FROM SIP TO STORY- Starbucks harnessing the power of UGC (User Generated Content)
User-generated content (UGC), which we have been seeing all the time around us, is simply content that is created and shared by users or clients of a specific product, service, or platform. Texts, images, videos, reviews, and social media posts all fall under this category.
UGC is frequently created by regular people or consumers who offer their opinions, knowledge, and ideas as opposed to experts who are paid to do so.
UGC has become more and more popular as a result of the surge in social media use and technological advancement. It guarantees that everyone has a voice and that they are successful in expressing their ideas.
So, Why is UGC trending ? How is it affecting consumer behavior?
Technology, which serves as an enabler in this process, makes it simple for users to create, share, and evaluate content. By enabling individuals to voice their thoughts, share their experiences, and build networks, UGC and technology collaborate to revolutionize the digital landscape. Instead of being passive consumers, consumers now actively engaging and representing brands. By allowing users to create and consume material simultaneously, UGC has completely changed the marketing industry.
As it is produced by actual people with real thoughts and experiences, UGC offers an authentic viewpoint. The purchasing decisions of the consumers are highly influenced when they see other people using and endorsing the product. This boosts the brand engagement and conversion rates. Customers and brands develop an emotional bond as a result of people feeling heard, respected, and a part of a bigger community. For digital marketers, this serves as a cost-effective trend as well, user-generated content (UGC) produced by their customers are less costly than investing extensively in creating brand-generated content.
What’s behind Starbucks #whatsyourname campaign
Starbucks is one example of a company that has used user-generated content. In an effort to continue being inclusive and to celebrate diversity, it started the #WhatsYourName campaign. The focus of the campaign was on producing short videos with actual stories of people sharing their individual adventures and experiences connected to their chosen names. Writing customer’s name on the cup was already done, but they converted it into a unique, satisfying experience. After the beginning of this campaign, people were heard remarking “Names have power.” In favor of a campaign that focuses on inclusivity as well as boosting the LGBTQ community, many people stepped forward and commented on Twitter and offered their opinions on Instagram. Below here, I have shared the link to Starbucks #whatsyourname campaign commercial.
Customers who shared their personal stories and posted photos of their mermaid cookies with Starbucks drinks in support of this campaign enhanced participation across all levels and started discussions. Mentions, responds, likes, shares, and views all helped to increase engagement. Despite this, the company received criticism too.
