Do you rack your brain over creating content that will connect with your ideal customers? You’re not alone. There are over 2 million blog posts created every day.
Yes, over 2 million! Worse yet, most don’t get read. Approximately 80% of people only read the headline. Ouch!
What’s a small business owner to do?
Instead of pushing out content, let’s look at a company that’s pulling people into their orbit by asking them to create content. User generated content gives a brand immediate social proof. People are just more apt to believe what friends, family, and peers post over that created by people paid to do so.
A new bottled water company called Life WTR recently launched. It’s focused on women and uses artwork on its labels to set itself apart visually from competitors.
The brand is being built by showcasing up-and-coming artists. Life WTR’s bottles act as a blank canvas or “wall” for their art. It’s a win for everyone. The brand gains beautiful packaging that’s focused on promoting a worthwhile cause.
The artists gain exposure for their work and the chance to grow their fan base. It’s also in the artists’ best interests to spread the word about the cause and the pop up art exhibitions.
Along with promoting more women artists, they’re also educating the public to the fact that few female artists have gained much exposure for their work. Here’s an astounding fact. While women create 51% of visual art today, only 5% of art in museums has been created by a woman. With such a low number of female generated art available for viewing, female artists need more opportunities to showcase their work.
Their hashtag, #artbyawoman, allows artists to both submit work for pop-up art exhibitions and follow other artists. People are asked to post on Instagram.
As people share their artwork, they’re sharing the Life WTR brand, too. The brand’s Instagram wall becomes a virtual art gallery.
Artists now have exposure to 20,000 plus new viewers who can opt to easily follow their accounts. Artists can also get a feel for what work is most popular by following the likes and conversations.
The brand can gauge the artwork that will best attract people to their packaging and the water. Each new label and art graphic is automatically pre-vetted.
Life WTR’s pop-up exhibits showcase the submitted artwork and allow people a chance to meet the local artists. All this activity leads to more opportunities for people to post pictures of the events and movement on social media.
With strong exhibits and brand graphics, the brand continues to get in front of more eyeballs and their numbers have grown quickly.
The video is strong and compelling. More than 3 million watched it on YouTube in its first week. The filming does a great job of showcasing the events and the artists themselves.
A quick check of the hashtag #artbyawoman shows over 2,000 pieces of artwork already shared. LifeWTR has already gained over 20K Instagram followers.
The brand appears to be off to a great start with these kind of awareness numbers. Not only is their social media humming along, the water is sold out on Walmart. Handsome, creative and effective, you can’t beat that for a start!
Perhaps, it’s time that we all start creating ideas focused on pulling more people into our radius instead of pushing more data and posts out to them? After all, how many blogs do you follow, much less read religiously? User generated content is on the rise. The more we can build it into the life cycle of our brand the better.
Right now, ratings and reviews are the top form of user generated content. While reviews and rankings are important, it’s time we got a little more creative in developing ways that encourage people to share.
Look for ideas that provide incentive for your followers to create content and share it with you. To have work featured before a large following is proving to be an enticing incentive for LifeWTR’s followers. Their continued conversations and features will provide this young brand with great feedback and a strong community.
Thanks again for checking into my little corner of the universe. I hope this post encourages you to spend more time focused on consumer generated content for your followers.
If you’ve got a story to tell about customer generated content for your brand, please share it here.