This episode debunks the perceived value of User-Generated Content (UGC) platforms for ecommerce brands. It highlights how these platforms often deliver inauthentic, low-quality content despite appearing cost-effective. The hosts advocate for a strategy of seeding products to genuine micro-influencers to acquire high-quality, authentic content at a comparable or even lower cost.
Key takeaways
UGC platforms often provide inauthentic content from 'creators' who aren't genuine product users, leading to a fraudulent ecosystem around your brand.
The cost per asset on UGC platforms can be comparable to, or even higher than, the cost of acquiring content through product seeding to genuine micro-influencers, especially when considering COGS.
Focus on identifying micro-influencers with proven content creation abilities, as their expertise often surpasses that of general UGC platform participants, leading to better quality content.
Genuine user content from product seeding with influencers yields more authentic and higher-performing assets for paid media compared to incentivized content from UGC platforms.
When calculating content acquisition costs, factor in the price per asset, not just the upfront platform fee, and compare it to the true cost of influencer seeding (product cost divided by unique assets).
User-generated content gives your potential customers an idea of how your product/service could fit into their lifestyle and is a great way to authentically resonate with your audience while keeping them engaged. Unfortunately, gathering this content can be time-consuming and tedious, which is where UGC platforms come into play. But are UGC platforms all they’re cracked up to be? In this episode, we will be sharing everything you need to know about UGC platforms so that you can make an educated decision about marketing options for your business. You can find show notes and more at: http://www.kynship.co/blog/010
What does this episode say about influencer & creator?
UGC platforms often provide inauthentic content from 'creators' who aren't genuine product users, leading to a fraudulent ecosystem around your brand.
What does this episode say about brand & content?
The cost per asset on UGC platforms can be comparable to, or even higher than, the cost of acquiring content through product seeding to genuine micro-influencers, especially when considering COGS.
What does this episode say about paid acquisition?
Focus on identifying micro-influencers with proven content creation abilities, as their expertise often surpasses that of general UGC platform participants, leading to better quality content.
What does this episode say about influencer & creator?
Genuine user content from product seeding with influencers yields more authentic and higher-performing assets for paid media compared to incentivized content from UGC platforms.
What does this episode say about influencer & creator?
When calculating content acquisition costs, factor in the price per asset, not just the upfront platform fee, and compare it to the true cost of influencer seeding (product cost divided by unique assets).
