Suppose you’re scrolling through Instagram and you happen upon a short sharp video of someone opening a new product from a company you’ve never heard of. The euphoria in their voice, the unadulterated exuberance in their eyes — it’s real, human. Imagine a traditional TV advertisement for the same product. What would you be more inclined to believe? The first is probably the most familiar to us all, the user-generated content (UGC). And it’s no coincidence.
In India, where more than 759 million people use the internet (as per IAMAI report), brands’ communication to the users is changing fast. Advertisers are no longer the only gatekeepers of brand narrative. Rather, average users are picking up the baton and producing, sharing and influencing others through videos. User-generated videos, ranging from YouTube vlogs to Instagram reels, are not just a fad; they’re a central form of brands’ engagement with their consumers.
The magic of UGC is that it’s real. The fact that people actually speak about their experiences helps build a level of trust that can’t be duplicated by an expensive advert. For Indian brands, specifically those across fashion, tech and FMCG, curated video content presents a whole new world of storytelling. It’s not only about marketing, it’s about community.
How does this apply to brands in India? How can brands harness this trend and incorporate it into their narratives? Let’s dive into the details.
Why User-Generated Video Content Works
And user-generated video isn’t just a fad, it’s the reality of the consumer-brand relationship in the digital world. Here are a few reasons why it works:
1. Authenticity and Trust
People trust real people. It’s as simple as that. 92% of consumers place greater faith in personal recommendations than in ad campaigns according to a Nielsen survey. In India, this is especially evident as YouTube and Instagram have grown by leaps and bounds. Indians today primarily base their buying decisions on videos from both the celebrities and the regular users.
Example: Take the brand Mamaearth. Rather than just using standard ads, they engaged influencers and customers who submitted unbiased product reviews to YouTube and Instagram. This strategy worked wonders. Their popularity grew thanks in part to these testimonials, which generated trust in a way that an airbrushed TV commercial would not.
2. Cost-Effective Marketing
It costs a lot to make quality video ads. But UGC? It’s practically free. Whenever users upload content that they own about your brand, it’s their own expense to produce it. Brands just need to curate and push this content. And since some of this content can go viral, the ROI is incredible.
Example: Take a look at how Zomato played with UGC in the pandemic. They invited users to post their food delivery videos using the hashtag #ZomatoOrder and posted the best videos on their social media accounts. Not only did Zomato get plenty of free publicity, but the campaign also elevated customers’ sense of belonging.
3. Engagement and Reach
Content created by users flourishes on social media because it is meant to be shared and acted upon. When a user creates a video about your product, they are not only sharing it with their followers, but they are also inviting people to comment, share, and produce content.
Example: While on lockdown Swiggy hosted the “Swiggy Star Hunt” promotion in which they wanted users to make short videos of themselves cooking and upload them to Instagram. The campaign went viral — a message reached millions of people overnight, without the brand having to make a single video themselves.
How Indian Brands Are Using UGC For Storytelling
Indie brands across sectors are using the power of user-generated videos in different ways. Let’s take a look at some concrete examples of where this is going.
1. Fashion Industry: Myntra’s Style Squad
Fashion is all about empowering yourself and what better way to demonstrate your actual style than UGC? Myntra’s Myntra Style Squad campaign asked people to upload videos of themselves with the brand. Not only did this provide Myntra with endless free, real content, but it also gave them access to fashion influencers and just plain fashionistas who created a sense of belonging for the brand.
2. Tech Industry: OnePlus’ Community-Driven Growth
OnePlus has always been a community-driven company. In India, they have developed an extensive fanbase based on video reviews posted by users on sites such as YouTube. The #The ShotOnOnePlus campaign that urged users to post images and videos captured on their OnePlus devices is just one example of how UGC can drive the narrative of a tech brand. The photos showcase not only the camera features but actual use cases, thus making the brand’s advertising seem more authentic and relatable.
3. FMCG: Amul’s Digital Diary
One of India’s favorite brands, Amul, is completely on-board digital. Their #The AmulStories campaign asked users to share their Amul experiences, ranging from recipes to nostalgic snaps. It was a real and touching piece that displayed the brand’s attachment to Indian families. But instead of a commercial, you got real-life testimonials from actual people, which struck a much deeper chord with people.
How to Apply UGC To Your Brand’s Marketing Strategy
So how can your brand delve into the burgeoning user-generated video world? Here are a few easy-to-follow ways to get started:
1. Encourage Participation
Let your customers make it simple to publish. Organize contests, reward them, or simply get them to share their stories. The trick is to make it more accessible.
2. Showcase User Content on Your Official Channels
Once users begin to produce videos, don’t let them be ignored. Display their work on your brand’s social platforms, websites, even your paid advertisements. This in turn creates a feedback loop in which users become encouraged to join.
3. Collaborate with Influencers
Influencer marketing is a distinct form of UGC, but they go hand in hand. Influencers can start a UGC campaign by making the first few videos and then asking their followers to participate.
4. Monitor and Curate
Not all UGC will align with your brand. You should monitor and edit the material you highlight so it is in keeping with your brand’s vision and narrative.
The UGC Market in India – What Now?
User-generated videos will play a larger role as the digital ecosystem in India grows. With cheaper phones, faster connectivity and the rise of video apps such as TikTok (pre-banned) or Instagram Reels, UGC’s power will only get stronger. The more Indian brands learn and exploit this content transformation, the closer they will become to their consumers.
A Small Push in the Right Direction
We at Reset Media know firsthand the transformative potential of a user generated post. We have assisted brands across India in making use of UGC to tell their stories, from concept to execution. If you’re curious about utilizing your community to develop your brand narrative, let us show you how.
Conclusion – The Story is in Their Hands
But user-generated video isn’t just changing how brands sell, it’s also shifting the perception of brands. This is an opportunity for Indian brands to speak to their customers in the language that they understand, can identify with and can be trusted. We’ll soon see that the brands that make the most progress are the ones that listen to their customers, allow them to become storytellers and experience the authenticity that only uGrow can offer.