3 Brands Killing it With User-Generated Content
We expect brands to maintain an impressive and consistent presence across multiple social channels along with having a modern, useful website-- but keeping up with these growing content demands can be tricky even for the most established brands. That’s where user-generated content can come in and help lessen a brand’s content burden while also fostering goodwill among consumers. Here are some brands who are inspiring, encouraging and implementing user-generated content:
Everyone knows this parcel carrier and we’d expect them to have the usual, terrible stock photo presence that comes with tag lines about “moving people” or “business on time.” But refreshingly, FedEx uses customer generated content to fill their Instagram feed with inspiring images of the company’s ubiquitous world presence. Sometimes they will connect this content to useful blog posts.
Repurposing content from consumers around the world fits FedEx’s brand messaging “providing global access for small business” in two ways-- by using content from the everyday person and by depicting their fleet delivering worldwide.
Use the tag #fedex to get your content in the running for a regram.
The homegoods brand is smart to use the strong trend of home design on Instagram to their advantage. On their Instagram feed, they frequently repost photos that feature their products. They also do a great job of featuring stylized content from foodie, home style, and lifestyle experts that links to deeper content featured on the Pottery Barn blog.
These images help prospective customers see multiple ways of styling a single piece and also shows how the brand’s products fit into real people’s living spaces.
Use the tag #mypotterybarn to get your content in the running for a regram.
The peer to peer travel exchange site uses their Instagram channel to ignite your wanderlust. And they do it well.
They feature user content from all over the world, along with sending influencers to specific events-- like @songofstyle’s recent trip to Paris Fashion Week. The user-gen content is a smart way to save money -- instead of sending photographers all over the world-- and also fits the brand’s goal of showing how the locals live. Since no two travelers and no two places are alike, the brand has a unique challenge of showing lots of disparate content in a unified way, featuring user content helps them achieve the right balance.
Which other brands do you follow who are effectively repurposing user content?
Creative Community Director at Snapfluence.
There is often a pen stuck in my hair.