All of the elements of UGC relate to the psychological idea of social proof. People are more likely to trust your product when they see others who have purchased it and actively use it in their everyday lives. With nearly 70% of U.S. adults shopping online at least monthly, UGC is a way to reduce the level of risk a potential buyer sees in a product that they have yet to touch and feel themselves.
Apple’s most recent marketing effort, “Shot on iPhone,” garnered more than 10,000 submissions from users all over the world, eager to be featured in an international ad campaign. These images and videos were used as a part of the iPhone 6 and iPhone 6 Plus releases, and gave people a chance to see the quality of the newest iPhone cameras before they had their hands on one.
The photos were featured on billboards worldwide, and you can see many of the videos in the World Gallery.
In another, more emotional “Shot on iPhone” advertisement titled “The Human Family,” the late poet laureate Maya Angelou narrates, emphasizing the sense of togetherness that exists within and between families worldwide — especially these families who captured their memories on an iPhone. Apple then carefully curated the content to create a highly emotional story that could reach widespread audiences, again integrating their consumers’ stories into their own branded story.