Blog
Nov 14, 2024
User generated content in event marketing has become the foundation of effective strategies for the past couple of years. As events continue to evolve, people are more focused on keeping things real and engaging with the audience with user-generated content (UGC). This trend is trying to tell us that showcasing real experiences of attendees and their stories make marketing campaigns more effective.
People have unique and creative ways of sharing their experiences with their networks, especially when they’re excited about an event. They often share honest, positive opinions which event marketers can use in creating engaging content and leave lasting impressions.
In this article, we’ll share practical insights and examples how you can leverage UGC in your future events, so, read on.
Understanding User Generated Content (UGC)
User-generated content, widely known as UGC, is any form of content created and shared by people instead of brands or advertising experts. It includes different formats which have a specific role in every campaign.
- Text: Blog posts, comments, and social media updates. These text-based content are typically stories of attendees, detailing their personal experiences or real-time updates.
- Photos: Images taken during events, and are often shared on platforms like Facebook or Instagram. These visual content are very effective in showcasing the event’s atmosphere, capturing audiences’ attention. Additionally, they can highlight key moments during the event.
- Videos: Clips taken during events, shared by attendees using YouTube or Instagram stories are Video content that bring stories to life, capturing the energy and scale of the event.
- Reviews: Feedback or testimonials shared by participants offer meaningful insights, and serve as effective endorsements from attendees.
What makes UGC more powerful compared to traditional marketing is its authenticity. Organically created by attendees, UGC feels more relatable to audiences. Traditional marketing on the other hand typically involves scripted materials crafted by marketing specialists to promote a brand or event. But today, people are more drawn to real stories, rather than carefully written ads.
The Impact of UGC on Event Marketing Success
User-generated content (UGC) can create buzz and build excitement for potential attendees. When attendees are excited about an event, it’s likely that they’ll share their anticipation through social media. Be it a photo, video or a simple post, content can spark potential attendees’ curiosity, and can even encourage undecided ones to join in, driving attendance rate.
Additionally, UGC improves real-time engagement. With attendees sharing live updates across their social media channels, people get to see a lively, vibrant atmosphere, and urge them to interact. This definitely expands your reach, offering a social proof to the audience.
Additionally, UGC also shapes attendees’ purchasing behavior. Meaning, their decision to buy is sometimes dependent on content. Based on statistics, 79% of people find real experiences of attendees more convincing than traditional advertising content. UGC feels more relatable, engaging the audience on a more personal level. Because of that, it builds more connections, makes brands more recognized, and keeps attendees coming back.
Strategies for Collecting High-Quality UGC at Events
To capture user-generated content (UGC), it’s essential for organizers to engage with attendees, and encourage them to craft and share content. There are two strategic approaches that can really improve the quality and volume of UGC, and these are branded hashtags and contests or giveaways.
Coming up with an effective hashtag for the brand is an important step in promoting sharing of content on social media platforms. Hashtag is like a central hub where you can find all of the participants’ posts, making it easier for both attendees and organizers to keep track of interactions.
How to create effective hashtags:
- Keep it Short and Easy to Recall: A hashtag should be easy to remember and type. It should not be confusing.
- Make Sure It Matches with the Branding: It should have elements of the event’s name or theme to keep the consistency.
- Use in All Marketing Materials: Make sure the hashtag is used in all pre-event campaigns and throughout the venue, and encourage participants to use it.
Contests and Giveaways
Hosting contests during the event is one of the effective ways to motivate your participants in engaging actively and sharing content. It also builds more excitement.
- Explain the Rules Clearly: Outline simple rules that encourage creativity while adhering to your brand guidelines.
- Offer Exciting Prizes: Make sure to incentivize participants with interesting prizes.
- Feature Winners: Be sure to announce the winners in your social media page to encourage more participants in future events.
Using Interactive Tools to Engage Attendees and Capture More UGC
Using tools to facilitate interaction with the audience is a great way to capture user-generated content (UGC) at events. You can use:
1. Live Polls
Advantages of integrating Live Polls in your event include:
- Gather valuable feedback from your audience
- Encourage attendees to actively participate
- Spark discussions during the event
2. Gamification Elements
Another effective strategy to engage the audience is through gamification elements. By organizing challenges or competitions, you can encourage attendees to actively interact. Here are some examples of gamification elements:
- Point systems
- Leaderboards
- Badges
These elements urge participants to finish the tasks or explore different areas of the event. What makes gamification effective in engaging your audience is its competitive nature. It drives the audience to share their winning moments and fun experiences online, organically promoting the event through UGC.
Successful Implementation of UGC Strategies
Many popular events such as music festivals and conventions have successfully utilized UGC in their marketing.
Music Festivals
- Coachella encouraged their attendees to share their experiences on platforms like Instagram, TikTok, and Facebook. Using a dedicated hashtag #Coachella, the festival has gained more popularity, and created so much buzz.
- Tomorrowland, another big music festival, used interactive photo booths and live social media walls to promote content sharing. These elements can surely elevate engagement among attendees.
Conventions
- San Diego Comic-Con effectively tapped into fan-generated content by organizing cosplay contests and panel discussions, eagerly shared by attendees through their channels online. They took photos and videos of the event’s vibrant happenings.
- CES (Consumer Electronics Show) utilized UGC to feature the latest products and new developments from exhibitors. Attendees of this event were urged to share live updates, post reviews, and feature product demos on social media, driving high traffic and interest from tech enthusiasts worldwide.
Overcoming Challenges in Implementing UGC Strategies
Handling user-generated content (UGC) presents challenges sometimes, especially when dealing with large volumes of material.
1. Content Moderation and Quality Control
With so many attendees sharing different formats of content, it’s important for organizers to always check which of these are relevant to the event. Additionally, it would be good to use moderation systems to help filter out the inappropriate and irrelevant ones. There are already AI- powered tools that offer features for simplifying moderation to ensure only high-quality content will be featured.
2. Legal Considerations
It is important to meet the legal requirements before utilizing UGC. Always ask permission from the original content owner to prevent legal issues. Make sure to clearly explain how their content will be used. Any formats of consent like a clearance slip, or digital waivers will do as long as required permissions are secured.
By following these protocols, you can protect your brand and respect the rights of the content contributors.
Measuring the Success of Your UGC Campaigns
Analyzing key performance indicators (KPIs) in detail is key to determining how effective UGC is on your marketing efforts. These metrics for success will tell you how well your campaigns work and help you make better decisions for your upcoming events.
1. Engagement Rates
Monitor the engagement level of UGC across different platforms. High engagement rates suggest that your audience finds the content interesting and relatable. It can be seen through the number of likes, shares, comments and mentions.
2. Reach
Check the total number of unique users who have seen your UGC. High numbers suggest that your event has gained traction online, which potentially attracts more attendees.
3. Conversion Rates
Track conversions such as ticket sales or registrations which are driven by UGC. This can assess how effective it was in influencing attendee’s purchasing behavior.
4. Sentiment Analysis
Assess the tone and sentiment conveyed in UGC. Pleasant opinions can improve your brand image, while unpleasant feedback gives you more opportunities to improve and do better.
5. User Participation
Observe the volume and variety of UGC. High number of attendees participating means your engagement strategies are successful.
Future Trends: The Evolving Role Of User Generated Content
The event marketing business is constantly evolving, and user-generated content (UGC) is becoming a staple in every marketing campaign. Check out these trends which are likely going to shape the future of UGC in event marketing:
1. Integration with New Technologies
As virtual reality (VR) and augmented reality (AR) technologies advance, exciting possibilities will also happen. Attendees will get to share interactive VR experiences during the events, or they can use AR to overlay digital content on real-world settings. These will enrich the story in every UGC.
2. Personalized Content Experiences
With the growth in AI and machine learning technologies, tailoring UGC to individual preferences will be more advanced. Personalizing content can transform how attendees engage with content.
3. Enhanced Interactivity and Engagement
The demand for interactive content is growing. UGC strategies in the future may involve gamified elements to encourage participation, incentivizing attendees for sharing content that enhances the total event experience.
4. Increased Focus on Authenticity
More people are drawn to genuine stories and experiences. This would make UGC authenticity more important than ever. Knowledge of these trends equips event marketers to fully utilize UGC to create powerful and unforgettable events.
Conclusion
Utilizing user-generated content (UGC) in your event marketing efforts offers many advantages. You can never go wrong using real, compelling stories from attendees to promote your event. These engaging stories come from different perspectives. They’re like words of encouragement from various people, making them a powerful tool for the success of your events.
The world of event marketing is constantly changing. Make UGC a key element in your strategies. Keep encouraging attendees to share their meaningful experiences, express honest and creative insights.
