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User Generated Content in Australia: Platforms, Ads & Examples

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Unlocking The Power Of User-Generated Content In Australia: A Guide To UGC Ads, Platforms, And Examples


Every click and swipe means business in the digital world. User-Generated content is at the centre of it all. Let’s see what the numbers have to say. Globally, a whopping 84% of consumers trust recommendations from their peers over traditional advertising, and 90% say authenticity is key when choosing which brands to support. But what’s even more telling is how UGC transforms browsers into buyers—79% of people admit that UGC heavily influences their purchasing decisions​  


Platforms like Instagram, where 60% of people discover new products, present the opportunity to take advantage of the creative power of UGC, making every customer a potential brand ambassador. Brands not only build a trusting relationship with their customers but it also drives engagement, hitting two birds in one stone. Campaigns featuring UGC see a 50% uptick in interaction compared to those without it​ 


Top Platforms For User-Generated Content In Australia


Need your brand to be seen? UGC is the way to go, and social media remains the top platform for your UGC content to be seen. Understanding which platforms have the highest engagement and what makes them effective is key to maximising your UGC efforts


1. Facebook


With 73.60% of internet users, equating to about 18.63 million active Australian users, Facebook remains the most popular platform for UGC in Australia. It’s a versatile platform that allows for both broad and targeted advertising, with detailed analytics to track campaign effectiveness. Facebook’s extensive user base and sophisticated targeting options make it a prime choice for UGC campaigns aimed at a wide demographic spectrum​ 


2. Instagram


Known for its visual appeal, Instagram has a penetration of 55.50% among Australian internet users. This platform is especially popular among younger demographics, making it ideal for brands targeting teens and young adults. The visual nature of Instagram supports high engagement rates with UGC, particularly for the lifestyle, fashion, and beauty sectors​ 


3. YouTube


As a powerhouse in the Australian digital landscape, YouTube boasts a remarkable reach, engaging over 20 million unique Australian visitors each month. This platform is particularly effective for distributing longer-form content and storytelling through user-generated videos. Australian users are highly active, spending an average of 19 hours per month on YouTube. This extensive engagement not only enhances visibility but also increases interaction with UGC, making YouTube an essential component of any digital marketing strategy in Australia. With its ability to host a variety of content—from educational videos to entertainment—YouTube continues to be a top choice for marketers


4. TikTok


As of early 2024, TikTok continues to captivate the Australian market, boasting 9.73 million users aged 18 and above. This figure represents 46.6% of all Australian adults, highlighting TikTok’s impact and influence in the local digital sphere. With a balanced demographic split of 50.9% female and 49.1% male users, the platform offers a diverse audience for marketers. Additionally, TikTok’s ad reach, reflecting 38.6% of all internet users in Australia regardless of age, grew impressively by 17.2% year-over-year. 


5. LinkedIn:


With a more professional focus, LinkedIn’s usage in Australia stands at 26.20% of internet users. It is especially effective for B2B marketing and UGC related to industry insights, professional development, and company culture, making it a valuable platform for targeting professionals and business decision-makers


What Are The Different Types of User Generated Content?


When we think of UGC, the first things that usually come to mind are the content we see most frequently on social media platforms. These include how-to-cook reels on TikTok with their messy backgrounds, which we often revisit, or the “My Honest Review” videos about Rihanna’s new Fenty foundation. These are just some of the popular forms of UGC. But, as brands you should not look past customer ratings and product reviews, similar to those for the new beach restaurant on St. Kilda Pier. But is your brand truly maximising the potential of all these different types of UGC?


1. Images: Photos shared by users showcasing products or experiences. These are common on platforms like Instagram, Pinterest, and Facebook.


2. Video Content: This includes everything from short clips on TikTok or Instagram Reels to longer content on YouTube, such as tutorials, reviews, and unboxings.


3. Testimonials: Written or recorded endorsements of a product or service, typically shared on social media or the brand’s website.


4. Social Media Posts: These could be tweets, Facebook posts, or any content shared across social media platforms that incorporate user feedback, opinions, or creative content.


5. Customer Reviews and Star Ratings: Often found on e-commerce sites, these provide prospective buyers with feedback on products from other consumers.


6. Blog Posts: In-depth articles written by users that may cover reviews, guides, or personal experiences with products or services.


7. Q&A Forums: User interactions on platforms like Quora or Reddit where users ask questions and provide answers based on personal experiences or knowledge.


8. Live Streams: Real-time broadcasting by users, often seen on platforms like Twitch, YouTube Live, and Facebook Live, where interactions are instantaneous.


Examples Of Successful User-Generated Campaigns


1. Indomie


What was it about: Indomie made use of regular content shoots to create engaging material that includes recipes and event-themed posts. They promoted user interaction by incorporating these themes into their social media strategy, leading to the creation of viral content.

Features and Benefits: The campaign focused on building a highly engaged community, using tailored community management and uniquely delicious recipes to inspire community participation and content creation.

Impact and Results: Successfully achieving record engagement rates on social media platforms, the campaign significantly grew Indomie Australia’s audience, with a notable average engagement rate of 4.7% from over 100K monthly engagements.


2.Apple’s #ShotoniPhone


What was it about:  Apple encourages users to take photos with their iPhones and share them using the hashtag #ShotoniPhone. The best photos are featured in Apple’s global marketing and campaigns, including billboards and digital ads.

Features and Benefits: This campaign highlights the advanced camera technology of iPhones and engages users by showcasing their photography in major advertising formats.

Impact and Results: Apple’s “Shot on iPhone” campaign had over 26 million Instagram posts, which makes it successful as a user-generated campaign. It generated an estimated 6.5 billion media impressions and garnered 95% positive mentions. The campaign had global reach, with winners from countries such as Italy, Hungary, the USA, Thailand, India, and Argentina, highlighting its worldwide appeal and engagement.

3. Coca-Cola’s Share a Coke


What was it about: Initially launched in Australia, Coca-Cola personalised bottles with popular names and invited consumers to find bottles with their names or those of their friends and share their experiences on social media.

Features and Benefits: The personalisation drove significant consumer interaction and content creation, transforming customers into brand ambassadors.

Impact and Results: The “Share a Coke” campaign by Coca-Cola significantly boosted sales, achieving a 7% increase in volume within the first month of its Australian launch. The initiative led to the creation of 1.5 billion personalised bottles and sparked over 100 million social media interactions globally, as consumers eagerly shared their unique Coke experiences using the hashtag #ShareaCoke. The campaign not only revitalised Coca-Cola’s brand image but also helped the brand resonate strongly with a younger demographic.


4. Nike’s Better For It


What was it about: This campaign was specifically for women, featuring a series of inspiring stories about fitness and personal growth. It encouraged them to share their own experiences using the hashtag #betterforit.

Features and Benefits: It connected deeply with women worldwide by focusing on personal improvement and fitness challenges.

Impact and Results: Nike’s #Betterforit campaign effectively targeted the women’s demographic, which made an additional US$2 billion in sales in 2017. The campaign integrated the ’90 Day Better For It Challenge’ and NIKE+ TRAINING CLUB, leveraging Nike’s extensive digital community of over 70 million women. This strategy showed strong engagement in Nike’s digital offerings, with statistics from the Nike+ App in North America revealing that 54% of its runners were female. These efforts stress Nike’s success in enhancing female consumer engagement.


4. Airbnb’s Live There


What it was about: Airbnb encouraged travellers to share their accommodation experiences to showcase the authentic and local travel opportunities available through their platform.

Features and Benefits: The campaign helped Airbnb stand out from traditional hotel stays by highlighting personal and local travel experiences.

Impact and Results: The campaign generated 2.5 billion media impressions and increased brand visibility across various channels. Website traffic saw an increase of 32%, while bookings on the platform rose by 27%, reflecting the campaign’s effectiveness in engaging audiences and driving action. There was also a 50% increase in home listings, indicating a strong response from new and existing users influenced by the campaign’s reach and emotional appeal.


5. Glossier


What it was about: Glossier integrates UGC into almost all of its product launches, sharing customer feedback and images on social media to generate buzz and authenticity.

Features and Benefits: By using real customer reviews and images, Glossier promotes transparency and builds trust with potential customers.

Impact and Results: Glossier took advantage of user-generated content (UGC) effectively by leveraging Instagram influencers who receive early access to products. The influencers create and share content using the #glossier hashtag, significantly expanding the brand’s reach. Glossier credits 90% of its revenue to free promotion, primarily through word-of-mouth and influencer engagement. 


6.  Warby Parker’s #WarbyHomeTryOn


What it was about: Customers are encouraged to post photos of themselves trying on five different frames at home and share these on social media with the hashtag #WarbyHomeTryOn.

Features and Benefits: This campaign helps potential customers see how the glasses look on real people and generates buzz around their home try-on program.

Impact and Results: The campaign led to purchase likelihood by 50% which resulted in rapid sales growth, with top styles selling out in weeks and meeting yearly targets in record time. Their Buy a Pair, Give a Pair program garnered positive press and contributed to the brand’s identity as socially conscious. 


7. Lulus Fan Photos


What it was about:: On each product page, Lulus invites customers to upload photos of themselves wearing the brand’s clothing, which are then displayed as part of the product images.

Features and Benefits: This strategy builds consumer trust by showing potential customers how the clothes look on peers and drives conversions by allowing shoppers to visualise the products on real people.

Impact and Results: This campaign has led to higher engagement rates on Lulus fan pages and increased their sales.


8. Pringles Personalised Music Videos


What it was about: Pringles fans were invited to create personalised music videos mixing their love for Pringles into creative, music-driven UGC.

Features and Benefits: The campaign combines entertainment with brand interaction, making it fun and engaging for the audience.

Impact and Results: The #PlayWithPringles challenge on TikTok started across Germany, Italy, and France to bolster brand recognition and foster interactive engagement with the iconic Pringles tube. The campaign has amassed over 278 million video views and garnered more than 343,000 user-generated content entries. It also has one billion page views and achieved a remarkable 13% average engagement rate across the three regions. 


9. Spotify’s #FindYourFeels


What is it about: Spotify encouraged users to share personal stories about how specific songs or playlists impact their lives, using the hashtag #FindYourFeels.

Features and Benefits: This campaign deepens the emotional connection users have with Spotify by integrating their personal experiences with its service.

Impact and Results: The Spotify Find Your Feels campaign has empowered Gen Z to express themselves through a multi-channel influencer drive. Insights from Spotify Advertising’s Culture Next study reveal that nearly half of Gen Zs feel connected to a global community through music or podcasts, indicating the campaign’s resonance with its target audience. By partnering with a diverse group of role models, including activists, authors, athletes, and social media personalities, Spotify has amplified the voices of young people and celebrated the pivotal role that music plays in their lives. This emphasis on authenticity, diversity, and self-expression has fostered a sense of belonging and connection among Gen Z listeners, solidifying Spotify’s position as a trusted platform for cultural expression and exploration.


How To Create a User Generated Content Strategy For Your Brand


Creating a UGC strategy includes several essential steps. First, set clear objectives and guidelines. Next, actively promote and reward user participation. By interacting with user-generated content, brands can expand their reach and forge more authentic connections with their audience.


The keyword is authentic, remember your audience can tell when you’re trying too hard to shove curated content down their throats. 


1. Strategic Management of UGC: 


Define clear goals for your UGC strategy. This includes determining how UGC will support your overall brand goals, like increasing engagement or enhancing brand loyalty 


2. Understanding Motivations for Content Creation: 


Recognise why users create content related to your brand. Common motivations include sharing experiences, seeking social interaction, and gaining recognition or rewards (Hofman-Kohlmeyer, 2020).


3. Engagement through Differentiation: 


Utilise content that highlights what makes your brand unique. This might involve focusing on specific product features or brand values to attract engagement from your target audience 


4. Storytelling and Brand Alignment: 


Ensure that the UGC aligns with your brand’s story and values. This helps build a cohesive narrative that resonates with your audience and strengthens your brand identity.


5. Use User Generated Content in Marketing Campaigns: 


Integrate UGC into your digital marketing efforts by featuring it in ads, product pages, and social media platforms. This not only enhances authenticity but also demonstrates customer satisfaction and brand loyalty.


6. Leverage Different Content Types: 


Utilise various types of UGC such as reviews, testimonials, images, and videos. Each type can be adapted for different platforms. For example, videos might work well on YouTube or TikTok, while images and short testimonials can be effective on Instagram and Facebook​ 


7. Measure and Analyse UGC Performance: 


Continuously monitor and analyse the performance of UGC. Use insights from this data to refine and optimise your strategy over time. Key metrics include engagement rates, content quality, and audience sentiment and feedback.


Conclusion: Maximising UGC Impact On Your Marketing Strategy


Thinking about all the different platforms and the many ways people create content, it’s clear that user-generated content (UGC) is more than just a passing trend. It may be safe to declare that it will be the go-to marketing strategy for most brands. You want people to connect to your brand? – then UGC is the way to go.  


UGC is authenticity, and authenticity is relatability. Relatability leads to connection. When your audience can connect to your brand, they’re more likely to want to be a part of your brand. Make your audience not only want to use your brand but also advocate for it.


Starting a UGC campaign, especially if you’ve already tried it and it hasn’t worked out as planned, can be daunting. Not to worry; we can work together and see where we can improve your marketing efforts. We’ll be your partner, identifying what’s not working and ensuring your UGC campaign is unique to your brand, making it effective for you. 


Ready to amplify your digital presence with user-generated content? Let’s make your brand the next UGC success story..

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