Every day, over a billion new pieces of licensable content are published on the internet. This includes professional-grade content; photography, illustrations, art, and archival video. But it also includes what is known as User-Generated Content (UGC): TikTok videos, YouTube vlogs, unboxing videos, tweets, doorbell cameras, and everything else that has ever been uploaded and shared across the public internet.
At Catch+Release, we call this collection of human-centric, authentic assets Found Content. And in today’s digital world, Found Content is the most powerful tool to reach more people and build customer intimacy without having to create new content from scratch. Let’s take a look at why we think Found Content (including UGC) is essential for a successful marketing campaign, regardless of channel or use.
Real Human Stories
Since the dawn of advertising, brands have tried to appeal to prospective customers by making up fictional stories that would capture their imaginations. The goal of this often fanciful fictional story-telling was (and still is) to get the viewer to put themselves into the story so that the message could resonate personally. And it works. If you can get people to pay attention, that is.
But then the internet happened. And the rise of social media. And the smartphone. And suddenly people weren’t talking about the stories in your ads anymore. Because they were busy learning to tell their own stories. This new stream of content was dubbed User Generated Content to set it apart from the more “professional” content being generated by the brands themselves.
The power of UGC is undeniable. It feels natural. It feels real. Because it is real. And, importantly, it exists in the places where people are gathering: social platforms where humans interact with humans who share their interests. They’re out there telling stories about your brand right now.
Shot on an iPhone
Actually it’s hard to tell what is UGC and what is not. Apple’s “Shot On An iPhone” campaign was made using UGC from some very talented photographers, for instance. Are these photos still UGC? Found Content can be made by anyone: unrepresented artists, wedding photographers, doorbell cams. It can be made by a popular influencer who mentions one of your products on their blog or Instagram page. Or it can be footage of someone using your product in an 8mm film from the 50s. It can be a newsreel about your industry. Or a tweet from a celebrity that connects with your corporate mission.
3 Strategic Considerations
When it comes to integrating Found Content, including UGC, into your strategy, there are several things to keep in mind.
- Make sure that the content you use is relevant to the message you’re trying to convey with your campaign—in other words, don’t just post whatever looks good without considering its context!
- Use the process to build relationships with customers/creators so they can share their positive experiences with your brand on social media platforms like TikTok or YouTube.
- Always remember to give credit where credit is due; when using any Found Content (especially UGC) in a marketing campaign, you must agree on the appropriate licensing and usage terms.
A Case Study in Freshness
A major retailer had a problem. They were seen as a behemoth that people were forced to use. They needed to build brand trust from the bottom up. So they turned to Catch+Release to help them curate and license content posted by anyone from delivery drivers to happy customers.
Thanks to the indemnification that C+R provides, this online retailer was able to safely secure the content they needed without any additional legal resources, maintaining compliance and properly licensing all assets.
But the best part is that the posts featuring Found Content got 2.5x higher engagement than posts created by the brand, even coming in higher than influencer posts and live action shoots. That’s the power of using Found Content that is both on-brand and human-centric.
UGC Works
In conclusion, Found Content–in all its forms–is invaluable for any successful marketing strategy. By leveraging your customers’ stories and experiences, you create more engaging campaigns that speak directly to your audience, increasing brand recognition while also gaining insights into what works best for your campaigns.
Start incorporating Found Content into your next campaign and we think the results will speak for themselves. To learn more about how, speak with a Found Content Advisor today.
