What Makes You Say “I Want That”? A Look at User-Generated Content

Laura Petrolino (here she is on Twitter) and I have been friends online for five years but never actually spoke face to face (via video conference) until when we were putting together this post!

It’s a miracle we were able to coordinate a time, given our mutual inability to tell what day it is. Case in point from a 2016 Facebook message exchange:

User-generated content examples

How Does Our Experience of the World Compare?

As communications professionals, Laura and I are both interested in user-generated content (UGC) — messages and images created by consumers rather than brands — that help tell a brand’s story. In fact, Laura wrote a post, The Magic of User-Generated Content, for Spin Sucks on the topic back in 2014.

For the #BridgingTheGap Campaign, in which 100 Millennial and 100 Midlife Influencers are coming together to blur boundaries, we each decided to share examples of favorite pieces of UGC, and let you see how the perspectives of millennials and fifty-somethings compare.

We needed some kind of structure, so I chose to use the four categories described in this analysis by Kantar Added Value: discovery, fun, status and wellbeing.

Discovery

Meet my canine friend, Rocky. Rocky has quite an active life on Instagram, and watching him since he was a tiny puppy has been a discovery adventure. What matters for an image like this as UGC is that it clearly shows the brand of bed he is using, but it doesn’t scream “YOU SHOULD BUY THIS PET BED.” It’s more of the kind of thing that would be in the back of my mind if I were in the market for a pet product.

And because I know Rocky, I feel a connection. It’s not the brand saying “you need a Snoozzy bed because your dog will like it.” It’s Rocky’s family saying “here’s a day in Rocky’s life and he’s on Snoozzy because he clearly deserves the best.”
user-generated content examples

Fun

What would you wear to spend a day at the park with your toddler (or, given my generation, perhaps your grandchild)? You would want to be comfortable, prepared for changes in temperature, and look decent enough that it wouldn’t be embarrassing to run into a friend.

This post from MommaInFlipFlops accomplishes all that in its display of a Prana product. (Note: I participated in the same campaign, but her toddler is way cuter than the jar of catnip I held up in my UGC!).

Here’s why this works as UGC for me. The main thing I am drawn to is the relationship between the mom and the toddler, and the beautiful setting. When I scroll through the hashtags, I can see that she’s wearing prAna and can choose to pursue it.

user-generated content examples

Status

Is there anything more affirming that the start of a new married life? Although my niece Olivia had a fantastic photographer at her wedding, this shot is one I grabbed with my iPhone from my perfectly positioned seat as her sisters toasted her and her new groom.

Why is this effective UGC for Hayley Paige? It showcases a bridal gown and two bridesmaids’ gowns in a genuine moment, not an artificial pose. It could appeal to a potential bride OR a mother-of-the bride, all depending on the consumer’s perspective.

user-generated content examplesWellbeing

This is just a simple selfie (and it sort of bleeds over into the bonus category I’ll be adding…) but it’s so much more as UGC goes. The Charity Miles app is used by runners, walkers and cyclists to generate donations to favorite charities.

The app is designed so that the user can add a picture of himself or herself that can then be shared on social media.

Like I said, this isn’t just any wellbeing selfie, it’s Charity Miles founder Gene Gurkoff and running legend Bart Yasso.

From a UGC standpoint, it makes me say, “gosh, if Bart Yasso is staying healthy anhelping a great cause at he same time, maybe I can too.”

user-generated content examples

BONUS: Causes

It wouldn’t be me if I didn’t add a “causes” category. I adore advocating on behalf of causes, and hopefully my UGC shows it.

Team RWB is one of my favorite causes. It’s an organization that supports veterans in various ways.

This image of a Team RWB supporter doing the Old Glory Relay evokes the sense of the journey, the walker’s purpose, and the unifying point of the organization.

It works for me as UGC because it makes me say, “hey! I could do this and help veterans like this guy,” rather than “you should care about this and sign up now.” It’s a subtle but powerful difference.

user-generated content examples

Bridging the Gap

Are Laura and I totally different from each other when it comes to how we view UGC?

The New Jersey American Marketing Association writes:

There are clear differences in how millennials and baby boomers consume and trust branded content. Millennials enjoy images of real people using a product, whereas baby boomers care more about the quality of the product or service. Boomers also enjoy written and video content just as much as images.

Judging by the images I chose, maybe the difference isn’t actually that big after all.

Take a look at Laura’s post and let me know what you think.

It’s something we can discuss the next time Friday rolls around, if we can figure out what day it is.

 

Grab Bag!

As I compose this blog, our nation is transfixed by the crisis occurring in Charlottesville, Virginia, where white nationalist domestic terrorists were protesting; lives were lost, people were injured, and divisions among people in our nation seem (to me) to have only widened.

Wiser and more prominent voices have addressed these events better than I could (but I still have something to say at the end of this post).

In the meantime, I have had several experiences this week — opportunities to pay some social media love forward and opportunities to benefit from people’s generosity (such as the thread Berrak created in LinkedIn for those of us looking for jobs) — and want to share those with you. I call it the “grab bag.”

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A vendor who deserves some attention

My sweet and incredible friend Rachel asked us to follow her brother-in-law, Jordan (a/k/a watwoodshop), on Instagram. He makes beautiful cutting boards like this one. According to his Instagram profile, they are $40 and you order by DMing him on Instagram.

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Here’s what to do: Follow Jordan’s WatWoodShop on Instagram by clicking here.

A REALLY cute dog who needs followers

I have helped promote Melissa Lamson’s work for the past few years through my responsibilities with Weaving Influence. We were talking the other day about her irresistibly adorable French bulldog, Rocky (bluefrenchierocky), and how Rocky needs more followers on Instagram (okay, to be specific, she wants Rocky to have more followers on Instagram. It’s almost as though she speaks for him!). Here he is:

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Here’s what to do: Follow Rocky on Instagram by clicking here.

A fun local Twitter account that issued a challenge

I am admittedly more of a wine person than a beer person BUT I am a sucker for people who love with they do and enjoy making our community a more fun place. As soon as TLHBeerSociety reached 300 followers and challenged the Twitterverse to help get them to 400, I was in!

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Here’s what to do: Follow TLH Beer Society on Twitter by clicking here.

An opportunity to commit an act of kindness and help the You Matter Marathon

The You Matter Marathon, where participants share a “you matter” card each day in November, is entering its second year (here’s a look back at last year). The You Matter Marathon has big plans to distribute a million “you matter” cards in November 2017.

The YMM is one of the causes being featured by the Kind Foundation this month. If it earn the most “votes” (votes are generated by people doing acts of kindness), it will be rewarded with $10,000! (printing and postage add up when the goal is a million cards.)

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Here’s what to do: Do an act of kindness and help the You Matter Marathon earn a vote; click here for details.

An opportunity to support a worthy candidate for political office

My incredible friend Nicolette is running for Orange County Commission District 4. It’s a non-partisan seat. She’s running (in my opinion) for all the right reasons, but a campaign for public office is neither low-stress nor low-budget.

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Here’s what to do: If you live in Nicolette’s district (Orange County District 4), vote for her (or at least vote). Whether or not you live in the district, use this link to donate if you are so inclined. (AND, if you are local to me in Tallahassee, support the Women Can Run event — I know they would appreciate scholarship donations too.)

I know some MidLifers Who Need Millennials and Vice Versa

I am excited to be participating in the Bridging the Gap campaign this fall; the campaign pairs Midlife women with Millennial women in an effort to “bring the ‘over the hill’ wall down.” Each partner will do a blog post featuring the other. I have a feeling lots of new friendships will be forged!

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Here’s what to do: I am in preliminary discussions with two millennial bloggers to be my partner, but I am not positive either will pan out. If you are a millennial blogger (you have to have a blog and a public Instagram account) interested in participating, let me know! (Even if I have a partner already, I am happy to try to introduce you to a midlife blogger in search of a partner.)

My Personal Requests

Although I always say I blog to flex my writing muscle, I’d be lying if I said comments don’t matter! I was so fascinated by the story of Moss H. Kendrix, who I blogged about recently, and would love to get a few more eyes on it (and comments!). Here’s the link.

I am also still searching for additional part-time work (from 1:00 until (?) every day). It might be virtual, it might be somewhere in Tallahasssee. It might be writing/editing, it might be something completely different (I love providing stellar customer service). If you have any leads, send them my way! (And thank you to those who already have.) Here’s a link with more info.

What’s In It For You?

My main hope is that some deserving people (and dogs!) get followed, some worthy causes supported. To up the ante on that, I’ll treat one of you to coffee at Starbucks (via a $5 gift code)! Honor system — you don’t have to tell me who/what you supported, just that you did. You can also earn an entry by leaving a comment with your recommendation for who/what my readers and I should follow/support.

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Back to Charlottesville, Unfortunately

I do believe that there are voices more wise and prominent than mine, as I said in this post’s introduction, BUT here’s what I want to say:

White privilege and racism are real and alive in our country today. I’ve written about white privilege here and how my views about how #BlackLivesMatter evolved here.

As I said on my Facebook wall earlier (slightly modified here), the actions we can take in response to racism are myriad. Some of them DO involve public statements, speeches, blogs, and overtures. Others involve much more tiny, yet influential, choices: speaking up when you’re in a conversation and someone says something that denigrates another race/gender/status, giving $5 or 5 minutes to a cause (such as Being Black at School or Equality Florida) that helps support the very difficult work of overcoming racism (and yes, dismantling the inequities that white privilege has created).

Let’s not leave our fellow human beings holding the bag on this.

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