How to Grow a CPG Business Through UGC Creators

Standing out from the crowd, particularly in the health and wellness niche, can be a Herculean task in the bustling world of consumer-packaged goods (CPGs). While traditional marketing channels still hold weight, a potent new game-changer has emerged: user-generated content (UGC) creators.

User-generated content creators are digital storytellers who can catapult your brand to new heights with their engaged audiences and authentic voices. But how do you leverage their power effectively? Let’s understand how user-generated content and creators work. 

Why UGC Works Wonders for Health & Wellness Brands

Think of UGC as word-of-mouth on steroids. Real people using, loving, and sharing your products with their communities builds an unparalleled level of trust and authenticity. In the health and wellness realm, where trust is paramount, UGC becomes even more potent. Here’s why it works wonders:

Increased Brand Awareness

UGC disseminates your brand message organically, reaching wider audiences you might not have accessed through traditional channels.

Enhanced Credibility

Consumers trust recommendations from other people more than polished brand messaging, driving higher engagement and purchase intent.

Valuable Product Feedback

UGC provides priceless insights into how your products are perceived and used, helping you refine your offerings and marketing strategies.

For instance, let’s say you launched a #30DayBarChallenge for your health food brand. You could ask the participants to document their workout and energy levels while incorporating the brand’s protein bars for 30 days.

By the end of the month, you will either receive praise or feedback – both effective in determining the future of your brand.

Boosted Social Proof

Seeing others enjoy your products encourages potential customers to join the bandwagon, fostering a sense of community and belonging.

Fabletics, an athletic apparel brand, built a thriving community around fitness through partnerships with diverse fitness instructors and body-positive influencers. Creators shared their workout routines and outfits featuring Fabletics clothing, promoting inclusivity and inspiring their followers to embrace their individual fitness journeys. This community-driven approach drove loyalty and customer engagement through social proof.

Ways to Utilize the UGC Potential for Health & Wellness CPG Businesses

Now that you know why UGC works, let’s move from theory to action. Here are five concrete steps you can take to leverage UGC creators and propel your health and wellness brand:

Identify Your Ideal User-Generated Content Creators

Don’t just jump on the bandwagon with any influencer. Find creators who resonate with your brand values, target audience, and niche. Look for individuals who:

• Consciously think about their lifestyle: Their content and personality should align with your brand’s health and wellness focus.
• Engage authentically: Avoid overly promotional profiles; seek creators who genuinely use and love your products.
• Have a relevant audience: Their follower base should overlap with your target demographic in terms of age, interests, and location.

Design UGC-Friendly Campaigns

Create campaigns that inspire and incentivize content creation. Here are some ideas:

Product Challenges

Invite creators to try your products for a specific period and share their experiences (think morning routine challenges or fitness product reviews).

Contests

For example, if you are a food brand, you could encourage the users to create delicious and healthy recipes using your ingredients and share them with their audience.

“Before & After” Transformations

Motivate creators to showcase how your products have positively impacted their health and well-being. This is especially helpful for skincare brands.

Cultivate Collaborations, Not Transactions

Remember, your goal is to build genuine partnerships, not transactional deals. Treat creators with respect, value their input, and give them creative freedom. Offer incentives like product gifting, early access to new launches, or brand ambassador programs.

KIND Snacks’s #KindTogether campaign encouraged people to share acts of kindness, generating immense goodwill and brand affinity. Campaigns like this are a great way for users to gain something emotional from engaging with your brand, beyond the tangible value. And if you can strike an emotional chord with your users, there is very little that will erase your brand from their minds.

Amplify UGC Across Your Channels

Don’t let the content gather dust! Share user-generated gems on your social media platforms, website, and even marketing materials. Tag the creators, respond to comments, and show appreciation for their efforts. This is the best way to gain organic exposure.

Measure and Refine

Track the performance of your UGC campaigns using relevant metrics like engagement, reach, and website traffic. This data will help you identify what’s working and what needs tweaking.

Bonus: Branding and Packaging for the UGC Spotlight

While content is king, don’t underestimate the power of packaging when it comes to user-generated content. Many viral products these days ride on a ‘wow’ factor in their packaging.

With ASMR refusing to go out of trend and unboxing videos becoming a new normal in content creation, you should be even more focused on creating aesthetically pleasing and functional packaging that inspires creators to feature your products prominently in their videos and photos. Here are some tips:

• Clear and Compelling Information: Ensure your packaging showcases key product benefits and ingredients in a visually appealing way.

• Instagrammable Design: Play with bold colors, eye-catching patterns, and unique shapes that pique curiosity and stand out in photos and videos. You should also include unique features like QR codes linking to recipes or challenges, prompting user engagement.

• Sustainability Matters: Eco-friendly packaging resonates with health-conscious consumers and aligns with your brand’s wellness ethos.

Remember, the goal is to make your packaging an extension of your brand story and a natural fit for UGC creators to showcase. Don’t be afraid to experiment and embrace the ever-evolving world of UGC.

The branding experts at Aventive Studio are eternally trying to find a new way to do things. Our branding strategies rely on tapping into authenticity and creativity, which help gain the brand exposure that most small businesses struggle to get. So, if you are looking for professional help to get your health and wellness brand out there, we can effectively help you engage your target audience, build brand loyalty, and ultimately fuel your CPG business’ success. Get in touch with us to get started.