How to Manage UGC Video Marketing Campaigns Across Different Social Media Platforms
Channel: Julie Weishaar
Date: 2023-12-15

#ugc #usergeneratedcontent #socialmedia 

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User-generated content (UGC) has emerged as a formidable tool in the fast-paced digital marketing landscape. 

It currently spans a myriad of content, with our previous article delineating the classification of video types from tutorials to demonstration videos and even gaming streams or travel vlogs. 

This is no surprise, especially as data shows that 80% of people would rather watch a video than read the same information in a blog post. In this dynamic environment, social media serves as the linchpin to amplify the impact of UGC videos. 

And marketers, therefore, need to step up to maximize this. As the custodian of a brand’s marketing strategy, a marketing manager doesn’t just represent the marketing or sales teams. 

They also bear the responsibility of harnessing the power of UGC alongside strategically disseminating it across diverse social media platforms. After all, campaigns are no longer limited to Facebook or Twitter but are shared on non-traditional platforms. 

Reddit, for instance, is actively used by big brands like Amazon, Red Bull, and Xbox. Managing UGC video campaigns can be complex in an omnichannel marketing landscape. 

If done successfully, however, the rewards can encompass maximum organic reach, audience engagement, increased brand awareness, loyalty, and more. Here are five comprehensive tips for overseeing UGC video campaigns to get started. 

Platform-Specific Optimization. Marketing managers must tailor UGC videos to the unique features of each platform for effective engagement and maximum visibility. 

For instance, Instagram thrives on visually appealing and concise content, making it ideal for showcasing quick, visually captivating UGC videos. 

In contrast, YouTube allows for more extended, in-depth content. Airbnb is an example of a company that adeptly employs platform-specific optimization. 

Consistent Branding Across Platforms. While adapting content for diverse platforms, visual elements, tone, and messaging should seamlessly align with the brand identity. 

This reinforces brand recognition and fosters a sense of trust and reliability among the audience. 

A great model of this strategy is GoPro. Their iconic logo, first-person visual style, and the familiar “shaky” handheld aesthetic indicative of action-packed scenes remain intact across social media platforms. 

Whether content is shared as a longer-form documentary on YouTube or as a short product feature on Facebook and Twitter, consistency matters. 

Embrace Hashtags for Cross-Platform Unity Encourage users to include a specific campaign hashtag when sharing UGC videos. This unified approach strengthens brand messaging and increases the campaign’s overall impact. 

Leverage Paid to Advertise Strategically. While organic reach is potent, judicious use of paid advertising can significantly amplify the impact of UGC videos. 

Marketing managers should similarly identify high-performing UGC content and strategically boost it through paid ads on targeted platforms. 

You can also pay an influencer to promote your product or service for less noticeable content than an ad. This has been proven to increase engagement more effectively. 

Tubular data showed that 76% of the nearly 2 trillion minutes US consumers spent watching online content were videos by influencers. 

Actively Engage and Reward Contributors. Responding to comments, expressing gratitude, and making contributors feel valued fosters a sense of community. 

By delving into the nuances of each strategy and implementing these tips cohesively, marketing managers can better navigate the complexities of omnichannel marketing. 

As digital landscapes evolve, a strategic and nuanced approach to UGC video campaigns, positions brands for sustained success in engaging and resonating with their audience. 

For more details and examples, read the full blog post here: https://newhorizons123.com/ugc-video-marketing-campaigns/

Follow us and subscribe to our YouTube channel for more digital and video marketing tips @julieweishaar 

00:00 Introduction
01:02 Managing UCG video campaigns
01:21 Platform-specific optimization
01:51 Consistent branding across platforms
02:29 Embrace hashtags for cross-platform unity
02:43 Leverage paid to advertise strategically
03:01 Use influencer marketing
03:17 Actively engage and reward contributors