How to draw user-generated content from your fans

Your audience can help create content and share your message through challenges and other activations, but you have to be authentic, or your campaign will fall flat.

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Your audience aren’t just content consumers—they are also crucial content creators for your communications strategy.

Not only can promotions and contests on social media help raise awareness about your organization, but they can offer a profoundly different kind of conversation from the usual one-way messaging from brands to their publics.

One campaign highlighting the opportunities offered by user-generated content comes from YouTube and Mustache, part of Cognizant Interactive. The campaign, called “You Are the Champions,” asked users worldwide to participate in in a group video set to some of Queen’s biggest hits. 

John Limotte, founder and CEO for Mustache, explains that the teams “all saw an opportunity to create something truly global and life affirming.” 

“Celebrating Queen’s enduring legacy across all walks of life, but also tapping into a new generation of fans that has discovered and embraced the band. As internet natives, Gen Z in particular represents this unique, exciting culture of creativity and self-expression that was perfect for this campaign, and perfect for a band like Queen.”

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