One Person’s Post is Another Brand’s Treasure: The Benefits of Crowdsourcing Content

If I were the CEO of a company, I would choose to believe that seeing individuals actively engaging with the product or service that I offer would be one of the most rewarding elements of the job. What this would show me is that my brand is providing something that is of practical value to consumers. Beyond the initial push of marketing and advertising that it takes to draw consumers in, seeing tweets, Instagram posts, and digital media articles regarding that product or service generates an additional pool of potential marketing assets that can be used for further promotion. Given that reviews make customers 71% more comfortable purchasing a product or service, asking a brand’s users for permission to use their content as a means of marketing serves as an incredibly useful marketing tool. Through highlighting how others are engaging with what a brand has to offer, as well as communicating opening the door for collaboration and communication with external constituents, crowdsourcing increases the marketing possibilities of a brand in addition to generating greater brand awareness.

Crowdsourced content, otherwise known as user-generated content (UGC), can help a brand create new and meaningful content that provides an opportunity for participation within a brand’s social community. Implementing this form of content generation has many positive implications, just to name a few:

• Content is trustworthy coming from actual product users
• Creates an additional layer of advertising beyond traditional methods
• Creates avenues for genuine feedback and reviews
• Existence of a mutual desire to promote a brand’s content

Personally, the benefit I find most intriguing when crowdsourcing content is how it can bolster content strategies by harnessing the boundless creativity of those in the community and removing the burden placed on a smaller team to try and come up with ideas on their own (not to mention this could all be done for free). UGC takes the limits off what is possible by instigating an authentic conversation with those who actively use a product, allowing for the real-life benefits and applications to be made visible to the public. All of this creates a shared experience that others can be invited to easily. Given that research has also shown that 84% of consumers believe that peer recommendation is the most trustworthy source of advertising, it should be a no brainer that harnessing the untapped creative potential of a brand’s community as a means to further increase brand awareness and growth should be incorporated into any digital content strategy, regardless of size or following. However, don’t just take it from me! Here are two success stories from brands that saw crowdsourcing and UGC to be beneficial.

The prospect of cliff diving, skydiving, and bungee jumping, while looks fun, is way outside of my comfort zone. To others, it’s the thrill of the moment that drives them to pursue these “extreme” hobbies. However, when it comes to the less dangerous hobbies like parkour, dirt bike riding, or action sports, capturing the moments associated with their passions is equally as important and self-fulfilling. Insert GoPro, a global pioneer and forerunner in the realm of action cameras. Their products are built tough to endure the elements and capture incredible moments where traditional smartphone cameras could never replicate. Although the camera itself is incredibly versatile, it is the community of extreme hobbyists that find the most use and exemplify the potential these cameras have. In 2019, GoPro announced the creation of the Million Dollar Challenge, where GoPro owners were encouraged to submit “inspiring videos featuring unique perspectives, spectacular visuals and captivating moments of activities or subject matters they’re passionate about.” The end result was a powerful tribute video to the GoPro community that truly showed off the camera’s potential. Additionally, their Instagram account, followed by 17.7 million people, almost entirely consists of user-generated pictures and videos of those using the camera to capture stunning and inspiring moments. I’ve wanted a GoPro for the longest time because I’ve been inspired by what others are able to do with it. In essence, GoPro has capitalized on UGC as a way to promote the camera better than they could themselves.

Since we’re on the subjects of cameras, what everyday essential do many people take pictures of? That’s right: food and drinks! The saying “phone eats first” has some validity to it, and the coffee giant Starbucks has created multiple different contests that involve taking pictures of their cups that result in UGC.

The annual #RedCupContest is a brilliant idea that offers the chance to win gift cards and prizes by posting photos containing custom art designs on the seasonal red cups on social media with the hashtag. However, this idea is not just limited to the holiday season. Starbucks also created the White Cup Contest, where the premise of drawing a custom design on their drink cups and posting to social media with the relevant hashtag is the same. These contests are surprisingly simple examples of UGC campaigns since participation and engagement first has to stem with a sale of someone buying a drink from Starbucks. The content that is then posted online can then be used by Starbucks to further promote the contest and seasonal drinks. At the end of the day, both parties win: Starbucks is generating sales and brand awareness whereas consumers receive satisfaction from the product and good feelings as they participate in the contest.

While these are just two examples from completely different industries, I believe the benefits of crowdsourcing content are applicable to every brand and every industry. When done effectively, UGC can promote a sense mutualism between a brand and their following in a manner that benefits both parties.