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  User-generated content (UGC) is content that is created by customers other than brands. They can be in the forms of text, images, videos and reviews etc. Brands very often take this content and share them on their own social media accounts. UGC has been one of the brands’ favourites for some time now. If done right and strategically, brands of all sizes will be able to engage potential and existing customers with authenticity. In this blog, we will discuss how UGC is a crucial asset in many marketing campaigns.  Boosting Authenticity! Let’s face it, people. We all are supporters of genuineness. The attribute of being ‘real’ closes the gap of ambiguity between people. It works the same with advertising campaigns. Nothing is more compelling and convincing for a potential customer than seeing other people also enjoying the same products. This is the path UGC wants to take. According to a survey carried out by Stackla, consumers are 2.4 times more likely to view UGC content as a...

Path-to-Purchase refers to the process of the brand being exposed to customers through various mediums that eventually convert to “purchase” and “recommendation”. As digital media are taking over traditional media’s place in terms of time spent by people every day, mediums such as search engines, online forums, apps, social media platforms, etc are more valued by brands than ever.  In addition, through browsing various digital mediums, micro-moments make a huge influence on customer behaviours. When a consumer intends to know, go, do or buy something through a digital device, these are four micro-moments that will be game-changing for marketers. If your quality and relevance of content can meet the needs of consumers during their micro-moments, it’ll certainly help you gain and retain customers after their purchases. There were many purchase funnel models proposed to educate brands on consumers’ path to purchase. The longest-serving purchase funnel model is known as AIDA ( Attent...

Influencer Whitelisting is a way of creating paid ads on social media accounts - Influencers grant their accounts’ advertising permissions to the brand, this gives control to the brand over the parameters of the whitelisted ad. How is it different from brand-owned ads? The major difference is, on influencers’ accounts, you often come across posts/stories tagged at the top as “Paid partnership with [Brand]” on Instagram, or “[Influencer] with [Brand]” on Facebook. This influencer-generated content (IGC) will be utilized in brand-owned paid ads and marketed through diverse channels, which will run under the brand’s account. Whereas whitelisted ads allow brands to run paid ads under influencer’s accounts, the post/story will be tagged at the top as “Sponsored” only. What are the conveniences of Influencer Whitelisting? - Target who to reach among influencer’s followers and even those lookalike audience, which will gain the brand more exposure to new audiences - Able to edit infl...

User-generated content (UGC), refers to when a brand is mentioned online other than influencer in non-branded content. For example, a customer directly mentions the product and tags the brand in their images or uses branded hashtags and reviews to share their experiences about the service. Brand's social media will benefit from user-generated content with organic growth and word-of-mouth effect at no cost. Why is UGC important in marketing? In the reality, about 2 hours per day are devoted by an average consumer to social media, user-generated visuals flood our feed with over 250 billion on Facebook and 95 million on Instagram every day. If marketing teams leverage UGC accordingly, it’ll be an effective way to populate the brand's e-shop, product pages, and sales campaign.   How do you benefit from UGC?   Other than creating word-of-mouth and organic growth on social media, there are benefits such as  -          Sales growth (amid ...

Social media is everywhere and this new age of marketing is all about Key Opinion Leaders – the influencer. Key Opinion Leaders (KOL) have loyal audiences that will follow and is trusted by their following on recommendations in terms of different products or services. The e-commerce entrepreneur, SMEs and large established brands can all leverage the power of the influencer to engage with and sway consumer decisions. With the average person seeing over 5,000 advertisements a day companies have realized it is no longer enough to amazing, eye-catching content, but also need real people that consumers can connect with to promote. Who is a KOL? With a strong loyalty amongst their peers, these influencers become the experts in their own niches. Beauty, Lifestyle, Travelling, Health, Education, Singing, Dancing or Just Chatting become their domain where authenticity and aesthetics rule. Many of them may branch out into other niches but have one main theme they stick with. They become the exp...

Effective Brand Marketing on Xiaohongshu? Three Areas to Ponder Social media marketing has become a focal point for many brands looking to promote themselves and Xiaohongshu; a social media platform with a female user ratio of over 80% has quickly become fertile ground for brands looking to plant their seed. More and more brands have found success via the platform. For example, a Made-in-China skincare brand HomeFacialPro (HFP) founded in 2016 annual revenue scaled quickly to over $1 billion Renminbi (~$145 million USD) in 2019. A big part of their marketing strategy involved using KOL marketing. From 2016 to 2018, HFP partnered with over 1,400 accounts, to post over 6,000 sponsored content posts with estimated spending of $100 million Renminbi on brand marketing campaigns. The ability of Xiaohongshu to drive traffic to brand websites acknowledged but how does a brand do this effectively on the platform to guarantee traffic. Moreover, at the end of 2019, the platform’s algorithm rules ...