Cutting marketing costs: How user-generated content can replace costly photoshoots
As the global economy continues to face uncertainty, many marketing departments are looking for ways to cut costs. Content production is often one of the most significant expenses in a marketing budget, as businesses need to create compelling visuals to capture the attention of their target audience. But how do you create compelling content without breaking the bank?
In recent years, businesses have increasingly turned to user-generated content (UGC). By leveraging the creativity and passion of their customers, marketing teams can generate authentic, high-quality content that resonates with their target audience while reducing the need for expensive photoshoots. In today's challenging economic environment, UGC has become an attractive option for businesses looking to save money and stay competitive. Here are some examples of how marketing departments can use UGC to cut marketing costs:
1. Social media campaigns
Encourage your customers to share photos and videos of themselves using your products or services on social media using a unique, branded hashtag. You can then curate the best content and feature it on your social media channels, website, or other marketing materials. Using a UGC platform will make content collection and curation considerably smoother and less time-consuming.
2. Contests and giveaways
Host a contest or giveaway that requires participants to submit UGC, such as photos or videos of themselves using your products. This not only generates valuable content for your marketing efforts but also encourages engagement and builds brand loyalty. To digitally store participants' consent for you to use their content, use a UGC platform including this feature.
3. Product reviews
Encourage customers to submit photos of themselves using your products as part of product reviews – or product video reviews. These visuals can be used on your website or in marketing materials, providing authentic content that can be more effective than professionally produced visuals.
4. Customer stories
Highlight customer stories and testimonials on your website and social media channels, using UGC to showcase their experiences with your brand. This not only provides valuable social proof but also generates visual content that can be used in future marketing efforts.
By collecting user-generated content in these ways, marketing departments can save significant amounts of money on traditional production costs while still generating high-quality content that resonates with their target audience. In fact, UGC can often be more engaging than professionally produced content, as it showcases real people using and enjoying a brand's products or services, which builds trust and credibility.
It's crucial to obtain legal permission for any UGC used in marketing materials, which can be achieved by ensuring that participants have submitted their content with the understanding that it will be used for marketing purposes; it's recommended to utilize a UGC platform that registers user submissions and tracks the agreed-upon terms and conditions.