User-generated content (UGC) can be a miraculous solution for brand managers and content creators during COVID-19.
You don’t have access to your usual resources? Your storytellers aren’t in the office to participate in interviews and videos? Savvy communicators can outsource their content production to their audience and start to build that community that will be a crucial resource for their recovery post-crisis.
However, there are rules creating meaningful campaigns, avoiding pandering and opportunism, and making necessary connections during a global pandemic.
John Kaplan, group creative director at Centerline Digital, shares why UGC is a good option for brand managers during this crisis:
PR Daily: Why should brand managers turn to UGC in a crisis?
Kaplan: Aggregating content from users is a good way for brands to stay connected to their loyalists by inviting them to participate with the brand. It also gives brand managers a direct line of sight into how people are personally interacting with and feeling about their brand.
PR Daily: What kinds of campaigns can break through right now?