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Movig
User-generated content (UGC) is powerful, but getting customers to share content can be challenging. UGC contests, however, can be a game-changer, providing incentives for people to engage and spread the word about your brand. This blog will cover everything you need to know about creating UGC contests that work, complete with actionable steps, real-world examples, and practical advice.
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UGC contests drive engagement and create authentic, shareable content. Here's how they benefit your brand:
When customers participate in a UGC contest, they share content with their followers, who, in turn, may do the same. This organic sharing can increase your reach without the need for paid ads. In fact, UGC posts tend to get up to 6.9 times more engagement than brand-generated posts.
Customers trust other customers. UGC is authentic, created by real people, and seen as more genuine than typical ads. It’s more persuasive and encourages new customers to trust your brand.
UGC contests also help improve SEO by generating fresh, relevant content on social media and backlinks from participants’ profiles. With every share, comment, or like, your brand's visibility grows, which can indirectly boost your search rankings.
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Running a UGC contest is straightforward if you break it down into six steps.
Identify what you want to achieve. Are you looking to increase brand awareness, generate more followers, drive sales, or collect valuable customer insights? Clear goals will guide your content, platform choice, and incentives.
Choosing the right platform is key. Each social media platform offers unique opportunities for UGC:
Pick a platform that aligns with your goals and where your audience is most active.
Your hashtag should be catchy, memorable, and easy to use. It’s the digital rallying point for your contest, helping to gather entries and increase visibility. Make it unique to your brand but simple enough for participants to remember.
Incentives motivate customers to participate. You could offer cash prizes, exclusive products, or unique experiences. Just make sure the rewards align with your audience’s interests. For example, Patagonia could offer eco-friendly products, while a fashion brand might offer shopping vouchers.
Influencers can amplify your reach and inspire participation. When an influencer participates, their followers are more likely to join in. Choose influencers or creators whose style aligns with your brand, as they can guide their followers on how to participate.
Engagement doesn’t stop after launching the contest. Actively like, comment, and share participants’ content. This makes participants feel valued and encourages others to join in. You could also feature some of the best entries on your social media or website.
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Here are three real-world examples of brands that ran successful UGC contests, each using a unique approach.
GoPro launched the #GoProChallenge to get users to submit their best adventure videos captured on a GoPro camera. They offered a cash prize for the best entries, motivating thousands of people to submit UGC videos. This campaign was successful because it aligned perfectly with their brand's adventurous spirit, engaging outdoor enthusiasts and extreme sports fans worldwide.
Takeaway: GoPro incentivized users with cash and tapped into their passion for adventure, creating a strong bond between the brand and its community.
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Dove’s #ShowUs campaign aimed to promote real beauty. They encouraged women to share unedited photos of themselves to challenge beauty stereotypes. Instead of a cash prize, Dove partnered with Getty Images, giving participants a chance to be featured in a global photo library promoting authentic images of women. The message of self-acceptance and diversity resonated with participants, who were motivated by shared values rather than financial gain.
Takeaway: Dove’s values-driven approach helped create a loyal community and a movement that went beyond typical marketing.
Eyewear brand Warby Parker launched the #WearingWarby campaign, asking customers to share photos of themselves wearing their products. Warby Parker then featured selected photos on their website and social media, boosting customer engagement and trust. There was no prize involved; participants simply enjoyed the chance to be featured by the brand.
Takeaway: Warby Parker’s UGC campaign was effective because it gave customers a platform to showcase their style, creating a sense of community around their brand.
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Running a UGC contest requires more than just a catchy hashtag and a prize. Here are a few tips for running a smooth and successful campaign:
Encourage participants to create varied content—such as photos, UGC videos, or stories—to keep the contest dynamic. Diverse entries also give you more content types to repurpose in your marketing.
Prepare a moderation plan to handle any inappropriate or off-brand submissions. Clear rules and guidelines can help filter content, but active moderation ensures that only the best, brand-friendly entries are highlighted. There are multiple platforms that can support you with content moderation, for example Bazaarvoice.
Feature the best entries on your website or social media to recognize participants and motivate more people to join. This could also involve creating a dedicated section on your website or a “Top 10” video of the most creative entries.
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To run a successful UGC contest, be mindful of these common mistakes and how to avoid them:
Ambiguous rules can confuse participants and result in fewer entries. Clearly outline how to enter, what content is acceptable, and any rules around the contest hashtag.
Without a compelling incentive, it’s challenging to motivate users to participate. Make sure your prizes align with your audience’s interests and are valuable enough to drive engagement.
Keep the entry process simple. Complicated rules or requirements can discourage people from participating. For example, asking people to create a UGC video, use a specific product, tag a friend, and share on multiple platforms might feel overwhelming.
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Learning from real campaigns, both successful and less successful, can provide valuable insights.
Apple’s #ShotoniPhone campaign asked iPhone users to submit photos taken on their iPhones for a chance to be featured in an Apple ad. There were no financial incentives, yet the campaign was wildly successful, with thousands of submissions. The simplicity of the concept, combined with the opportunity for global exposure, made this campaign effective.
What Worked: Apple tapped into users’ pride in their iPhone photography skills, aligning perfectly with its brand image.
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McDonald's launched the #McDStories campaign, encouraging customers to share their positive stories about McDonald's on Twitter. However, the campaign backfired, as people began sharing negative experiences instead. McDonald's had little control over the content, and the campaign quickly derailed.
What Went Wrong: McDonald's underestimated the potential for negative content. They could have moderated entries by focusing on specific content types, like UGC videos or photos, instead of an open-ended Twitter hashtag.
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Creating an impactful UGC campaign can be complex, but partnering with experts can make the process seamless. At Movig, we connect DTC brands and startups with the right UGC creators to help bring your brand’s vision to life. We manage every step, from strategy and influencer partnerships to contest management, ensuring your campaign reaches the right audience and drives engagement.
Ready to get started? Contact Movig to schedule a demo and see how we can amplify your brand through a UGC campaign tailored to your needs.