Storytelling With User-Generated Content

As consumers continue to spend more time online, they seek out content that inspires and entertains. People are looking up homemade bread recipes, at-home exercises, ways to lighten the mood, reduce boredom, and stay motivated. As the need for human connection rises, the power of user-generated content (UGC) can work to a brand’s advantage, now more than ever. Users try to recreate moments and experiences that help them feel connected and less alone, bringing about a sense of community. 

Today, most people have all the tools to be content creators, sharing photos and videos across all social platforms such as YouTube, Facebook, and Instagram in record numbers. Customers want and trust personal brand experiences.

One such brand taking advantage of UGC right now is Domino’s; this week the brand launched a homemade Film Festival contest by submitting a home movie showcasing their love for Domino's for the chance to win free pizza for a year. "Millions of Americans are spending more time than ever at home and looking for activities to entertain their families," said Kate Trumbull, Domino's vice president of advertising. "What better way to have a fun day than to make a home movie and possibly win free pizza for a year”.

Earlier this month, Doritos launched a contest calling all fans, content creators, and anyone who feels the need for some creativity during the pandemic, to make a video with Doritos any way they want. The brand is promoting the contest on its social channels using the hashtag #CrashFromHome. To incentivize its fans and content creators to enter the UGC ad competition, Doritos is selecting 15 winners who will see their videos together in a compilation that will air during the first NFL Sunday Night Football game next month.

Brands are eager to create connections and communities around their products. Savvy brands are leveraging their audiences’ willingness and ability to create UGC to bring everyone even closer together at a time when hugs and high-fives are currently out of the picture.

Another brand viewed as the leader in image technology and that truly understands the value of customer content creation is Canon. The brand has transformed their social strategy to be almost completely UGC-driven and have Instagram channels that are completely powered by UGC. “The foundation of our channel strategy has been to introduce people indirectly to our brand through our consumers. Instagram is our fastest growing channel and it’s powered 100 percent by user-generated content” says Canon Australia’s Consumer Engagement Manager, Jensen Baptista

User-generated content has become trusted, influential, and has been proven to be more memorable than traditional advertising. Millennials in particular find UGC 35 percent more memorable than other media. It’s worth remembering that, at the end of the day, brands are centered around people: the customers and communities of people who see, consider, buy, and engage with a business. User generated content is a powerful storytelling tool that acts as the bridge between brands and their customers, bringing communities closer together by providing a sense of belonging and unity.