2023 saw a dramatic spike in investment in video content for eCommerce brands, with good reason. A growing majority of brands are recognizing the value of video content, and UGC advertising in particular, to enhance authenticity and connect more deeply with their customers. It also offers a way to navigate around increasingly strict privacy and data management policies that threaten to limit the reach of traditional eCommerce marketing channels like email and SMS.
Here’s why UGC marketing has moved from the “nice-to-have” category to a critical business necessity for so many eCommerce brands in 2024.
Why is UGC Crucial for eCommerce Brands?
UGC represents a shift from traditional marketing methods, like email and SMS campaigns, towards a more organic form of customer engagement. This is necessary for a variety of reasons. Ad algorithms are increasingly sophisticated, and privacy policies limit access to user data. UGC offers a unique way to deliver content that resonates with audiences naturally, and without stepping over the line in terms of privacy and data management.
A key advantage of UGC is its ability to integrate seamlessly into a consumer’s browsing experience. It’s a strategy focused on creating content that doesn’t immediately appear as advertising, thereby maintaining the authenticity of the user experience. But your content needs to be engaging enough to stand out and get around the growing problem of ad fatigue. In other words, you need to give viewers a reason to care within the first few seconds – and that very often comes down to the UGC creator in the ad itself.
Identifying and Collaborating with UGC Creators
“UGC Creator” is one of the hottest and fastest growing roles in the eCommerce ecosystem – not to be conflated with the more traditional role of influencer. While influencers bring reach, UGC creators specialize in crafting content that aligns more closely with the brand’s vision and audience expectations. Brands can identify suitable UGC creators through platforms like B-Roll, Fiverr, and Upwork, where creators’ portfolios and ratings are visible.
Successful collaboration with UGC creators involves detailed briefs and effective content editing. Brands should provide comprehensive guidelines to ensure the content aligns with their marketing objectives. This approach includes everything from the script to the visual composition of the content.
Best Practices for UGC Content
To make the most of UGC marketing, it’s important to stick to some fundamental principles:
Duration and Editing: For platforms like TikTok and Facebook, keeping videos short (15-45 seconds) with quick cuts every 2-3 seconds can help maintain viewer attention.
Engaging Hooks: Creating compelling hooks is crucial to stop the scroll and engage viewers.
Content Refresh: Regularly updating content is essential to keep the campaign dynamic and engaging.
Creating Effective UGC Campaigns is an Ongoing Process
For eCommerce brands, setting up an effective UGC campaign involves understanding the brand ethos and customer demographics, selecting appropriate creators, and continuously optimizing content for engagement and conversions. This process often requires a balance between creativity and strategic planning, ensuring that the UGC not only resonates with the audience but also aligns with the brand’s marketing goals.
To prevent ad spends from running out of control, it’s critical that marketing managers test on an ongoing basis, cutting ads that aren’t converting and amplifying those that are.
Embracing the Future: The Role of UGC in eCommerce Evolution
User-Generated Content stands as a transformative approach in eCommerce marketing, offering an authentic and engaging way to connect with customers. By understanding and implementing best practices in UGC, eCommerce brands can create more effective marketing campaigns and deliver a healthy ROI for their overall marketing budgets.