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