User-generated content (UGC) involves content created by customers, fans, or influencers that promotes a brand. An effective UGC strategy includes knowing the audience, choosing platforms like Facebook, Instagram, and YouTube, and providing tools and hashtags to encourage sharing. GoPro is an example of a company that succeeded with UGC by providing content guidelines, hashtags, and platforms. Korean startups also found success by encouraging contributions from early users and building communities. The document provides tips for companies to kick off their own UGC campaigns, such as setting goals, researching audiences, and engaging with users.

1. HOW TO
User Generated Content
Campaigns that Drive
User Growth

2. Contents
I - What UGC is and its benefits
II - Roadmap to an effective UGC strategy
III - UGC successes (and failures) from Korean startups
IV - What you can do today to kick off your startup’s UGC strategy

3. The perfect example: GoPro
GoPro is literally a content creation machine.
How they made it happen:
1 - Clear and consistent message on the content
(Check their tagline!)
2 - Provide the tools ( hashtag #GoPro)
3 - Provide the platforms (Instagram 13M, FB 10M,
Youtube 5M)

4. What is UGC ?
● Content made by a consumer, a social media follower, a fan or an influencer
that likes or follow your company.
● It can be a blog, a post, an image or a video, this content is created by
third-party users, using your image.
● User-generated content campaigns can incorporate contests, hashtags,
reviews, influencers.
● Use this content on your website or social media networks to promote your
brand and add value.

5. Why UGC
Is Ideal
For Your
Startup?
MONEY
TIME
EXPERTISE

6. Why UGC Is Ideal For Your Startup?
● Understand your audience better, ultimately helping you shape your future
strategy.
● Show your brand’s personality. Your followers will realise that you aren’t just a
faceless company.
● Increase customer/users satisfaction through conversations and comments.

7. Why UGC Is Ideal For Your Startup?
● Improve site engagement and time spent on your website - Improved SEO.
● It is making your more trustworthy.
● Connect and build a community around your startup.
Implementing a UGC strategy for your startup is a win-win situation.

8. STARTUP = GROWTH
A startup isn’t defined by being on the internet or by
having a great technology.
Growth is your friend and UGC can get you there.
Like any other marketing strategy you need specific
goals and guidelines to make the most out of it.
Roadmap to an
effective UGC
strategy.

9. 1 - Know your audience
It all starts with knowing who your audience is.
UGC from users = Limited control over them
You need to know: who they are / what they're
interested in / concerned about, to develop campaigns
that focus on their needs and wants.
Target them VERY carefully.
Tools you should use:
● Google analytics
● FB/Twitter/Insta
analytics
● FB Pixel
● MailChimp

10. 2 - Pick the right platform
Facebook
2 billion users. The most complete tool you have to share content, videos and stories about your brand.
Instagram
700 million users. The most popular network for user-generated content. Simple, straight forward, visual.
Twitter
320 million active users. Flexible and fast - will also benefit your startup because of its shareability.
Snapchat
166 million daily users. Newest - perfect to interact directly with people. Ideal for influencer takeovers / contest.
Youtube
1 billion users - Biggest video platform - ⅓ of internet users - 88 local versions - 76 languages.

11. 3 - Know what you want and tell your audience
● Why are you using UGC?
- Brand awareness / company
culture
- Increase numbers of followers
- Promote a specific event
- Launch a product / service
- (Re)Build trust
- Increase revenue
● What you want from the audience?
- Create social media contests
- Hashtags campaign
- Influencers
- Their stories
● What type of UGC?
- Video / pictures...

12. 4 - Focus on building / managing a community
● Create your brand identity before connecting with others.
● As a community manager you need to moderate / engage / communicate / care
● Regulate / refresh the content and pick only the best.
● Reward the best content / mention the best followers
ALSO:
● During / after the campaign : analyze your data - check the overall engagement and
apply changes if need.

13. Korean Startups and UGC
● Selfie app launched 4 years ago -
350 million downloads.
● How: Word of mouth / No
in-house content marketing /
Users post all the content /
#Retrica

14. Korean Startups and UGC
● Restaurant discovery app
● How: Feedback / Community marketing /
Community building with offline events /
Content posted by users / Ambassadors

15. Korean Startups and UGC
● Translation platform, 6 million
downloads, 300K translations daily.
● How: Encouraged early users to
contribute / To increase number of
users / To gather data

16. Korean Startups and UGC
● Viral quizzes on FB - more than 300M visitors/month
● How: provide viral quizzes with high shareability. 2 types of quizzes: to build your page / to
go viral

17. How to kick off your UGC campaign
Set internal goals:
KPI / metrics
Why UGC: branding,
more followers
Research and
understand your
audience:
identify influencers /
fans / followers
Set rules and
guidelines on how you
want to promote
(hashtags - contest)
Pick a date - time
frame for the
campaign and
build anticipation
Moderate and refresh.
Encourage users to share
content that reflects your
brand's lifestyle
Engage with the
users throughout
the whole
campaign
Launch the
campaign
Get permission from
users to use their
content. Be explicit
about where and
how you plan it
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18. Guillaume Parvaix
G3 Partners
guillaume@g3partners.asia
Contact:
Thank you.