The holiday season is fast approaching. For content creators like you, this is a key time of the year, when UGC (User Generated Content) campaigns are in high demand on social media. It’s exciting but be warned! High demand also means tougher competition. So, how can you stand out from the crowd? We’re here to...
The holiday season is fast approaching. For content creators like you, this is a key time of the year, when UGC (User Generated Content) campaigns are in high demand on social media.
It’s exciting but be warned! High demand also means tougher competition. So, how can you stand out from the crowd? We’re here to help.
Read on to discover all our tips for successful holiday UGC campaigns!
Why should you launch an influencer campaign during the holiday season?
As you know, the festive season, including holidays like Christmas, is a key time for e-business. According to Deloitte, online sales could reach up to $1,300 billion in the four weeks following Black Friday 2023. But do you know why it’s also the ideal time to launch an influencer campaign?
Online shopping has soared in France since the pandemic. More and more people have started buying via social media platforms, such as Instagram, which 44% of users shop on.
According to Stratégies, 66% of Gen Zers say that influencers impact their purchasing decisions. 45% even look to influencers for product recommendations.
As you can see, the holiday season is a great opportunity for brands and content creators to boost their sales and engagement. Here are our do’s and don’ts for successful festive UGC campaigns!
UGC holiday campaigns: what to do!
Instagram competitions: spoil your community
Instagram contests are hugely popular and help boost your posts’ visibility and engagement. Studies show a 100% higher engagement rate when gamification is used in marketing campaigns. An advent calendar is another particularly effective format at Christmas time, with 24 days, 24 posts, and 24 gifts to be won.
- Interact to win (likes, comments, shares)
- Subscribe to win (subscription)
- Comment to win (e.g., Instagram caption contest)
- Share to win (e.g., photo or story contest)
- Skills to win (e.g., short and fun quiz)
TikTok challenges: put your community to the test
TikTok has been the fastest-growing social media platform since 2017. This success has won over brands who reportedly spent more than $774.8 million on influencer marketing in 2022. In other words, your profile will be highly sought after if you’re active on this platform. But what should you publish?
Challenges and dares are a big part of TikTok. Here are some of our best practices:
- Make good quality videos (lighting, composition, editing, etc.)
- Use trending music
- Use relevant hashtags
- Keep it simple (the aim is to facilitate engagement and conversion through entertainment)
@clarinsofficial Did you expect such an end? 😂 @matteopeccol @maryneponsard #faispasser ♬ ROXANNE – Arizona Zervas
Live Shopping: keep your community informed
As an influencer, you play a crucial role in social media live shopping sessions. You add a touch of authenticity and spontaneity that is often lacking in traditional online sales. Your close relationship with consumers also means that you can understand and meet their needs in a more relevant and personalized way. This 2.0 version of teleshopping provides a 30% average conversion rate, which is enough to satisfy any partner brand.
But that’s not all! Live Shopping also enables you to interact directly with your community. Viewers can ask questions, get advice, and see the products being used in real-time. This interaction will strengthen and build a relationship of trust.
Our best practices:
- Think cross-platform (Twitch is the go-to platform for lives, but you can air a simultaneous feed on Instagram, LinkedIn, YouTube, or TikTok)
- Announce the event in advance (to get as many users connected as possible)
- Sound at ease and enthusiastic (to hold viewers’ attention)
- Respond to chat comments (to keep it interactive)
TikTok, Reels, or Shorts: keep your community entertained
2023 was all about short videos such as TikTok, Instagram Reels, or YouTube Shorts. This type of content is said to generate 22% more engagement than more traditional videos, revealing users’ preference for quick and entertaining content. Social media users are now looking for captivating videos that reflect your creativity and authenticity. Platforms’ discovery algorithms and interactive features also make it easier for short content to go viral and reach a wider audience.
Our best practices:
- Ensure your image and sound quality is good (lighting, composition, editing, etc.)
- Use trending music
- Use relevant hashtags
- Be creative (lively haul, funny unboxing, real-life test, etc.)
UGC holiday campaigns: what not to do!
Influencer marketing is popular because it is similar to customer recommendations. So authentic content is key.
This is what to do:
- Choose a brand in line with your influencer niche. If you’re passionate about cooking, go for a food brand. If you love sports, pick a fitness brand. Or if you’re a globe-trotter in search of adventure, opt for a travel brand. This will not only keep your audience interested but also boost your credibility.
- Test the products. Consumers are becoming more wary of content creators. Authenticity is an essential key to success in an influencer marketing campaign. We therefore recommend testing the product live to show that you’re trustworthy.
For a long time, posting rules were vague, with no clearly defined framework. But influencer marketing is becoming more structured to ensure influencer trustworthiness. 2023 is all about transparency, not ambiguity.
In other words, make it clear that your post is part of a partnership. Use the hashtags “#partnership”, “#collab”, or “#ad” on your sponsored content. For videos, we strongly recommend regularly displaying an “Includes commercial communication” banner.
A partnership inevitably exposes you to negative comments about the brand, product, or service. Respond to these comments with respect and kindness to address any doubts or fears. Of course, we’re talking about dissatisfied or skeptical consumer comments, not disrespectful or hateful ones that it’s best to delete and/or block. Beyond negative comments, remember to respond to all comments and DMs. This not only maximizes campaign results but also allows you to learn a bit more about your community.
Holiday UGC campaigns: conclusion
Instagram contests, TikTok challenges, live shopping, short videos like TikTok, Reels, or Shorts… You now have all the keys to make your holiday UGC campaigns a success. But only if you remain authentic, transparent, and open to feedback. In other words, be yourself! Your subscribers follow you for your content and, above all, your personality. And that’s what sets you apart from other content creators.
Are you a content creator? Are you looking for brands that reflect your values and audience? Check out Skeepers, our influencer marketing platform that is ideal for strong holiday campaigns!