Integrating UGCs to Transform Your User Acquisition Campaigns
Introduction
Since TikTok’s meteoric rise in 2019, User Generated Content (UGC) has revolutionized the advertising landscape. Created directly by users, these authentic and engaging pieces of content have become a crucial strategy for mobile acquisition campaigns on platforms like TikTok, Instagram Reels, and Snapchat. Initially embraced by brands targeting younger generations, UGCs now play a vital role in user acquisition strategies.
This article explores why UGCs have become indispensable for User Acquisition (UA) campaigns and how to effectively leverage them to enhance performance.
What is User Generated Content, and What Forms Can It Take?
UGC, or User Generated Content, is content created by users about a product or brand, without direct involvement from the brand itself. Renowned for its authenticity and personal tone, UGC captivates consumers like no other content.
Main forms of UGC:
- Genuine testimonials: Users share their personal experiences with a product.
- Short videos: Unboxing, demonstrations, or tutorials on platforms like TikTok.
- Images and Stories: Consumer-generated photos often featuring branded hashtags.
- Written reviews: Posted on review platforms or social media.
UGCs may arise spontaneously or through brand collaborations with content creators.
Why Are UGCs Strategic in User Acquisition?
Integrating User Generated Contents into advertising campaigns addresses critical user acquisition needs:
1. Combating Ad Fatigue
Consumers face a daily barrage of traditional ads. User Generated Contents, with their natural approach, capture attention and reinvigorate interest. Personal and relatable video content blends seamlessly into user feeds, offering a less intrusive experience.
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2. Authenticity and Credibility
Consumers trust user reviews more than promotional brand messages. UGCs build credibility and establish trust.
3. Adaptability for Varied Audiences
With personalized formats, content generated by users can target specific audience segments by tailoring messages and tone. Platforms like TikTok provide powerful tools to maximize content reach.
4. Cost Efficiency
Producing UGCs is often more cost-effective than creating traditional advertising campaigns. Additionally, they often yield better results due to higher engagement rates.
What Objectives Do UGCs Achieve?
UGCs serve several strategic purposes:
1. Boosting Brand Awareness
Authentic content helps brands reach broader audiences, leveraging sponsorship tools like Spark Ads. User-created videos enjoy higher organic reach compared to traditional campaigns.
2. Improving Conversion Rates
UGCs significantly enhance conversion rates. For example, one of our photo app clients reduced Cost Per Install (CPI) by 20% and increased conversions by 9% through a TikTok campaign utilizing User Generated Content.
3. Building Trust and Credibility
Spontaneous consumer-shared experiences foster trust and create a genuine connection between the brand and its audience.
4. Testing New Markets or Segments
UGCs enable rapid testing of diverse creatives to assess audience preferences. This agility is a significant advantage for brands.
The Creative Process for User Generated Contents in UA
Step 1: Selecting Creators
Identify creators aligned with the brand’s values. Focus on authentic and creative individuals rather than those with large but irrelevant followings.
Step 2: Crafting a Clear Brief
Provide a detailed brief outlining key messages while allowing flexibility for natural creativity.
Step 3: Production and Optimization
Test multiple formats (short videos, carousels, images) and analyze performance to refine campaigns. Preparing several versions of the same content increases the chances of success.
Step 4: Performance Analysis
Utilize analytics tools to identify high-performing formats. Incorporate these insights into future creations to continuously improve campaigns.
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Best Practices for High-Performing UGCs
To maximize User Generated Content impact, follow these best practices:
- Follow platform conventions: Use vertical formats, catchy music, and dynamic text.
- Focus on strong hooks: The first three seconds are crucial to capturing attention.
- Incorporate demonstrations or live interactions: Concrete actions increase click-through rates by 25% (source: TikTok).
- Prioritize simplicity and authenticity: Overly scripted videos tend to underperform.
- Stay updated on trends: Quickly adapt content to emerging social media trends.
Avoid:
- Videos longer than 45 seconds.
- Overly strict creator selection, which can slow production.
- Overly commercial content lacking authenticity.
The Rise of AI in the UGC Creative Process
AI is transforming User Generated Content production. On platforms demanding diverse creative assets like TikTok, well-crafted prompts can generate UGCs performing as effectively as creator-made content.
For instance, during the promotion of MMA Manager 2 (a gaming app by Funrock), AI-generated Contents delivered a wide variety of unique and tailored assets.
Conclusion
User-Generated Content (UGC) represents a revolution in the user acquisition landscape, providing an authentic and engaging response to the expectations of modern consumers. Its ability to capture attention, build trust, and drive conversions makes it an essential tool for brands looking to stand out in a competitive environment.
Whether created by passionate creators or generated using artificial intelligence, UGC allows brands to diversify their approaches and address specific needs while managing costs effectively. By adopting strategies tailored to each platform’s unique characteristics and staying attuned to trends, brands can maximize the impact of their campaigns and reach new audiences.
As technologies like AI continue to reshape the creative process, it is crucial for businesses to integrate UGC into their marketing strategies. These contents not only offer a unique opportunity to optimize advertising performance but also help strengthen connections with consumers.
Addict Mobile is part of the TikTok Content Exchange allowing our customers to benefit from a pool of creators to increase performance.
