User-Generated Content (UGC) extends brand conversations to consumers, giving participants the opportunity to create and share original content through online engagements or social media networks. Content can be in the form of pictures, videos, essays, or recipes, or comprised of social comments, @mentions, hashtags, posts, or Tweets. Participants can either share content to earn sweepstakes entries and/or instant win gameplays, or enter contests. Contests can consist of one or many phases, depending on the needs of the promotion (i.e. Submission Only, Submission/Judging/Winner Announcement, Submission/Voting/Judging/Winner Announcement, etc.). UGC has a higher participation barrier, but as with all original content, it’s about quality, not quantity, and giving participants their 15-minutes of fame.
What Marketing Objectives Does UGC Address?
Content Creation & Sharing
Social Buzz & Virality
Brand Ambassador Identification
Reviews & Testimonials
Purchase (if required in submission)