There’s a better way to advertise. It’s now possible to connect with consumers on a whole new level. To discuss how brands can leverage brandeduser-generated content (UGC) for higher engagement, Social Native CEO David Shadpour sat down with the marketing experts at MuteSix for this episode of the ‘Spend $10K a Day’ podcast. Below are some of the key takeaways from their conversation:
The Democratization of Marketing Content
Considering the fact that 2.5 billion people across the globe now carry HD cameras in their pockets, it’s safe to assume a percentage of mobile users are naturally talented at creating content. Social Native has tapped into the gig economy to identify those creators and empower them to create content directly for the brands they love. As David highlights, content that's created from the lens of consumers is compelling, authentic, and proven to perform.
“It’s not just faster and cheaper, but it’s actually performing better. When brands are taking those assets and reusing them, it’s engaging people on a one-to-one level, which is the purpose of advertising in the first place.”
Beyond the influencer’s organic reach, brands get access to the influencer content to use across their owned and paid channels. Many brands have found success repurposing UGC on everything from their web or e-commerce sites to email marketing, paid ads, and print.
Merge the Art and Science of Content Creation
Technology limitations of the early advertising space required a one-size-fits-all advertising strategy. With today’s advancements in technology, both in access to content and data on individual consumers, brands and technology companies alike can reimagine how content is created and how media is distributed.
Imagine a world where no two people receive the same advertising experience -- this is the future of marketing. Today this breakthrough in advertising might seem impossible. How could a brand possibly create content for every target segment? How would this content be tagged and communicated to advertising distribution partners like Facebook or Google? This is where tech companies, like Social Native, come in.
The Social Native Content Optimization Engine takes a disciplined, data-driven approach to creating high volumes of personalized content on demand. The technology aggregates feedback from the brand, content performance metrics, and a proprietary Social Native content score to create a continuous improvement loop where data is used to influence future content development. The end result is a world where digital experiences are personalized, and brands build lasting relationships with consumers. As David succinctly puts it:
“We’re removing the subjectivity from creative and adding science around performance.”
How it Works
How does this work in practice? David offered the example of Dollar Shave Club. The online men’s grooming retailer partnered with Social Native to create over 350 images and videos. Based on paid ad metrics, Social Native applied a test-learn-repeat approach to dynamically optimize the content to maximize conversions and lower the campaign's CPA. Ultimately, Social Native’s qualitative research uncovered a pattern among the best performing ads: they all featured a person holding the product in their hand. After altering the brief accordingly, the brand decreased CPA by 22% and increased ad recall by 25%.
As user-generated content continues to evolve -- from a one-off campaign tactic to a line item in most marketers’ budgets -- Dave asserts that brands will win this game by relinquishing control.
“We work with some of the largest advertisers in the world, they have a lot of rules. I understand them. But the key time and time again to performance has always been giving people creative freedom and they will surprise you. They will blow you away.”
To learn more about how to drive powerful results with content that's fresh, authentic and gets higher engagement, listen to this full episode of the ‘Spend $10K a Day’ podcast.