Skip to main content

User Generated Content

 

User Generated Content (UGC) marketing is a strategy in which consumers use products or services of an organization and share their experiences through blogs, videos, social media posts, and pictures. The content shows them using, experiencing, or giving a review about that product or service. This marketing strategy works well because prospects find content generated by consumers to be more genuine and honest.

Nowadays, many organizations are focusing on UGC marketing strategy because of the following reasons:

Organizations save a huge amount of money due to advertising expenditure being minimum. They invest that amount in innovation, and in time bring new or updated products into the market to maintain their competitive edge in the segment.  

UGC marketing strategy attracts more customers because the experience that a user shares on social media platforms helps demonstrate how a product or service works in a real-world scenario, in turn generating trust.

To further understand this, let us look at GoPro, an organization that uses this marketing strategy. According to Wikipedia, GoPro is an American technology company founded in 2002 by Nick Woodman. It manufactures action cameras and develops its own mobile apps and video-editing software. But to its users, GoPro allows them to record those moments of life which were not recordable before. Be it jumping from a plane or vlogging, a GoPro can record everything. All the wow moments in life can now be captured with a GoPro camera.

GoPro had approximately 17 million followers on Instagram, 2 million followers on Twitter, and 9 million subscribers on YouTube in July 2020. By using these platforms, GoPro shares high-quality pictures and videos made by users, encouraging others to share what they record or capture on their GoPro devices. Events like GoPro Liveit Weekend, GoPro Mountain Games, the GoPro Challenge GP series, and many others are organized to motivate users to make the most of their devices.

 

By targeting adventure and sports enthusiasts, GoPro makes them feel like a hero and encourages them to share their amazing feats for the world to see. This strategy has helped GoPro by reducing the amount of money spent on product and brand advertising and enabling them to invest in R&D to constantly innovate and create new products or improve the existing ones.

GoPro makes cameras for those who want to live life on the edge and share their adventures and experiences. This creates an irresistible desire in the hearts of others to be able to live that adventure and capture it through a GoPro lens.

Make a comment below if you think more organizations should consider UGC marketing strategy for their products and services or not.

                                 - Saurabh Mohan

Comments

Post a Comment

Popular posts from this blog

How Frontline Tick & Spray used Ambient advertising.

  An extraordinarily large ‘floor sticker’ on the ground floor of a large shopping mall promotes Frontline Flea & Tick Spray with the slogan “Get them off your dog “. This floor sticker was designed to be viewed from a higher floor, making the customers walking on the ground floor look like fleas that are troubling your dog. Frontline made use of Ambient advertising for this advertisement. Ambient advertising means advertising the product or service on unusual things or in unusual places where no one expects to see an advertisement. Ambient advertising is successful because it has a strong impact on the minds of customers, making it more effective. Ambient advertising is all about imaginativeness. The motive behind ambient advertising is to surprise customers with its position. Instead of using boards to place advertisements, in ambient advertising, the advertisement is placed anywhere. The intention being that the creativity and intelligence of placement and execution ...
Post a Comment
Read more

The Innovation That Saved Millions Of Lives

Volvo proudly says that “few people have saved as many lives as Nils Bohlin. ” Nils Bohlin, a Swedish engineer who worked for Volvo, designed and developed something that saved millions of people’s lives. Bohlin invented the three-point seat belt in 1959, which then got adopted across the motor industry. His cross-strap design made seat belts much easier to use. It is now hard to imagine a car without seatbelts. The Innovation The two-point seat belt was not giving any safety to the passengers. Instead, it left passengers with serious head, chest injuries in a collision. Also, the seat belt was very uncomfortable to wear. Volvo’s president Gunnar Engellau had suffered a tragic personal loss from a road traffic accident, and he insisted to Nils to come up with a better seat belt design. Nils developed The V-shaped three-point seat belt in 1959, and Volvo integrated the new design change in their cars in 1959 after getting a patent for their innovation. But, even with these furth...
Post a Comment
Read more