It’s honest to say that user-generated content material (UGC) grabs consideration.
Liftoff advertisers noticed ~3x extra ROI with UGC-style creatives made by Liftoff Affect than non-UGC creatives. Non-gaming advertisers, particularly, utilizing UGC-style video advertisements elevated their conversion charge from impression to put in by a median of 152%.
Look no additional than episode 58 of GameRefinery’s Cell Video games Playbook for tactics to make use of UGC to reinforce your consumer acquisition technique. Within the episode, host Jon Jordan interviews consultants Nicole Danser, Senior Supervisor of Artistic Technique and Manufacturing at Liftoff, and Sydney Bruce, Artistic Account Technique and UGC at Liftoff.
On this weblog put up, we summarize a few of the insights they shared about profiting from UGC-style cell advertisements, with perception on each step of the method, from pre-production to discovering your viewers and testing.
Dedicate ample time for pre-production
The pre-production section of UGC promoting is nearly as vital as creating the content material, as it would enable you to perceive what’s going to work greatest on your marketing campaign. It’s also a chance to collaborate with the advertiser to uncover model tips, asset requests, and the demographics you wish to attain for that specific app.
Bruce says pre-production may be particularly useful for understanding consumer personas, resembling gender and age breakdowns, consumer motivations, and total app engagement. She recommends utilizing this data together with common information of consumer demographics and the success of comparable apps and verticals to construct a powerful sense of the kind of viewers and creator that may work for the undertaking.
Align your creators in your key messaging
UGC campaigns may be one of the rewarding methods to assist your consumer acquisition technique. The place traditional influencer promoting provides you little management previous a partnership settlement, UGC can enable for a way more concerned marketing campaign.
Danser says UGC can enable advertisers the pliability to make sure their messaging is being delivered in a manner they’re pleased with. Danser additionally highlights one other good thing about scripting UGC: it permits for the strategic inclusion of parts confirmed to seize consideration and convert advert viewers into long-term gamers.
Scripting can vary from giving an influencer an actual script to memorize (though care must be taken to make sure they nonetheless sound genuine) to letting creators improvise below extra common tips. Danser explains that whereas genuine content material is useful in gaining viewers belief, there must be a stability to keep away from potential clickbait that may trigger individuals to delete an app instantly after downloading.
UGC is particularly impactful in promoting when belief is vital to the app’s success. Danser says that apps—the place actual cash is at stake—can benefit from UGC content material by highlighting their ethos and reliability so long as creators know the advertiser’s key messaging. For instance, seeing a creator speaking to the display and stating one thing is reputable and that they’ve gained cash from an app works nicely.
Discover the suitable creators on your viewers
One other important factor of UGC creation is making certain that individuals representing or interesting to your audience create the content material. Bruce says that elements like whether or not a creator falls into the goal consumer demographic can affect whether or not or not the content material will come throughout as plausible and genuine. Bruce provides that the kind of content material you want to create impacts the creators you resolve to work with. Some creators are consultants in a selected template or format, like on-the-street interviews.
Whereas realizing your viewers is important to creating efficient UGC content material, that doesn’t imply you shouldn’t experiment with creators who might not match that viewers’s regular profile. Even for those who suppose you understand the perfect creator to seize your viewers’s consideration, it’s possible you’ll be stunned at what’s going to have interaction and retain customers. In some conditions, creators and interesting, imaginative content material can win over individuals representing the audience.
Profit from social media developments
Bruce says watching social media developments may also help you perceive what content material will work nicely on Meta and TikTok. Relying on the pattern, some creators can be thought-about consultants, notably when specialist gear is required. For instance, entry to out of doors microphones is required for developments like avenue interviews. Which means that chasing rising developments is a superb technique to discover new creators you haven’t already labored with who could possibly supply distinctive perception and abilities.
Nicole Danser suggests playful developments and codecs could also be one other technique to hold video advertisements entertaining whereas weaving in worth propositions. An important factor is to experiment and work out how foolish you may be whereas remaining credible.
Check, take a look at, take a look at
Testing is an important a part of the UGC creation course of. All the insights on this article in the end come again to testing, from the suitable messaging to the suitable creators. Bruce suggests A/B testing completely different creators, scripts, ideas, belongings, and gameplay to determine the simplest manner of reaching your audience and making changes primarily based in your information and testing outcomes.
Bruce recommends testing a inventive in a marketing campaign for at the least earlier than measuring its effectiveness. She shares that exterior elements just like the time of yr and platform-specific algorithms may affect when content material would possibly begin reaching its audience.
“We’ve had cases the place a inventive would possibly go stay, but it surely doesn’t really take off and begin performing for 2 weeks, so for those who have been to pause it after two weeks, you’ll by no means have gotten the insights,” Bruce says. “There’s additionally seasonality. For instance, we’re working with a sports activities betting app, and the NFL season is arising, in order that’s going to be time to start out testing our UGC.”
