For any company who wants to use the web as a marketing and communications channel, listen up:
It’s no secret that you need fresh video content, and creating good video content consistently is no easy task.
It’s very time consuming, and most of the time it’s extremely expensive if you hire an advertising agency.
One tactic that some companies have embraced, are consumer generated content contests or campaigns.
That way, you can leverage the voice of your best customers while getting fresh content!
Consumer generated videos help companies scale, and promote original content in new and fun ways, that are benefiting both the company and the consumer.
The problems with running a contest on one of the other platforms?
- You do not control the videos
- Advertisements being placed on videos
- No easy way to run contests or campaigns that aren’t stuck in a silo
You are at the mercy of their agenda. You’d have no control of the videos if you tried to run a contest on YouTube (not to mention they’d be littered with ads). There is no platform that allows you to collect videos that you can use, that don’t have advertisements, and are
CrowdEngage solves all of these problems with our simple platform.
- You control all the videos your consumers upload
- No advertisements, ever
- Easily share a single campaign across all of your networks
We give you a dead-simple solution for making contests that garner awesome consumer videos.
But the best part about running engagement-driven campaigns on CrowdEngage, there are some major benefits. You create a fun, engaging experience for your customers by being innovative and new. It gives you the opportunity to strengthen your brand- and helps you build stronger, more meaningful relationships with your customers.
Word-of-mouth advertising weighs much heavier on people than seeing a generic ad, and studies show 90% of people believe brand recommendations from their friends. With the growing number of separate social networks, and tools/apps that are built upon them, there is no major shortage of ways to run contests or campaigns.
Here’s what you need to know to create a contest here on CrowdEngage, and get video content for your site:
Start by Determining the Goals
There are many different goals that your company can set for your contest, but it’s very important to identify what you want the end result to be. It’s best to use something that’s measurable so you can easily figure out which contests worked, and which didn’t. CrowdEngage is simple and flexible enough to help you focus your goals, no matter what industry you might be in. It can be one of, or a combination of, the following:
- Aim at generating specific content If you are looking for a very specific video, then you want to focus the contest around giving the consumer’s explicit directions for the content (maybe a script).
- Collect as many videos from consumers as possible Maybe you need a lot of content for testimonials, or feedback on a new idea, setting your goals to collecting as many videos as possible can be one way to go.
- Generating brand awareness If you’re looking to tap into your sales funnel, then you should offer a reasonably substantial prize in exchange for your consumers efforts.
Fostering brand loyalty is the way to expand your brand equity, so it’s better to focus on the long term engagement. Try to view your contest as a way to create strong relationships with your community, who can ideally become loyal dedicated brand advocates. As opposed to making a some quick sales, your company is better served with an investment in growing your digital footprint and building a fan base.
Next, Fill out the Form
CrowdEngage has a simple one-page form to fill out, to get started.
Contest Information: Title, Description, and Rules
The name and description and rules are mostly self-explanatory. This is where you describe the task, mission, assignment, campaign etc.
Contest Details: Contest length, Maximum # of winners, and # of views required for prize
Here is where you chose how long you want to run your contest. The length of the campaign’s are up to you but, a word from the wise: longer contests can make it easier to procrastinate, which means you’ll get fewer entries, and a lot less public interest about it.
But on the other hand, shorter contests can produce lower quality entries because your customers will have less time to create their video. The best part about CrowdEngage is that you can run multiple campaigns (if you are on our Small Business account).
You can set up a sort of funnel, if you’d like. One big grandiose contest that’s 2 months long, and then short bursts of campaigns running weekly. It’s up to you- and it’s really going to open up your creative side for marketing.
Incentive: What the prize is, and how your customers obtain it.
Your prize, other than some kind of public recognition, is the main reason for your customers to submit a video. There are two parts: one for explaining what the prize is, and one for how to obtain it.
The second field is where you place the instructions, or the prize itself (ex: a discount code to a web store). If the prize is of substantial value, and there is verification needed- this field can simply be: “Please call (123) 345-6789 and please tell them you are a winner. We will send you the prize right away!”
This way, you can automatically reward those videos that reach the view goal- by making it very easy to communicate with your winners. Try to find ways to relate it to your product or service so that when you promote your contest you also, by extension, promote your product.
Finally, Promote Your Contest
CrowdEngage contests or campaigns are going to be a lot of fun for marketers. They allow the creative side to blossom, while not being tied down to any one single platform, channel, or social network.
The best way is to use your existing channels, the ones you are already are using. Go to where your customers are. If you have an active Facebook or Twitter, they are great places to start.E-mail lists are another, and this can even be used for brick-and-mortar locations- all they need is the website.
Just send them a link to your contest. They are able to see the details of the contest, see any videos already submitted, and submit their own (via webcam, mobile, or uploading an existing file). If it’s their first video for CrowdEngage, they will have to register very easily before submitting.
Winning videos are based off of unique views. This is to leverage word-of-mouth marketing, as a grading method. We have a secret (so it’s not easy to reverse engineer) algorithm to calculate each video’s view count. If there is any discrepancy in the view count, we can pull a detailed report of who watched the video. We can find out if a count has been tampered with.
This is a great way to have a big effect on your consumers, while not putting forth an incredible amount of effort. The only thing you have to do is approve or deny each video, before it gets placed in your campaign.
Then what? Promote the Videos You Get!
So now your contest is over. You will be receiving a receipt at the completion of it, and it has details that include:
- How many videos were submitted
- How many awards were sent out
- How many views in total were generated from all videos
- Who are the most influential users
Now you can use these videos however you’d like. They can be easily embedded into any other site. A blog post that outlines the best videos would be an awesome way to promote your favorite videos, and give even more recognition to your consumers.
Rinse and repeat- this is a strategic tool to help you grow your brand while generating video content. The campaigns stay available on your profile, and the videos are in your control (not the consumers who uploaded them).
All companies should be using the web to their advantages. Using a tool like CrowdEngage gives those companies a big advantage in content generation, as well as empowering the creative marketing minds to grow your brand.
Content driven contests give you a simple, scalable, and unique way to generate new content, and to empower your customers.
Over time, the brands who utilize CrowdEngage the best will have a library/database filled with video content from their customers.
We’re here to help you to engage your crowd (sign up here to be an early tester)