User-generated content (UGC) can be highly effective when integrated into your social media strategy. Traditionally, user-generated content referred to the material created by customers who had used a product or a service, and wanted to shout about it. However, this concept has evolved into what we now call 'creator-generated content'. Today’s UGC can come from both creators who do this as a service as well as customers who love and use the products and services, and want to talk about it organically.
Obtaining UGC is fairly easy, as there is a variety of creators out there who offer this as a service. We can engage creators to test and use products and services, producing reels or static imagery for specific marketing purposes and campaigns. However, the tricky part is tailoring your content to fit the different platforms and goals, which is absolutely essential when it comes to user-generated content (or creator-generated content). At UGCers, we collaborate with creators to generate content for our clients, and one of our first questions is always - what is this for. Different types of UGC serve different purposes and goals. For example, UGC for paid use should differ significantly from UGC for organic use, as each has distinct objectives and requires a different approach in content formatting.
Let's dive into the main differences between creating content for paid ads and organic use.
User-Generated Content for Paid Ads:
Aim of content: To generate sales or leads.
At UGCers we can create UGC creatives for paid ads. Paid ads have a promotional focus - they highlight the unique selling points (USPs) of a product or service, aiming to convert viewers into customers. So, the content you create for a paid ad needs to engage viewers from the outset (remember, ads will be served to people who are not yet a fan of your brand - however, organic content on the other hand is served to people who already know and like the brand). So, given that the aim is to sell a product or service, it is important to understand the criteria for creating UGC specifically for paid ads.
Paid ads are all about grabbing attention and making a quick impact. These ads should be short, around 15-20 seconds. This short format is perfect for catching your demographic's attention as they scroll through their feed. Here is a small framework or criteria to stick to:
Short format: Typically around 15 seconds to catch viewers' attention as they scroll.
Promotional focus: Highlight USPs to convert viewers into customers.
Clear call to action (CTA): Encourage immediate action like making a purchase or visiting a website.
Strong hook: Start with a compelling hook to keep viewers engaged.
Targeted audience: Audience must be fine-tuned to specific demographics or interests for maximum effectiveness.
A clear, direct call to action is key, encouraging users to make a purchase, visit a website, or take another desired action.
Starting with a strong hook is also crucial for paid ads. You need to grab the viewer’s attention right away to keep them from scrolling past.
Paid ads can be finely tuned to target specific audiences based on demographics or interests, making them highly effective. The paid placement ensures that the ad appears prominently in users' feeds, boosting visibility and reach.
When working with UGC creators for paid ads, we always make sure that the above criteria is followed, and we often recommend testing variations of ads to find out which hook performs best.
Here is a round up of some of the best-performing TikTok ads:
User-Generated Content for Organic Use:
Aim of content: To build resonance, trust and generate engagement.
UGC for organic use, on the other hand, should aim to be longer, typically around 30 seconds, sometimes even longer depending on the type of content. This extended format allows for a more detailed storytelling or explanation. Organic content tends to be less sales-focused, offering educational or inspirational value instead. Since this content reaches users who already follow the brand or those casually scrolling through social media, it adopts a more relaxed tone. It doesn't need to act as a hard sell like paid ad content. The goal is to engage users and acquire more followers, rather than push for an immediate sale. For this reason, the brief for organic UGC must be different to the brief given to creators for paid ads.
This type of content encourages community building around the brand or topic. A piece of organic content can also promote discussion, interaction, and sharing amongst viewers. Over time, organic content helps build trust and authority, positioning the brand as a thought leader in their field.
Here is a summary of the criteria you should consider when creating content for organic usage:
Longer format: Usually at least 30 seconds, allowing for deeper storytelling or explanation.
Educational or inspirational: Less sales-oriented, aiming to educate or inspire rather than sell.
Community building: Foster discussion, interaction, and sharing among viewers.
SEO optimisation: Use keywords and hashtags alongside your content to attract traffic over time.
Ask for engagement: Rather than using a CTA (Call To Action), instead, ask your audience to comment on something in relation to the video. E.g. if it's a morning routine, adding something like "what time does your morning routine start?" to the caption is a great way to prompt responses on the post.
The success of organic content is measured by engagement metrics like likes, shares, comments, follower growth over time and click-through rates, rather than direct sales. The aim is to build long-term relationships and brand loyalty. The focus is on how well the content resonates with the audience and encourages them to engage with the brand over time.
Here are some examples of organic UGC we love from creators and brands:
Conclusion
Knowing the differences between paid ads and organic content is key to crafting an effective digital marketing strategy. When it comes to sending briefs to creators, remember that paid ads focus on making a quick impact with short, promotional content designed to drive conversions. Organic content on the other hand aims to build long-term relationships through educational and inspirational material.
By aligning your content strategy and your briefs with these goals, you can effectively reach and engage your target audience in today’s competitive digital landscape.
'What if I have budget only for one type of content but want to use it for both, paid & organic?" we hear you ask? Get in touch and we would love to help you with that conundrum!
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