UGC—Lululemon
What is User-Generated Content?
https://blog.hootsuite.com/user-generated-content-ugc/
In the age of new media, the power of faster and wider distribution has replaced the fragmentation and one-way nature of traditional media advertising.
A: Brands use the UGC model to advertise on social media sites at a lower cost by allowing User-generaed content to be advertised on media sites, reducing advertising costs, making it simple to operate, and achieving a new economic model of interactivity, 93% of marketers .
LuLaRoe
Canadian casual clothing brand, has a successful marketing approach to its yoga wear segment, which is the top-selling product.
To date, 1.5 million hashtags have been created on the topic.
Success Stories of UGC – Medium
https://medium.com/snapsea/success-stories-of-ugc-f20e769dc78a
Lululemon also has a YouTube account, which has reached 281,000 subscribers and 4,298,828 views since 2006.
Lululemon global works with the local team to produce short videos such as; product introductions, and yoga and fitness videos (meditation, running, and training by experts in the field).
Consumers can find different content according to their needs and the videos are available in short workouts ranging from 5 minutes to 45 minutes, catering to groups with different time needs.
I think Lululemon is growing steadily through its UGC business model, as the earnings report below shows now, from 2018 to 2019.
7 advantages of social media advertising for your business
Through the above examples, we can see that the two main drivers of revenue growth are traffic growth and increased conversion rates.
Its content is just in line with the public demand, buying sports-type products, also want to exercise.
Easy to resonate with consumers, the marketing model draws closer to consumers, strengthens the sense of interaction, also allows consumers to interpret the brand concept in the community of social media sites.
At the same time, brands can filter out quality content in line with the brand values as advertising to attract more potential consumers according to user preferences.
B: The creators of the UGC (Bran ambassador)
the 2022 Influencer Report from the Morning, It was discussed that the majority of people want to make money on social media sites.
With 86% wanting to be paid for posting content for brands on social media sites by being [The creators of the UGC].
26% want to be exposed to social media sites and become influencers through production.
I think Lululemon is good at using the creators of the UGC, as the brand invites these people to become Bran ambassadors, quite literally workers for the brand, and gives them a certain salary.
Through the brand ambassador’s network and social circle, they promote the product online.
On Lululemon’s official website and social media sites [Instagram, YouTube], the creators of the UGC show exercise videos; yoga, gym, and exercise tips.
C: Consumers–user-generated content (UGC).
The advantage of UGC for consumers is that they feel authentic and can show their attitude to yoga, their attitude to life, and their body through the communities on social media sites.
Lululemon, which has created a platform for consumers to express themselves to the fullest extent.
At the same time, consumers identify with the values of the product and can share their feelings about exercise through the communities that the brand has created on social media sites.
who benefits most of all?
Brands become the most profitable
The UGC model is a crucial part of a brand’s marketing product, mainly to increase the credibility of the product, drive social media traffic and enhance consumer purchasing power.
In the long run, lululemon uses the UGC model to stimulate consumers to participate in activities and purchase sports products.