Contextually-Common User-Generated Content Activities

User-generated content campaigns that harness contextually-common creation activities are more likely to produce content than campaigns that harness contextually-rare creation activities, which run the risk of dissuading lazy users.

In order to maximize value for users engaged in the creation process of a user-generated content campaign, perceived costs must be minimized. The more stuff you require a user to do and learn, the higher the perceived cost. This doesn’t mean user-generated content campaigns with multiple steps are doomed to failure, but just that users must feel that the product will be worth the labor.

The below campaigns successfully harnessed contextually-common creation activities, and thus minimized extra work and learning for their participants.

IRONMAN harnessed the popularity of workout selfies with the #ironmantraining hashtag.Screen Shot 2014-06-24 at 3.51.42 PM

Benefit Cosmetics harnessed the popularity of posting makeup tutorials on makeup-themed reddit communities with their winged eyeliner photo contest.

Screen Shot 2014-06-24 at 4.07.13 PM

Starbucks harnessed the popularity of doodling on their cups with the Starbucks White Cup Contest, in which users submitted their doodles to the #whitecupcontest hashtag for the chance to be reposted by Starbucks and also be featured on a limited edition Starbucks cup.

Screen Shot 2014-06-24 at 4.01.34 PM

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