In the app marketing landscape, staying ahead of the curve is essential. In 2023, user-generated content (UGC) videos (and content in general) have emerged as a powerful tool for promoting apps and engaging audiences.
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We’ll dive deep into the significance of UGC videos and cover some crucial statistics, data, and examples to help you get started with this trend effectively.
User-generated content (UGC) videos are created and shared by users, showcasing their experiences, opinions, and creativity. These videos often feature your app, service, or product in an authentic and relatable context.
In this article, we are focusing mainly on UGC videos, but it is also important to remember that UGC comes in various forms.
Social media posts are perhaps the most common and dynamic form of UGC. Users share their experiences, feedback, and photos related to your app on platforms like Facebook, Instagram, Twitter, and LinkedIn.
Some users may prefer writing longer-form content to share their experiences with your app. Blog posts can provide in-depth insights, tutorials, and reviews.
Product reviews are written or video evaluations of your app’s performance and usability. Users rate and comment on their experiences, often on app stores or dedicated review platforms.
Moreover, with the increasing number of online and offline video editing tools, creating UGC videos is becoming a breeze. Most of these tools come in various features, such as adding subtitles to video, removing background noise, trimming a clip, and converting video, making it easier to come up with this type of content.
They can be in various formats, including tutorials, testimonials, unboxing, or general app usage. Users create video content on platforms like YouTube, TikTok, or Instagram.
It can be photos or graphics users create to represent their app experiences. These can range from App Store screenshots of app usage to creative interpretations.
Each type of UGC has unique strengths, catering to different user preferences. Therefore, it is not a one-size-fits-all but rather tied to your app’s features, field, and your personal marketing goals.
UGC content has gained prominence for several reasons. But we will list the most important ones for app marketers and their marketing strategy.
Let’s take a look at some recent statistics highlighting the impact of UGC videos and content in general:
But it’s not just about likes and reactions. UGC content used in advertising can have an incredible impact on measurable and quantifiable results with more converted users. Based on our data gathered from the campaigns ran across several GEOs and app categories, we also noticed that:
UGC became quite popular, mainly because of TikTok, and the fact that you can use such videos as a Spark Ad is a great and unique advantage for app marketers.
Spark Ads enable advertisers to promote their existing TikTok videos. These ads, like In-Feed ones, seamlessly blend in with the platform’s content, as they appear within the feed without causing interruptions to the scrolling experience.
Moreover, in contrast to In-Feed ads, Spark Ads can direct viewers to a landing page and a TikTok account. This means viewers can easily access the original content creator because these ads are linked to an authentic TikTok account.
We tested the UGC videos for Spark Ads and saw the following:
Incorporating UGC within your marketing strategy is a potent means to elevate brand visibility, establish unwavering trust among your customer base, and ultimately propel sales. Let’s see how it can help with your app marketing strategy.
UGC videos are powerful because they embody authenticity. Users trust recommendations and reviews from their peers more than brand-generated content. When potential users see real people enjoying and benefiting from your app, it builds trust, making them more likely to download and use it.
Engagement is a critical metric in app marketing. UGC videos naturally captivate viewers, holding their attention longer than conventional advertisements. With features like user-generated reviews, tutorials, and testimonials, potential users can see how your app fits into their lives, encouraging them to engage with your app further.
Creating high-quality marketing content can be expensive and time-consuming. UGC videos offer a cost-effective alternative. By encouraging your user base to create content, you can reduce your marketing budget while benefiting from a steady stream of compelling content.
UGC videos offer diverse execution methods, each with distinct advantages and disadvantages. Among the favored UGC video formats is the “talking head” video, where the content creator records themselves speaking directly into the camera.
Typically shot in a selfie-style format, these videos serve as a means to convey personal experiences or viewpoints. The popularity of talking head videos stems from their ease of production, allowing for swift and efficient shooting using a smartphone.
We listed a few helpful steps if you are wondering how to get started with your UGC strategy.
Implement app features that encourage users to create content related to their experiences. Host contests and giveaways to incentivize users to share their UGC videos. Provide clear guidelines for creating and sharing UGC videos to ensure they align with your brand’s values.
Utilize social media platforms to share UGC videos and reach a wider audience. Create dedicated hashtags to track and promote UGC content effectively. Collaborate with influencers to amplify the reach of UGC videos.
Incorporate UGC videos into your app’s landing page and marketing materials. Use UGC testimonials in ad campaigns to build trust and credibility. Showcase the real experiences of satisfied users.
It’s a must for brands to transparently indicate when content has originated from a third party or has been derived from user-generated content.
Furthermore, proper credit should be given to the creators for their contributions. Brands must be conscious of utilizing UGC within their campaigns, ensuring that it is employed to demonstrate respect and honesty.
UGC varies in quality and appropriateness; not all may be suitable for marketing campaigns. Brands should thoroughly assess UGC for its quality, relevance, and alignment with the brand’s identity before incorporating it into their campaigns.
Equally important is how you convey the message within the UGC, guaranteeing that it harmonizes with the brand’s values and overall messaging.
Monitor the engagement metrics of UGC videos, such as likes, shares, comments, and views. Use analytics tools to track the conversion rates and app downloads resulting from UGC video campaigns. In addition, collect user feedback to analyze the effectiveness of UGC in building trust and driving app adoption.
Continuously analyze the performance data to identify trends and areas for improvement and adjust your UGC video strategy based on user responses and evolving market dynamics.
Experiment with different types of UGC content to find what resonates best with your target audience.
Related: Mobile App Marketing Insights: 5 Things to Focus On in 2023
Ensure that users providing UGC videos have given explicit consent for their content to be used for marketing purposes, comply with privacy regulations, and respect users’ rights over their content.
Lastly, implement a robust content moderation system to filter out inappropriate or harmful UGC. Protect your brand’s reputation by swiftly addressing any content that violates guidelines.
In 2023, UGC videos are an indispensable tool for app marketing. Their authenticity and engagement potential make them a valuable asset in your app marketing strategy. By encouraging user-generated content, sharing it on social media, and measuring its impact, you can use the full potential of UGC videos to promote your app successfully.
However, it’s crucial to navigate privacy, consent, and content moderation challenges responsibly.
If you decide to go on a UGC video journey, remember that authenticity is the key. Embrace the creativity and passion of your users, and let their voices showcase your app’s success. UGC videos aren’t just marketing assets but also a bridge to your users, creating a community that celebrates your app and drives its growth.
Unleash the power of UGC and increase ad engagement while decreasing the acquisition cost. Get in touch with our team of experts today.