User-generated content (UGC): the key to greater reach

User-generated content, or UGC for short, has established itself as an effective means of increasing reach and brand visibility in recent years. Such content can of course be available in a wide variety of media forms. Think, for example, of photos, videos, vector graphics, texts or audio files, as well as all mixed forms of these. Social bookmarks are also included, although they play a special role as meta content. The following illustration provides an overview.

Fig.: UGC, Author: Seobility – License: CC BY-SA 4.0, ed. by bbc

Emotions as a driving force for UGC

UGC plays a particularly important role in sports marketing. This content there reflects the passionate attachment of fans to their teams, athletes and sporting experiences. The sports sector therefore offers numerous examples that we can draw on for this article.

We will also show you how to develop effective strategies for promoting UGC and how DAM systems* support the management and distribution of such content.

* DAM stands for digital asset management, the technical term for the management of digital media.

Success factors for UGC: the example of sport

Professional team sport thrives to a large extent on the emotions of the fans. They want to share their enthusiasm with like-minded people, usually through photos or videos that they associate with a special moment. Such contributions convey an authenticity that professional marketing campaigns rarely achieve.

These are the three most important success factors for UGC in sport:

• Emotional connection: sporting experiences create intense moments that fans not only want to experience but also actively share. UGC reinforces this emotional connection and makes it tangible for other fans.
• Sense of community: UGC brings people with similar interests together. A well-planned participatory campaign can reach millions of fans and promote a feeling of togetherness.
• Gen Z as a key target group: This generation is digitally savvy, creative and loves to actively contribute to content. They also expect a personalized and authentic approach.

So always remember: Emotions and a targeted approach are crucial for authentic connections and a sustainable increase in reach.

Strategies for the promotion of UGC

Provide platforms for interaction

User-friendly platforms are needed to promote and efficiently collect UGC. The Media Hub from teamnext is a good example of this. Our solution is intuitive to use and simplifies the exchange of content, for example between fans and sports organizations. Users can upload their contributions directly via an individually designed media portal (front end). In the backend, the data is then checked and, if necessary, released for further use.

Planning UGC campaigns

Creative competitions and challenges are ideal for motivating fans, customers or other interested parties to create their own content. Some successful examples from the world of sport:

• Challenges: Campaigns such as “show us your best cheer” or “share your most original fan outfit” generate a lot of attention and engagement.
• Fan competitions: The prospect of meeting a favorite athlete or winning signed jerseys, VIP tickets or limited edition items encourages fans to get actively involved.
• Live interactions: Formats such as fan voting for the “player of the game” or live Q&A sessions with athletes involve fans in real time and promote co-design and participation.

Integration into official content

Organizations can integrate UGC into their official content. In doing so, they not only pay respect to the fans, but also strengthen the bond with the community, promote authenticity and increase the credibility of their brand. Examples:

• • Publish community contributions on the official website
  • Enrich highlight reels with videos from fans
  • Share user content via official social media channels
  • Present photos of supporters on stadium screens
  • Use quotes from the fan community in press releases

The management of UGC via DAM systems

UGC campaigns not only require creativity and commitment. As already indicated above, technical solutions are also necessary. Ultimately, the success of UGC also depends on how well it is organized, tested and disseminated. This is where DAM systems come into play, simplifying and optimizing the entire cycle of user-generated content.

Media aggregation
Users can upload their media directly to the system via a frontend (media portal) created in the DAM backend. API connections to cloud storage services or social media platforms also enable the indirect import of content. This professionalizes and accelerates the aggregation process.

Structuring
DAM systems enable the central storage and categorization of UGC. Content can be automatically tagged and sorted by relevance, for example based on hashtags, creation date or location.

Review and approval
A DAM system enables the efficient review of content. Clearly defined workflows ensure that UGC is quickly evaluated and released for various channels. AI-based tools can take over the automatic pre-analysis of quality and relevance. This speeds up the approval process enormously.

Rights and license management
It is often necessary to obtain usage rights in order to use UGC. With modern DAM solutions, approvals and licenses can be documented directly in the system. Legal risks are thus minimized.

Integration in campaigns
DAM systems facilitate the integration of UGC in marketing campaigns. Content can be seamlessly exported to various channels and enhanced with brand elements. This ensures that the content matches the brand identity.

Data-driven analysis
Analysis tools integrated into the system provide important insights into the performance of UGC campaigns. They identify particularly successful content, recognize interaction patterns and provide valuable data for the optimization of future campaigns.

Challenges in the use of UGC

User-generated content offers many advantages, but also brings with it certain challenges:

• Legal aspects: The use of fan content without consent may have legal consequences. DAM systems with integrated rights management solve this problem.
• Quality control: Not all content is high quality or relevant. A structured approval system helps to select the best contributions.
• Brand risks: UGC must be consistent with the brand message. Careful examination is therefore essential.

Conclusion

UGC can be a powerful tool to increase reach and authenticity. The sports sector is just one example among many. With the right strategy and the technological support of modern DAM systems, companies can take full advantage of user-generated content. UGC not only offers the opportunity to inspire fans or regular customers, but is also a key to long-term brand loyalty and addressing completely new target groups.

Perfect for managing UGC: Try the Media Hub!

Would you like to manage UGC efficiently and get to know the advantages of a professional DAM solution? Make an appointment now for an individual online demo with one of our experts. You will learn how the Media Hub helps you to organize, check and seamlessly integrate content into your campaigns.

After the demo, you can test the Media Hub free of charge for 14 days and experience for yourself how easy content management can be. For further information, please do not hesitate to contact us personally. You can find our contact details at teamnext.com/en/contact.