How Entertainment Brands Are Killing it with User-Generated Content
UGC and the entertainment industry are a match made in heaven. After all, it’s much easier to get people excited about entertainment than it is in other industries, and yet UGC marketing has also been used successfully by B2B companies, equipment manufacturers and more. Any industry can be successful with UGC if they get their approach right, but entertainment brands have it easier than most.
That’s why in today’s article, we’re taking a little time to look at entertainment marketing, sports entertainment marketing, user-generated content and the interplays between them. Here are just a few of the best examples of successful UGC campaigns from across the industry.
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What is Entertainment Marketing?
- The first definition refers to the marketing of entertainment products such as books, movies and music.
- The second definition covers the use of entertainment to promote another product, such as when a clothing or consumer electronics brand sponsors an athlete or a musician.
Top 5 Entertainment Marketing Examples
UGC is so successful for Netflix because it uses social proof to encourage people to check out new shows. The company also encourages the use of specific hashtags for different shows so that they can filter through conversations and track the overall buzz around their new releases. They can even use it as an indicator of how successful a show is likely to be before it launches.
Another successful UGC campaign came about when they started highlighting some of the strangest playlists that their users have created, including the intriguingly named “Sorry I Lost Your Cat” playlist. One of the reasons why this campaign was so successful was that it was rolled out across multiple different channels, from real-world billboards to social media marketing and digital advertising.
Their approach was to use the UGC to create a library of automated, super-relevant digital advertisements that were delivered through social networking sites. Better still, they were able to do this whilst also obtaining permission to use the photos from the people who took them. It was an approach that clearly worked, leading to 25% more likes and 21% lower CPMs.
Sports Entertainment Marketing Definition
A great example of this UGC in action is their “Photo of the Day”, which they share on Instagram. And when it comes to sports entertainment marketing, it’s hard to find a better example than their partnership with Red Bull and Felix Baumgartner, who skydived to earth from the edge of space and took a GoPro along for the ride.
Of course, the brilliance of this campaign is that as soon as people saw other people’s photos on the big screen, they wanted to get in on the action. This led to an uptick in the amount of UGC that was published and increased the team’s reach on social media sites. On top of that, NYCFC was able to build a library of user-generated content that they could use for other marketing campaigns.
For now, the main thing to do is to evaluate your existing marketing campaigns and to identify where they could be augmented by incorporating user-generated content. Do the same thing on your website, too. Pay particular attention to the point of sale because including UGC on product and checkout pages can be a great way to increase conversions.
Remember that UGC marketing isn’t the only option available to you, but it does work well as part of an overall marketing mix and it’s more powerful in the entertainment industry than it is in virtually any other industry on the planet. If you’re not taking advantage of it – or at the very least, experimenting with it and measuring the results – then you’re missing out. Get started with UGC today if you haven’t already. Good luck.