Learn how to create branded content for your eCommerce brand without producing it in-house. This presentation was originally a webinar produced by Photoslurp, Europe's leading UGC platform, Reelio, Influencer Marketing platform, and thredUP, eCommerce retail brand. Visit hi.photoslurp.com/webinars to view the original presentation.

1. WEBINAR: How to create branded content
without producing it in-house
Featuring:

2. Today’s Speakers
Madeline Cronin Aaronson: Senior
Manager Organic Growth, thredUP
Vivian Valiente: Director
of Integrated Marketing,
Reelio
Charlie Brook: Content
Marketing Associate,
Photoslurp

3. Webinar Overview
● Quick discussion about content types
● Jumping into Influencer Marketing Strategies with Reelio
● Brand Advice & Response from thredUP
● Bridging into User Generated Content Strategies with
Photoslurp
● Brand Advice & Response from thredUP
● Q&A

4. Content Types We Will Discuss
● Photos, Videos & any other visual content shared
socially
● Influencer Content and User Generated Content
● Posted on Instagram, Facebook, Twitter,
YouTube, etc.

5. Influencer Content:
How do you find the right influencers?
How do you get great content?
How do you measure and optimize?

6. How do you find the right influencers?
Establish your Goals
● Different creators are better for different goals
● Example: Low to mid-size channels w/ high engagement
tend to increase conversions
Nail Down your Target Audience
● Their real audience might surprise you
● Ask influencer to send you the data, or use an influencer
tool
Focus on Complementary Styles
● Influencer should already make content that matches
● Your brand message should naturally fit
“I got every
single outfit in
this video from
thredUP!”

7. How do you get great content?
Simplify Your Ask to 3 Things
● Talking Points (less is more)
● How the product needs to be included
● The CTA
Hands Off Approach
● Format should already exist, don’t ask them to
do something new
● Should NOT feel like your favorite TV show is
being interrupted,
“when i first
put it on, i
was like…
dude”

8. How do you optimize and improve over time?
Measurement
● Go back to your goal
● Awareness Example: Lyft during Pride
How to Track Acquisitions
● Use unique UTM Links AND Discount Codes
● The Halo Effect - Use a Checkout Survey
It Takes Time!
● Be open to testing
● Look closely at the results when it works
● Think of it as building your A-team
“these can be
really expensive
new, but getting
them used is
such a steal”

9. User Generated Content:
How do you get your brand community to post content featuring
your products?
What do you do with this content once you have it?
How do you keep the cycle of your UGC strategy in constant motion
(with a consistent flow of customer content)?

10. How to amass User Generated
Content (that you actually want to
use)
● Kickstarting your UGC strategy with your influencers
● Leveraging contests and giveaways to encourage your
community to post UGC
● Developing Instagrammable campaigns or hashtags to
encourage customer content
● Brand tags & mentions
● Continuously ask your users to post

11. How to inspire followers to post thanks to your
influencer content

12. How to inspire followers to post thanks to
giveaways and contests

13. What to do with this content
● Integrate customer content directly into your eCommerce
storefront then make it shoppable
● To further extend social proof, include it in your product
pages
○ Our customers have seen a 5-15% conversion rate
increase when integrating UGC into their product
pages
● Take this one step further by displaying this content in your
email marketing campaigns, confirmation pages and
more
● Feature UGC in your ads
○ From our study, UGC Facebook ads resulted in a 31% lower CPC than
professional content
○ In another study, Instagram ads featuring UGC resulted in a 13.9% lower
CPC than professional content

15. How to keep the UGC cycle going
● Wherever you integrate customer content, make sure your
audience knows that they could be featured there if they
share content too
● Always give your users photo credit and say thank you!
● Keep a consistent brand identity for your audience to
relate to; you want them to join your brand community!
● Measure how well your UGC is performing with a User
Generated Content platform
● Keep asking them to post!

16. Any questions?
Feel free to ask questions in the Q&A
pop-up on your screen.

17. Thanks for joining!
proprietary and confidential
If you enjoyed this webinar, please check
out more from us through the links below.
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Visit our website to subscribe to our
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further questions.
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