Lund advises that brands should look to utilise UGC and influencer content through their campaigns to boost engagement and brand resonance. With so many people already posting content online, giving them a prompt to work with can be all it takes to get powerful, valuable branded material for your promotional efforts.
Lund says that “When content is authentic, from real people, it performs – because who better to create content that customers love, than customers themselves”
2. Find Happy Customers and Share Their Stories
Lund also advises that brands should celebrate their happy customers, by using their stories to better connect and communicate about their business.
Lund says that brands should capture these stories, then pay to turn them into promotions.
“I’d pay to share that story. So, I’d turn their content into a social ad from a brand account and then I’d turn their content into a branded content ad from the creator’s account, and then I’d compare the two. I’d be using small amounts to test and learn from different audiences, different formats, different objectives and when I found winners, I’d cut the rest and supercharge those.”
Experimentation with brand messaging like this can help to determine the best way forward for your strategy, while again, using the experience of real people can help to boost your brand presence on social platforms.
3. Use Branded Content Ads
Lund’s final key tip is to utilise Facebook’s branded content ads to maximise that more personal, connective messaging.
Lund says that he thinks that “Facebook and Instagram’s branded content ad is potentially the most effective ad format we’ve seen”, because it combines the improved resonance of influencer posts with the platform’s ad targeting tools, giving you the authenticity of those more personal messages, with the focus of ads.
You can also add a CTA to these posts, making them more responsive, so you get the added credibility of the message coming from a person, as opposed to a brand handle, and the capacity to focus that messaging onto the most receptive audiences.
These are some good notes, and given the experiences of Tribe, Lund’s advice is backed by many promotions and experiences, adding credibility to his tips.
We would suggest considering these tips in your approach.
