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

The rise of social media platforms and their elevated energy over tradition bred the newest app advertising 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 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 selling traits for cell apps and video games. 

TikTok and the age of UGC advertisements

TikTok’s rise to fame is a significant factor of the UGC pattern. 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 consumer’s content material to an viewers routinely.

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 advertisements tendencies. 

Cell customers are nonetheless counting on evaluations 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 properly. That seek for a extra real method from manufacturers, even in video advertisements, and what’s extra genuine than a consumer 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 consumer greater than a model, as a result of the consumer may have an expertise just like theirs. 

Identical to with influencer advertisements, seeing a human face addressing them helps them determine to put in an app or sport.

This pattern is larger than simply UGC

To harness the ability of this UGC pattern, you don’t must rely solely on precise user-generated content material. The aim right here is to have a consumer of your app, or somebody that seems to be a consumer 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 sport.

When you promote on social media, it is advisable begin together with UGC advertisements in your advertising 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 advertisements get 4x greater click-through charges and a 50% drop in cost-per-click than common. 

When 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 on your model. 86% of millennials say that UGC is an efficient indicator of the standard of a model, a top quality video advert will enhance your model recall and engagement price (model engagement will increase a median 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 primary aim right here is to look as genuine as doable. This UGC pattern is an effective 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’ll work so long as your creatives appear like UGC and really feel genuine to your viewers. 

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

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

UGC advertisements enable 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 advertisements to look extra like real consumer content material and fewer like an advert (don’t fear about that, we’ll offer you some ideas on the finish of the article). In spite of everything, 70% of shoppers belief on-line peer evaluations and proposals greater than skilled content material and replica.

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

It’ll additionally assist your model seem extra relatable as a result of viewers will see individuals who appear like them and share an expertise that feels private and real. So be certain to heart private experiences in your UGC-like advertisements, that is about displaying the true influence your app or cell sport can have in your customers. 

Creating UGC-like advert content material will make it easier to diversify your advert content material. Every advert can goal a selected consumer persona, embodied by the actor, widening your attain and boosting your outcomes. 

Tricks to seize the UGC spirit in your video advert

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

• UGC content material works finest with live-action video advertisements, you possibly can select to depend on sharing textual testimonials in video type however live-action with actors (or customers) the viewers can simply determine with works finest
• Be sure that the actors match along 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 point out your viewers that somebody likes them is having fun with your app or sport
• The actor ought to deal with the digicam instantly as in the event that they had been speaking to the consumer instantly
• Watch out about your copy, each the textual content that can seem on display and the one delivered by the actor. It must sound as real as doable, 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, attempt to place your actors on a set that doesn’t look staged 

Want a hand in determining what’s the most suitable 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 artistic company specialised in app movies (video advertisements, app retailer movies, and so on.).

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