There’s a lot of pressure on marketers today when it comes to content marketing. Not only are you tasked with creating campaigns that resonate and provide value, but also spread through shares, likes, retweets, and so on. As such, user-generated content has become increasingly important for brands, especially on video platforms like Vine.
While content creation, particularly video production, can demand a considerable amount of resources, that’s not the case for Vine videos. The service is structured around a low-tech approach, making the barrier to entry almost nonexistent. As a result, Vine is perfect for attracting, collecting, and displaying user-generated content.
Here are a couple inspiring examples of how brands are incorporating user-generated content into their Vine campaigns.
Fanta
No stranger to brilliant social campaigns, Fanta recently partnered with influential Vine personalities to co-create a weekly digital comedy series consisting entirely of Vine videos. The campaign, titled “Fanta for the Funny,” rolled out on August 15th and will release one new episode every Friday for six weeks on CollegeHumor.com.
“It was a seamless tie-in with Fanta’s ‘Less Series’ attitude,” explained Racquel Mason, assistant vice president of Fanta and Flavors. “We saw that teens were already creating humorous content on their own Vine pages, and this partnership gave us the opportunity to give them the stage to take their comedy to the next level of awareness.”
According to the agency 360i, which also partnered on the campaign, teens are interacting with Vine at twice the rate of other audiences in search of humor, entertainment, and creativity. As such, the episodes will focus on topics that teens and young adults care about — like music, sports, and relationships.
What’s ingenious about this campaign is that Fanta is sponsoring user-generated content, but not specifically using the product in the content. Viewers are also encouraged to …read more
Source:: Sprout Social