User generated content, or UGC as it’s more commonly known, may sound like a new phrase to some of us but it even has it’s own Wikipedia definition these days. Generically described as “any form of content such as blogs, wikis, discussion forums, posts, chats, tweets, podcasting, pins, digital images, video, audio files, and other forms of media that was created by users” – in this instance, we are referring specifically to audience generated video content.

Video production is sometimes perceived to be expensive and time consuming, so inviting your people to create and contribute their own DIY content makes a lot of sense for communicators.

What’s in it for contributors?
Whether it’s an unselfish desire to share information with others or a desire to raise a personal profile, tangible incentives make participation more rewarding. Tangible incentives can include competition entry, points, prizes, etc Intangible incentives may include the feeling of belonging to a community, increasing your draw as a member so people befriend you or like your content.

If you want successful outcomes such as increasing engagement, maximising alignment and productivity or reducing attrition then invest in employee recognition.

What do publishers get from this?
Organising a user generated video content competition can be quite daunting for internal comms teams, but they have proven effects on employees. But the risk is worth the rewards, and here are some of the common business outcomes UGC aligns to:

  • Increase productivity amongst employees
  • Reduce turnover
  • Improve customer service levels
  • Reinforce employee actions that align to company values
  • Foster a sense of belonging and a recognition culture
  • Foster innovation

Harvard Business School essentially wrote the bible on this topic, and here are the numbers that back up the benefits.

  • Engaged employees are up to 43% more productive in the workforce
  • Engaged employees are 20 times more likely to improve your customer satisfaction & loyalty, productivity, turnover & profit
  • Receiving a simple ‘thank you’ increases the likelihood of a person’s willingness to help again in the future by 100%
  • Over 35% of employees consider lack of recognition at work to be the biggest hindrance to their productivity
  • 42% of employees consider a company’s reward & recognition program when seeking employment
  • The number 1 reason employees leave a company is from lack of recognition. The average cost for replacing staff is 11,125
  • For every 1% increase in staff loyalty a 0.5% increase can be seen in customer loyalty

(Study by Harvard Business School)

Our suggestions for UGC success are straightforward; make it as quick, easy and simple as possible. Encourage short, personalised and fun videos. Clearly paint the picture so employees know exactly what they need to do. Offer demonstrations and suggestions on capturing content to set the template for what you want to achieve.

Moderation is extremely important in the world of user generated content. The last thing you need is an inappropriate or unapproved video to go viral. Moderation can be totally painless and allows a level of security for administrators to review before publishing. Also, it gives you the opportunity to offer feedback and re-submit content if necessary.

Want more information on user generated content solutions or assistance planning a campaign? Simply contact your account manager or email Client Services to arrange a demo.