In the previous article, we discussed how to amplify your app or game’s online presence with successful online UGC campaigns by applying practical strategies (from identifying where your users are spending time online, to creating hashtag challenges), all in the aim of turning your very own users into your biggest advocates.
In this article, we’re going to cover steps you need to consider BEFORE you launch such a campaign.
Here’s What You Need to Know Before You Launch a UGC Campaign for Apps and Games
Following these steps will help you better prepare, time, and measure your campaign, increasing the chances of a successful one!
- Define goals & objectives for your UGC campaign
Begin by setting clear and SMART goals.
What do you wish to achieve with your UGC campaign?
Are you aiming to boost downloads, increase user engagement, or enhance brand awareness?
Establishing well-defined objectives will not only give direction to your campaign but will also set the stage for measuring success down the line.
Example of a SMART goal for a game:
“Increase the number of daily active users by 20% within the next three months by leveraging a UGC campaign that encourages players to share their in-game achievements on social media, using a branded hashtag.”
This goal is Specific (increasing daily active users), Measurable (by 20%), Achievable (through a UGC campaign), Relevant (to user engagement and brand visibility), and Time-bound (within the next three months).
And for an app:
“Boost the app’s visibility on social platforms by 30% over the next two months, through a UGC video challenge that invites users to share their favorite app features, tagged with #MyFavorite[Appname].”
Here, the objective is clear, and you can track progress through social media analytics.
Stay vigilant and monitor your campaign’s performance. If you notice certain aspects aren’t performing as anticipated, don’t shy away from recalibrating your goals and strategies!
- Duration & measurement of your UGC campaign
Clearly define when the campaign will kick off and when it will wrap up. This not only helps in setting expectations but also in creating a sense of urgency among your audience to participate.
Also, identify the key performance indicators (KPIs) you’ll be using to measure success.
Examples of KPIs for UGC Campaigns:
- Engagement Rate: Measure the number of interactions (likes, comments, shares) your UGC content receives in relation to your follower count. A high engagement rate indicates that your content is resonating well with your audience.
- Conversion Rate: Track how many users took a desired action (such as downloading the app, making a purchase, or participating in an in-game event) after interacting with your UGC.
- User Retention: For gaming apps, monitor how long players stay engaged with your game or app post-campaign. For other apps, track the usage frequency and session duration.
- Brand Sentiment: Analyze the sentiment behind user comments and interactions to gauge the overall perception of your brand during the campaign.
- Content Volume: Keep an eye on the quantity of UGC being created and shared. A high volume of content can be indicative of a campaign’s reach and resonance! (though this is not always the case)
Don’t just wait until the end of the campaign to analyze outcomes. Implement a strategy for ongoing evaluation, allowing you to spot trends, understand what’s working, and identify areas for improvement. Pivot when you need to.
- Understand your audience
Knowing your audience is paramount when it comes to UGC videos for apps and games.
Gamers, in particular, have diverse player motivations and triggers. For a detailed exploration of gamer motivation and how to use it to inform your marketing, check out our article on how to craft UGC videos for games that truly engage: Tapping into Player Motivation.
From achievement seekers to social butterflies, from explorers to strategists, gamers come in all shapes and forms. Understanding these motivations will enable you to craft a UGC campaign that resonates, engages, and converts.
Equally, app users are driven by their own set of motivations. They might be looking for efficiency, a sense of achievement, or a way to express themselves.
- Platform and distribution
The success of your UGC campaign largely depends on where your audience spends their time and how they interact with content on different platforms.
UGC reigns supreme on platforms like TikTok and Instagram, but it’s crucial to diversify your approach. Explore other avenues such as Meta, Snapchat, and YouTube, adapting your strategy to suit each platform’s unique vibe.
Your specific audience may even be congregating on platforms that you might not have considered initially (like Discord, Twitch, or Reddit!)
Remember, the distribution of your UGC across different marketing channels is key. Tailor your content to suit each platform’s attributes to ensure a consistent yet platform-appropriate message.
- Legal and ethical considerations
As you embrace the world of UGC, it’s imperative to respect user rights.
Always obtain permission to use their content in your campaign, ensuring a transparent and respectful relationship with your content creators.
This protects you legally and also fosters trust within your community.
Final thoughts
Crafting a successful UGC campaign requires meticulous planning, strategic execution, and continuous monitoring. By following these guidelines we’ve outlined, you’ll be well-equipped to leverage the authenticity and trust-building power of UGC!
Remember, the authenticity inherent in UGC is a powerful antidote to consumer skepticism. However, this requires vigilant management to ensure the content aligns with your brand values and resonates with your target audience. Respecting user rights and securing necessary permissions before utilizing their content is paramount.
Launching a UGC campaign is your first step towards a comprehensive community engagement strategy. Imagine your game or app constantly rejuvenated with UGC videos that keep you at the forefront, resonating with your users, and forging stronger community ties.
Every month, count on us to serve up a portfolio of 10 to 20 sharp, platform-ready UGC videos, along with a flow of fresh UGC video concepts bi-weekly to fuel your creative engine. 🎉
We excel in crafting content that not only strikes a chord but also ignites dialogue and drives conversions. So if you’re ready to create some UGC magic together, give us a holler!
