I wanted to dive into something I'm seeing more and more. As of now, May 16th, most brands are beginning to think about going into the first real shopping season of the year: early summer. That means there are more products launching, news feeds are getting more crowded, and what worked creatively in the winter/spring months of the year won't necessarily work through the summer.
A good DTC team knows that you should be testing new creative every couple of weeks at the minimum, but you also need to be pushing new messages, testing new benefits/value props, and getting more creative. The beautiful and festive photoshoots of the Winer/Spring months won't be as effective, and your shopper's intent is in high demand, so you need to work harder.
One thing that we see do well, almost always, is properly crafted UGC videos. UGC stands for "User Generated Content" or put simpler, just a video testimonial/review from a customer or user of your products. Naturally, when people talk about why they love something, they're always focused on outcomes, and secondly, they address a problem, one that many probably share. They're tremendously relatable and cost almost close to nothing to produce.
If you do it right, you can also make these pretty cheap — free if you do the editing yourself, or just film the initial video in the Tik Tok app (it has an easy way to start, stop, and stitch everything together).
Carly and Bailee on the Sharma Brands team put together a UGC Playbook for how we think about UGC creative with the brands we work with. We have some examples in there too, from Poo~Pourri, Orgain Protein, and BEHAVE candy, all brands you probably know or have used!
Check out the UGC Playbook here
