A dive into UGC (and UGC-like) video adverts, the most recent app advertising and marketing development

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

TikTok and the age of UGC adverts

TikTok’s rise to fame is a significant factor of the UGC development. In contrast to 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 routinely.

This implies individuals 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 individuals 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 critiques and rankings, they usually have been for years, and that’s UGC. So this isn’t fully new. It’s simply shifting to video content material as effectively. 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 shoppers 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 particular person, 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 will 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 development is larger than simply UGC

To harness the facility of this UGC development, you don’t must 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, tackle potential customers as an equal and share their expertise and the advantages they’re gained from utilizing your app or recreation.

When you promote on social media, it is advisable begin together with UGC adverts in your advertising and marketing technique. 76% of social media customers imagine 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 larger click-through charges and a 50% drop in cost-per-click than common. 

When you’re focusing on a youthful viewers, their robust 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 on your model. 86% of millennials say that UGC is an effective indicator of the standard of a model, a high quality video advert will enhance your model recall and engagement charge (model engagement will increase a mean of 28% when customers are uncovered to a mix 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 attainable. This UGC development is a good way to spice up your UA campaigns and also you don’t should depend on precise UGC to take part within the development. It is going to work so long as your creatives appear to be UGC and really feel genuine to your viewers. 

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

It clearly seems like an everyday 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 enable your model to speak to your customers as equals and share experiences together with your app they could join with. It’s a brand new sort 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 ideas on the finish of the article). In spite of everything, 70% of shoppers belief on-line peer critiques and proposals greater than skilled content material and duplicate.

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

It is going to 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 sure to heart private experiences in your UGC-like adverts, that is about displaying 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 development in your video adverts? We’ve acquired you lined with this guidelines of issues to recollect when planning your advert:

• UGC content material works finest with live-action video adverts, you may select to depend on sharing textual testimonials in video kind however live-action with actors (or customers) the viewers can simply determine with works finest
• Be certain that the actors match together with your focused viewers, in case your shoppers are girls over 50, don’t rent a 20 years outdated 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 tackle the digicam instantly as in the event that they had 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 attainable, 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 go 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 best choice on 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 inventive company specialised in app movies (video adverts, app retailer movies, and so forth.).

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