How Web3 Brands can unleash the Power of UGC to Scale Content Marketing
Azuki, Pudgy Penguins, and Celo are Embracing UGC to Foster Virality and Amplify Web3 Branding
User Generated Content gives Web3 brands much-needed credibility and social proof, and It’s more interesting when there are tens — hundreds of people (Users) giving UGCs at scale.
In the world we live in, word-of-mouth statements are huge for both buying and actionable decisions. And word-of-mouth marketing is usually driven by UGCs
With our feeds already flooded with hundreds, if not thousands of content — of different formats — content marketing has become boring, repetitive and less effective.
And One way Web3 brands can spice their content marketing up is to leverage the power of UGCs.
With Web3, where decentralization and user empowerment are the driving forces, traditional content marketing often needs to catch up to capture the attention and loyalty of the audience.
Well, that’s because they’ve become boring, repetitive and less effective.
To change this narrative, Web3 brands must think beyond conventional strategies of SEO, PR, and Social Media marketing to embrace a content marketing strategy built on UGC.
Right now, Smart Web3 brands like , , Azuki, Kaiju Kings, and Celo Sage amongst a few others are already implementing a similar approach and are enjoying substantial upside benefits.
That’s because by leveraging the power of UGC, these brands can not only scale their content marketing strategies but also create a viral loop that propels their brand message to new heights.
This allows content creation, repurposing and distribution across multiple social media channels to happen at scale. And yet not done by the brand but by its community.
In this article, we will explore how this strategy UGC can be a game-changer for Web3 brands (strategies and ideas).
We’ll also uncover the benefits of implementing UGC content creation within ambassador programs and understand how UGC content can create a viral loop and increase viral coefficients.
It’s going to be an exciting content-on-growth strategy for Content creation. Let’s get into it.
Scaling Content Marketing strategies using UGC
In Web3, where decentralization reigns supreme, consumers are no longer passive recipients of marketing messages.
They have become active participants, creators, and contributors.
This shift in their role, from passive consumers to active community members creates an opportunity for content marketing. One that has never existed before.
Here’s the opportunity: With traditional Web2 brands, a customer buys a product, and gives a review of the product on the website, whilst using the product.
Then brands take these reviews and use them in their content marketing, on Social Media and in their Ads.
But with the current shift in consumer roles, they’ve become active participants, creators, and contributors who do not just buy the product but are part of the brand's community.
Now they have full rights to go on to talk about their brand, write blogs about the brand, use their NFTs as pFp, access to the brand Ip rights, create social media posts, hold IRL events with their NFT pfps, build companies with their NFT pfps branding, and do lots more.
This Ip use case is very evident in BAYC Community and now recently Pudgy Penguin and Chimpers community have followed suit.
Unlike Web2, where it’s the brand pushing these UGCs out there. With this shift, community members now create and distribute their UGCs via their social media networks and influence.
At scale, with 10 — 100 or more members doing this, the word of mouth spreads, creating a viral loop that spins effortlessly.
The only thing the Web3 brand needs to do at this point is to create a loyalty and reward system.
One which is very similar, yet better than Web2’s discount for customers with high AOVs (Average Order Value).
UGC provides an incredible opportunity for Web3 brands to tap into this collective creativity and scale their content marketing strategies like never before.
Instead of relying solely on in-house content creation, Web3 brands can encourage their users to generate content that aligns with the brand’s values and mission.
Whether it’s reviews, testimonials, social media posts, blog posts, videos, podcasts, Twitter spaces, or simply using the NFT as pFp.
UGC provides an authentic and relatable perspective that resonates with the audience. Making Word of Mouth Marketing possible at scale, with an organic and personal feeling that attracts more interested people and grows the brand.
By actively involving community members in content creation, Web3 brands can amplify their reach, foster a sense of community, and establish a deep emotional connection with their audience.
And do it all at scale.
This is an exciting opportunity for Web3 brands, but how can UGC contents help them create a Viral Loop?
How Azuki and Celo have used UGC Contents to create a Viral Loop and Increase Viral Coefficients
Let's start with what a Viral Loop is.
It is a marketing concept that describes a self-perpetuating cycle of user acquisition and retention through social networks.
Where existing users of a product or service encourage and invite others to join or use the product, thereby creating a chain reaction of new user acquisition.
And each new user also has the potential to introduce new users. This chain reaction allows growth to happen for the brand.
Viral loops have long been the holy grail of marketing for brands that have enjoyed tremendous growth. Brands like Dropbox, Facebook, Instagram, Amazon etc.
And UGC via word-of-mouth marketing has always provided an excellent foundation for these brands to achieve Product Market Fit.
For Web3 brands, Viral loops created by UGCs can also provide an excellent foundation to achieve Product Market Fit.
So, when community members create and share UGC, they inadvertently become advocates for the brand, spreading its message to their networks.
As more people are exposed to the UGC, the chances of new users engaging with the Web3 brand increase exponentially.
UGC possesses inherent virality due to its relatability and shareability. This means people are more likely to trust content created by their peers rather than traditional advertisements.
So, when UGC goes viral, it attracts attention and curiosity, enticing more community members to potentially generate their own UGC. Which entices new people to join the brand and also become advocates.
This cycle repeats, creating a self-sustaining loop of user-generated content and organic growth.
All of this has a strong implication. One that’s called Viral Coefficient.
The viral coefficient refers to a metric used to measure the virality of a product or brand.
To do that, it quantifies the rate at which a community grows through word-of-mouth efforts.
Then it indicates how many new community members are acquired by each existing community member in the brand.
So for Web3 brands to further amplify the viral coefficients of this UGC strategy, they need to incentivize UGC creation by offering rewards, recognition, or even exclusive access to new features or products.
All of these offerings can be fused into an Ambassador Program.
Making these Community members Brand Ambassadors instead of spending huge revenue on influencers who do not care about the brand.
Azuki has done this excellently with their Researcher in Residence program, which is a Grant to external Researchers that publish independent content.
This has seen creators like Waleswoosh and Elena (whose grant wasn’t renewed) break out with huge successes, writing content for the brand.
Their social relevance is quite high with Wale and Elena being in the top 5 of the nftinspects ranking of top Web3 profiles on Twitter with huge Global reach.
This program, in my opinion, has given a bit more visibility to Azuki. I personally went on their discord for the first time after reading one of Wale's threads on Twitter.
So as brand ambassadors, community members become pseudo-influencers (or are Influencers) of the brand working within the Ambassador Program and executing different campaigns based on their creative and content originality.
In return, these Brand ambassadors get offering rewards, recognition, or even exclusive access to new features or products. Whilst using the product or service like other members and creating content simultaneously.
Celo does this well with its Celo Sage program. A program, built to allow Sages (community members) to create technical resources and tutorials that will allow developers to build on Celo easily.
And this has helped increase the number of users on the Blockchain, bringing in new developers to the platform. It’s been hugely successful.
I am a member of Celo Sage, writing technical articles and I also worked with Joe via proposals to build some parts of Celo Sage viral loops for onboarding new developers on the chain.
The results have been massive. It works!
By tapping into the innate desire for self-expression and gamification, Web3 brands can motivate users to become active participants in their marketing efforts,
This fuels the viral loop and exponentially increases the brand’s reach.
Without this kind of structure, brands will have to spend thousands of dollars on marketing revenue to achieve similar results.
This makes UGC the Go-to content market strategy for Web3 brands.
The Benefits of Implementing UGC Content Creation for Web3 Brands within an Ambassador Program
As I mentioned above, one of the most effective ways to cultivate UGC and drive exponential growth is through the implementation of ambassador programs.
By recruiting passionate community members and empowering them with the tools and resources to create and share content,
Web3 brands can tap into the power of word-of-mouth marketing in the digital realm.
Ambassadors, driven by their genuine enthusiasm for the brand, create UGC that reflects their personal experiences, thoughts, and creativity.
This content possesses an inherent trustworthiness and authenticity that traditional marketing materials often lack.
Ambassadors sharing their UGC across their social networks and communities creates a ripple effect, reaching new audiences and driving organic growth.
Furthermore, ambassador programs allow Web3 brands to build a loyal and engaged community.
Ambassadors become brand evangelists who not only create content but also engage with their followers, answering questions, addressing concerns, and sharing their expertise.
This two-way communication fosters a sense of belonging within the brand ecosystem.
One that creates a valuable feedback loop for the brand, allowing them to iterate and improve product development, marketing, and community building based on the insights gained from their passionate community.
Conclusion
Traditional content marketing approaches in web3 will struggle to make a huge marketing impact.
It’s counterproductive for Web3 brands to solely implement these strategies, expecting better results.
Harnessing the power of UGC is a unique strategy that can revolutionize content marketing for Web3 brands and generate viral loops to help them grow.
This is only possible when community members are willingly involved (not forced) in content creation.
With this, brands can implement ambassador programs, and leverage the inherent virality of UGC, creating a ripple effect that amplifies the brand message far and wide.
Looking to take your understanding of Growth Marketing in the Web3 world to the next level?
Level up your Web3 growth game! Tune in to ‘Web3 Growth Marketing,’ my podcast where I share insider strategies, expert insights, and real-world success stories on Growth Marketing.
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