User Generated Content (UGC) is so ingrained in our society that it is hard to take a step back and think about what life was like before Twitter, Facebook, Instgram, Tumblr, and all the other social platforms we use today. A recent study came out estimating the average smart-phone user may use their device up to about 1,500 times per day. A significant amount of time is likely spent on websites and applications that rely on custom content provided by their users (see list of top apps in 2014). It seems that sharing a photo or video we just took on Instagram is just a part of our daily routine. But there is one brand we can thank for creating a world where the consumers have a voice.
“Think it. See it. Do it.”
When you think of UGC there is always one brand that will come to mind first. GoPro revolutionized the idea of letting customers tell the story. When you head to their site UGC is plastered across the front of the page showing their products being used by real people in real life.
GoPro has over 8 million likes on Facebook and over 4 million followers on Instagram. That is because GoPro has created a community in which there users want to be featured on their website. Users want their content to go viral and become noticed. It is the modern day version of being the “cool kid” at school.
Engaging with your community is the primary goal when a company integrates UGC into a marketing campaign. It seems like GoPro is consistently holding contests in order to encourage even more content to flow in from their users. They most recently finished up their “How will you GoPro” contest where customers created an original piece of artwork to illustrate their ideas. The winner would get to experience their sketch in real life.
Winner “Motorcycle Racing on the Clouds”:
Nick Woodman gave customers the power to share powerful stories and became the foundation for what companies can do with User Generated Content.
“We dream. We have passionate ideas about what’s possible in this world. Our passions lead us to create experiences and realities that expand our world and inspire those around us” Nick Woodman.