video for their social channels.
So, where do you start? Here are some ideas:
- Collect videos from your most accessible brand evangelists: YOUR EMPLOYEES.
- Ask your staff to whip out their phones and shoot video at company events or anytime something fun is happening around the office
- This footage can be edited into snackable “behind the scenes” video, perfect for sharing glimpses of your company culture on social media
- POST A CALL FOR VIDEO SUBMISSIONS on Facebook and make it a contest. Incentivize your fans and followers with prizes or discounts.
- Ask your users to send in video reviews, video footage of how they use your product or create a call to action around a theme relevant to your brand.
- Offer a prize for the best videos received
- Watch when users spread the word about your brand further, when they share their winning videos with their network. It’s a win-win.
- If the idea of crowdsourcing video footage is overwhelming or you don’t have the capacity to edit the footage into a piece of content worth sharing… CHOOSE A PARTNER TO WORK WITH.
- EditMate is a straightforward way to produce user-generated video content. Our Dashboard makes it easy to start projects, write creative briefs and activate a “mobile film crew”.
- Mobile film crews can upload their footage with an easy to use Mobile Uploader and all of that footage can be reviewed, rated and commented on
- And finally, if you need help with the editing… simply click the “Request an Editor” button to get a vetted, professional editor from our global network assigned to your project. The whole review process happens on the Dashboard and videos can be turned around overnight, if needed.
- Learn more about how it all works here.
Done correctly, user generated video is intrinsically shareable and perfect for social media.
It can be created at a fraction of the cost of a traditional video (no expensive film crews necessary!) which is ideal for social videos that have the short lifespan of a Facebook or Instagram post.
Mobile technology and consumers social media habits have both reachede power a point where it’s now possible to show off a brand in completely new way: with user-generated video. “UGV” will be the hot buzzword that keeps on buzzing.
Marketers should watch this space.
This post was originally written for M+AD Daily.
P.S. Now that you know all about UGV, learn how to shoot great video on your smartphone HERE.