Here’s how to utilize influencer UGC in your next social media ad campaign.
There’s no denying that social media has changed the way we consume ads. With many growing tired of traditional advertisements, it’s time for brands to get more creative in order to connect with a new generation of customers. That’s where UGC content comes in. In fact, consumers are 2.4 times more likely to view user-generated content as authentic compared to content created by brands.
Incorporating UGC content into your advertisements can be a valuable tool in leveling up your efforts, allowing you to fully utilize the beautiful and authentic content that micro and macro-influencers can provide. With the content already at your fingertips, here are the best practices around using influencer UGC in your social media ads.
Find the Right Influencers
If you’re looking to use UGC content as paid advertising, the first step is ensuring the content aligns with your brand’s values and mission. This comes from building relationships with trustworthy and high-quality influencers. While you could spend days scanning the internet for content creators, Octoly can help to connect you with unique influencers that are right for you, manage gifting distribution, and allow you to sit back and watch the UGC roll in.
When using Octoly, brands have the right to re-purpose the images created by Octoly’s influencers for digital marketing. Without this agreement in place, it’s best practice to reach out to the user whose content you’re interested in reusing and crediting them in the post. That way, you avoid damaging a relationship with an influencer or customer and the brand comes off as collaborative and responsible to your audience. It’s a win-win.
Match the Content With the Platform
If you’re wanting your UGC advertisement to blend into the platform authentically, it’s important to pick the right platform depending on the content. For TikTok, this means video format and making the most of the latest TikTok trends. If your UGC isn’t trend-specific, try adding the most popular song of the moment as the soundtrack to ensure your brand comes across as relevant. For Facebook and Instagram, this could look like a carousel ad of a set of UGC content and should include tailoring to the right custom audiences.
*Octoly’s client Isle of Paradise re-used content from their TikTok campaign for their ads on the platform.
Tell Your Audience What content You Want
The best part about using UGC content is the opportunity to inspire more UGC content (and therefore free advertising). When coming up with your social media campaign, consider how you can get your audience more involved. This could be asking them a question, creating a social competition, or using the photo or video as a callout for them to respond. Whatever it is, this creates a cycle of more content to utilize, saving you the time and expense of professional shoots.
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