In the modern society, people are exposed to the enormous amount of advertising every day. Different sources estimate that the number of ads we see varies approximately from 250 to 3000 per day and above. Furthermore, consumers are aware of the fact that brands are constantly trying to sell them their products and, therefore, traditional advertisements are met with mistrust or often go unnoticed. The saturation of our everyday life with advertising means that the industry has an increasing demand for producing new, noticeable and interesting content.
The novel concept of user-generated content (UGC) provides a good solution for current market conditions. UGC is any form of content created by users and publically available to other consumers, often via social networks. The studies show that millennials trust the user-generated content 50% more than other types of media and, additionally, it proves to be 35% more memorable.
For example, Pampers launched a ‘Love, Sleep & Play’ campaign in 2013 that was majorly based on the use of UGC. This one-minute commercial consists of edited together real-life Youtube videos that show parents kissing and hugging their babies and them laughing, playing or falling asleep. Due to the use of user-generated videos, the commercial received a highly positive feedback, as the advertisement looks genuine and sincere.
By involving the audience and encouraging it to participate in advertising campaigns, the brands can create stronger consumer loyalty, higher brand-user interaction and lead to more trust towards their brands. This ultimately leads to the main goal – increase in sales.