UGC has been a proven strategy for brands across many sectors and has been implemented and successfully executed by powerhouses like Starbucks and Coca-Cola; both companies have launched campaigns with the help of their fan followings. The influence of visual user-generated content as an essential marketing tool is growing as it offers a solution to today’s growing challenge known as the “content crunch” in the marketing industry. Creating fresh, relatively cheap, and equally engaging content in a in a sea of media messages at the speed of social is quite a task for the modern marketer.
ake for example, Kylie Jenner and the powerful brand she has created with her self-entitled Kylie Cosmetics line. Last March, Kylie literally made the internet break as Google analytics could not keep track of the number of visitors to her site when she released a new line of glosses. And to follow the release, droves of beauty enthusiasts posted about their prized Kylie glosses in which they were so lucky to acquire. Kylie kept audiences engaged by re-posting user-generated content to her Instagram page and in addition to her social sharing, beauty influencers and enthusiasts cheerfully showed off their glosses creating a viral wave of anticipation for Kylie’s next release.
Kylie Jenner’s lip glosses sell out whenever she promotes them on Instagram, and through her droves of fans and followers who proudly show off their glosses on the visually-oriented app. Kylie’s lip gloss craze is proof that beauty brands should actively be where their consumers are online and across visual-first social platforms. Their customers and beauty enthusiasts of all shapes and sizes clearly love platforms like Instagram and Facebook because of its visual and easy-to-consume nature.
What’s more? eMarketer predicts that a third of the world’s Internet population is expected to be on the photo-sharing Instagram app by 2018. When Instagram opened its API to advertisers in 2015, it paved the way for beauty brands to successfully target beauty enthusiasts and consumers right at the heart of where they are sharing the most. Brands are flocking to Instagram and Facebook and according to eMarketer, 70.7% say they plan to increase their social strategy on visual platforms by 2017. But why? UGC can be used as a product launch strategy and offers brand building potential that is authentic and credible.