Unlocking the Full Potential of User-Generated Marketing While Maintaining Brand Safety
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Unlocking the Full Potential ofUser-Generated MarketingWhile Maintaining Brand Safety
User-Generated Marketing enables brands to tap into the reach of their audience by enabling consumers to create branded content that is shared to their own friends and followers, magnifying brand reach in huge ways.
What is
User-Generated
1
Marketing
Gatorade’s use of a branded filter during this year’s Super Bowl attracted 165,000,000peer-to-peer views.
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Brands Are Starting to See the
Massive Powerof User-Generated Marketing
165,000,000
The sky is the limit, but what’s the risk
for brands?
User-Generated VideosWere Analyzed.
Findings of an analysis of
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User-Generated VideosTo understand some of the common drawbacks of undertaking a user-generated marketing campaign
4,000+of All User-Generated Videos Were Flagged by Brands asInappropriate or Simply Off-Brand.
6.6%
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For Gatorade, if that 6.6% held true, then nearly
10,000,000impressions of inappropriate and/or off-brand
content were seen, and Gatorade had
Absolutely Is your brand ready for that kind of risk?
No Control
Of the 6.6% of videos deemed problematic, these
issues were found...
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Inappropriate ContentProfanity, nudity, hate speech, etc.
Age Gender Campaign Category
Women (56%) were more likely to produce this form
of content than men (44%).
People aged 25-34 produced 49% of the inappropriate content. (It isn’t just the teens!)
In the entertainment industry, 52% of all problematic videos
were inappropriate.
21%Were deemed inappropriate
or objectionable
56%
44%
Age 25-34
49%
Age 35+Age 24-
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Off-Brand ( )Creation of content that isn’t in keeping with a brand’s image or campaign objectives
43%Were considered
off-brand
The most common reason for brandsrejecting user-generated videos.
Age Gender Campaign Category
Men (65%) were more likely than women (35%) to
produce off-brand content.
40% of the total off-brand content came
from people aged 25-34.
The consumer packaged goods (CPG) category found 77% of all
problematic videos were off-brand.
Age 25-34
40%
Age 35+Age 24-
65%
35%
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Copyright ( )ViolationIncorporates content that is owned by another entity(e.g., a musician, artist, or another brand)
28%Contained copyright violations
The second most common cause for a brand’s moderation of UGC.
Age Gender
5x more women (84%) created this form of content in comparison to men (16%).
People aged 13-17 (38%) made the highest
number of copyright violation videos.
84%
16%
Age 13-17
38%
Age 35+Age 25-34
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UnapprovedParticipantsWhen a user-generated video indictated aperson’s age as under 13 (if a brand wasunable to establish the consent of a parent or guardian)
8%Included unapproved
participants
Age Campaign Category
Of all videos created by 13-17 year olds, 11%
are unapproved.
48% of all user-generated marketing videos containing
unapproved participants related to fashion industry campaigns.
Age 13-17
11%
Age 35+Age 25-34
Is your brand ready to handle the legal exposure and
reputational risk?
.
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Consumer BacklashThe interruptive advertising model is facing a
1 - IAB/Nielsen2 - Millward Brown
of consumer screen time is spent on mobile which is a vital platform for both consumers and brands.1
52%
Viewers despise interruptive ads 8x more on mobile than on TV.2
8x
User-GeneratedMarketing is...
Less likely to be forgotten.
35%
More reliable.
3X
More influential on purchase intentvs. traditional advertising.
20%
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Source: IPSOS
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User-Generated Marketing that is designed for brands
Brand safe, and universally accessible
100%
HighestQuality
Access Anywhere
Brand’s own app Branded mobile web Brand’s own chatbot
Keep control of your brand’s reputation and manage legal risks, while harnessing the power of user-generated marketing across all platforms. Vivoom removes the risk of unsafe content, as...
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100% Brand SafeVideos can be flagged and pulled down instantly, regardless of where they were shared
Even though videos play
normally on Facebook,
Twitter or wherever they are shared, the videos are
actually hosted by Vivoomand can be removed
instantly.
Content is subject to two types of
moderation according to the
preferences of the brand:
Strict
All content is reviewedbefore publication.
Standard
Content can be takendown after it is shared.
with
• Your audience can access Vivoom from anywhere (versus being limited to any one social platform) including from your own app or social channels — no app download required!
• Videos are created with captivating branded filters, consumers then share to their friends and followers anywhere they choose
• Brands can flag and pull down content instantly regardless of where it is shared
• Brands retain full republishing rights and can republish anywhere in real-time
• Brands can view real-time reports on all activity
Add the power of branded filters to your own app, mobile web experience or chatbot while maintaining complete control:
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www.vivoom.co
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