A dive into UGC (and UGC-like) video adverts, the newest app advertising and marketing pattern

The rise of social media platforms and their elevated energy over tradition bred the newest app advertising and marketing pattern: UGC (Person Generated Content material). Social media platforms’ total enterprise is constructed on customers’ creating and sharing their very own content material. When advertising and marketing took to those platforms to advertise all types of digital and non-digital merchandise, they needed to adapt their content material. Now greater than ever, UGC is on the forefront of promoting traits for cellular apps and video games. 

TikTok and the age of UGC adverts

TikTok’s rise to fame is a major factor of the UGC pattern. Not like different social media platforms the place visibility banked on the group you construct round your profile, TikTok’s algorithm can feed any person’s content material to an viewers robotically.

This implies folks have grown extra used to seeing strangers on their social feeds and listening to their experiences and their suggestions by watching their unboxings and hauls. The pandemic has pushed folks to search for much more authenticity of their content material, we talked about it in our recap of 2021’s video adverts tendencies. 

Cell customers are nonetheless counting on evaluations and scores, they usually have been for years, and that’s UGC. So this isn’t completely new. It’s simply shifting to video content material as properly. That seek for a extra real method from manufacturers, even in video adverts, and what’s extra genuine than a person sharing their expertise? 93% of entrepreneurs say customers belief content material from different customers greater than brand-generated content material.

UGC (and UGC-adjacent) drives model loyalty as a result of it creates a way of belief. Customers will belief the expertise of the individual, which implies they undertake their belief in your model. There’s additionally a sense of group, pushed by the sentiment of authenticity. Viewers really feel like they’ll belief one other person greater than a model, as a result of the person may have an expertise much like theirs. 

Similar to with influencer adverts, seeing a human face addressing them helps them determine to put in an app or recreation.

This pattern is larger than simply UGC

To harness the ability of this UGC pattern, you don’t have to rely solely on precise user-generated content material. The aim right here is to have a person of your app, or somebody that seems to be a person of your app, deal with potential customers as an equal and share their expertise and the advantages they’re gained from utilizing your app or recreation.

In the event you promote on social media, you have to begin together with UGC adverts in your advertising and marketing technique. 76% of social media customers consider UGC is extra dependable than branded content material, as a result of it feels extra real and fewer deliberate, and UGC-based adverts get 4x greater click-through charges and a 50% drop in cost-per-click than common. 

In the event you’re focusing on a youthful viewers, their sturdy social media presence will drive them to belief extra simply advert content material that was tailor-made after social media and makes use of the identical conventions.

Greater than that, UGC is an actual increase to your model. 86% of millennials say that UGC is an effective indicator of the standard of a model, a top quality video advert will enhance your model recall and engagement charge (model engagement will increase a median of 28% when customers are uncovered to a mixture of user-created product movies {and professional} content material). 

Leveraging UGC for a video advert marketing campaign

The principle aim right here is to look as genuine as potential. This UGC pattern is a good way to spice up your UA campaigns and also you don’t need to depend on precise UGC to take part within the pattern. It should work so long as your creatives appear to be UGC and really feel genuine to your viewers. 

Courting apps are fairly good at creating UGC-like adverts. Take a look at that Tinder advert on TikTok:

It clearly seems to be like a daily TikTok the place a person is filming themselves whereas testifying about their seek for the love of their life (a search that, clearly, ended on the well-known swiping courting app). 

UGC adverts permit your model to speak to your customers as equals and share experiences along with your app they could join with. It’s a brand new kind of testimonials, you need your adverts to look extra like real person content material and fewer like an advert (don’t fear about that, we’ll provide you with some suggestions on the finish of the article). In any case, 70% of customers belief on-line peer evaluations and proposals greater than skilled content material and duplicate.

Attempt to be rather less polished, it should make your advert really feel extra pure and natural to the viewers and assist catch (and hold) their consideration. 

It should additionally assist your model seem extra relatable as a result of viewers will see individuals who appear to be them and share an expertise that feels private and real. So be certain that to middle private experiences in your UGC-like adverts, that is about exhibiting the actual affect your app or cellular recreation can have in your customers. 

Creating UGC-like advert content material will assist you to diversify your advert content material. Every advert can goal a particular person persona, embodied by the actor, widening your attain and boosting your outcomes. 

Tricks to seize the UGC spirit in your video advert

Wish to leverage the UGC pattern in your video adverts? We’ve received you lined with this guidelines of issues to recollect when planning your advert:

• UGC content material works greatest with live-action video adverts, you possibly can select to depend on sharing textual testimonials in video kind however live-action with actors (or customers) the viewers can simply determine with works greatest
• Make sure that the actors match along with your focused viewers, in case your customers are girls over 50, don’t rent a 20 years previous male actor – the purpose is to indicate your viewers that somebody likes them is having fun with your app or recreation
• The actor ought to deal with the digicam instantly as in the event that they have been speaking to the person instantly
• Watch out about your copy, each the textual content that may seem on display and the one delivered by the actor. It must sound as real as potential, don’t be scared so as to add some emojis in your on-screen textual content for authenticity, and attempt to have a extra relaxed phrasing
• Use a handheld digicam or POV-like photographs to make sure full immersion and authenticity
• Take note of your environment, testimonial video may fit in a studio setting, however for all different movies, try to place your actors on a set that doesn’t look staged 

Want a hand in determining what’s the most suitable choice to your app? We’re right here to assist!

Marine Nozerand

Hello there, I am Marine (she/her), I am a Content material Supervisor at Apptamin. Apptamin is a artistic company specialised in app movies (video adverts, app retailer movies, and so forth.).

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