Navigating Last Minute Changes in Advertising: A Daily Guide
Let’s face it, it’s the ad industry. This happens often and it’s somewhat of a norm in our field. It was interesting to me, as I come from a production background in T.V., how similar the two industries are in this way. It’s extremely important to be able to shift and be flexible when working on creative projects. Projects are naturally dynamic. Although the chances are low, things may go wrong somewhere. It is the nature of the beast. So, how does one cope with this style of creative project management in advertising? Here are some things we’ve learned over the years.
Let’s face it, it’s the ad industry. This happens often and it’s somewhat of a norm in our field. It was interesting to me, as I come from a production background in T.V., how similar the two industries are in this way. It’s extremely important to be able to shift and be flexible when working on creative projects. Projects are naturally dynamic. Although the chances are low, things may go wrong somewhere. It is the nature of the beast. So, how does one cope with this style of creative project management in advertising? Here are some things we’ve learned over the years.
1. Streamline your processes: We pride ourselves on having a seamless system in what we do. Unnecessary steps can take time away from what is important in a project. Efficiency is everything. This way, when something comes up we’re not scrambling, and you’re not scrambling. This is a top priority that we recommend for helping agencies navigate creative changes.
2. Manage expectations: We are always upfront about whether or not we think a project will be deliverable. Sometimes, it’s not. Honesty helps build good relationships with partners. This also goes for while we’re working on a creative project. Everyone is dealing with a fire and change requests coming from all angles, so being transparent about what is realistic and what is not when dealing with alterations, in our opinion, is the best policy.
3. Always remain adaptable: Creativity is our world. Creativity isn’t ridged. It is something that flows naturally and processes and ideas just come to fruition. Think about your creative projects as being the same. Don’t get frustrated when someone up top wants a change directive. Try to think of it as a creative opportunity.
4. Have a backup plan: In our case, we always discover, curate, and clear some backup content for projects just in case a few pieces don’t work in the edit flow. Having a few more tricks up your sleeve can help save the day especially once you’re nearing the end of a project and trying to combat potential scope creep.
5. Communicate: This is huge for anything in business. Communication is key and as cheesy as that sounds it could not be more true. We are in constant contact with our team and also our B2B teams that we are partnered with. This way, everyone is in the know as changes are happening in “real-time.”
6. High-level budgeting: We always say it’s important for creators, not to “out-price” themselves. We feel the same way about our business. Keeping costs lower ensures that if there is a change in the creative, we can work with our partners to overcome any obstacles that happen during projects.
There are obviously more ways to deal with abrupt creative changes, but we think these are the top recommendations. Feel free to comment with anything you think we should add!
Using Good Storytelling in Content Creation
The art of storytelling goes back far back into human history with petroglyphs almost 12 thousand years ago. It’s hard to believe that we’ve been telling stories for that long. Humans are drawn to a good story. We continue to be fascinated by books, movies, shows, and even hatting in our living rooms to catch up with friends. Compelling content is based on great storytelling. As content creators, you want to hook your audience in and make them want to hear what comes next. T
The art of storytelling goes back far back into human history with petroglyphs almost 12 thousand years ago. It’s hard to believe that we’ve been telling stories for that long. Humans are drawn to a good story. We continue to be fascinated by books, movies, shows, and even chatting in our living rooms to catch up with friends. Compelling content is based on great storytelling. As content creators, you want to hook your audience in and make them want to hear what comes next. This can even be true in short-form video content. This can’t be truer in today’s digital age when people can just swipe through your video because they’re already bored in the first few seconds of seeing it. Though be it short, you still want to follow traditional storytelling techniques. Understanding the elements that make a good story is crucial to your content’s success and performance.
1. Understand your audience: who is watching your videos? What do they care about? If you’re a fitness content creator, they probably won’t want to watch something on cooking. it should also reinforce your brand voice.
2. A compelling narrative: start with a clear, concise theme that has a clear beginning, middle, and end with smooth transitions.
3. Relatable characters: the character should be well-developed. Let’s say that you’re a comedian. You want to create a specific character with a distinct personality. How does this character relate to your audience? What do they have in common?
4. Emotional appeal: you want to be authentic and appeal to some type of emotion. Is it humor? Is it happy? Is it angry? This will be where knowing your audience comes into play. What types of challenges do they face? What motivates them? What is it that they care about? What are their values and beliefs?
5. Use the 5 senses: this can create a life-like description that the audience can feel like they are there with you.
6. Story arc: this is the structure that moves your audience through events. It typically builds to the point. Lead them there with a good hook, some tension, and finally to the conclusion. Make them want to see what that is.
Storytelling in content creation is a powerful way to encourage your audience to stay engaged and possibly even act. Here’s an experiment, do two different video content clips. One of those videos doesn’t follow these guidelines and you just kind of post something with no specific structure. Now, do a similar post that follows good storytelling guidelines for the video and post. Compare the performance insights to see which one did better. We’re certain that you will find it in the second video. Stand out in a sea of creators. Create engaging content that people won’t be able to ignore.
Get Your Content Licensed: A Guide for Content Creators
We deal with a lot of content creators and influencers on the daily. Some of them are very organized, and others, not-so-much. Their mistakes have led to good content that went to waste. If you are a content creator or influencer it’s important to understand a few things to remain successful when dealing with agencies like us. Here is our list of do’s and don’ts to get your content licensed so you can make money.
We deal with a lot of content creators and influencers on the daily. Some of them are very organized, and others, not-so-much. Their mistakes have led to good content that went to waste. If you are a content creator or influencer it’s important to understand a few things to remain successful when dealing with agencies like us. Here is our list of do’s and don’ts to get your content licensed so you can make money.
1. Don’t outprice yourself: there are industry standards. We compensate correctly and fairly. If you’re unsure how much your content is worth, there are plenty of resources out there with calculators as well as guides to help you.
2. Don’t let “management” outprice you: A lot of times, “management” or representation proposes pricing that blows the brand out of the water, so the content does not get selected. A good manager knows the correct industry rates. Also, make sure that your management team is responding to inquiries in a timely fashion. Ask to audit them. If they are doing right by you, they shouldn’t have a problem with showing you receipts.
3. Film your content logo free: no logos, please! Strive to create content that is completely logo-less or as logo free as possible. This could be the deciding factor in choosing your content over someone else’s. it’s better to license videos that are for editing purposes and typically, a brand does not want to see a huge blur over a Nike logo on a t-shirt, center screen in their commercial.
4. Create family-friendly content: try to do this as much as possible. A lot of times the brands we’re sourcing for, want family-friendly content.
5. Respond promptly: a lot of times there are backup selects that we have in mind so if we don’t hear back from you or your management, we will go with those and not choose your content. Make sure your inbox settings do not always usher inquiries to an “other” folder where you won’t initially see the messages. You can always delete spam on the fly. You can’t always make the deadline of the commercial if you miss the reach out!
6. Be careful where you submit your content/and which agreements you sign: most creators don’t realize that when you submit your content to be featured on a website, that you are granting that entity to own your content exclusively. Also, companies will approach creators with an EXCLUSIVE agreement. While it seems like this will be great at first, you relinquish control of your content, and sometimes, your content will be shelved forever, and you’ll never be able to get out of the agreement. Don’t fall victim to this and make sure you read the fine print, including the terms of service for platforms, to remain the copyright holder of your content.
7. NEVER film your content inside the Tik Tok App: When you film using Tik Tok’s proprietary camera, they own an exclusive to your content, which means you need permission from them to make any money from the content. This makes your content un-licensable. Always film or shoot on your phone or camera, AND THEN if you want to upload to Tik Tok, we can still license your video/still/audio/design for a commercial.
8. Beware of SCAMS: There are a ton of scams out there whether it be a text message, an email with a blurry PayPal prompt telling you that your account has been locked, or a series of others. The trick to identify this is PERSONALIZATION. If someone reaches out to you by your real name, provides examples of work, and asks for an in-person call/video chat, they are most likely, NOT a scam.
We hope that this helps any content creators out there who have questions about best practices may have when dealing with agencies such as ourselves. We want to see content creators thrive. Our business wouldn’t be where it is without them, so we appreciate all their hard work and dedication to their craft. We understand it can be a tedious job at times. Happy creating!
Difference Between UGC & CGC
There’s a new term out there and it’s called CGC. If you have been with us for a while, you know what UGC is. If not, it can be defined as any piece of organic content created by a user. Hence, the name is user-generated content. So then, what is CGC? It is similar to UGC except that the people creating the content are professionals and it is typically co-produced with the brand. Let’s be clear here. These are not influencers. These are creators and they add value to a brand’s particular niche. Usually, they hire the creators to create content for them but the creators themselves do not post that content on their pages. This allows for more control from the brand.
There’s a new term out there and it’s called CGC. If you have been with us for a while, you know what UGC is. If not, it can be defined as any piece of organic content created by a user. Hence, the name is user-generated content. So then, what is CGC? It is similar to UGC except that the people creating the content are professionals and it is typically co-produced with the brand. Let’s be clear here. These are not influencers. These are creators and they add value to a brand’s particular niche. Usually, they hire the creators to create content for them but the creators themselves do not post that content on their pages. This allows for more control from the brand. The goal here is not reach and it is very cost-efficient for the brand. For example, our social media manager is a creator in her particular niche of Muay Thai kickboxing. An app brand reached out to her to create Muay Thai content for them every week for a predetermined fee. They send her a new brief each week with a due date. She follows the guidelines for creating the videos and invoices them at the end of each month. When they share the content, she has created for them, they add a collaborator tag that she can either accept or decline on social media. There will also never be a lack of content creators in today’s digital world. Being that we’re a content advertising agency we’ve worked on both styles of campaigns. Our UGC campaigns are usually organic, unproduced content from creators that may or may not have large followings. In other campaigns, we have enlisted content creators to create certain content for the brand from their specific briefs. This is a great example of creator-generated content. Do you want to learn how UGC and CGC can increase our brand’s social proof? Contact us today to find out how.
Using UGC for Social Proof
Building the credibility of your brand can be as simple as harnessing user-generated content in the way of reviews, shoppable content, galleries, etc. When your current audience already positively advocates for you on public social media spaces, it fuels growth. We’ve done great campaigns that utilize social proof user-generated content in their advertisements, such as IT Cosmetics and Marshalls. Most of these videos were videos of people either using the product, conducting real-time shopping, unboxing, product review, and/or generally flaunting their purchases. When the audience sees the average-day person vouch for a product or service, it’s more relatable to themselves. They’re more likely to trust the opinion of someone who seems genuine, invested, and honest.
Building the credibility of your brand can be as simple as harnessing user-generated content in the way of reviews, shoppable content, galleries, etc. When your current audience already positively advocates for you on public social media spaces, it fuels growth. We’ve done great campaigns that utilize social proof user-generated content in their advertisements, such as IT Cosmetics and Marshalls. Most of these videos were videos of people either using the product, conducting real-time shopping, unboxing, product review, and/or generally flaunting their purchases. When the audience sees the average-day person vouch for a product or service, it’s more relatable to themselves. They’re more likely to trust the opinion of someone who seems genuine, invested, and honest. “60% of people say that content from a friend or family member influences their purchasing decisions,” according to Stackla. This is important because it is social proof for potential customers and will build their confidence in purchasing from the brand. Working with UGC in advertising is just one way to obtain the social proof your brand needs to push that WOM marketing. There are a few other ways to showcase social proof of your brand if your brand can’t quite afford to do UGC advertising campaigns.
1. Surveys
2. Social media challenges
3. Hashtag challenges
4. Contests or giveaways
5. Reviews
6. Case studies or success stories
7. Influencer or content creator collaboration
These are all great ways to increase social proof through UGC. However, with that said, it’s important to obtain proper permissions for any user-generated content that you receive on social media, etc. Copyright laws are our specialty in the way of using user-generated content for ads, but other sources are a little different. So, content creators must be aware that their photos and videos will be used in contests, challenges, etc. on social media. Following proper practices here will keep your brand safe from any issues. Reposting content is a great way to increase eyes on your brand while providing social proof from creators. UGC is a way to make your brand stand out and outshine all the rest!
How to Build Lasting Content Creator Relationships
“93% of marketing professionals use influencer marketing to increase brand awareness, build trust, reach their target audience, drive conversions, and connect to a wider market” (Influencer Marketing Hub). We know we work with content creators every day as well as influencers. Brands using real people to get their name out there to the right audience are really on to something. We may be biased since we know the power of UGC ad campaigns firsthand, but we want to chat a little about the importance of creating a relationship with creators that will last a long time.
“93% of marketing professionals use influencer marketing to increase brand awareness, build trust, reach their target audience, drive conversions, and connect to a wider market” (Influencer Marketing Hub). We know we work with content creators every day as well as influencers. Brands using real people to get their name out there to the right audience are really on to something. We may be biased since we know the power of UGC ad campaigns firsthand, but we want to chat a little about the importance of creating a relationship with creators that will last a long time. Successful creator-brand relationships are no different from any other and must be nurtured. They’re very valuable for both parties involved. The brand gets to spread awareness while the content creator also gets cross-promotion to increase their brand awareness as well. It’s important to keep the collaboration positive. Here are some tips to create and foster a great brand-creator relationship.
1. Check-in: check in with them often and show your appreciation for them. Communication is vital!
2. Communicate clearly: make sure that you provide them with concise and detailed briefs on what you need from them. This will lower any mistakes from confusion and streamline the work process.
3. Don’t micromanage: you have to trust them. Treat them as if you understand that they’ve worked hard to build their content brand and know what they’re doing. There is a reason that you chose them to collaborate with. Don’t lose sight of that.
4. Compensation: be on time with payments and make sure that you’re paying them accordingly. You show them that you value their work and will build greater trust between you both.
When both sides are happy the relationship will continue to be productive and reciprocal. This collaboration has become a large part of marketing strategies for most brands. With happy creators, the content they create will be meaningful. You will see in the content’s quality that they are fully invested in the brand.
Top Brands That Leverage UGC Advertising
“85% of the users are found to be more influenced by the UGC than the content made by the brands directly.” We’ve had the pleasure of working with some of these brands on more than one occasion. Here is a list of brands that have experienced the positives effects of UGC advertisements with great spots!
It’s no secret anymore that to increase, authenticity, trust and lead generation, brands are leveraging the power of user-generated content and found content in their advertising campaigns. According to Adweek, “85% of the users are found to be more influenced by the UGC than the content made by the brands directly.” We’ve had the pleasure of working with some of these brands on more than one occasion. Here is a list of brands that have experienced the positives effects of UGC advertisements with great spots!
FORD
Summer’s Hard
119 Years of Building, 2022
The Vast & the Various, 2022
Ford Ranger, Fully Prepared, 2023
UBER
Uber Eats, Get Anything
Earn Like a Boss, 2023
Apartments Dot Com
ESPN
Ready for Football, 2019
NCAA Semi Finals, 2020/2021
OREO
Stay Playful, 2021
Play is Waiting, 2022
PEMCO
While there are so many more brands that harness the power of UGC, these brands have done so on more than one occasion. To name a few, Tide, Hefty, Microsoft XBOX, Prudential, Care First Health, Pringles, Ritz Crackers and Delta Airlines. There are too many to name but these top brands know what’s up. If you’re a brand looking to learn more about how to
Supporting Content Creators
“44% of content creators say their creator business is their family’s primary source of income,” according to The Tilt, but only “12% of those full-time creators make more than $50K in annual income” (Linktree). If you do the math here that’s not a whole lot of rich and famous for these people. Well, maybe a little bit of famous, minus the rich. Depending on where you live, $50,000 isn’t a whole lot for one person to make annually, especially if they have families to support.
“44% of content creators say their creator business is their family’s primary source of income,” according to The Tilt, but only “12% of those full-time creators make more than $50K in annual income” (Linktree). If you do the math here that’s not a whole lot of rich and famous for these people. Well, maybe a little bit of famous, minus the rich. Depending on where you live, $50,000 isn’t a whole lot for one person to make annually, especially if they have families to support. We’ve been working with content creators for almost a decade now and we truly love supporting them. They’re the best kind of client we work with. Usually they’re just normal people with no frills attached. They easy to communicate with and grateful to license their content to us for our campaigns. Thus far, we’ve paid out over $1,500,000 to content creators since Locomotive Contents formation. Here are some ways that you can support some of your favorite content creators or even friends who may be part of the creator economy.
1. Amplify their voices: share their social media posts. Talk about them to friends who might be interested in what they offer. This one is the most important. It’s more important to share content from creators who are closer to us than those that we don’t even know. Help them expand their brand through engagement.
2. Buy their stuff: this can be through using their discount codes for certain brands they are affiliated with or just buying something they sell through their website. If they have merch, buy that. if they sell a service, try it out.
3. Write them a review: word of mouth is great, but we all know that people really do read reviews. If they write blogs shoot them a comment of feedback.
These creators put a lot of time and hard work into their craft, whatever that niche may be. It’s important to support them and help them grow their brands just like any other business. For many, this is a full-time gig. They’re very different from influencers in more ways than we can count. Join us in supporting the creator economy around the world!
Expanding Creativity Through UGC
Advertising is creativity at its core. Those who think otherwise probably shouldn’t be in this business. Think about it, ads are a creation of creativity that extract an emotional response from the viewers. It’s that emotional response that makes UGC ads stand out from the rest. Their authenticity has the power to provoke stronger emotional connections to the content that real people made that is now being shown in the ad. We are here to argue that using UGC in your campaigns can actually increase your creative power.
Advertising is creativity at its core. Those who think otherwise probably shouldn’t be in this business. Think about it, ads are a creation of creativity that extract an emotional response from the viewers. It’s that emotional response that makes UGC ads stand out from the rest. Their authenticity has the power to provoke stronger emotional connections to the content that real people made that is now being shown in the ad. We are here to argue that using UGC in your campaigns can actually increase your creative power. For example, we get the brief that you send for specific content you’re looking for. Your brand has an idea for a great commercial using UGC found content. We then start searching for the content that fits within the parameters. However, sometimes we come across a gem that may not fit into that box. We will pitch it to your team anyway because sometimes it’s worth a shot. Your team falls in love with the video and decides to take a new approach to the UGC ad. The organic content that someone created just shifted your creative process that you may not have otherwise thought of. Playing around with ideas is the heart of creativity. This is how original ideas come about. UGC is kind of way to collaborate different creative ideas through the creativity of those who created the content. This can expand the team’s creative juices with fresh ideas to come up with new ones for their campaigns. We’ve seen it happen and when it does, the campaigns are one of a kind.
Common Mistakes to Avoid in the UGC Space
UGC found content is a very effective way to market your brand. It helps create an emotional connection, reduce marketing spend, engage your audience and make your brand stand out from the rest. However, it’s important to know what good practices are when creating a UGC found content campaign. Here are some common pitfalls to avoid and why you should steer clear of them in order to have a successful campaign launch.
UGC found content is a very effective way to market your brand. It helps create an emotional connection, reduce marketing spend, engage your audience and make your brand stand out from the rest. However, it’s important to know what good practices are when creating a UGC found content campaign. Here are some common pitfalls to avoid and why you should steer clear of them in order to have a successful campaign launch.
1. Publishing without permission: chances are that if you’re already working with us this isn’t an issue for you. For the rest of you, all content created is the rightful property of the creator(s). Legal permissions must be obtained in order to use someone else’s content, may it be a photo, video, slide, etc. it doesn’t matter what the said content is, you MUST get permission to legally use it under copyright laws.
2. Not using organic creators: when someone isn’t genuine, the public can smell this a mile away. People crave authenticity and the content used in UGC found content advertising should reflect this. It is not the same as influencer marketing. UGC is real people, doing real-life situational things. This is what makes it relatable. If the videos are overly produced or seem scripted, then your audience is likely to ignore it in your campaign or write it off as just another boring ad.
3. Using UGC in your ads only one time: using UGC in your found content campaign can extend your reach. It will most likely be shared by others who have been featured. If your brand is serious about its marketing and advertising strategies then you will want to adopt UGC found campaigns as part of that cycle.
4. Not engaging: UGC found content campaigns engage the communities and audiences more than produced content ads will. It’s important to stay on top of the conversations that are being sparked by your found content ads. Keep the momentum going and let your audience know that you see and hear them. Each individual does matter and will be treated as such by your brand.
People are sick of being sold to. UGC found content campaigns are a good way to spark conversations around your brand without people feeling like it’s being shoved down their throats. It’s important to stay away from these top pit falls in order to drive a successful ad containing UGC content. We’re always here for you when you need UGC for your next ad!
UGC for News
Imagine that you are having your morning coffee and you flip on the local news channel. You see a story about a local fire and it cuts to a phone shot video of an eye witness account. This is a user-generated content video of a first-hand account of the event taking place in real time. When we typically think of found content, we think of advertising since that’s the space we work in. However, there are many benefits to UGC usage in the newscasting world. There is value to being able to source and clear eyewitness content.
Imagine that you are having your morning coffee and you flip on the local news channel. You see a story about a local fire and it cuts to a phone shot video of an eye witness account. This is a user-generated content video of a first-hand account of the event taking place in real time. When we typically think of found content, we think of advertising since that’s the space we work in. However, there are many benefits to UGC usage in the newscasting world. There is value to being able to source and clear eyewitness content.
Replaces journalists: in some locations, there aren’t journalists allowed to enter the country so found content can be used in its place to tell stories.
Empowers citizens: It also gives, “user empowerment and democratization and spoken in terms of public journalism,” according to a research article by the Reuters Institute. This gives citizens the opportunity to be part of the news process instead of just being subjects.
Spread Values: Third, it allows news stories to spread journalistic values. Let’s just hope that the journalist spreading their values has good ones. The standard includes:
Public service: act as “watchdogs” that collect and disperse information.
Objectivity: impartial, neutral, objective, fair and credible.
Autonomy: journalists must be self-governing. Meaning they are free and separate from their work.
Immediacy: sense of urgency, actuality, and speed.
Emotional Connections: As with the ad campaigns that we work on, user-generated content will connect with the audience more through the emotional connections with “real” people.
DEI: Everyone has an iPhone today. Everyone takes videos and photos all day long. This creates a large pool of content to choose from where every culture will be included.
The way that news works within the UGC space is one of a partnership. The usually top-down system approach where journalist have hierarchy to distribute information horizontally is faded with the existence of UGC. The system changes to more of a collaboration but one that has the news organizations still filtering and aggregating the UGC that their audience gets to see. However, just as within our field, found content is hard to verify, source and license. It takes a substantial amount of time and news organizations are concerned that this will take resources away from reporting. Also, it seems that the UGC being in used in most stories isn’t being given credit to the creators where it should be treated as any other news source and properly “cited.” Journalists feel that their role as one who distribute the content that it is widely known that they must be credible and provide quality content and therefore, they do not need to cite these user-generated content pieces. It’s really a grey area since it’s fairly new(ish) in the space of journalism. We believe that no matter where the found content is being used, it should be cleared properly with licenses that give the user of the content the authority to provide the creator credit or not. Lastly, there is the issue of ethics when using these creator videos on the news. Were they in a dangerous situation? Was the user in harm’s way? Will it harm them to share this video publicly? There will be some sort of standards and principles implemented at some point in the near future. Ultimately, using user-generated content in the news will strengthen the bond between citizens and the news organization. if there are a good set of ethical standards, the full value of the found content is inevitable!
Disconnection Crisis: How to Solve with UGC
In an ever-connected world, how is it that brands are more disconnected than ever with their audience? According to Forbes, “only 13% of consumers said that content from a brand is impactful and a mere 8% said influencer-created content would highly impact their purchasing decisions.” So, what’s going on that despite all these digital spaces to meet customers where they are at, brands still can’t connect with their audiences? Well, let’s start with the obvious. The pandemic changed everything. The way we work is no longer a 9-5 in an office and probably won't ever be again. According to HubSpot, “40% o
In an ever-connected world, how is it that brands are more disconnected than ever with their audience? According to Forbes, “only 13% of consumers said that content from a brand is impactful and a mere 8% said influencer-created content would highly impact their purchasing decisions.” So, what’s going on that despite all these digital spaces to meet customers where they are at, brands still can’t connect with their audiences? Well, let’s start with the obvious. The pandemic changed everything. The way we work is no longer a 9-5 in an office and probably won't ever be again. According to HubSpot, “40% of remote workers miss spontaneous in-person connections with colleagues.” There are big internal disconnections in the workplace. Another reason for the disconnect is the gap to obtain high-quality data, which is needed to understand your audience for your marketing strategies. It seems that strategies that were once working aren’t anymore and this data is crucial to fixing that. Fortunately, there is a way to reconnect with your customers! Focusing on customer connections will improve your brands relationship with its customers, most of which, are suffering from digital fatigue. Found content campaigns can strengthen these connections with brands. What better way to reconnect than through shared emotions? And what better way to get their attention on social media than with a real person doing a natural human thing? Influencer marketing is trending to be one of the top marketing tools this year but we think that found content marketing is trend that will supersede this one for authenticity and connection purposes.
Found Content is the New Word of Mouth
Word of mouth marketing is the oldest advertising strategy out there. Although times may have changed greatly to that of a digital age, one thing is for sure, WOM is still the most common way that people find a brand. 92% of consumers trust recommendations from friends and WOM marketing influences 99% of B2B purchases. Those numbers are truly staggering. In our digital world, WOM is no longer restricted its literal meaning. It now extends into the online space and is just as important, if not more, on social media. This is the new word of mouth. Instead of telling one or a few people, you can tell thousands if not millions. It will spread through the grape vine quickly.
Word of mouth marketing is the oldest advertising strategy out there. Although times may have changed greatly to that of a digital age, one thing is for sure, WOM is still the most common way that people find a brand. 92% of consumers trust recommendations from friends and WOM marketing influences 99% of B2B purchases. Those numbers are truly staggering. In our digital world, WOM is no longer restricted its literal meaning. It now extends into the online space and is just as important, if not more, on social media. This is the new word of mouth. Instead of telling one or a few people, you can tell thousands if not millions. It will spread through the grape vine quickly.
Organic, unproduced and authentic found content. That is the wave of the future and 2023 advertising trends are leaning toward it. Trusted and proven time and time again to be more trustworthy by consumers and influential for purchasing power of your audience. Found content can help your brand engage, equip and empower your audience. It creates emotional connections with your audience. It can give your customers a reason to talk through product reviews, social media challenges or just a revel over a great UGC clip embedded to your advertisement. It can also empower them to spark conversations and share the love of your brand. Found content is the new word of mouth and there are millions of new pieces uploaded every day. Brands that incorporate this tactic into their campaigns are taking it to the next level. If you haven’t already done so, take your brand to the next level. Contact us today about using found content in your next advertising campaign.
Types of UGC
While our company deals a lot with still and video content, there are many types of user generated content out there. UGC or UCC can be defined as any form of content created by a user that is organic, original and published somewhere online. It comes in many forms and it can come from anyone: customers, loyalists, employees, creators and/or just regular people with a social media account. Here are the types of UGC out there:
While our company deals a lot with still and video content (inclusive of audio), there are many types of user generated content out there. UGC or UCC can be defined as any form of content created by a user that is organic, original and published somewhere online. It comes in many forms and it can come from anyone: customers, loyalists, employees, creators and/or just regular people with a social media account. Here are the types of UGC out there:
1. Video: this is our main area of expertise
2. Images: we also specialize in this
3. Social media: this includes any video, photo or even text
4. Testimonials: this is usually in the form of a vlog or video
5. Reviews: this typically is in text form on sites, such as Yelp or Trip Advisor
6. Live stream/podcasts: usually vocal or video
7. Blogs: text content but can also be a vlog
8. Q&A Forums: text content here as well
UGC is so influential on purchasing motivations and is inherently authentic. It creates trust between consumer and brand. Aside from this, it increases confidence in purchases, improves customer feedback, is far more interesting than produced content, and it encourages engagement and influences consumers on which products to purchase. On the professional side, it can help stretch your brands budget. To see a good example of a UGC campaign check out the work we recently did for Duracell holiday. If you haven’t dipped your toes in the sourced content water yet, what are you waiting for? Give us a shout!
Case Study
We love our business and we’d like to think that we are the absolute best in our field. But don’t take our word for it. Here is a client questionnaire review from a previous content creator that we worked with, Jennifer.
1. How did you hear of the brand?
I was contacted by someone with an opportunity to work with Locomotive.
We love our business and we’d like to think that we are the absolute best in our field. But don’t take our word for it. Here is a client questionnaire review from a previous content creator that we worked with, Jennifer.
1. How did you hear of the brand?
I was contacted by someone with an opportunity to work with Locomotive.
2. What made you decide to become a client of the Locomotive?
How quick and easy it was to come to terms and an agreement.
3. Have you ever licensed through a competing entity? If so, how did the experience compare?
No, I have not.
4. What are some challenges you faced as a content creator before deciding to license your content with Locomotive?
A major challenge was the fee charged for the content.
5. How did Locomotive help you overcome these challenges?
They were very receptive and easy with my demands.
6. What is your favorite thing about working with Locomotive?
Staff was very nice and pleasant.
7. What has made you want to remain a client with Locomotive?
The work ethics.
8. How do you plan to keep working with or use the Locomotive in the future?
We would love to continue creating content with Locomotive.
When we got this back, we can’t even express how much we appreciated it, number one and also the kind words for our work ethics and employee interactions. We always hope to repeat business with each content creator and agency that we work with so we make sure that their experience is seamless and positive overall. It’s always rewarding to see that your efforts don’t go unnoticed with clients.
Two Truths & A Lie: UGC Myths
Not all UGC is good for your brand. True! There have been plenty of UGC campaign gone awry and it would be naive to think that all UGC is good UGC. Found content seriously affects your customers’ trust and opinion of your brand through emotional connects. Also, true! People trust real people so if this goes sideways you could be looking at some serious consequences and fires to be put out. This is what we are here for, to get your brand quality, legally cleared content that reflects positively on your company and its mission. However, that being said, we thought we would go through some myths on UGC and clear them up for you.
Not all UGC is good for your brand. True! There have been plenty of UGC campaigns gone awry and it would be naive to think that all UGC is good UGC. Found content seriously affects your customers’ trust and opinion of your brand through emotional connects. Also, true! People trust real people so if this goes sideways you could be looking at some serious consequences and fires to be put out. This is what we are here for, to get your brand quality, legally cleared content that reflects positively on your company and its mission. However, that being said, we thought we would go through some myths on UGC and clear them up for you.
1. UGC is too risky to employ into my marketing & advertising strategy. Not so, and actually it is the opposite. It’s not risky if you let the pros take the reigns to properly source and clear your content like we do. It is a crucial component of your marketing & advertising strategies in our digital world today.
2. If UGC has a negative impact on my brand, I should just ignore it and it will fade away eventually. This is never a good idea and is bad PR mitigation. You should always address issues that have a negative impact on your brand’s image. The sooner you tackle an issue the sooner it will get resolved before the damage is irreversible.
3. UGC is lower in quality. False! We should all know by now that not all sourced content is created equal. With the rising age of technology, there are a number of smart phones that can capture quality video and photo nowadays. Although not produced, they’re enough when it comes to quality. Billions of videos are uploaded every day to social platforms so the possibilities are literally endless! Did you know that 90% of the worlds population has a smart phone with a camera on it? That’s over 7 billion creators!
4. UGC cannot be controlled. Although it may seem like it can be difficult to control, sourced content can be easily controlled with creative briefs before sourcing. Agencies have deciding power of the content they receive from us initially and will have the final say in which pieces they want to clear to use for their projects/clients.
5. UGC doesn’t work for all brands. Not so! UGC has a place in every brands marketing and advertising strategy. It’s cost effective, creates trust and humanizes your brand’s voice. The facts speak for themselves. It works!
So, there you have it. Two truths and some lies. Now you can see that not all UGC is created equal. Sourced content can seem tough for those trying to produce it on their own without a professional. It won’t take you long to realize that curation and clearing should be left to the pros. Doing so will prevent any negative impacts from using found content in your campaigns. Contact us today if you haven’t used us for your campaign and want to give it a try!
Increasing Creative Control Through Found Content
Creative Control: the power to exercise the final authority over the planning and execution of an artistic medium, such as a film, commercial, a song, etc. We often think of produced shoots as having complete, immense creative control from the production and directing teams from start to finish of a campaign or project. However, here at Locomotive, we believe that when using found content in marketing and advertising campaigns, it in fact gives the team more creative control than that of a produced shoot. Not to mention it saves time, money and the environment.
Creative Control: the power to exercise the final authority over the planning and execution of an artistic medium, such as a film, commercial, a song, etc. We often think of produced shoots as having complete, immense creative control from the production and directing teams from start to finish of a campaign or project. However, here at Locomotive, we believe that when using found content in marketing and advertising campaigns, it in fact gives the team more creative control than that of a produced shoot. Not to mention it saves time, money and the environment. With an extensive and endless supply of creator content out there, this leaves the imagination with limitless possibilities. Brands create their initial briefs based on their own set of guidelines. But, with millions of new content being uploaded each day, no matter what their creative parameters may be, there will always be fresh content to curate from. You can literally take the same creative brief from two months ago and find completely new content to fit the same exact bill. The content that is found can also shift the campaigns themselves as they progress. It depends on what kind of stuff we’re finding. Maybe we find something that they hadn’t intentionally set out to include and the brand loves it, so they decide to make a slight shift in their creative direction. The beauty of found content campaigns is that the brand gets to decide which pieces of content align with their values and appeals to their particular audience. They set the tone. They choose which pieces they want or don’t. We provide our clients with a monumental list of content during the curation process. If they say they need five pieces we’ll give them twenty to choose from. Brands can also get creative with how they use UGC in their marketing strategies. The creative possibilities are truly endless.
History of User Generated Content
Did you know that the first massive user generated content composition was the Oxford English Dictionary? Yep, that’s right! It was composed solely of contributions aggregate by the public in 1857. To look back throughout the history of UGC in the media however, one would have to go all the way back to 1840 with the first U.S. patent for photography. Because if you think about it, this was when the rise of photography and film began. You can’t have user generated content without users having access to cameras and although, it won’t become publicly available until much later this was the when the birth of UGC would be.
Did you know that the first massive user-generated content composition was the Oxford English Dictionary? Yep, that’s right! It was composed solely of contributions aggregated by the public in 1857. To look back throughout the history of UGC in the media however, one would have to go all the way back to 1840 with the first U.S. patent for photography. Because if you think about it, this was when the rise of photography and film began. You can’t have user-generated content without users having access to cameras and although, it won’t become publicly available until much later this was the when the birth of UGC would be. After this, in 1990 there were several electronic bulletin board systems based on UGC, which would then later be converted to websites with the creation of the internet. For example, IMDB, Flickr, and Wikipedia are a few. These sites were basically informational and still images. Later, video content would be publicly popularized with sites such as YouTube in 2005. Also in 2005, BBC set up a UGC content team in response to a London bombing that bolstered “citizen journalism.” A year later in 2006, CNN started a similar campaign called iReport. This was the same year that Time magazine published “Person of the Year: You” that hailed to the rise of user-generated content due to YouTube and other up and coming social media platforms, such as MySpace. This is quite a brief history but it gives an idea on how far user-generated content has come since its inception. Now, we have influencer marketing and customer reviews. Literally, UGC is everywhere. Advertising now harnesses it because it has great ROI for campaigns, higher conversion rates and it builds overall trust between consumers and brands. With the technological advancements happening everywhere, UGC isn’t going anywhere and it’s just getting started. It’s our specialty!
Found Content: Recession Proofing Costs
Americans feel terribly about the state of the economy right now. We can’t say we disagree. Just this week we wrote an article on holiday consumer spending trends during times of financial distress this season. Advertising agencies and brands are not immune to the economic hardships that we are all currently facing. Everyone is navigating budget cuts for advertising spend. This is yet another reason how found content in your marketing and advertising strategies can help recession proof your brand’s budget this year. The cost effectiveness of UGC makes for a good plan to combat these budget cuts and rising cost of production.
Americans feel terribly about the state of the economy right now. We can’t say we disagree. Just this week we wrote an article on holiday consumer spending trends during times of financial distress this season. Advertising agencies and brands are not immune to the economic hardships that we are all currently facing. Everyone is navigating budget cuts for advertising spend. This is yet another reason how found content in your marketing and advertising strategies can help recession proof your brand’s budget this year. The cost effectiveness of UGC makes for a good plan to combat these budget cuts and rising cost of production.
Let’s break it down for you. Most produced commercials can cost anywhere between $5,000 and $20,000. But, depending on the resources used, it can hike up to $50,000-$100,000. That’s seriously a lot of dough for something that’s going to last a roughly 60 seconds! UGC campaigns can run anywhere from $3,000 to $25,000. Starting costs are much lower for UGC campaigns than a produced one. Even the highest amount that you could possibly pay is way under top dollar production shoots. Of course, there will be editing costs and some others associated with them in post, but it still won’t rack up to what a production team would cost you, plus actors, plus post. You get the idea.
There is also evidence that the ROI on found content campaigns is very high in comparison to money spent, according to case studies conducted by Pixlee. So, not only do you spend less of your budget, you see higher returns. This means higher engagement, high click through rates, high return to site visitors, more credibility. We could go on for a while. We love found content. If you think that your brand would benefits from found content campaigns, please don’t hesitate to reach out this holiday season and let’s get a conversation started. Happy Holidays!
Explanation of Terms in the UGC Space
UGC. User generated content. Sourced content. Found content. What do all these terms mean? People get confused by what it is and how they are different. We thought we’d clarify a few things for you. They’re not different. All of these terms are literally synonymous with one another! They all mean the exact same thing. It’s anything on the internet.
UGC. User-generated content. Sourced content. Found content. What do all these terms mean? People get confused by what it is and how they are different. We thought we’d clarify a few things for you. They’re not different. All of these terms are literally synonymous with one another! They all mean the exact same thing. It’s anything on the internet. Organic, non-organic video and photos. 720,000 hours of video is uploaded to YouTube every day. That’s 500 hours per minute. It’s not shocking really. Everyone with an iPhone can record high-quality content and that number is roughly 6.6 billion people worldwide. About 83% of all humans inhabiting this wonderful planet. The only reason to call UGC “sourced” or “found” is when you come to a service, such as ours, to find it for your advertising campaigns. Hence, why some change the name of user-generated content to those terms instead. We hope this cleared up any confusion for you and hope to work together on your next campaign. Unlike our competitors, at Locomotive we personally hand pick every single of content that comes through our screens for each specified creative brief for our clients. Compounding content, steam powered forward.