THE NEXT UGC: CONTENT LOYALTY PROGRAMS

Summary from the TLDR Marketing newsletter

Content loyalty programs reward customers for posting social content. They are becoming a new way for brands to drive user-generated content and demand. 92% of consumers trust user-generated content over ads. Brands can use CRM portals to collect posts and give points, perks, and exclusive access in return. A program built by Ogilvy for Nestlé in Vietnam for the Milo brand signed up 2,600 creators, produced 3,100 submissions, and reached 78 million video views.